Description

“The nuts, seeds and trail mix category is ready for a reset. Despite strong connections to snacking, plant-based proteins and a generally healthy reputation, the category was one of the few largely unaffected by the pandemic: finding neither gains nor losses during its heights and now seeing a slight slowdown due to heightened inflation. In a landscape where blurring of the line between snack and meal is evergreen, brands can change the course of the category through healthy versatility, reinforcing nutritional benefits, and extending dayparts and applications.”
Billy Roberts, Sr. Analyst – Food and Drink

This Report looks at the following areas:

  • Purchase and usage of nuts, seeds and trail mix
  • Purchase drivers for the category
  • Snack food associations
  • Attributes to increase usage of nuts, seeds and trail mix
  • Attitudes toward nuts, seeds and trail mix

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of nuts, seeds and trail mix, at current prices, 2017-27
      • Figure 2: Total US retail sales and forecast of nuts, seeds and trail mix, at current prices, 2017-27
      • Figure 3: Category outlook, 2022-27
    • Opportunities and challenges
    • Expensive reputation in an era of heightened inflation
      • Figure 4: Purchase drivers of nuts, seeds and trail mix, 2022
    • Young adults are hungry for new ideas, options
      • Figure 5: Attitudes toward purchasing nuts, seeds and trail mix, any agree, by generation, 2022
    • Keep working on the healthy reputation for parents
      • Figure 6: Attitudes toward health and nuts, seeds and trail mix, any agree, by parental status, 2022
    • Get functional
      • Figure 7: Important nuts, seeds and trail mix features, 2022
  3. Market Size and Forecast

    • Nuts, seeds and trail mix remain sluggish, despite pandemic
      • Figure 8: Total US sales and fan chart forecast of nuts, seeds and trail mix, at current prices, 2017-27
      • Figure 9: Total US retail sales and forecast of nuts, seeds and trail mix, at current prices, 2017-27
  4. Segment Performance

    • Nuts dominate market share, but sluggish growth ahead
      • Figure 10: Sales of nuts, seeds and trail mix, by segment, 2017-27
      • Figure 11: Total US retail sales and forecast of nuts, seeds and trail mix, by segment, at current prices, 2017-27
    • “Other” channels grow category sales, as supermarket sales correct from COVID heights
      • Figure 12: Total US retail sales of nuts, seeds and trail mix, by channel, at current prices, 2017-22
      • Figure 13: Total US retail sales of nuts, seeds and trail mix, by channel, at current prices, 2017-22
  5. Market Factors

    • Climate’s impact heats up
    • Rising food costs will stifle category growth
      • Figure 14: Disposable personal income change from previous period, 2010-22
      • Figure 15: Expensive perception of nuts/seeds/trail mix, 2022
    • C-store sales are recovering
      • Figure 16: Total US sales of convenience store foodservice sales, and convenience store sales of nuts, seeds and trail mix, at current prices, 2017-21
  6. Market Share/Key Players

    • Private label maintains dominant market position
    • Sales of nuts, seeds and trail mix by company
      • Figure 17: Multi-Outlet sales of nuts, seeds and trail mix, by leading companies, rolling 52 weeks 2021 and 2022
    • Planters sets roots at Hormel; only major brand growth is Wonderful
  7. Competitive Strategies and Market Opportunities

    • Private label brands get creative with flavors
      • Figure 18: Private label launches focused on flavor, 2022
    • Build trust in packaged brands
      • Figure 19: Attitudes toward health and nuts, any agree, by age, 2022
    • Nudge consumers to vary the role of nuts and seeds
      • Figure 20: Attitudes toward cooking with and eating nuts, by work location, 2022
      • Figure 21: Recipe inspiration, 2022
    • Add value with functionality and specialty diets
      • Figure 22: Attributes to increase usage of nuts, seeds and trail mixes, by financial situation, 2022
      • Figure 23: Select category launches bearing functional/specialty messaging, 2022
    • Tap into trending pairings to inspire younger adults
      • Figure 24: Using more nuts, seeds and trail mix, by age, 2022
  8. The Nuts, Seeds and Trail Mix Consumer – Fast Facts

    • Widespread purchase, yet room to grow usage and repertoires
    • Consumers interested in growing usage
    • Millennials boosting usage during morning occasions
    • Flavor drawing younger consumers
  9. Purchase of Nuts, Seeds and Trail Mix

    • Fragmented category led by nuts and trail mix
      • Figure 25: Purchase of nuts, seeds and trail mix, 2020 and 2022
    • Go beyond plant-based and protein to reach young male snackers
      • Figure 26: Purchase of nuts, by age and gender, 2022
    • Parents like the appeal of mixing it up, help them with variety
      • Figure 27: Purchase of trail mix, by gender and parental status, 2022
    • Flexible working arrangements point to seed potential
      • Figure 28: Purchase of seeds, by generation, and by work-from-home status 2022
  10. Nut/seed/trail mix Usage

    • Snacking leads usage and still presents opportunities
      • Figure 29: Nut/seed/trail mix usage, 2022
    • Make more out of mornings
      • Figure 30: Daypart usages of nut/seed/trail mix snacking, by work-from-home status, 2022
    • Promoting natural connections to nutritional wellness is well-timed
      • Figure 31: Purchase drivers for nuts, seeds or trail mix, by nut/seed/trail mix use, 2022
  11. Nuts, Seeds or Trail Mix Purchase Drivers

    • Type, price drive choice in a fragmented market
      • Figure 32: Purchase drivers for nuts, seeds or trail mix, 2022
    • Brand loyalty is up for grabs among young adults
      • Figure 33: Purchase drivers for nuts, seeds or trail mix, by age, 2022
  12. Snack Food Associations

    • Value only one route to boosting category’s appeal
      • Figure 34: Correspondence analysis – Snack food associations, 2022
      • Figure 35: Snack food associations, 2022
  13. Important Nuts, Seeds and Trail Mix Features

    • Protein boosts resonate with nearly half of users
      • Figure 36: Important nuts, seeds and trail mix features, 2022
    • Young adults not ready for full BFY positioning
      • Figure 37: Important nuts, seeds and trail mix features, by age, 2022
  14. Attitudes toward Nuts, Seeds and Trail Mix

    • Blend fun and health to stay relevant in competitive snack space
      • Figure 38: Attitudes toward nuts, seeds and trail mix, 2022
    • Impulsive Millennials are ripe to more proactive consumption
      • Figure 39: Attitudes toward purchasing nuts, seeds and trail mix, any agree, by generation, 2022
    • Don’t rest on a “healthy” reputation with parents
      • Figure 40: Attitudes toward health and nuts, seeds and trail mix, any agree, by parental status, 2022
  15. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  16. Appendix – The Market

      • Figure 41: Total US retail sales and forecast of nuts, seeds and trail mix, at current prices, 2017-27
      • Figure 42: Total US retail sales and forecast of nuts, seeds and trail mix, at inflation-adjusted prices, 2017-27
      • Figure 43: Total US retail sales and forecast of nuts, seeds and trail mix, by segment, at current prices, 2017-27
      • Figure 44: Average annual household spending on nuts, seeds and trail mix, 2017-22
      • Figure 45: Total US retail sales of nuts, seeds and trail mix, by segment, at current prices, 2020 and 2022
      • Figure 46: Total US retail sales and forecast of nuts, at current prices, 2017-27
      • Figure 47: Total US retail sales and forecast of nuts, at inflation-adjusted prices, 2017-27
      • Figure 48: Growth of Multi-Outlet dollar sales and volume sales of nuts, 2017-22
      • Figure 49: Total US retail sales and forecast of seeds, at current prices, 2017-27
      • Figure 50: Total US retail sales and forecast of seeds, at inflation-adjusted prices, 2017-27
      • Figure 51: Growth of Multi-Outlet dollar sales and volume sales of seeds, 2017-22
      • Figure 52: Total US retail sales and forecast of trail mix, at current prices, 2017-27
      • Figure 53: Total US retail sales and forecast of trail mix, at inflation-adjusted prices, 2017-27
      • Figure 54: Growth of Multi-Outlet dollar sales and volume sales of trail mix, 2017-22
  17. Appendix – Companies and Brands

      • Figure 55: Multi-Outlet sales of nuts, seeds and trail mix, by leading companies, rolling 52 weeks 2021 and 2022
      • Figure 56: Multi-Outlet sales of nuts, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 57: Multi-Outlet sales of seeds, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 58: Multi-Outlet sales of trail mix, by leading companies and brands, rolling 52 weeks 2021 and 2022
  18. Appendix – Retail Channels

      • Figure 59: Total US retail sales of nuts, seeds and trail mix, by channel, at current prices, 2017-22
      • Figure 60: Total US retail sales of nuts, seeds and trail mix, by channel, at current prices, 2020 and 2022
      • Figure 61: US supermarket sales of nuts, seeds and trail mix, at current prices, 2017-22
      • Figure 62: US drugstore sales of nuts, seeds and trail mix, at current prices, 2017-22
      • Figure 63: US sales of nuts, seeds and trail mix through other retail channels, at current prices, 2017-22
  19. Appendix – Correspondence Methodology

      • Figure 64: Correspondence analysis – Symmetrical map – Snack food associations, 2022
      • Figure 65: Correspondence analysis – Principal map – Snack food associations, 2022
      • Figure 66: Snack food associations, 2022

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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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