Report Summary

Brand loyalties and habits are salient in the chip category. Yet, interest in flavor and BFY innovation also suggest that chip fans want to explore more ways to indulge their cravings.

Kamari Davis, Research Analyst, Food & Drink

Table of Contents

  1. Executive Summary

    • What you need to know
    • Consumer trends: key takeaways
    • Market predictions
    • Opportunities
  2. Consumer Insights

    • Potato and tortilla chip consumer: fast facts
    • Chip consumption
    • Flavored options gain traction
    • Graph 1: chip consumption, 2022 vs 2023
    • Despite the allure of the familiar, chip fans eat a pretty wide variety
    • Graph 2: repertoire of chips consumed, 2024
    • A rise in snacking leads to a rise in variety
    • Graph 3: chip consumption, by generation 2023
    • Parents are chip super fans who want more
    • Graph 4: chip consumption, by parental status, 2023
    • Chip occasions
    • Consumers look to "chip away" at shared occasions
    • Graph 5: chip occasions – NET, 2023
    • Let flavor play a role in growing occasions
    • Graph 6: chip occasions, 2023
    • Chip purchase factors
    • Changing value equation encourages variety in new ways
    • Graph 7: chip purchase factors, 2022, 2023
    • Make more room for Gen Z and millennials to indulge with healthier options
    • Graph 8: chip purchase factors, by generation, 2023
    • Parents may be willing to trade brand loyalty for healthier choices for their family
    • Graph 9: chip purchase factors, by parental status, 2023
    • Chip innovation
    • Consumers are looking for "better" not necessarily healthier
    • Graph 10: chip innovation, 2023
    • There's true optimism of BFY chip growth
    • Graph 11: chip innovation, by generation, 2023
    • Flavor is the forefront for parents
    • Graph 12: chip innovation, by parental status, 2023
    • Attitudes about brands and trial
    • Balance habit with innovation
    • Graph 13: chip attitudes, 2023
    • Loyalties are shifting, so is influence
    • Graph 14: chip attitudes, by generation, 2023
    • Parents can have an influence on brand loyalty and flavor exploration
    • Graph 15: attitudes, by parental status, 2023
    • Chip behaviors
    • Consumers are not straying away from habit
    • Graph 16: chip behaviors, 2023
    • Cater to Gen Z's chip cravings with global twists
    • Graph 17: chip behaviors, by generation, 2023
    • Encourage women to step out of their comfort zone
    • Graph 18: chip behaviors, by gender, 2023
    • When it's crunch time, parents know how to navigate brand loyalty and value
    • Graph 19: chip behaviors, by parental status, 2023
    • Attitudes and behaviors about chips
    • Strive for  healthier chips that are taste, flavor forward
    • Graph 20: chip attitudes and behaviors – NET, 2023
    • Brand collaborations inspire trial in well over half of those under 45
    • Graph 21: chip behavior, by generation – NET – any agree, 2023
    • Big and small – parents want it all
    • Graph 22: chip attitudes, by generation – NET, 2023
    • Millennials are changing the flavor game
    • Graph 23: chip attitudes, by generation – NET, 2023
  3. Competitive Strategies

    • Launch activity and innovation
    • Brands mix up the base for BFY twist
    • Potato and tortilla chips versatility leaves room for innovation
    • Flavourscape AI spotlight: sweet heat habanero and mango
    • Flavor innovation blurs the line between meal and snack…
    • …with a fun focus on sandwich combos
    • Room to take brand collabs in many directions
    • Doritos bring Takis textures to the party
    • Garden Veggie goes down the tortilla chip route
    • Marketing and advertising
    • Lay's leverages pop culture in a fresh take on collaborations to inspire extended applications…
    • …reaching for Gen Z, Millennials and parents hungry for new ideas
    • Graph 24: chip attitudes, by generation and parental status – NET – any agree – "I would eat more chips if I knew more ways to enjoy them", 2023
    • Collabs aren't always about formulation innovation: high low snacking
    • Pringles shift focus from can to character for the big game
    • Opportunities
    • Lift and shift strategies can further engage culturally curious Gen Z,  Millennials+
    • Graph 25: international cuisine consumption, 2023
    • Mainstream global cuisines encourage trial in chip form
    • Hispanic cuisines inspire bold flavor innovations
    • Harness social media to cater to adventurous palates
    • Graph 26: chip types consumed, by race, 2023
  4. The Market

    • Market context
    • Market drivers
    • Snackers keep on snacking
    • Graph 27: snacking frequency, 2023
    • Even Gen X is doubling down on snacking
    • Graph 28: changes in snacking, 2023
    • Even those with healthy finances vulnerable to brand shifts
    • Graph 29: chip attitudes, 2023
    • Market size and forecast
    • In an uber-competitive snack space, chips stay relevant
    • Price increases help propel the category, but consumers remain hungry for chips
    • Retail sales and forecast of potato and tortilla chips
    • Market segmentation
    • Potato chips expected to stay at the helm…
    • Graph 30: total retail sales and forecast of potato chips and tortilla chips, by segment, at current prices, 2018-28
    • …and tortilla chips pick up steam and share
    • It's still a wild retail ride
    • Graph 31: Total US retail sales of potato and tortilla chips, by channel, at current prices, 2018-23
    • Potato chips ride the wave of growth and competition
    • Retail sales and forecast of potato chips
    • Tortilla chip flavor innovation can lead to new occasions
    • Retail sales and forecast of tortilla chips
    • Market share/brand share
    • Private label dominates growth in Pepsico's domain
    • Sales of potato and tortilla chips, by company
    • Private label potato chips go on the offensive
    • Sales of potato chips, by company
    • Leading tortilla brands drive share growth despite private label acceleration
    • Sales of tortilla chips, by company
  5. Appendix

    • Retail sales and forecast of potato and tortilla chips, at inflation-adjusted prices
    • Market definition
    • Consumer research methodology
    • Generations
    • Forecast
    • Forecast fan chart
    • Abbreviations and terms

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