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Salty Snacks - US - April 2017

Published By :

Mintel

Published Date : Apr 2017

Category :

Food

No. of Pages : N/A

The salty snacks market continues to grow thanks to the strong performance of meat snacks and popcorn, as well as the continued success of corn snacks and cheese snacks. While salty snacks face competition from a variety of different snacks, innovation propels the salty snack market forward. Brands can build their sales in the crowded market by understanding what needs its products satisfy and identifying who their core consumers are.

Table of Content

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
Salty snack sales rise
Figure 1: Total US retail sales and forecast of salty snacks, at current prices, 2011-21
The issues
Pretzels and pork rinds experience stagnant growth
Figure 2: Total US retail sales and forecast of salty snacks, by segment, at current prices, 2011-16
RTE popcorn outshines microwavable
Figure 3: MULO sales of popcorn segments, 2012-16
The opportunities
There are still whitespaces for salty snack brands
Figure 4: Salty snack statement agreement, February 2017
New product trial motivators vary by consumer demographics
Figure 5: Salty snack new product purchase motivators, by generation, February 2017
Salty snacks can satisfy different occasions
Figure 6: Salty snack occasion, by snack categories, February 2017
Understanding consumer types
Figure 7: Meat snack product interest, by salty snack segmentation, February 2017
What it means

THE MARKET - WHAT YOU NEED TO KNOW
Sales of salty snacks continue to grow
Consumers have a multitude of snacks to choose
Forget Millennials, iGens are key snackers

MARKET SIZE AND FORECAST
Salty snacks market experiences steady growth
Figure 8: Total US retail sales and forecast of salty snacks, at current prices, 2011-21
Figure 9: Total US retail sales and forecast of salty snacks, at current prices, 2011-21

MARKET BREAKDOWN
Meat snacks continue to outperform other snacks
Figure 10: Total US retail sales and forecast of salty snacks, by segment, at current prices, 2011-16
Figure 11: Total US retail sales and forecast of salty snacks, cheese snacks, popcorn, and pretzels, at current prices, 2011-21
Figure 12: Total US retail sales and forecast of salty snacks, by corn snacks, meat snacks, and pork rinds, at current prices, 2011-21
Figure 13: Total US retail sales of salty snacks, by segment share, 2014 and 2016
C-stores and “other” retailers see strong salty snack sales
Figure 14: Total US retail sales of salty snacks, by channel, at current prices, 2011-16

MARKET PERSPECTIVE
Consumers are inundated with snack choices

MARKET FACTORS
Snacking is a frequent universal occasion
Figure 15: Food statement agreement, any agree, Fall 2016
Figure 16: Snacking attitudes, Fall 2012-16

UNDERSTANDING IGENS
Figure 17: Population by generation, 2012-22
Figure 18: Distribution of generations by race and Hispanic origin, 2017

KEY PLAYERS – WHAT YOU NEED TO KNOW
PepsiCo is the largest salty snack company
Popcorn and meat snacks benefit from flavors, familiarity, and premium varieties
Pretzels and non-RTE popcorn are getting lost in the market
Innovative products are bringing new opportunities and challenges

COMPANY AND BRAND SALES OF SALTY SNACKS
PepsiCo’s share of the salty snacks market continues to grow
Figure 19: MULO sales of salty snacks, by leading companies, rolling 52 weeks 2015 and 2016

WHAT’S WORKING?
Popcorn flavors diversify
Figure 20: New popcorn products, flavor component group, 2012-17
Figure 21: New popcorn products, select flavors, 2012-17
Jerky: trendy and classic at the same time
While many jerky brands are growing, the following are some noteworthy brands:
Meat snacks go premium/feel good
Figure 22: New meat snack products, select claims, 2012-17
Regular Cheetos is a billion dollar brand

WHAT’S STRUGGLING?
Pretzels need to look to new opportunities for growth
Growth of RTE popcorn comes at expense of microwavable/kernels
Figure 23: MULO sales of popcorn segments, 2012-16
Meat snack bars may be too unique…for now
Figure 24: Meat snack bars, purchase intent score, March 2016-March2017
Figure 25: Meat snack bars, product attributes March 2016-March2017
Figure 26: Meat snack bars, purchase intent score March 2016-March2017

WHAT’S NEXT?
Organic snacks becoming more commonplace
Figure 27: All salty snack products, organic claims, 2012-17
Refrigerated meat snacks compete with dried brands
Is sorghum the next RTE popcorn?
RTE popcorn format evolves

THE CONSUMER – WHAT YOU NEED TO KNOW
Salty snacks are a HH staple
Occasion often dictates which snack is chosen
Different factors motivate consumers to try a new salty snack
Premium and free-from snacks are still areas of opportunity

SALTY SNACK PURCHASES
Nine out of 10 consumers buy salty snacks
Figure 28: Salty snacks purchased, any HH purchase, February 2017
Figure 29: Salty snacks purchased, any HH purchase, February 2017
Men out buy women in salty snack purchases
Figure 30: Salty snacks purchased, any HH purchase, by gender, February 2017
iGens are heavy snack purchasers
Figure 31: Salty snacks purchased, any HH purchase, by generation, February 2017
Hispanics are primary pork rind consumers
Figure 32: Salty snacks purchased, any HH purchase, by Hispanic origin, February 2017
Figure 33: Salty snacks purchased, any HH purchase, by race, February 2017
Snack purchases vary by area
Figure 34: Salty snacks purchased, any HH purchase, by area, February 2017

PRETZEL DEEP DIVE – PRODUCT INTEREST
Flavored pretzels lead the way
Figure 35: Pretzel product interest, February 2017
Young consumers crave indulgent pretzels
Figure 36: Pretzel product interest, by age, February 2017
Organic options appeal to Ingredient Searchers
Figure 37: Pretzel product interest, by salty snack segmentation, February 2017

PRETZEL DEEP DIVE – PRETZEL PAIRINGS
Even better with a dip
Figure 38: Pretzel pairing interest. February 2017

MEAT SNACK DEEP DIVE – PRODUCT INTEREST
Take meat snacks gourmet
Figure 39: Meat snack product interest, February 2017
Meat snack: TURF analysis
Methodology
Two types of meat snacks appeal to 65% of consumers
Figure 40: TURF analysis – Meat snack product interest, February 2017
Young consumers drive interest in new meat snack formats
Figure 41: Meat snack product interest, by age, February 2017
Opportunity for feel-good/free-from meat snacks
Figure 42: Meat snack product interest, by salty snack segmentation, February 2017
Product deep dive: Lorissa’s Kitchen Korean BBQ Premium Steak Strips
Figure 43: Lorissa’s Kitchen, purchase intent score, by gender, March 2016-March 2017

MEAT SNACK DEEP DIVE – PROTEIN APPEAL
Meat snack bars can stand out with unique proteins
Figure 44: Meat snack protein appeal, February 2017
Meat snack protein appeal: TURF analysis
Methodology
Figure 45: TURF analysis –Meat snack protein appeal, February 2017

POPCORN DEEP DIVE – PRODUCT INTEREST
RTE buyers are open to more flavors
Figure 46: Popcorn product interest, February 2017
Female consumers respond to natural popcorn products
Figure 47: Popcorn product interest, by gender, February 2017
Young consumers are the target market for flavored popcorn
Figure 48: Popcorn product interest, by age, February 2017
Balance “free-from” with flavor to reach a mass audience
Figure 49: Popcorn product interest, by age, February 2017
Caramel popcorn is the low hanging fruit but look to new flavors as well
Figure 50: Desired popcorn flavors, open-ended, February 2017

SALTY SNACK OCCASIONS
Different salty snacks satisfy various need states
Figure 51: Salty snack occasion, by snack categories, February 2017
Figure 52: Salty snack occasion, by snack categories, February 2017
Consumers buy the same snack for different reasons
Figure 53: Salty snack occasion, pretzels, by gender and age, February 2017

NEW PRODUCT PURCHASE MOTIVATORS
Flavors lead to new product purchases
Figure 54: Salty snack new product purchase motivators, February 2017
Increase trial among female consumers
Figure 55: Salty snack new product purchase motivators, by gender, February 2017
Opportunity to drive trial among the generations
Figure 56: Salty snack new product purchase motivators, by generation, February 2017
Consumer types are motivated by different factors
Figure 57: Salty snack new product purchase motivators, by salty snack segmentation, February 2017

SALTY SNACK STATEMENT AGREEMENT
Whitespace still exists in the crowded salty snacks market
Figure 58: Salty snack statement agreement, February 2017
Men are more likely to put flavor first
Figure 59: Salty snack statement agreement, by gender, February 2017
Figure 60: Salty snack statement agreement, by gender and age, February 2017
Nostalgia is strong with younger consumers; functional packaging appeals to older consumers
Figure 61: Salty snack statement agreement, by generation, February 2017
Interest in premium correlates to income
Figure 62: Salty snack statement agreement, by age and HH income, February 2017
Salty snack segmentation: Understanding the consumers
Figure 63: Salty snack segmentation indexes against all survey respondents, February 2017
Salty snack segmentation: Attitudes
Figure 64: Salty snack statement agreement, by salty snack segmentation, February 2017

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations

APPENDIX – MARKET
Figure 65: Total US retail sales and forecast of salty snacks, at inflation-adjusted prices, 2011-21
Figure 66: Total US retail sales and forecast of cheese snacks, at current prices, 2011-21
Figure 67: Total US retail sales and forecast of cheese snacks, at inflation-adjusted prices, 2011-21
Figure 68: Total US retail sales and forecast of popcorn, at current prices, 2011-21
Figure 69: Total US retail sales and forecast of popcorn, at inflation-adjusted prices, 2011-21
Figure 70: Total US retail sales and forecast of pretzels, at current prices, 2011-21
Figure 71: Total US retail sales and forecast of pretzels, at inflation-adjusted prices, 2011-21
Figure 72: Total US retail sales and forecast of corn snacks, at current prices, 2011-21
Figure 73: Total US retail sales and forecast of corn snacks, at inflation-adjusted prices, 2011-21
Figure 74: Total US retail sales and forecast of meat snacks, at current prices, 2011-21
Figure 75: Total US retail sales and forecast of meat snacks, at inflation-adjusted prices, 2011-21
Figure 76: Total US retail sales and forecast of pork rinds, at current prices, 2011-21
Figure 77: Total US retail sales and forecast of pork rinds, at inflation-adjusted prices, 2012-21
Figure 78: Total US retail sales of salty snacks, by channel, at current prices, 2014 and 2016

APPENDIX – KEY PLAYERS
Figure 79: MULO sales of cheese snacks, by leading companies and brands, rolling 52 weeks 2015 and 2016
Figure 80: MULO sales of popcorn, by leading companies and brands, rolling 52 weeks 2015 and 2016
Figure 81: MULO sales of pretzels, by leading companies and brands, rolling 52 weeks 2015 and 2016
Figure 82: MULO sales of corn snacks, by leading companies and brands, rolling 52 weeks 2015 and 2016
Figure 83: MULO sales of meat snacks, by leading companies and brands, rolling 52 weeks 2015 and 2016

APPENDIX – CONSUMER
Figure 84: Table - TURF Analysis – Meat snack product interest, February 2017
Figure 85: Desired popcorn flavors, open-ended, top 10 flavors, February 2017

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