Table of Contents
Issues in the Market
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- Key themes
- Definitions
Insights and Opportunities
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- Back to basics with a twist
- Functional snacks
- Pretzel logic
Fast Forward Trends
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- Trend 1: The Snack Society
- Trend 2: Generation Why?
- Fast forward – an explanation
Market in Brief
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- Faltering sales, but some bright spots
- Concentrated market
- Healthier products
- Changing role for advertising
- Increased importance of adult snacks
Internal Market Environment
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- Key points:
- Obesity – a weight on everyone’s mind
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- Figure 1: Projected prevalence of obesity in children and adults, by gender, 2003 and 2010
- The Jamie Oliver effect
- Media focus on diets and obesity
- Consumers seeking healthier alternatives
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- Figure 2: Agreement with selected lifestyle statements, 2002-06
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- Figure 3: Agreement with selected lifestyle statements – 11-14-year-olds, 2002-06
- Concern over fats
- Sustainable snacks
Broader Market Environment
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- Key points:
- 5 A DAY
- School Food Trust promotes healthier lunches
- Restrictions on advertising to children
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- Figure 4: Agreement with the statement ‘I like to buy things I’ve seen in the adverts on TV’ – 7-10s and 11-14s, 2003-06
- Food labelling
- Ageing population
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- Figure 5: Trends and projections in the UK population, by age group, 2002, 2007 and 2012
- Consumer expenditure
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- Figure 6: PDI and consumer expenditure, at constant 2002 prices, 2002-12
- Other factors
- Healthy School Status
Competitive Context
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- Key points:
- Traditional snack markets face challenge
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- Figure 7: UK retail value sales of crisps and snacks, biscuis and chocolate, 2002-07
- Strong growth in healthy snacks
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- Figure 8: UK retail volume and value sales of crisps and snacks v nuts, seeds etc and fruit and vegetables, 2002-07
- The changing face of snacks
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points:
- Range extensions
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- Figure 9: Type of product launched, January 2006-April 2007
- Provenance the flavour of the month
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- Figure 10: Top flavours launched, January 2006-April 2007
- Health claims to the fore
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- Figure 11: New launches, by product claim, January 2006-April 2007
- Figure 12: Comparison NPD claims – UK v Global, January 2006-April 2007
- Reducing fat and salt content
- Other health claims
- Companies target premium sector
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- Figure 13: New product launches, by company, January 2006-April 2007
- Extending the appeal of snacks
- Limited progress on retail own-label
- Organic growth
Market Value and Forecast
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- Key points:
- Signs of recovery in 2006
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- Figure 14: UK retail volume and value sales of crisps and snacks, 2002-07
- Figure 15: UK retail value and volume sales of crisps and snacks, by sector, 2002-06
- The occasional treat
- Future growth potential
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- Figure 16: Forecast of the crisps and snacks market, by value, 2007-12
- Figure 17: Forecast of the crisps and snacks market, by volume, 2007-12
- Economic prospects
- Factors used in the forecast
Segment Performance
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- Key points:
- Tentative recovery in crisps
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- Figure 18: UK retail volume and value sales of crisps and snacks, 2002-07
- Snacks remain in the doldrums
- Premium sector leads the way
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- Figure 19: UK retail value sales of crisps, by type, 2002-06
- From diet to mainstream
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- Figure 20: UK retail sales of lower-fat potato snacks*, 2002-07
- Tradition is flavour of the month
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- Figure 21: UK retail value sales of standard/regular crisps, by flavour, 2004 and 2006
- Greater attention on adult snacks
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- Figure 22: UK retail sales of savoury snacks in the UK, by type, 2002-06
Market Share
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- Key points:
- Concentrated market
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- Figure 23: Manufacturer shares in the UK crisps and snacks market, by value, 2004 and 2006
- Indulgence v health
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- Figure 24: Company shares in the UK crisps market, by value, 2004 and 2006
- Slow growth in snacks
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- Figure 25: Manufacturer shares in the UK snacks market, by value, 2004 and 2006
- Own-label remains in the shadows
Companies and Products
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- Key points:
- Major players
- Walkers
- Product range
- Marketing positioning
- UBUK
- Product range
- Marketing positioning
- Procter & Gamble
- Product range
- Marketing positioning
- Tayto/Golden Wonder
- Premium specialists
- Kettle Chips
- Real Crisps
- Tyrrells
- Burts Potato Chips
- Duchy Originals
- Smaller brands/own-label suppliers
- Seabrook
- Red Mill
- Kolak Snack Foods
- Future trends
Brand Elements
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- Figure 26: Attitudes brand map of crisps and snacks brands, May 2007
- Walkers Crisps
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- Figure 27: Words associated with the Walkers crisps brand, May 2007
- Brand qualities
- National domination. The perfect snack – no attack
- Golden Wonder
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- Figure 28: Words associated with the Golden Wonder brand, May 2007
- Brand qualities
- Not so golden, no Midas wonder
- Hula Hoops
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- Figure 29: Words associated with the Hula Hoops brand, May 2007
- Brand qualities
- Hula Hoops are in a world of their own
- Pringles
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- Figure 30: Words associated with the Pringles brand, MAY 2007
- Brand qualities
- Pringles top of the pops and can’t stop popping
- Usage of brands
- Walkers and Pringles dominate the market
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- Figure 31: Consumer usage of various crisp and snack brands, May 2007
- Attitudes towards brands
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- Figure 32: Attitudes to crisp and snack brands, May 2007
- Brand satisfaction and performance
- Walkers excellence leads the way
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- Figure 33: Customer rating of crisp and snack brands, May 2007
- Brand commitment
- Kettle Chips and Pringles are worth paying more for.
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- Figure 34: Degree of customer commitment crisp and snack brands, May 2007
- Round up
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Brand Communication
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- Key points:
- Declining impact of TV
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- Figure 35: Main monitored media advertising expenditure on crisps and snacks, by medium, January 2003-April 2007
- Advertising concentrated in few hands
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- Figure 36: Main monitored media advertising expenditure on crisps and snacks, by manufacturer and retailers, 2002-07*
- Walkers retains leading spot
- Pringles
- KP Foods
- Advertising to children
Channels to Market
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- Key points:
- Grocery outlets continue to dominate
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- Figure 37: UK retail sales of crisps and snacks in the UK, by type of outlet, 2002-06
- Importance of smaller outlets for impulse snacks
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- Figure 38: UK retail sales of crisps and snacks in the UK, by type of outlet and product, 2006
- Smaller manufacturers seek select distribution
The Consumer – Usage
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- Crisps and snacks becoming an occasional treat
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- Figure 39: Consumption of potato crisps and potato snacks in the last 12 months, 2002-06
- Consumption patterns
- Sharper fall in snacks
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- Figure 40: Consumption of other savoury snacks in the last 12 months, 2002-06
- Consumption patterns
- Low-fat crisps losing out to lower-fat
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- Figure 41: Types of crisps eaten, 2006
- Branded products lead the way
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- Figure 42: Consumption of branded and supermarket own-label potato crisps/snacks, 2002-06
- A nation of chocoholics
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- Figure 43: Consumption of other snack foods in the last 12 months, 2002-06
- Continued high penetration amongst children
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- Figure 44: Top snacks/nibbles eaten between meals – 7-10-year-olds, 2006
Consumer – Attitudes and Motivations
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- Products bought
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- Figure 45: Crisps or snacks consumed in the last six months, December 2006
- Importance of family and status
- Everyone has their preferences
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- Figure 46: Consumer crisp and snack preferences, by socio-economic group, December 2006
- Regional favourites
- Snack appeal
- Adult snacks increase profile
- Continued impact of pester power
- The non-snackers
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- Figure 47: Profile of those who never eat crisps or snacks, by gender, age, socio-economic group, lifestage, presence of children and ACORN categories, December 2006
- Healthier snacking
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- Figure 48: Top 12 items eaten as snacks, December 2006
- Snacking profiles
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- Figure 49: Profile of snacking consumers, by gender, age, socio-economic group, region and ACORN categories, December 2006
- From sweet to savoury
- Men remain loyal snackers
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- Figure 50: Profile of crisps and other wheat products and meat based products consumers, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commerical TV viewing, supermarket usage, household size, and terminal education age, December 2006
- Attitudes towards snacks and snacking
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- Figure 51: Attitudes to crisps and snacks, December 2006
- Branded crisps under the spotlight
- Importance of treats
- Influence of entertaining
- Importance of advertising
- The role of children
- Impulse purchasing
Consumer – Further Analysis
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- Number and type of products purchased
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- Figure 52: Repertoire of types of crisps and snacks eaten, December 2006
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- Figure 53: Repertoire of crisps and snacks eaten, December 2006
- Lighter users stick to what they know
- Families and entertaining remain key factors
- Clusters on attitudes towards crisps and snacks
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- Figure 54: Typologies of attitudes towards crisps and snacks by demographics (row %)
- Moderators – (41% of sample)
- Time Crunchers – (27% of sample)
- Kiddy Treaters – (14% of sample)
- Health Bandits – (18% of sample)
- Pester powers rules choice
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- Figure 55: Repertoire of crisps and snacks bought, by cluster group, December 2006
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
- The Consumer – Usage
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- Figure 56: Consumption of potato crisps and potato snacks in the last 12 months – usage definition, 2002-06
- Figure 57: Consumption of other savoury snacks in the last 12 months – usage definition, 2002-06
- Figure 58: Consumption of potato crisps and potato snacks in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN categories, technology usage, household size and car usage, 2006
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- Figure 59: Consumption of other savoury snacks in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN categories, technology usage, household size and car usage, 2006
- The Consumer – Attitudes and Motivations
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- Figure 60: Crisps or snacks consumed in the last six months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, December 2006
- Figure 61: Crisps or snacks consummed in the last six months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, December 2006
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- Figure 62: Crisps or snacks consummed in the last six months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, December 2006
- Figure 63: Items eaten as a snack, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, December 2006
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- Figure 64: Items eaten as a snack, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, December 2006
- Figure 65: Items eaten as a snack, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, December 2006
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- Figure 66: Profile of snack consumption, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, December 2006
- Figure 67: Profile of crisps and other wheat products and meat based products consumers, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commerical TV viewing, supermarket usage, household size and terminal education age, December 2006
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- Figure 68: Attitudes to crisps and snacks, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, December 2006
- Figure 69: Attitudes to crisps and snacks, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size and terminal education age, December 2006
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- Figure 70: Cross-analysis of crisps and snacks consumed and occasions when they are eaten, December 2006 – Part 1
- Figure 71: Cross-analysis of crisps and snacks consumed and occasions when they are eaten, December 2006 – Part 2
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- Figure 72: Cross-analysis of items eaten as a snack and occasions when crisps and snacks are eaten, December 2006 – Part 1
- Figure 73: Cross-analysis of items eaten as a snack and occasions when crisps and snacks are eaten, December 2006 – Part 2
- Further analysis
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- Figure 74: Repertoire of types of crisps and snacks eaten, December 2006
- Figure 75: Repertoire of types of crisps and snacks, by demographics (row %)gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN categories, technology usage, daily newspaper readership, commercial TV viewing, supermarket usage and household size, December 2006
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- Figure 76: Repertoire of types of crisps and snacks, by attitudes towards crisps and snacks, December 2006 (col %)
- Figure 77: Repertoire of types of crisps and snacks, by all types of snacks, December 2006 (col %)
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- Figure 78: Typologies of attitudes towards crisps and snacks, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN categories, technology usage, daily newspaper readership, commercial TV viewing, supermarket usage and household size, December 2006
- Figure 79: Typologies of attitudes towards crisps and snacks, by types of crisps and snacks, December 2006 (col %)
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- Figure 80: Typologies of attitudes towards crisps and snacks, by repertoire of types of crisps and snacks, December 2006
- Figure 81: Typologies of attitudes towards crisps and snacks, by attitudes towards crisps and snacks, December 2006
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- Figure 82: Typologies of attitudes towards crisps and snacks, by all types of snacks, December 2006 (col %)
- Figure 83: Consumption of crisps/savoury snacks – 7-14-year-olds, 2002-06
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