Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Abbreviations
Future Opportunities
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- Extending healthy choices
- Trends in portion control
- Insights
- Better market segmentation
- Trend: Girls think pink
- Insights
- Maintaining core users
Market in Brief
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- Market recovering
- The shift to adult consumption
- Promotions and NPD decline
- Maintaining frequent users
- Attracting infrequent users
- The future
Internal Market Environment
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- Key points
- Obesity increasing
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- Figure 1: Incidence of being obese among men and women, by age group, 1994 and 2003
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- Figure 2: Current and projected levels of obesity among UK children, by age and gender, 2003 and 2010
- Healthy lifestyles lead
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- Figure 3: Trends for agreement with food/health lifestyle statements, 2003-07
- Not just interested in health, but provenance as well
- Numerous measures taken to make crisps and snacks healthier
- But lifestyles are busy
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- Figure 4: Trends for agreement with food/health lifestyle statements, 2003-07
- Consumers like the idea of buying ethical foods
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- Figure 5: Agreement with selected lifestyle statements relating to ethical purchasing, 2003-07
Broader Market Environment
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- Key points
- Higher personal disposable income
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- Figure 6: Annual percentage change in personal disposable income, at current prices, 2003-13
- Small households continue to rise
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- Figure 7: UK household sizes, 2003-13
- Changes in age and socio-economic structure positive for crisps
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- Figure 8: Trends and projections in UK population, by age, 2003-13
- Figure 9: Percentage changes in population, by socio-economic group, 2003-08 and 2008-13
Competitive Context
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- Key points
- Crisps at the start of the recovery
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- Figure 10: UK retail value sales of selected snack foods, 2003-08
- Crisps and savoury snacks fare worse than other snacks
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- Figure 11: Consumption of different types of snacks, 2003-07
- Fewer children eat crisps
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- Figure 12: Trends for snacks/nibbles eaten by 7-10-year-olds, 2006 and 2008
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- More room for own-label?
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- Figure 13: NPD activity in the savoury/salty snacks market, own-label vs branded, 2006-08
- Figure 14: NPD launches in savoury/salty snacks, by manufacturer, 2008
- Natural crisps and snacks
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- Figure 15: New product Launches in the savoury/salty snacks market, percentage featuring a natural positioning, 2006-08
- Health claims
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- Figure 16: New product launches in savoury/salty snacks, percentage with a health claim, 2006-08
- Premium
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- Figure 17: New product launches in savoury/salty snacks, percentage featuring a premium or limited edition claim, 2006-08
- Flavours
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- Figure 18: Main flavours launched in the savoury/salty snacks market, 2006-08
- International NPD trends
Market Size and Forecast
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- Key points
- Market growth resumes
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- Figure 19: UK retail value sales of crisps and snacks, 2003-13
- The future of the market
- Factors used in the forecast
Segment Performance
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- Key points
- Healthy leads the way
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- Figure 20: UK retail value sales of crisps and snacks, by type, 2006-08
- Sales of crisps boosted by premium lines
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- Figure 21: UK retail sales of crisps, by value, 2003-13
- Other flavours of crisps make progress
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- Figure 22: UK retail value sales of standard/regular crisps, by flavour, 2006-08
- Snacks not as buoyant
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- Figure 23: UK retail sales of snacks, by value, 2003-13
- Children sector in decline
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- Figure 24: UK retail sales of savoury snacks, by type, 2006-08
Market Share
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- Key points
- Three companies dominate
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- Figure 25: Manufacturers’ value shares in crisps and snacks, 2006-08
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- Figure 26: Brand shares in take-home crisps*, 2008
Companies and Products
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- Key points
- Manufacturers and brands
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- Figure 27: Brand map, crisps and snacks, 2008*
- Major players
- Walkers Snack Foods
- United Biscuits (UK)
- Procter & Gamble
- Tayto/Golden Wonder
- Premium specialists
- Kettle Chips
- Tyrrells
- Burts Potato Chips
- Other suppliers
Brand Elements
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- Brand map
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- Figure 28: Attitudes and usage of crisp brands, January 2009
- Walkers
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 29: Attitudes towards the Walkers brand, January 2009
- Hula Hoops
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 30: Attitudes towards the Hula Hoops brand, January 2009
- Pringles
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 31: Attitudes towards the Pringles brand, January 2009
- Golden Wonder
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 32: Attitudes towards the Golden Wonder brand, January 2009
- Brand qualities of crisp brands
- Pringles most addictive, but Walkers offers comfort
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- Figure 33: Personalities of various crisp brands, January 2009
- Experience of crisp brands
- Walkers for the everyday, Pringles best for occasions
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- Figure 34: Consumer usage of various crisp brands, January 2009
- Brand intentions for crisp brands
- Retention strong for crisps, but Doritos most off-putting
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- Figure 35: Consideration of various crisp brands, January 2009
- Brand momentum for crisp brands
- Walkers and Pringles gaining ground, but a Golden Wonder blunder?
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- Figure 36: Momentum of various crisp brands, January 2009
- Brand satisfaction for crisp brands
- Walkers most excellent, McCoy’s holding its own
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- Figure 37: Satisfaction with various crisp brands, January 2009
- Brand commitment to crisp brands
- Walkers has highest preference, Kettle Chips most worth paying more for
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- Figure 38: Commitment to various crisp brands, January 2009
- Round up
Brand Communication and Promotion
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- Key points
- Advertising spend falls
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- Figure 39: Main monitored media advertising expenditure on potato crisps and snacks, 2004-08
- Figure 40: Main monitored media advertising expenditure on potato crisps and snacks, by medium, 2006-08
- Two advertisers dominate adspend
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- Figure 41: Main monitored media advertising expenditure on potato crisps and snacks, by company, 2006-08
- Figure 42: Main monitored media advertising expenditure on potato crisps and snacks, by company, January-September 2008
- Walkers promotes health credentials
- Procter & Gamble broadens appeal
- McCoy’s reinforces its male target group
Channels to Market
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- Key points
- Multiple retailers dominate distribution
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- Figure 43: UK retail value sales of crisps and snacks, by outlet type, 2006-08
The Consumer – Usage
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- Key points
- Fewer and lighter users
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- Figure 44: Frequency of eating potato crisps and potato snacks in the last 12 months, 2003-07
- Crisps for the young
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- Figure 45: Consumption of crisps and potato snacks during the last 12 months based on volume importance index, by demographic sub-group, 2008
- Premium crisps for less frequent consumption
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- Figure 46: Consumption of crisps and snacks once a week or less in the last 12 months, by demographic sub-group, 2008
- Consumers buy a range of crisps
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- Figure 47: Consumption of crisps during the last six months, by type, November 2008
- ABC1s like tortilla crisps
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- Figure 48: Consumption of different types of crisps in the last six months, by socio-economic group, November 2008
- Multipacks for families
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- Figure 49: Trends for consumption of crisps/savoury snacks amongst 11-14s, 2004-08
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- Figure 50: Location of crisp consumption, by age of children, 2004 and 2008
The Consumer – Occasions and Attitudes
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- Key points
- At home the main location
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- Figure 51: Occasions for eating crisps, November 2008
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- Figure 52: Consumption of crisps when in front of the television, by demographic sub-group, November 2008
- Party time for the young
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- Figure 53: Using crisps when entertaining a home or at a party, by demographic sub-group, November 2008
- An ideal meal deal
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- Figure 54: Eating crisps for lunch, by gender, age and socio-economic group, November 2008
- ‘Man crisps’
- Wide range of attitudes towards crisps
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- Figure 55: Attitudes towards crisps, November 2008
- Quality leads
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- Figure 56: Consumers who prefer better-quality crisps, by gender, age and socio-economic group, November 2008
- Health remains an issue
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- Figure 57: Consumers who think that crisps are unhealthy, by age and socio-economic group, November 2008
- Healthier crisps appeal to older consumers
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- Figure 58: Consumers who tend to eat healthier types of crisps, by age and socio-economic group, November 2008
- Production methods also important
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- Figure 59: Concern with manufacture and origin of crisps, by gender, age and socio-economic group, November 2008
The Consumer – Further Analysis
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- Key points
- A prime NPD market
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- Figure 60: Crisps repertoire, November 2008
- Target groups
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- Figure 61: Attitudinal groups in the crisp market, November 2008
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- Figure 62: Attitudes towards crisps, by target groups, November 2008
- Adventurers (14%)
- Crisp Connoisseurs (31%)
- Health Sensitive (13%)
- Disengaged (42%)
Appendix
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- Advertising data
Appendix – The Consumer – Usage: Detailed Demographics
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- Figure 63: Consumption of of potato crisps and potato snacks, by demographic sub-group, 2007
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- Figure 64: Consumption of crisps for last six months, by demographic sub-group, November 2008
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- Figure 65: Consumption of crisps for last six months, by demographic sub-group, November 2008 (continued)
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- Figure 66: Trends for consumption of crisps/savoury snacks amongst 11-14s, 2004-08
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- Figure 67: Trends for crisp consumption and frequency of crisp packets eaten by 7-10s, 2004-08
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Appendix – The Consumer – Occasions and Attitudes: Detailed Demographics
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- Figure 68: Crisps eating occasions, by demographic sub-group, November 2008
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- Figure 69: Crisps eating occasions, by demographic sub-group, November 2008 (continued)
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- Figure 70: Attitudes towards crisps, by demographic sub-group, November 2008
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- Figure 71: Attitudes towards crisps, by demographic sub-group, November 2008 (continued)
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- Figure 72: Attitudes towards crisps, by demographic sub-group, November 2008 (continued)
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Appendix – The Consumer – Further Analysis: Detailed Demographics
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- Figure 73: The number of different types of crisps consumed in the past six months, November 2008
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- Figure 74: Number of crisp types consumed by which type, November 2008
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- Figure 75: How many different types of crisps are consumed, by demographic sub-group, November 2008
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- Figure 76: Attitudinal groups, by demogrpahic sub-group, November 2008
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- Figure 77: Attitudes towards crisps, by target group, November 2008
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- Figure 78: Types of crisps consumed, by target groups, November 2008
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- Figure 79: Types of crisps consumed, by target groups, November 2008
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- Figure 80: The number of different types of crisps consumed in the past six months, by target groups, November 2008
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- Figure 81: Crisps eating occasions, by target groups, November 2008
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