Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Abbreviations
Future Opportunities
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- ¡Ay, caramba!
- Shake it like you mean it
Market in Brief
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- Market size and forecast
- Evenings in and snacking support crisps and snacks in the recession
- PepsiCo dominates the market
- Four in five eat crisps and salty snacks
- Price is top choice factor by a slim lead
- Branded and premium crisps enjoy high credibility
Internal Market Environment
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- Key points
- Evenings in benefit snacking in the recession
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- Figure 1: Going out habits, February 2009-March 2010
- Snacking and indulgent foods gain in the recession
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- Figure 2: Attitudes towards snacking and indulgent foods, 2006-10
- Obesity remains a key issue for the nation’s health
- Obesity has reached epidemic scale
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- Figure 3: Body mass index segments, 2007-10
- Foods high in fat, sugar and salt come under pressure
- Leading manufactures are taking healthier steps
- … but consumers are slow to follow
- A sizeable minority counts calories
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- Figure 4: Attitudes towards weight management and food, 2006-10
- Interest in new and foreign food remains high
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- Figure 5: Attitudes towards new and foreign foods, 2006-10
- Half the nation check food labels
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- Figure 6: Attitudes towards ingredients of and additives in food, 2006-10
Broader Market Environment
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- Key points
- Changing age profile poses challenges to snacks
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- Figure 7: Changes in the age structure of the UK population, 2010-15
- Growth of C2s bodes well for volume growth, ABs for value
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- Figure 8: Changes in adult population, by socio-economic group, 2010-15
- Cautious spending recovery expected
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- Figure 9: Annual percentage change in consumer expenditure, at constant 2010 prices, 2006-15
Competitive Context
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- Key points
- Crisps compete with other snacks
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- Figure 10: Retail sales in selected markets competing with crisps, 2005-10
- Fresh fruit is the nation’s top snack
- Chocolate bar is top for on the go
- Nuts lag far behind crisps
- Competition from new bagged snacks
- Meat snacks remain a niche category
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating
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- Key points
- Brands dominate new launches
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- Figure 11: New launches in the crisps and salty snacks market, by brand, 2010
- Half of new launches free of additives
- Crisps and snacks move away from additives and transfats
- Healthy launches in minority
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- Figure 12: Most common claims in new crisps and salty snacks products, 2010
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- Figure 13: Percentage change in share of claims of all launches in crisps and salty snacks, 2008-10
- Classic flavours in the lead
- Hotter flavours continue to feature strongly
- Ongoing quest for new flavours
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- Figure 14: Most common flavour components in new crisps and salty snacks products, 2010
- Brands leverage packaging for stand-out
- Tapioca, pitta and steaming feature in healthy snacks
- Smaller brands tap into provenance
Market Size and Forecast
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- Key points
- A volatile period sees the market reach £2.6 billion
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- Figure 15: UK retail sales of crisps and salty snacks, by value, 2005-15
- Forecast
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- Figure 16: Value sales for crisps and salty snacks, 2005-15
- Figure 17: Forecast of UK retail sales of crisps and salty snacks, by value, 2005-15
- Premium segment has potential to support growth
- Demographic trends pose challenges and opportunities
- Forecast methodology
Segment Performance
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- Key points
- Crisps capture half of the snacking market
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- Figure 18: UK retail value sales of crisps and salty snacks, by type, 2009-10
- Snacks outperformed crisps in 2010
- Sharing formats enjoy strong growth in the recession
- Premium segment strong, healthy snacks lack momentum
- Children’s sector accounts for a third of snacks
- School food regulations hamper snack occasions
- Retro-appeal supports brands in recession
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- Figure 19: UK retail sales of children’s snacks, 2008-10
Market Share
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- Key points
- Walkers crisps captures £1 in £5 spent on crisps and snacks
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- Figure 20: Leading brands’ value shares in crisps and snacks, 2008-10
- Mixed performance from PepsiCo brands
- Walkers’ brands continue to dominate
- Sensations and Walkers Baked lack steam
- Doritos taps into sharing and entertainment
- Monster Munch goes retro to drive sales
- Seabrook Crisps leaps ahead
- Premium brands make their mark
- Own-label takes one fifth of spend on crisps and salty snacks
Companies and Products
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- Walkers
- United Biscuits
- Procter & Gamble
- Tayto
- Kettle Chips
- Tyrrells
Brand Elements
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- Brand map
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- Figure 21: Attitudes towards and purchase of crisp and snack brands, December 2010
- Brand attitudes
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- Figure 22: Attitudes, by crisp and snack brand, December 2010
- Brand personality
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- Figure 23: Crisp and snack brand personality – macro image, December 2010
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- Figure 24: Crisp and snack brand personality – micro image, December 2010
- Correspondence analysis
- Brand experience
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- Figure 25: Crisp and snack brand purchase, December 2010
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- Figure 26: Satisfaction with various crisp and snack brands, December 2010
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- Figure 27: Consideration of crisp and snack brands, December 2010
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- Figure 28: Consumer perceptions of current crisp and snack brand performance, December 2010
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- Figure 29: Crisp and snack brand recommendation – Net Promoter Score, December 2010
- Brand index
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- Figure 30: crisp and snack brand index, December 2010
- Figure 31: crisp and snack brand index vs. recommendation, December 2010
- Target group analysis
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- Figure 32: Target groups, December 2010
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- Figure 33: crisp and snack brand purchase, by target groups, December 2010
- Group One – The Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – The Individualists
Brand Communication and Promotion
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- Key points
- Ad spend regains momentum in 2009
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- Figure 34: Main monitored media advertising expenditure on potato crisps and snacks, 2006-10
- Walkers dominates ad spend, Pringles ups its game in 2010
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- Figure 35: Main monitored media advertising expenditure on potato crisps and snacks, by top ten spending companies in 2010, 2008-10
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- Figure 36: Main monitored media advertising expenditure on potato crisps and snacks, by top nine brands, 2010
- TV still the favoured media
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- Figure 37: Main monitored media advertising expenditure on potato crisps and snacks, by media type, 2006-10
- … alternative channels gaining ground
- User-generated content
- Exclusive entertainment
- Favoured flavours
Channels to Market
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- Key points
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- Figure 38: Retail distribution of crisps and salty snacks, by outlet type, 2008-10
- Multiple grocers dominate the crisps and snacks market
- Brands and retailers explore exclusivity
- Pubs play a role in crisps and salty snacks
Consumer – Trends in Usage of Crisps and Salty Snacks
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- Key points
- Four in five adults eat crisps and salty snacks
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- Figure 39: Frequency of eating potato crisps, tortilla and corn snacks, 2006-10
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- Figure 40: Types of potato crisps, tortilla and corn snacks eaten, 2006-10
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- Figure 41: UK household purchased quantities of crisps and potato snacks, 1978-2009
- Men, C2Ds and 15-24-year-olds are top daily users
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- Figure 42: Demographic groups the most likely to eat potato crisps, tortilla and corn snacks by overall and daily usage and groups with the highest volume importance index, 2010
Consumer – Usage by Type and Occasion
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- Key points
- Four in five eat standard crisps
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- Figure 43: Consumption of crisps and salty snacks in the last six months, by type, November 2010
- Standard crisps are the nation’s favourites
- One in three eat premium crisps
- Healthy crisps hold niche appeal
- Women eat tortilla chips and popcorn more
- Two in five like to mix and match across crisps and snacks
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- Figure 44: Repertoire of consumption of crisps and salty snacks in the last six months, by type, November 2010
- Crisps and snacks are for evenings at home
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- Figure 45: Occasions for eating crisps and salty snacks in the last six months, November 2010
- Home is top location for eating crisps
- Crisps and snacks are most popular in the evenings
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- Figure 46: Demographic groups most likely to eat crisps and salty snacks on various occasions, November 2010
Consumer – Choice Factors
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- Key points
- Price is the top choice factor – by a slim lead
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- Figure 47: Important factors when choosing crisps or salty snacks, November 2010
- Price holds a slim lead ahead of flavour and brand
- New flavours spark interest among one in five
- Ingredients are at the core of a premium proposition
- Healthy qualities are of minority interest
Consumer – Attitudes Towards Crisps and Salty Snacks
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- Key points
- Brands are seen as taste champions
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- Figure 48: Attitudes towards crisps and salty snacks, November 2010
- Calories are not a concern
- Brands deemed to taste better
- Premium crisps are worth it – at least on offer
Consumer – Target Groups
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- Key points
- Four target groups
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- Figure 49: Target groups for crisps and salty snacks, November 2010
- Indulgers (25%)
- Moderates (19%)
- Health-led (22%)
- Price-led (35%)
Appendix – Internal Market Environment
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- Figure 50: Agreement with selected lifestyle statements, by demographics, 2010
- Figure 51: Agreement with selected lifestyle statements, by demographics, 2010 (continued)
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Appendix – Market Size and Forecast
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- Figure 52: Best and worst case forecasts for crisps and salty snacks, 2010-15
- Figure 53: Value sales for crisps, 2005-15
- Figure 54: Best and worst case forecasts for crisps, 2010-15
- Figure 55: Forecast of UK retail sales of crisps, by value, 2005-15
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- Figure 56: Value sales for salty snacks, 2005-10
- Figure 57: Best and worst case forecasts for salty snacks, 2010-15
- Figure 58: Forecast of UK retail sales of salty snacks, by value, 2005-15
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Appendix – Consumer – Trends in Usage of Crisps and Salty Snacks
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- Figure 59: Frequency of eating potato crisps, tortilla and corn snacks, 2006-10
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- Figure 60: Frequency of eating potato crisps, tortilla and corn snacks, by demographics, 2010
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Appendix – Consumer – Usage by Type and Occasion
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- Figure 61: Consumption of crisps and salty snacks in the last six months, by type, November 2010
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- Figure 62: Types of crisps and salty snacks eaten in the last six months, by type, by demographics, November 2010
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- Figure 63: Types of crisps and salty snacks eaten in the last six months, by type, by demographics, November 2010 (continued)
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- Figure 64: Types of crisps and salty snacks eaten in the last six months, by repertoire, November 2010
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- Figure 65: Repertoire of crisps and salty snacks eaten in the last six months, by demographics, November 2010
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- Figure 66: Occasions for eating crisps and salty snacks in the last six months, November 2010
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- Figure 67: Eating crisps and salty snacks at home in the last six months, by occasion, by demographics, November 2010
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- Figure 68: Eating crisps and salty snacks at work in the last six months, by occasion, by demographics, November 2010
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- Figure 69: Eating crisps and salty snacks on the go in the last six months, by occasion, by demographics, November 2010
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- Figure 70: Occasion on which crisps and salty snacks have not been consumed in the last six months, by demographics, November 2010
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- Figure 71: Locations for eating crisps and salty snacks in the last six months, by demographics, November 2010
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Appendix – Consumer – Choice Factors
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- Figure 72: Important factors when choosing crisps or salty snacks, November 2010
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- Figure 73: Most popular factors when choosing crisps or salty snacks, by demographics, November 2010
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- Figure 74: Next most popular factors when choosing crisps or salty snacks, by demographics, November 2010
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- Figure 75: Other factors when choosing crisps or salty snacks, by demographics, November 2010
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- Figure 76: Important factors when choosing crisps or salty snacks by types of crisps and salty snacks eaten in the last six months, November 2010
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- Figure 77: Important factors when choosing crisps or salty snacks, by crisps and salty snacks eaten in the last six months, by type, November 2010 (continued)
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- Figure 78: Important factors when choosing crisps or salty snacks by types of crisps and salty snacks eaten in the last six months, by type, November 2010 (continued)
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Appendix – Consumer – Attitudes Towards Crisps and Salty Snacks
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- Figure 79: Attitudes towards eating crisps and salty snacks, November 2010
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- Figure 80: Agreement with “I don’t care about calories in crisps/salty snacks as I don’t eat them very often” and “I’d rather cut back on the amount of crisps/salty snacks I eat than buy healthy crisps/salty snacks”, by demographics, November 2010
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- Figure 81: Agreement with “I always try and buy healthy crisps/salty snacks when available” and “I don’t care about calories in crisps/salty snacks because they are a treat”, by demographics, November 2010
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- Figure 82: Agreement with “Standard crisps/salty snacks taste better than healthy ones”, and “There is no difference in taste between standard and premium crisps/salty snacks” by demographics, November 2010
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- Figure 83: Agreement with “I’m more worried about artificial additives than fat/calories” and “I am prepared to pay more for crisps/salty snacks made from premium ingredients”, by demographics, November 2010
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- Figure 84: Agreement with “I only buy premium crisps/salty snacks when they are on offer” and “I prefer the taste of branded crisps/salty snacks to own-label ones”, by demographics, November 2010
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- Figure 85: Agreement with “It’s not worth paying more for branded crisps/salty snacks”, by demographics, November 2010
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- Figure 86: Attitudes towards eating crisps and salty snacks by most popular crisps and salty snacks eaten in the last six months, by type, November 2010
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- Figure 87: Attitudes towards eating crisps and salty snacks by next most popular crisps and salty snacks eaten in the last six months, by type, November 2010
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- Figure 88: Attitudes to eating crisps and salty snacks by other crisps and salty snacks eaten in the last six months, by type, November 2010
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Appendix – Consumer – Target Groups
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- Figure 89: Attitudes towards eating crisps and salty snacks, by target groups, November 2010
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- Figure 90: Target groups, by demographics, November 2010
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- Figure 91: Statements on eating habits, by target groups, November 2010
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- Figure 92: Types of crisps and salty snacks eaten in the last six months, by target groups, November 2010
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- Figure 93: Important factors when choosing crisps or salty snacks, by target groups, November 2010
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