Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Total UK retail volume sales of crisps and salty snacks*, 2007-17
- Segment Performance
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- Figure 2: UK retail volume sales of crisps, salty snacks and nuts, by sector, 2012 (est)
- Figure 3: Volume growth/decline in the crisps, salty snacks and nuts market, by sector, 2011-12 (est)
- Market factors
- The share of snackers and dieters increases in 2012
- Potato and nut prices record inflationary hikes
- Growth of over-65s poses a challenge to the market
- Companies, brands and innovation
- PD activity in potato snacks falls as the grain-based snack sector records a rise in new launches
- Walkers Crisps sales dip
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- Figure 4: Leading brands’ sales and shares in the UK potato crisps, baked snacks and popcorn market, by value, 2012*
- Adspend is on track for a four-year low
- The consumer
- Standard potato crisps are the most typically-used type of crisp
- Brand trust and special offers are deemed the most important choice factors
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- Figure 5: Most important factors when choosing crisps, by demographics, November 2012
- Hand-cooked chips are deemed healthy but expensive
- Nearly half of crisps users are concerned about the healthiness of crisps
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- Figure 6: Attitudes towards eating crisps and salty snacks, November 2012
- Two fifths of users are deterred by the price of nuts
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- Figure 7: Attitudes towards nuts and salty snacks, November 2012
- What we think
Issues in the Market
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- What points of difference can manufacturers explore to engage the growing over-65s population?
- How can manufacturers encourage demand for vegetable crisps?
- How is the crisps and salty snacks market responding to consumers’ concern about health?
- What should be done to boost recognition of healthy popcorn?
Trend Application
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- Trend: Make It Mine
- Trend: FSTR and HYPR
- 2015 Trend: Old Gold
Market Drivers
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- Key points
- Snacking edges up over 2011-12
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- Figure 8: Agreement with the statements, ‘I don’t normally eat between meals,’ ‘I like to treat myself to foods that are not good for me,’ and snacking between meals, 2009-12
- Obesity hits a five-year high
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- Figure 9: Trends in Body Mass Index segments, 2008-12
- Wet weather sends potato prices soaring in 2012
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- Figure 10: UK potato (maincrop) prices, October 2011-October 2012
- Older generation set for growth
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- Figure 11: Projected trends in population growth, by age, 2012-17
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Potato snacks account for largest share of launches though rate of NPD declines again
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- Figure 12: Share of new product launches within the UK crisps, salty snacks and nuts market, by product category, 2009-12
- Meat snacks embrace portability and luxury
- Morrisons and Tesco boost share of crisps and salty snacks NPD
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- Figure 13: Share of new product launches within the UK crisps and salty snacks* market, by ultimate company, 2009-12
- Walkers takes on McCoy’s with Deep Ridged range
- Vegetarian remains top claim and share of new L/N/R fat crisps reaches recent high
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- Figure 14: Share of new product launches within the UK crisps and salty snacks* market, by claim, 2009-12
- Sensations ventures into nuts
- Other notable NPD
- Popchips arrive with low fat proposition
- Nobby’s Nuts spice up consumption occasion with Russian Roulette concept
- Tyrrells takes vegetable crisps to super-premium status
Market Size and Forecast
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- Key points
- Commodity inflation and non-potato crisps and snacks drive growth
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- Figure 15: Total UK retail value and volume sales of crisps and salty snacks*, 2007-17
- The future of the crisp and salty snack market
- Soaring inflation hits volume sales of nuts
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- Figure 16: Total UK retail value and volume sales of nuts, 2007-17
- The future of the nuts market
- Market forecasts
- Crisps and salty snacks
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- Figure 17: Total UK retail value sales of crisps and salty snacks, 2007-17
- Figure 18: Total UK retail volume sales of crisps and salty snacks, 2007-17
- Nuts
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- Figure 19: Total UK retail value sales of nuts, 2007-17
- Figure 20: Total UK retail volume sales of nuts, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Potato-based and other snacks outperform market in value and volume terms
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- Figure 21: UK retail value and volume sales of crisps/salty snacks and nuts, by sub-category, 2009-12
- Baked snacks boast a 9.5% volume hike
- Nuts record 6.8% value increase on the back of inflation
- Volumes flatline in meat snacks and popcorn
Market Share
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- Key points
- Walkers dominates potato crisps despite volume dip
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- Figure 22: Leading brands’ sales and shares in the UK potato crisps, baked snacks and popcorn market, by value, 2012*
- Figure 23: Leading brands’ sales and shares in the UK potato crisps, baked snacks and popcorn market, by value and volume, 2011*-12**
- Walkers boasts stronger volume growth outside of potato crisps
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- Figure 24: Leading brands’ sales and shares in the UK potato-based and other* snacks market, by value and volume, 2011**-12***
- Own-label struggles to maintain share
- Fridge Raiders drive Mattessons’ growth in meat snacks
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- Figure 25: Leading brands’ sales and shares in the UK meat snacks market, by value and volume, 2011*-12**
Companies and Products
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- Figure 26: Selected leading companies in the UK crisps, salty snacks and nuts market and their brands, 2012
- PepsiCo
- Company background
- Product range
- Recent product innovation
- Recent marketing activity
- Tyrrells
- Company background
- Product range
- Recent activity
- Kettle Foods
- Company background
- Product range
- Recent activity
- Kellogg (Pringles)
- Company background
- Product range
- Recent activity
- United Biscuits
- Company background
- Product range
- Recent activity
- Seabrook
- Company background
- Product range
- Recent activity
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Brand Research
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- Brand map
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- Figure 27: Attitudes towards and usage of brands in the crisps and salty snacks sector, October 2012
- Correspondence analysis
- Brand attitudes
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- Figure 28: Attitudes by crisps and salty snacks brand, October 2012
- Brand personality
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- Figure 29: Crisps and salty snacks brand personality – macro image, October 2012
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- Figure 30: Crisps and salty snacks brand personality – micro image, October 2012
- Brand experience
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- Figure 31: Crisps and salty snacks brand usage, October 2012
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- Figure 32: Satisfaction with various crisps and salty snacks brands, October 2012
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- Figure 33: Consideration of crisps and salty snacks brands, October 2012
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- Figure 34: Consumer perceptions of current crisps and salty snacks brand performance, October 2012
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- Figure 35: Crisps and salty snacks brand recommendation – Net Promoter Score, October 2012
- Brand index
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- Figure 36: Crisps and salty snacks brand index, October 2012
- Figure 37: Crisps and salty snacks brand index vs. recommendation, October 2012
- Target group analysis
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- Figure 38: Target groups, October 2012
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- Figure 39: Crisps and salty snacks brand usage, by target groups, October 2012
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Adspend continues to slide in 2012
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- Figure 40: Total advertising expenditure in the crisps, salty snacks, and nuts market, 2009-12*
- Figure 41: Total advertising expenditure in the crisps, salty snacks, and nuts market, by top 10 brands, 2009-12*
- Walkers focuses investment on Baked Stars and Doritos in 2011-12
- Popcorn advertising set for slump in 2012 after 2011 peak
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- Figure 42: Total Advertising expenditure in the popcorn category, 2009-12*
Channels to Market
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- Key points
- Multiple grocers maintain their dominance of the market
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- Figure 43: Retail distribution of crisps, salty snacks and nuts, by outlet type, 2010-12
- Smaller stores and health food stores protect share
Consumer Usage of Crisps, Salty Snacks and Nuts
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- Key points
- Over nine in ten adults eat crisps
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- Figure 44: Types of crisps and potato-/grain -based snacks eaten, November 2012
- Usage of stacking potato crisps and tortilla chips peaks among young
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- Figure 45: Usage of stacking potato chips and tortilla chips, by age group, November 2012
- Usage of pan-fried/handcooked crisps and healthy snacks/crisps rises with income
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- Figure 46: Usage of pan-fried/hand-cooked crisps and healthy/wholegrain crisps/snacks, by gross annual household income, November 2012
- Fewer than one in five adults eat veg crisps
- Nearly two thirds of over-65s eat nuts
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- Figure 47: Types of Nuts and popcorn and meat snacks eaten, November 2012
- Ready-to-eat popcorn has youth and family appeal
Consumer – Choice Factors
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- Key points
- Trust in a brand trumps special offer as most important choice factor for crisp purchasing
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- Figure 48: Most important factors when choosing crisps, by demographics, November 2012
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- Figure 49: ‘A brand that I trust’ and ‘on special offer’ as important choice factors, by age, November 2012.
- Women and over-65s prioritise health
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- Figure 50: Natural ingredients, lower salt content and low/controlled calorie packs as factors when choosing crisps, by gender
- Fewer than one in four are concerned by British provenance
Consumer – Perceptions of Crisp Formats
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- Key points
- Methodology
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- Figure 51: Correspondence analysis, November 2012
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- Figure 52: Characteristics associated with selected types of crisps, nuts & salty snacks, November 2012
- Large hand-cooked crisps
- Puffed corn
- Tortilla crisps
- Ridged potato crisps
Consumer Attitudes Towards Crisps
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- Key points
- Nearly half of crisps users are concerned about the healthiness of crisps
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- Figure 53: Attitudes towards eating crisps, November 2012
- Half of crisp users are keen to see resealable packaging on standard packs
- Nearly half of users don’t believe premium crisps are worth paying full price for
- Healthy ingredients, spicier flavours and dips offer growth opportunities
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- Figure 54: Agreement with statements regarding NPD opportunities in crisps, by selected user group, November 2012
- Two fifths of over-65 users want to see more unflavoured crisps
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- Figure 55: Agreement with the statement ‘there are not enough unflavoured crisps,’ by age, November 2012
Consumer Attitudes Towards Nuts and Salty Snacks
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- Key points
- Two fifths of users are deterred by the price of nuts
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- Figure 56: Attitudes towards nuts and salty snacks*, November 2012
- Nuts provide healthy competition to crisps
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- Figure 57: Agreement with the statements, ‘I eat nuts and seeds as a healthy alternative to crisps,’ and ‘I prefer unflavoured nuts to flavoured varieties,’ by age, November 2012
- Only one in four users see savoury popcorn as healthier than crisps
Target Groups
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- Key points
- Four target groups
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- Figure 58: Target groups, November 2012
- Crisp Connoisseurs (20%)
- Price Prioritisers (34%)
- Healthy Snackers (25%)
- Less is More (21%)
Appendix – Market Drivers
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- Figure 59: Agreement with selected lifestyle statements, by demographics, 2012
- Figure 60: Snack usage, by demographics, 2012
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Appendix – Market Size and Forecast
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- Figure 61: Total UK retail value sales of crisps, salty snacks and nuts, 2007-17
- Figure 62: Total UK retail value and volume sales of crisps, salty snacks and nuts, 2007-17
- Figure 63: Best- and worst-case forecasts for UK retail value sales of crisps, salty snacks and nuts, 2012-17
- Figure 64: Total UK retail volume sales of crisps, salty snacks and nuts, 2007-17
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- Figure 65: Best- and worst-case forecasts for UK retail volume sales of crisps, salty snacks and nuts, 2012-17
- Figure 66: Best- and worst-case forecasts for UK retail value sales of crisps and salty snacks, 2012-17
- Figure 67: Best- and worst-case forecasts for UK retail volume sales of crisps and salty snacks, 2012-17
- Figure 68: Best- and worst-case forecasts for UK retail value sales of nuts, 2012-17
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- Figure 69: Best- and worst-case forecasts for UK retail volume sales of nuts, 2012-17
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Appendix – Brand Research
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- Figure 70: Brand usage, October 2012
- Figure 71: Brand commitment, October 2012
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- Figure 72: Brand momentum, October 2012
- Figure 73: Brand diversity, October 2012
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- Figure 74: Brand satisfaction, October 2012
- Figure 75: Brand recommendation, October 2012
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- Figure 76: Brand attitude, October 2012
- Figure 77: Brand image – macro image, October 2012
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- Figure 78: Brand image – micro image, October 2012
- Figure 79: Profile of target groups, by demographics, October 2012
- Figure 80: Psychographic segmentation by target groups, October 2012
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- Figure 81: Brand usage by target groups, October 2012
- Brand index
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- Figure 82: Brand index, October 2012
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Appendix – Consumer – Types of Crisps Eaten
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- Figure 83: Types of crisps and potato-/grain-based snacks eaten, November 2012
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- Figure 84: Most popular types of crisps and potato-/grain-based snacks eaten, by demographics, November 2012
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- Figure 85: Next most popular types of crisps eaten, by demographics, November 2012
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Appendix – Consumer – Types of Nuts and Salty Snacks Eaten
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- Figure 86: Types of nuts and salty snacks eaten, November 2012
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- Figure 87: Most popular types of nuts and salty snacks eaten, by demographics, November 2012
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- Figure 88: Next most popular types of nuts and salty snacks eaten, by demographics, November 2012
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- Figure 89: Other types of nuts and salty snacks eaten, by demographics, November 2012
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Appendix – Consumer – Choice Factors
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- Figure 90: Factors considered important when choosing crisps, November 2012
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- Figure 91: Most popular important factors when choosing crisps, by demographics, November 2012
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- Figure 92: Next most popular important factors when choosing crisps, by demographics, November 2012
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Appendix - Consumer Perceptions of Crisp/Salty Snack Formats
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- Figure 93: Most popular perceptions of Hand-cooked potato crisps, by demographics, November 2012
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- Figure 94: Next most popular perceptions of Hand-cooked potato crisps, by demographics, November 2012
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- Figure 95: Most popular perceptions of puffed corn snacks, by demographics, November 2012
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- Figure 96: Next most popular perceptions of puffed corn snacks, by demographics, November 2012
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- Figure 97: Most popular perceptions of tortilla crisps, by demographics, November 2012
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- Figure 98: Next most popular perceptions of tortilla crisps, by demographics, November 2012
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- Figure 99: Most popular perceptions of ridged potato crisps, by demographics, November 2012
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- Figure 100: Next most popular perceptions of ridged potato crisps, by demographics, November 2012
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Appendix – Consumer – Attitudes Towards Crisps
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- Figure 101: Attitudes towards crisps, November 2012
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- Figure 102: Agreement with the statements ‘I’d be keen to see re-sealable packaging on standard-sized packets of crisps ’ and ‘Thick cut crisps are more satisfying than thin cut varieties’, by demographics, November 2012
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- Figure 103: Agreement with the statements ‘I would buy crisps with added health ingredients (eg omega 3, added fibre) ’ and ‘I am concerned about how healthy crisps are’, by demographics, November 2012
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- Figure 104: Agreement with the statements ‘Premium crisps (eg Kettle, Red Sky) are not worth paying full price for’ and ‘I enjoy trying new, exciting crisp flavours (eg lobster & tomato, stilton & truffle) ’, by demographics, November 2012
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- Figure 105: Agreement with the statements ‘Veg crisps are a healthier alternative to regular crisps ’ and ‘Eating crisps is more enjoyable with a dip’, by demographics, November 2012
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- Figure 106: Agreement with the statements ‘Rustic crisps/unprocessed crisps (eg with potato skin) are better quality than other crisps’ and ‘I’d like to see more hotter/spicier flavours of crisps ’, by demographics, November 2012
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- Figure 107: Agreement with the statement ‘There are not enough unflavoured crisps’, by demographics, November 2012
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Consumer – Attitudes Towards Nuts and Salty Snacks
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- Figure 108: Attitudes towards nuts and salty snacks, November 2012
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- Figure 109: Most popular attitudes towards nuts and salty snacks, by demographics, November 2012
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- Figure 110: Next most popular attitudes towards nuts and salty snacks, by demographics, November 2012
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Appendix – Consumer Target Groups
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- Figure 111: Target groups, by demographics, November 2012
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- Figure 112: Types of crisps and potato-/grain-based snacks eaten, by target groups, November 2012
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- Figure 113: Factors considered important when choosing crisps, by target groups, November 2012
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- Figure 114: Attitudes towards crisps, by target groups, November 2012
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