Crisps and Salty Snacks - UK - January 2011
Report description
Growth of 24% since 2005 saw the crisps and salty snacks market achieve estimated sales of £2.6 billion in 2010. Performance during the period has been volatile, the market growing rapidly in 2008 and 2009, with slightly slower rates in 2010.
Table of contents
Issues in the Market
Key themes
Definitions
Abbreviations
Future Opportunities
¡Ay, caramba!
Shake it like you mean it
Market in Brief
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
Key points
Evenings in benefit snacking in the recession
Figure 1: Going out habits, February 2009-March 2010
Snacking and indulgent foods gain in the recession
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
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
Figure 4: Attitudes towards weight management and food, 2006-10
Interest in new and foreign food remains high
Figure 5: Attitudes towards new and foreign foods, 2006-10
Half the nation check food labels
Figure 6: Attitudes towards ingredients of and additives in food, 2006-10
Broader Market Environment
Key points
Changing age profile poses challenges to snacks
Figure 7: Changes in the age structure of the UK population, 2010-15
Growth of C2s bodes well for volume growth, ABs for value
Figure 8: Changes in adult population, by socio-economic group, 2010-15
Cautious spending recovery expected
Figure 9: Annual percentage change in consumer expenditure, at constant 2010 prices, 2006-15
Competitive Context
Key points
Crisps compete with other snacks
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
Strengths
Weaknesses
Who’s Innovating
Key points
Brands dominate new launches
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
Figure 12: Most common claims in new crisps and salty snacks products, 2010
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
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
Key points
A volatile period sees the market reach £2.6 billion
Figure 15: UK retail sales of crisps and salty snacks, by value, 2005-15
Forecast
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
Key points
Crisps capture half of the snacking market
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
Figure 19: UK retail sales of children’s snacks, 2008-10
Market Share
Key points
Walkers crisps captures £1 in £5 spent on crisps and snacks
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
Walkers
United Biscuits
Procter & Gamble
Tayto
Kettle Chips
Tyrrells
Brand Communication and Promotion
Key points
Ad spend regains momentum in 2009
Figure 21: Main monitored media advertising expenditure on potato crisps and snacks, 2006-10
Walkers dominates ad spend, Pringles ups its game in 2010
Figure 22: Main monitored media advertising expenditure on potato crisps and snacks, by top ten spending companies in 2010, 2008-10
Figure 23: Main monitored media advertising expenditure on potato crisps and snacks, by top nine brands, 2010
TV still the favoured media
Figure 24: 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
Key points
Figure 25: 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
Key points
Four in five adults eat crisps and salty snacks
Figure 26: Frequency of eating potato crisps, tortilla and corn snacks, 2006-10
Figure 27: Types of potato crisps, tortilla and corn snacks eaten, 2006-10
Figure 28: UK household purchased quantities of crisps and potato snacks, 1978-2009
Men, C2Ds and 15-24-year-olds are top daily users
Figure 29: 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
Key points
Four in five eat standard crisps
Figure 30: 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
Figure 31: 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
Figure 32: 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
Figure 33: Demographic groups most likely to eat crisps and salty snacks on various occasions, November 2010
Consumer – Choice Factors
Key points
Price is the top choice factor – by a slim lead
Figure 34: 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
Key points
Brands are seen as taste champions
Figure 35: 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
Key points
Four target groups
Figure 36: Target groups for crisps and salty snacks, November 2010
Indulgers (25%)
Moderates (19%)
Health-led (22%)
Price-led (35%)
Appendix – Internal Market Environment
Figure 37: Agreement with selected lifestyle statements, by demographics, 2010
Figure 38: Agreement with selected lifestyle statements, by demographics, 2010 (continued)
Appendix – Market Size and Forecast
Figure 39: Best and worst case forecasts for crisps and salty snacks, 2010-15
Figure 40: Value sales for crisps, 2005-15
Figure 41: Best and worst case forecasts for crisps, 2010-15
Figure 42: Forecast of UK retail sales of crisps, by value, 2005-15
Figure 43: Value sales for salty snacks, 2005-10
Figure 44: Best and worst case forecasts for salty snacks, 2010-15
Figure 45: Forecast of UK retail sales of salty snacks, by value, 2005-15
Appendix – Consumer – Trends in Usage of Crisps and Salty Snacks
Figure 46: Frequency of eating potato crisps, tortilla and corn snacks, 2006-10
Figure 47: Frequency of eating potato crisps, tortilla and corn snacks, by demographics, 2010
Appendix – Consumer – Usage by Type and Occasion
Figure 48: Consumption of crisps and salty snacks in the last six months, by type, November 2010
Figure 49: Types of crisps and salty snacks eaten in the last six months, by type, by demographics, November 2010
Figure 50: Types of crisps and salty snacks eaten in the last six months, by type, by demographics, November 2010 (continued)
Figure 51: Types of crisps and salty snacks eaten in the last six months, by repertoire, November 2010
Figure 52: Repertoire of crisps and salty snacks eaten in the last six months, by demographics, November 2010
Figure 53: Occasions for eating crisps and salty snacks in the last six months, November 2010
Figure 54: Eating crisps and salty snacks at home in the last six months, by occasion, by demographics, November 2010
Figure 55: Eating crisps and salty snacks at work in the last six months, by occasion, by demographics, November 2010
Figure 56: Eating crisps and salty snacks on the go in the last six months, by occasion, by demographics, November 2010
Figure 57: Occasion on which crisps and salty snacks have not been consumed in the last six months, by demographics, November 2010
Figure 58: Locations for eating crisps and salty snacks in the last six months, by demographics, November 2010
Appendix – Consumer – Choice Factors
Figure 59: Important factors when choosing crisps or salty snacks, November 2010
Figure 60: Most popular factors when choosing crisps or salty snacks, by demographics, November 2010
Figure 61: Next most popular factors when choosing crisps or salty snacks, by demographics, November 2010
Figure 62: Other factors when choosing crisps or salty snacks, by demographics, November 2010
Figure 63: Important factors when choosing crisps or salty snacks by types of crisps and salty snacks eaten in the last six months, November 2010
Figure 64: Important factors when choosing crisps or salty snacks, by crisps and salty snacks eaten in the last six months, by type, November 2010 (continued)
Figure 65: 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)
Appendix – Consumer – Attitudes Towards Crisps and Salty Snacks
Figure 66: Attitudes towards eating crisps and salty snacks, November 2010
Figure 67: 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
Figure 68: 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
Figure 69: 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
Figure 70: 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
Figure 71: 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
Figure 72: Agreement with “It’s not worth paying more for branded crisps/salty snacks”, by demographics, November 2010
Figure 73: Attitudes towards eating crisps and salty snacks by most popular crisps and salty snacks eaten in the last six months, by type, November 2010
Figure 74: 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
Figure 75: Attitudes to eating crisps and salty snacks by other crisps and salty snacks eaten in the last six months, by type, November 2010
Appendix – Consumer – Target Groups
Figure 76: Attitudes towards eating crisps and salty snacks, by target groups, November 2010
Figure 77: Target groups, by demographics, November 2010
Figure 78: Statements on eating habits, by target groups, November 2010
Figure 79: Types of crisps and salty snacks eaten in the last six months, by target groups, November 2010
Figure 80: Important factors when choosing crisps or salty snacks, by target groups, November 2010
Key themes
Definitions
Abbreviations
Future Opportunities
¡Ay, caramba!
Shake it like you mean it
Market in Brief
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
Key points
Evenings in benefit snacking in the recession
Figure 1: Going out habits, February 2009-March 2010
Snacking and indulgent foods gain in the recession
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
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
Figure 4: Attitudes towards weight management and food, 2006-10
Interest in new and foreign food remains high
Figure 5: Attitudes towards new and foreign foods, 2006-10
Half the nation check food labels
Figure 6: Attitudes towards ingredients of and additives in food, 2006-10
Broader Market Environment
Key points
Changing age profile poses challenges to snacks
Figure 7: Changes in the age structure of the UK population, 2010-15
Growth of C2s bodes well for volume growth, ABs for value
Figure 8: Changes in adult population, by socio-economic group, 2010-15
Cautious spending recovery expected
Figure 9: Annual percentage change in consumer expenditure, at constant 2010 prices, 2006-15
Competitive Context
Key points
Crisps compete with other snacks
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
Strengths
Weaknesses
Who’s Innovating
Key points
Brands dominate new launches
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
Figure 12: Most common claims in new crisps and salty snacks products, 2010
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
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
Key points
A volatile period sees the market reach £2.6 billion
Figure 15: UK retail sales of crisps and salty snacks, by value, 2005-15
Forecast
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
Key points
Crisps capture half of the snacking market
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
Figure 19: UK retail sales of children’s snacks, 2008-10
Market Share
Key points
Walkers crisps captures £1 in £5 spent on crisps and snacks
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
Walkers
United Biscuits
Procter & Gamble
Tayto
Kettle Chips
Tyrrells
Brand Communication and Promotion
Key points
Ad spend regains momentum in 2009
Figure 21: Main monitored media advertising expenditure on potato crisps and snacks, 2006-10
Walkers dominates ad spend, Pringles ups its game in 2010
Figure 22: Main monitored media advertising expenditure on potato crisps and snacks, by top ten spending companies in 2010, 2008-10
Figure 23: Main monitored media advertising expenditure on potato crisps and snacks, by top nine brands, 2010
TV still the favoured media
Figure 24: 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
Key points
Figure 25: 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
Key points
Four in five adults eat crisps and salty snacks
Figure 26: Frequency of eating potato crisps, tortilla and corn snacks, 2006-10
Figure 27: Types of potato crisps, tortilla and corn snacks eaten, 2006-10
Figure 28: UK household purchased quantities of crisps and potato snacks, 1978-2009
Men, C2Ds and 15-24-year-olds are top daily users
Figure 29: 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
Key points
Four in five eat standard crisps
Figure 30: 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
Figure 31: 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
Figure 32: 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
Figure 33: Demographic groups most likely to eat crisps and salty snacks on various occasions, November 2010
Consumer – Choice Factors
Key points
Price is the top choice factor – by a slim lead
Figure 34: 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
Key points
Brands are seen as taste champions
Figure 35: 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
Key points
Four target groups
Figure 36: Target groups for crisps and salty snacks, November 2010
Indulgers (25%)
Moderates (19%)
Health-led (22%)
Price-led (35%)
Appendix – Internal Market Environment
Figure 37: Agreement with selected lifestyle statements, by demographics, 2010
Figure 38: Agreement with selected lifestyle statements, by demographics, 2010 (continued)
Appendix – Market Size and Forecast
Figure 39: Best and worst case forecasts for crisps and salty snacks, 2010-15
Figure 40: Value sales for crisps, 2005-15
Figure 41: Best and worst case forecasts for crisps, 2010-15
Figure 42: Forecast of UK retail sales of crisps, by value, 2005-15
Figure 43: Value sales for salty snacks, 2005-10
Figure 44: Best and worst case forecasts for salty snacks, 2010-15
Figure 45: Forecast of UK retail sales of salty snacks, by value, 2005-15
Appendix – Consumer – Trends in Usage of Crisps and Salty Snacks
Figure 46: Frequency of eating potato crisps, tortilla and corn snacks, 2006-10
Figure 47: Frequency of eating potato crisps, tortilla and corn snacks, by demographics, 2010
Appendix – Consumer – Usage by Type and Occasion
Figure 48: Consumption of crisps and salty snacks in the last six months, by type, November 2010
Figure 49: Types of crisps and salty snacks eaten in the last six months, by type, by demographics, November 2010
Figure 50: Types of crisps and salty snacks eaten in the last six months, by type, by demographics, November 2010 (continued)
Figure 51: Types of crisps and salty snacks eaten in the last six months, by repertoire, November 2010
Figure 52: Repertoire of crisps and salty snacks eaten in the last six months, by demographics, November 2010
Figure 53: Occasions for eating crisps and salty snacks in the last six months, November 2010
Figure 54: Eating crisps and salty snacks at home in the last six months, by occasion, by demographics, November 2010
Figure 55: Eating crisps and salty snacks at work in the last six months, by occasion, by demographics, November 2010
Figure 56: Eating crisps and salty snacks on the go in the last six months, by occasion, by demographics, November 2010
Figure 57: Occasion on which crisps and salty snacks have not been consumed in the last six months, by demographics, November 2010
Figure 58: Locations for eating crisps and salty snacks in the last six months, by demographics, November 2010
Appendix – Consumer – Choice Factors
Figure 59: Important factors when choosing crisps or salty snacks, November 2010
Figure 60: Most popular factors when choosing crisps or salty snacks, by demographics, November 2010
Figure 61: Next most popular factors when choosing crisps or salty snacks, by demographics, November 2010
Figure 62: Other factors when choosing crisps or salty snacks, by demographics, November 2010
Figure 63: Important factors when choosing crisps or salty snacks by types of crisps and salty snacks eaten in the last six months, November 2010
Figure 64: Important factors when choosing crisps or salty snacks, by crisps and salty snacks eaten in the last six months, by type, November 2010 (continued)
Figure 65: 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)
Appendix – Consumer – Attitudes Towards Crisps and Salty Snacks
Figure 66: Attitudes towards eating crisps and salty snacks, November 2010
Figure 67: 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
Figure 68: 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
Figure 69: 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
Figure 70: 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
Figure 71: 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
Figure 72: Agreement with “It’s not worth paying more for branded crisps/salty snacks”, by demographics, November 2010
Figure 73: Attitudes towards eating crisps and salty snacks by most popular crisps and salty snacks eaten in the last six months, by type, November 2010
Figure 74: 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
Figure 75: Attitudes to eating crisps and salty snacks by other crisps and salty snacks eaten in the last six months, by type, November 2010
Appendix – Consumer – Target Groups
Figure 76: Attitudes towards eating crisps and salty snacks, by target groups, November 2010
Figure 77: Target groups, by demographics, November 2010
Figure 78: Statements on eating habits, by target groups, November 2010
Figure 79: Types of crisps and salty snacks eaten in the last six months, by target groups, November 2010
Figure 80: Important factors when choosing crisps or salty snacks, by target groups, November 2010
Loading...
Loading...
Our guarantees
Price Guarantee
Our prices are competitive, and to ensure you get the most attractive deal available, we'll do our very best to match any price in the unlikely event you can find the same product for less elsewhere.
All we ask for is reasonable proof of the report being currently available at the lower price.
If you do find a lower price, contact Liz Hague direct by telephone on +44 (0)1527 573 604, 1-866-545-5878 Toll-Free from the US, alternatively email us here.
Satisfaction Guarantee
Many resellers don't offer refunds full stop. We're different. If you are dissatisfied with your purchase let us know within 5 working days. If we are unable to address the problem to your satisfaction we will give you a full refund.
