Success Case Study: SkinnyPop - Bringing simplicity and enhanced convenience to a snack staple

Success Case Study: SkinnyPop - Bringing simplicity and enhanced convenience to a snack staple

Published: September 2017
Publisher: GlobalData
Product ref: 283351
Pages: 17
Format: PDF
Delivery: By product vendor

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Ready-to-eat popcorn has emerged as a key growth opportunity within snacks in recent years. Overall, it is now commonly valued in excess of $1bn. Furthermore, profitability potential is strong, with margins typically above 30%.


• SkinnyPop has added value to the popcorn category by stripping the product back to a bare minimum, rather than adding ingredients or overly indulgent characteristics.
• The product's simplicity and credibly healthier nature have helped to reinforce the idea of guilt-free snacking. This case underlines that brands are becoming more effective at delivering on the concept of healthy convenience.
• Keeping things simple can be transferable between categories so as to allow brand-building and without betraying any healthy/simple/natural brand ideology that may form part of the attraction of the core brand.
• SkinnyPop shows that good margins can be achieved from simplification while premiumizing, as opposed to justifying premiumization via greater complexity and thus production expense.

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• Use GlobalData's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
• Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.

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Related research categories

By sector: Convenience foods, Snack foods, Case studies (in Trends)

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