Snack Foods in the U.S., 4th Edition

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Snack Foods in the U.S., 4th Edition

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U.S. retail sales of packaged snacks rose to nearly $64 billion in 2010, and Packaged Facts projects sales to approach $77 billion by 2015, a total market increase of over 20%. Despite the lingering effects of global recession, American consumers are snacking more than ever, thanks to less frequent restaurant dining, frenzied lifestyles that encourage on-the-go eating, and a growing tendency to replace meals with several smaller snacks. Additionally, marketers have responded to concerns about the growing impact of obesity on the health of the nation, and have made great strides in developing healthier snack foods that still taste good. While value is still one of the primary drivers of snack purchases, the economy has recovered to an extent that consumers are once again making health, convenience, and even indulgence top priorities as well.

This fully updated Packaged Facts report examines the market for packaged sweet and salty snacks within the context of broader food industry trends in new product development and marketing. To accommodate the complexities of the U.S. market within shifting socioeconomic contexts, the report investigates not only the sales data, new product introductions and market positioning strategies, but also the lifestyle patterns that contribute to the rise and fall of snacking trends. This completely revised edition provides an omnibus approach to the market, examining snacks via two broad classifications, sweet and salty/savory, while providing greater detail for dozens of categories and segments in which market activity dictates closer inspection.

A new feature of this study is data from Packaged Facts' new Food Shopper Insights Survey, conducted in March 2011. Gauging the shopping patterns and attitudes of adults who have shopped for groceries within 24 hours of being surveyed, these data paint a detailed picture of U.S. snack trends by broader consumer health goals and nutrition concerns, ingredient concerns such as low-sugar and gluten-free, purchase motivators such as "family favorite" and "product looked appertizing," snack occasions and timing (e.g., "between meals," weekday vs, weekend, at home vs away from home), brand loyalty by product type, store-brand appeal, and coupon usage. Additional data sources include multi-year Experian Simmons Market Research Bureau data, which provides a detailed look at category-level and brand penetration levels; InfoScan Review data, which quantifies marketer and brand shares across numerous product categories; and new product tracking data from Product Launch Analytics, a Datamonitor service. In addition, category-specific marketer and brand focus discussions help to define the relationship between consumer attitudes and product development.

Chapter 1: Executive Summary

Introduction

Scope of Report

Two Classifications: Sweet and Salty/Savory

Report Methodology

Market Size and Composition

U.S. Snack Market Approaches $64 Billion

Snacking as a Way of Life

"Better-for-you" Snack Products in High Demand

Salty/Savory Increases Share of Snacks Market

Salty/Savory Snacks Top List of Dollar Growth

Figure 1-1: Share of SymphonyIRI-Tracked Snack Sales by Classification: Sweet vs. Salty/Savory, 2006 vs. 2010 (percent)

Supermarkets Account for 41% of Snack Market

Competitive Trends

Multinational Conglomerates Dominate

Mergers and Acquisitions

Kraft/Cadbury

Diamond Foods/Kettle Foods/Pringles

Snyder's-Lance

Link Industries and JBS

Private-Label Sales Outpace Market Growth

Hershey and Mars Are Dominant Forces in Chocolate Candy

Mars Leads in Non-Chocolate Candy

Kraft Accounts for One-Third of Cookie Segment

General Mills and Clif Are Leaders in Food Bars

General Mills Corners Over Half of Dry Fruit Snacks Market

Fruit Cups/Bowls Marketers Experience Losses

Frito-Lay Is Potato Chip Powerhouse

Tortilla/Tostada Chip Segment Loses Steam

Kraft's Ritz on Top in Crackers

Kraft's Planters King of Snack Nuts Despite Losses

Private Label Claims Half of Nutritional Snacks/Trail Mixes Sales

Popcorn and Rice/Popcorn Cakes

Dried Meat Snacks

Marketing and New Product Trends

New Snack Product Introductions Recover

Sweet Categories Lead in New Product Intros

"Natural" Tag Tops Claims List

Health-Related Claims Reclaiming Lost Ground

Special Diets Tags Steadily Increase

Kraft Leads in 2010 Product Introductions

Consumer Trends

Majority of Americans Seek Healthy Lifestyles

Figure 1-2: Consumer Psychographics: Physical Health and Fitness, March 2011 (percent of U.S. grocery shoppers)

Potato Chips Are Most Frequently Purchased Snack Type

Figure 1-3: Snacks Usually/Normally Purchased: By Product Type, March 2011 (percent of U.S. grocery shoppers)

Majority of Shoppers Stick to National/Name Brand Snacks

Afternoon, Evening, At-Home Snacks the Most Popular

Chapter 2: The Market

Introduction

Scope of Report

Two Classifications: Sweet and Salty/Savory

Report Methodology

Market Size and Composition

U.S. Snack Market Approaches $64 Billion

Table 2-1: U.S. Retail Sales of Snack Foods, 2006-2010 (in billions of dollars)

Salty/Savory Increases Share of Snacks Market

Figure 2-1: Share of SymphonyIRI-Tracked Snack Sales by Classification: Sweet vs. Salty/Savory, 2006 vs. 2010 (percent)

Figure 2-2: Share of SymphonyIRI-Tracked Snack Sales: By Sweet Category, 2006 vs. 2010 (percent)

Figure 2-3: Share of SymphonyIRI-Tracked Snack Sales: By Salty/Savory Category, 2006 vs. 2010 (percent)

Candy Tops in Sweet Snacks Market Share

Salty Snacks Dominate Salty/Savory Classification

Table 2-2: Share of SymphonyIRI-Tracked Sales of Sweet Snacks by Product Category, 2009 vs. 2010 (percent)

Table 2-3: Share of SymphonyIRI-Tracked Sales of Salty/Savory Snacks by Product Category, 2009 vs. 2010 (percent)

Dollar and Volume Sales Keep Pace

Table 2-4: SymphonyIRI-Tracked Retail Sales of Snack Foods by Dollar and Volume Growth, 2009-2010 (in millions of dollars and pounds)

Salty/Savory Snacks Top List of Dollar Growth

Table 2-5: Selected Snack Food Segments by Dollar Growth/Loss in SymphonyIRI-Tracked Dollar Sales, 2009-2010 (in millions of dollars)

Table 2-6: SymphonyIRI-Tracked Retail Sales of Snack Foods by Segment, Classification and Category, 2009-2010 (in millions of dollars)

Supermarkets Account for 41% of Snack Market

Figure 2-4: Share of U.S. Snack Market Sales by Retail Channel, 2010 (percent)

Market Outlook

Slow Economic Recovery Influences Spending

Consumers Remain Thrifty

Table 2-7: Consumer Attitudes: "Price Not Main Factor in Purchases" and "Spending More on Consumer Products," February 2011 (percent)

Table 2-8: Responses to Statements Related to Grocery Spending, February 2011 (percent)

Food Costs Stabilize, But May Rise Again

Table 2-9: Consumer Price Index for Food at Home and Selected Snack Categories: 2001-2010

Stealth Downsizing

Specialty Snacks Still Affordable

A Culture of Snacking

Studies Examine Kids' Snacking Habits

Kids' "Better For You" Snacks High in Sugar, Fat

Reformulation Not Enough?

Eating Healthy

Healthy Snacks in Demand

Gluten-Free and Other Allergy Concerns

Portion Control and Convenience

Natural and Organic

Table 2-10: Consumer Opinion on Natural and Organic Products, February 2011 (percent)

Environmental Concerns

"Green" Packaging

Food Safety

U.S. Snack Market to Reach $77 Billion in 2015

Table 2-11: Projected U.S. Retail Sales of Snack Foods, 2010-2015 (in billions of dollars)

Chapter 3: Competitive Trends

Multinational Conglomerates Dominate

Mergers and Acquisitions

Kraft/Cadbury

Diamond Foods/Kettle Foods/Pringles

Snyder's-Lance

Link Industries and JBS

Other Acquisitions

Private-Label Sales Outpace Market Growth

Table 3-1: SymphonyIRI-Tracked Retail Sales of Private-Label Snack Foods by Classification, Category and Segment, 2009-2010 (in millions of dollars)

Illustration 3-1: Wholesome Goodness Cereal Bars

Trend Overview by Classification

Trends in Sweet Snacks

Candy Dominates Sweet Classification

Table 3-2: Share of Sweet Classification Sales by Category, 2009 vs. 2010 (percent)

Candy Sales by Segment

Figure 3-1: Share of Chocolate Candy Sub-Category Sales by Segment, 2009 vs. 2010 (percent)

Figure 3-2: Share of Non-Chocolate Candy Sub-Category Sales by Segment, 2009 vs. 2010 (percent)

Hershey Dominant Force in Chocolate Sub-Category

Table 3-3: Top Marketers and Brands of Chocolate Candy Box/Bag/Bar > 3.5 oz. by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)

Table 3-4: Top Marketers and Brands of Chocolate Candy Box/Bag/Bar < 3.5 oz. by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)

Table 3-5: Top Marketers and Brands of Sugar-Free Chocolate Candy by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)

Mars Leads in Non-Chocolate Candy

Table 3-6: Top Marketers and Brands of Non-Chocolate Chewy Candy by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)

Table 3-7: Top Marketers and Brands of Sugar-Free Diet Candy by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)

Cookies and Bakery Snacks

Figure 3-3: Share of Cookies and Bakery Snacks Category Sales by Segment, 2009 vs. 2010 (percent)

Kraft Accounts for One-Third of Cookie Segment

Table 3-8: Top Marketers and Brands of Cookies by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)

Food Bars

Figure 3-4: Share of Food Bars Category Sales by Segment, 2009 vs. 2010 (percent)

General Mills Increases Lead in Granola Bar Segment

Table 3-9: Top Marketers and Brands of Granola Bars by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)

Gains Across the Board in Nutritional/Intrinsic Health Value Bar Segment

Table 3-10: Top Marketers and Brands of Nutritional/Intrinsic Health Value Bars by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)

Fruit Snacks

Figure 3-5: Share of Fruit Snacks Category Sales by Segment, 2009 vs. 2010 (percent)

Raisins Best-Selling Dried Fruit Variety

Table 3-11: Types of Dried Fruit by SymphonyIRI-Tracked Sales and Segment Share, 2010-2011 (in millions of dollars)

General Mills Corners Over Half of Dry Fruit Snacks Market

Table 3-12: Top Marketers and Brands of Dry Fruit Snacks by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)

Fruit Cups/Bowls Marketers Experience Losses

Table 3-13: Top Marketers and Brands of Fruit Cups by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)

Trends in Salty/Savory Snacks

Salty Snacks Maintain Hold on Classification Sales

Figure 3-6: Share of Salty/Savory Classification Sales by Category, 2009 vs. 2010 (percent)

Salty Snacks

Figure 3-7: Share of Salty Snacks Category Sales by Segment, 2009 vs. 2010 (percent)

Frito-Lay Potato Chip Powerhouse

Table 3-14: Top Marketers and Brands of Potato Chips by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)

Tortilla/Tostada Chip Segment Loses Steam

Table 3-15: Top Marketers and Brands of Tortilla/Tostada Chips by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)

Crackers

Figure 3-8: Share of Crackers Category Sales by Segment, 2009 vs. 2010 (percent)

Kraft's Ritz Is Best-Selling "All Other Crackers" Brand

Table 3-16: Top Marketers and Brands of All Other Crackers by SymphonyIRI-Tracked Sales, 2010-2011 (in millions of dollars)

Kellogg Sees Greatest Dollar Growth in Crackers with Fillings

Table 3-17: Top Marketers and Brands of Crackers with Fillings by SymphonyIRI-Tracked Sales, 2010-2011 (in millions of dollars)

Nut Snacks

Figure 3-9: Share of Nut Snacks Category Sales by Segment, 2009 vs. 2010 (percent)

Kraft's Planters King of Snack Nuts Despite Losses

Table 3-18: Top Marketers and Brands of Snack Nuts by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)

Private Label Claims Half of Nutritional Snacks/Trail Mixes Sales

Table 3-19: Top Marketers and Brands of Nutritional Snacks/Trail Mixes by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)

Popcorn and Rice/Popcorn Cakes

Figure 3-10: Share of Popcorn and Rice/Popcorn Cakes Category Sales by Segment, 2009 vs. 2010 (percent)

Table 3-20: Top Marketers and Brands of RTE Popcorn/Caramel Corn by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)

Dried Meat Snacks

Figure 3-11: Share of Dried Meat Snacks Category Sales by Segment, 2009 vs. 2010 (percent)

Table 3-21: Top Marketers and Brands of Jerky by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)

Table 3-22: Top Marketers and Brands of All Other Dried Meat Snacks by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)

Chapter 4: Marketing and New Product Trends

New Snack Product Introductions Recover

Table 4-1: Number of U.S. Food Product Introductions: Overall, Sweet Snacks and Salty/Savory Snacks, 2000-2010

Sweet Categories Lead in New Product Intros

Table 4-2: Number of U.S. Snack Food Product Introductions by Product Category, 2006-2010

"Natural" Tag Tops Claims List

Table 4-3: Top Product Claims/Tags for U.S. Snack Food Product Introductions, 2010 (number and percent)

Natural-Related Claims Going Strong

Table 4-4: Number of New Snack Food Product Introductions by Top Natural-Related Package Tags/Claims, 2008-2010

Health-Related Claims Reclaiming Lost Ground

Table 4-5: Number of New Snack Food Product Introductions by Top Health-Related Package Tags/Claims, 2008-2010

Special Diets Tags Steadily Increase

Table 4-6: Number of New Snack Food Product Introductions by Top Special Diet-Related Package Tags/Claims, 2008-2010

Kraft Leads in 2010 Product Introductions

Table 4-7: Top Ten Leading U.S. Marketers of Snack Foods Based on Number of Stock-Keeping Unit (SKU)

Introductions, 2006-2010

U.S. Leads Global Snack Food Introductions

Table 4-8: Number of Snack Foods Introductions by Country, 2006-2010 (number of reports)

Trends in Sweet Snacks

Bite-Sized Snacks Make Big Impact

Illustration 4-1: Reese's Minis

Focus on Hershey.

Illustration 4-2: Hershey's Drops

Indulgence Meets Better-For-You

Illustration 4-3: Think Thin Chocolate Covered Strawberries Bar

Focus on Kraft Foods

Not Your Grandmother's Fruit

Illustration 4-4: Hershey's Extra Dark Chocolate with Pomegranate

Sweet and Salty Snacks Combine Two Favorite Tastes

Illustration 4-5: Pretzel M&M's

More Than Functional: Superfoods

Illustration 4-6: Odwalla Blueberry Swirl Superfood Bar

Convenience: On-the-Go Snacking

Illustration 4-7: General Mills Simply Fruit Roll-Ups

Trends in Salty/Savory Snacks

Sweet on Nuts

Illustration 4-8: Nutorious Nut Confections Cranberry Orange Tango

Focus on Planters

Illustration 4-9: Planters Chili Lime Almonds

Bold Is Better

Illustration 4-10: Terra Exotic Harvest Chips

Illustration 4-11: Ruffles Molten Hot Wings Potato Chips

Brand Profile: Walmart's World Table

Illustration 4-12: World Table Tortilla Chips

Taking Popcorn to the Next Level

Illustration 4-13: 479° Popcorn

Focus on Popcorn, Indiana

Illustration 4-14: Popcorn, Indiana Chip'Ins

Marketers Deliver Lower Sodium Snacks

Illustration 4-15: Triscuit Hint of Salt

Focus on Frito-Lay (PepsiCo)

Cross-Market Trends

Interest in Natural and Organic Products Remains Strong

Illustration 4-16: Safeway's O Organic Snacks

General Mills' Small Planet Foods Division

Market for Gluten-Free Snacks Explodes

Marketers, Mother Earth Benefit from Environmental Initiatives

Focus on Diamond Foods' Kettle Chips

Illustration 4-17: Kettle Chips Bio-Beetle

Trends in Kids Snacks

Illustration 4-18: Goldfish Flavor Blasted Grahams

Illustration 4-19: Fresh & Easy Goodness for Kids Multigrain Chips

Brand Profile: PepsiCo/Tropicana Tropolis

Illustration 4-20: Tropicana Tropolis Flavors

Chapter 5: Consumer Trends

Shopper Insights

Methodology

Majority of Americans Seek Healthy Lifestyles

Figure 5-1: Consumer Psychographics: Physical Health and Fitness, March 2011 (percent of U.S. grocery shoppers)

Groceries and Consumer Health Goals

Figure 5-2: Consumer Psychographics: Healthy Eating and Dieting, March 2011 (percent of U.S. grocery shoppers)

Low Sugar, High Fiber Are Most Popular Healthy Product Positionings

Figure 5-3: Purchasing of Food and Beverage Products by Selected Package Labels/Claims, March 2011 (percent of U.S. grocery shoppers)

Shopper Use of Grocery Coupons

Figure 5-4: Types of Coupons Used During Grocery Shopping Trips, March 2011 (percent of U.S. grocery shoppers who use coupons)

Table 5-1: Sources of Coupons Used During Grocery Shopping Trips, March 2011 (percent of U.S. grocery shoppers who use coupons)

Potato Chips Are Most Frequently Purchased Snack Type

Figure 5-5: Snacks Usually/Normally Purchased: By Product Type, March 2011 (percent of U.S. grocery shoppers)

Figure 5-6: Percent of Snacks Purchased on Sale: By Product Type, March 2011 (percent of U.S. grocery shoppers)

Figure 5-7: Planned vs. Impulse Snack Purchases: By Product Type, March 2011 (percent of U.S. grocery shoppers)

Table 5-2: Response to Question "Did you choose a product that you usually buy?": By Snack Product Type, March 2011 (percent of U.S. grocery shoppers)

Majority of Shoppers Stick to National/Name Brand Snacks

Table 5-3: Type of Brand Purchased During Grocery Shopping Trips: By Snack Product Type, March 2011 (percent of U.S. grocery shoppers)

Table 5-4: Price Comparison of Snack Products Purchased, Compared to Similar Products, March 2011 (percent of U.S. grocery shoppers)

Table 5-5: Motivations (Other Than Price/Promotion) for Selection of Snacks Purchased: By Product Type, March 2011 (percent of U.S. grocery shoppers)

Snacking Patterns

Afternoon, Evening Snacks Are Most Popular

Table 5-6: Meals/Snacks Typically Eaten: Overall and by Gender, March 2011 (percent of U.S. grocery shoppers)

Table 5-7: Mealtime and Snacking Patterns: By Gender, March 2011 (percent of U.S. grocery shoppers)

Table 5-8: Patterns for Snacking Alone or with Others: Weekdays vs. Weekends, March 2011 (percent of U.S. grocery shoppers)

At-Home Snacks More Popular

Table 5-9: Patterns for Snacking at Home or Away from Home: Weekdays vs. Weekends, March 2011 (percent of U.S. grocery shoppers)

Table 5-10: Patterns for Snacking in Home Kitchen or Elsewhere in Home: Weekdays vs. Weekends, March 2011 (percent of U.S. grocery shoppers)

Table 5-11: Patterns for Snacking at Table, at Kitchen Counter, or Elsewhere in Home: Weekdays vs. Weekends, March 2011 (percent of U.S. grocery shoppers)

Usage Trends and Demographic Patterns: Sweet Snacks

Cookies Most Popular Sweet Category

Table 5-12: Usage Overview for Sweet Snack Products: 2006, 2008 and 2010 (percent of U.S. households)

Who's Eating Cookies

Table 5-13: Demographic Indexes for Cookies: Overall and By Selected Brands, 2010 (U.S. households)

Who's Eating Candy

Table 5-14: Demographic Indexes for Candy: Overall and by Selected Brands, 2010 (U.S. households)

Who's Eating Food Bars and Fruit Snacks

Table 5-15: Demographic Indexes for Food Bars and Fruit Snacks, 2010 (U.S. households)

Usage Trends and Demographic Patterns: Salty/Savory Snacks

Potato Chips Most Popular Salty/Savory Category

Table 5-16: Usage Overview for Salty/Savory Snack Products: 2006, 2008 and 2010 (percent of U.S. households)

Who's Eating Potato Chips

Table 5-17: Demographic Indexes for Potato Chips: Overall and by Selected Brands, 2010 (U.S. households)

Who's Eating Crackers

Table 5-18: Demographic Indexes for Crackers: Overall and by Selected Brands, 2010 (U.S. households)

Who's Eating Corn/Tortilla Chips and Cheese Snacks

Table 5-19: Demographic Indexes for Corn/Tortilla Chips and Cheese Snacks: Overall and by Selected Brands, 2010 (U.S. households)

Who's Eating Pretzels

Table 5-20: Demographic Indexes for Pretzels: Overall and by Selected Brands, 2010 (U.S. households)

Chapter 6: Looking Ahead

Trends and Opportunities

Snacking as a Way of Life

"Better-for-you" Snack Products in High Demand

Low-Sodium Trend Increases Momentum

Growing Number of Products Target Special Dietary Needs

Stricter Guidelines for Natural

Snacks Get Smaller

Private-Label Products Sustain Consumer Interest

"Green" Concerns Once More a Priority

Packaged Snacks Compete with Fresh

Retailers Expand Snack Selection

Small Format Stores Regain Lost Ground

Natural and Organic Food Continues Move to Mainstream

Mass Merchandisers Morph Into Supercenters

C-Stores and Drugstores Battle for On-the-Go Snack Share

E-Marketing Snack Foods

Social Networking: Facebook, Twitter, Then…

Location-Based Social Media: Yelp, Foursquare and Google Places

Focus on Savings: Groupon, Woot and Blippy

What's Next: Social Media Aggregators and Mobile Connectivity

Appendix: Addresses of Selected Marketers

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