The US Savory Snacks Market: What Consumers Eat and Why?

LONDON, Jan. 29, 2014 /PRNewswire/ -- Reportbuyer.com just published a new market research report:

The US Savory Snacks Market: What Consumers Eat and Why?

Product Synopsis

This report provides the results for the US Savory Snacks Market from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Savory Snacks market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the savory snacks market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
Savory Snacks is a market where Consumer Trends tend to conflict as much as combine. While many consumers seek to lead healthier lives, snacking and the Trends associated with it revolves around indulgence, fun and enjoyment, and other similar trends. To create clarity on which consumer trends are driving the market, and how important they are, marketers need a clear and robust picture of who is consuming these products and which trends are driving their behaviors.

What are the key drivers behind recent market changes?
Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Ethnic/Traditional Snacks, Meat Snacks, Nuts and Seeds, Popcorn, Potato Chips, Pretzels, and Processed Snacks.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Overall the Savory Snacks market is highly trend orientated, but the picture varies greatly by category. In some categories just under a third of the value is being directly influenced by consumer trends, whereas elsewhere leading trends influence far less actual value.

Overall, branded products account for most of the Savory Snacks products in the US, with Private Labels struggling to achieve greater penetration. However, trends in Private Label penetration in other countries, especially where these products have been able to increase their quality, have shown that brands should act now in order to consolidate on this position and prevent future loss of market presence for these products.

In several categories the leading brands have strong positions, but beyond these leaders the pattern of brand share is quite fragmented, providing potential opportunities for new market entrants to take share from weaker brands.

Key Highlights

In volume terms the retailing of Savory Snacks is consolidated at the top end, with a small number of retailers controlling a large share of the market. However, outside of this leading group the share is highly fragmented. For companies in this market to build significant scale quickly, securing listings amongst these leading retailers, inevitably including Walmart, will be key to success.

Several trends affect the market, and while the picture varies greatly by category overall it can be said that many consumers are influenced not only by the trend of Indulgence, but that in Savory Snacks this translates into offering enjoyable, even fun, products that offer little bits of "me-time" during the day.

Of the total market value, over half of this is accounted for by the two leading categories of Processed Snacks and Potato Chips. However, the importance of trends varies between them, making a deep understanding of "where to play" essential for effective product positioning.

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international, program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Savory Snacks Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Ethnic/traditional Snacks
3.2.2 Meat Snacks
3.2.3 Nuts and Seeds
3.2.4 Popcorn
3.2.5 Potato Chips
3.2.6 Pretzels
3.2.7 Processed Snacks
3.3 Behavioral Trends and Market Value
3.3.1 Ethnic/traditional Snacks
3.3.2 Meat Snacks
3.3.3 Nuts and Seeds
3.3.4 Popcorn
3.3.5 Potato Chips
3.3.6 Pretzels
3.3.7 Processed Snacks
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Ethnic/traditional Snacks
4.1.2 Meat Snacks
4.1.3 Nuts and Seeds
4.1.4 Popcorn
4.1.5 Potato Chips
4.1.6 Pretzels
4.1.7 Processed Snacks
4.2 Consumer Profiles by Product Category
4.2.1 Ethnic/traditional Snacks
4.2.2 Meat Snacks
4.2.3 Nuts and Seeds
4.2.4 Popcorn
4.2.5 Potato Chips
4.2.6 Pretzels
4.2.7 Processed Snacks
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Savory Snacks Brand Choice and Private Label Consumer Penetration
5.2.1 Ethnic/traditional Snacks
5.2.2 Meat Snacks
5.2.3 Nuts and Seeds
5.2.4 Popcorn
5.2.5 Potato Chips
5.2.6 Pretzels
5.2.7 Processed Snacks
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Savory Snacks
6.1.2 Ethnic/traditional Snacks
6.1.3 Meat Snacks
6.1.4 Nuts and Seeds
6.1.5 Popcorn
6.1.6 Potato Chips
6.1.7 Pretzels
6.1.8 Processed Snacks
7 Consumption Impact: Market Valuation
7.1 Savory Snacks Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Savory Snacks Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Savory Snacks Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share
8.1 Retailer Volume Share
8.1.1 Retailer Volume Share in Savory Snacks
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Ethnic/traditional Snacks
8.2.2 Retail Share by Volume - Meat Snacks
8.2.3 Retail Share by Volume - Nuts and Seeds
8.2.4 Retail Share by Volume - Popcorn
8.2.5 Retail Share by Volume - Potato Chips
8.2.6 Retail Share by Volume - Pretzels
8.2.7 Retail Share by Volume - Processed Snacks
8.3 Profiles of End-Consumers of Savory Snacks, by Retailer Used
8.3.1 Costco
8.3.2 Kroger
8.3.3 Publix
8.3.4 Safeway
8.3.5 Wal-Mart
8.3.6 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Savory Snacks Market
Table 2: United States Survey Respondent profile (weighted), 2012
Table 3: United States Savory Snacks Value Share (%), by Age Groups, 2012
Table 4: United States Savory Snacks Value Share (%), by Gender, 2012
Table 5: United States Savory Snacks Value Share (%), by Urban and Rural Dwellers, 2012
Table 6: United States Savory Snacks Value Share (%) by Education Level Achieved Groups, 2012
Table 7: United States Savory Snacks Value Share (%) by Wealth Groups, 2012
Table 8: United States Savory Snacks Value Share (%) by Busy Lives Groups, 2012
Table 9: United States Ethnic/traditional Snacks Consumer Group Share (% market value), 2012
Table 10: United States Meat Snacks Consumer Group Share (% market value), 2012
Table 11: United States Nuts and Seeds Consumer Group Share (% market value), 2012
Table 14: United States Pretzels Consumer Group Share (% market value), 2012
Table 15: United States Processed Snacks Consumer Group Share (% market value), 2012
Table 16: United States Total Ethnic/traditional Snacks Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: United States Total Meat Snacks Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: United States Total Nuts and Seeds Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: United States Total Popcorn Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: United States Total Potato Chips Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: United States Total Pretzels Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: United States Total Processed Snacks Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 23: United States Ethnic/traditional Snacks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 24: United States Ethnic/traditional Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 25: United States Meat Snacks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 26: United States Meat Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 27: United States Nuts and Seeds Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 28: United States Nuts and Seeds Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 29: United States Popcorn Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 30: United States Popcorn Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 31: United States Potato Chips Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 32: United States Potato Chips Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 33: United States Pretzels Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 34: United States Pretzels Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 35: United States Processed Snacks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 36: United States Processed Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 37: United States Ethnic/traditional Snacks Consumer Profiles (% consumers by sub-group), 2012
Table 38: United States Meat Snacks Consumer Profiles (% consumers by sub-group), 2012
Table 39: United States Nuts and Seeds Consumer Profiles (% consumers by sub-group), 2012
Table 40: United States Popcorn Consumer Profiles (% consumers by sub-group), 2012
Table 41: United States Potato Chips Consumer Profiles (% consumers by sub-group), 2012
Table 42: United States Pretzels Consumer Profiles (% consumers by sub-group), 2012
Table 43: United States Processed Snacks Consumer Profiles (% consumers by sub-group), 2012
Table 44: United States Savory Snacks Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 45: United States Ethnic/traditional Snacks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 46: United States Meat Snacks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 47: United States Nuts and Seeds Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 48: United States Popcorn Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 49: United States Potato Chips Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 50: United States Pretzels Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 51: United States Processed Snacks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 52: United States, Overall Savory Snacks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 53: United States, Ethnic/traditional Snacks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 54: United States, Meat Snacks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 55: United States, Nuts and Seeds: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 56: United States, Popcorn: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 57: United States, Potato Chips: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 58: United States, Pretzels: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 59: United States, Processed Snacks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 60: United States Savory Snacks Market Value (US Dollar million), by Category, 2012
Table 61: United States Savory Snacks Market Volume (Kg m), by Category, 2012
Table 62: United States Savory Snacks Market Value (US$ million), by Category, 2012
Table 63: United States Savory Snacks Expenditure Per Capita (US Dollar), by Category, 2012
Table 64: United States Savory Snacks Expenditure Per Household (US$), by Category
Table 65: United States Savory Snacks Market Volume (Kg m), by Category, 2012
Table 66: United States Savory Snacks Consumption Per Capita (Kg m / Population m), by Category, 2012
Table 67: United States Savory Snacks Consumption Per Household (Kg m / Households m), by Category, 2012
Table 68: United States Savory Snacks Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Table 69: United States Ethnic/traditional Snacks Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 70: United States Meat Snacks Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 71: United States Nuts and Seeds Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 72: United States Popcorn Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 73: United States Potato Chips Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 74: United States Pretzels Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 75: United States Processed Snacks Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 76: United States: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2012
Table 77: United States: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2012
Table 78: United States: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2012
Table 79: United States: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2012
Table 80: United States: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 81: United States: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: United States Savory Snacks Value Share (%), by Age Groups, 2012
Figure 3: United States Savory Snacks Value Share (%), by Gender, 2012
Figure 4: United States Savory Snacks Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: United States Savory Snacks Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: United States Savory Snacks Value Share (%) by Wealth Groups, 2012
Figure 7: United States Savory Snacks Value Share (%) by Busy Lives Groups, 2012
Figure 8: United States Ethnic/traditional Snacks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: United States Ethnic/traditional Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: United States Meat Snacks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: United States Meat Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: United States Nuts and Seeds Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: United States Nuts and Seeds Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: United States Popcorn Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: United States Popcorn Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: United States Potato Chips Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: United States Potato Chips Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: United States Pretzels Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: United States Pretzels Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: United States Processed Snacks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 21: United States Processed Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 22: United States Savory Snacks Market Value (US$ million), by Category, 2012
Figure 23: United States Savory Snacks Expenditure Per Capita (US$), by Category, 2012
Figure 24: United States Savory Snacks Expenditure Per Household (US$), by Category
Figure 25: United States Savory Snacks Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Figure 26: United States Ethnic/traditional Snacks Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 27: United States Meat Snacks Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 28: United States Nuts and Seeds Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 29: United States Popcorn Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 30: United States Potato Chips Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 31: United States Pretzels Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 32: United States Processed Snacks Survey-tracked Retailer Shares by Volume (Kg m), 2012

Companies Mentioned

Costco, Kroger, Publix, Safeway, Walmart

Read the full report:
The US Savory Snacks Market: What Consumers Eat and Why?
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