2016 Chips and Dips Industry Key Trends, Size, Growth, Shares And Forecast Research Report in US
Both the chips and dips categories continue to perform well, boosted by consumer interest in snacking, and a variety of innovative flavors and formats. Both categories are driven by taste, rather than health, as consumers allow themselves to indulge. The chips and dips markets are expected to maintain stable growth, despite competition from other types of snacks, as well as foodservice options. Growth in US demographics, including Millennials and Hispanics, who are core purchasers of these products, will also help sustain future growth.
Table of Content
Overview
What you need to know
Definition
Executive Summary
The issues
Chips and dips categories maintain growth
Figure 1: Total US sales of chips and dips, at current prices, 2010-15
Figure 2: Total US sales and fan chart forecast of chips, at current prices, 2010-20
Figure 3: Total US sales and fan chart forecast of salsa and dips at current prices, 2010-20
Millennials more likely to buy chips and dips
Figure 4: Chips and dip purchase – Any purchase, by Millennials and Non-Millennials, November 2015
Taste, not health a key driver
Figure 5: Important nutritional attributes, November 2015
The opportunities
Promote products across all retail channels
Figure 6: Total US retail sales of chips and dips, by channel, at current prices, 2010-15
Appeal to Millennials’ adventurous palates
Figure 7: Chips and dips behaviors, by generation, select statements, November 2015
Focus on flavor innovation
Figure 8: Attitudes toward chips and dips – Any agree, November 2015
What it means
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The Market – What You Need to Know
Both chips and dips categories maintain steady growth
Potato chips represent half of overall sales
Supermarket sales fall to other retail channels
Competition from a variety of foods, both at home and away
Market Size and Forecast
Chips and dips maintain steady overall growth
Figure 9: Total US sales and fan chart forecast of chips and dips, at current prices, 2010-20
Potato chips continue to drive chip category growth
Figure 10: Total US sales and fan chart forecast of chips, at current prices, 2010-20
Figure 11: Total US sales and forecast of chips, at current prices, 2010-20
Figure 12: Total US sales and forecast of chips, at inflation-adjusted prices, 2010-20
Strong product innovation helps dips thrive
Figure 13: Total US sales and fan chart forecast of salsa and dips at current prices, 2010-20
Figure 14: Total US sales and forecast of salsa and dips, at current prices, 2010-20
Figure 15: Total US sales and forecast of salsa and dips, at inflation-adjusted prices, 2010-20
Market Breakdown
Tortilla chips, dips, strongest growth over last five years
Figure 16: Total US retail sales of chips and dips, by segment share, 2015
Figure 17: Total US retail sales of chips and dips, by segment, at current prices, 2010-15
More than half of sales stem from other retail channels
Figure 18: Total US retail sales of chips and dips, by channel, at current prices, 2010-15
Natural supermarket sales improve across segments
Figure 19: Natural supermarket sales of chips, salsa and dips, by segment, at current prices, rolling 52 weeks ending 10/06/13 and 10/04/15
Figure 20: Natural supermarket sales of chips, salsa and dips, by organic ingredients, at current prices, rolling 52 weeks ending 10/06/13 and 10/04/15
Market Perspective
Snacks across food and beverage categories heat up competition
Foodservice options entice consumers away from home
Market Factors
Increase in snacking over time
Figure 21: Attitudes and opinions about food – Any agree, 2010-15
Away-from-home food spending on the rise
Figure 22: Food sales at home and away from home, January 2003-October 2015
Shifting US demographics to impact market
Figure 23: Households, by presence of own children, 2003-13
Figure 24: Population by race and Hispanic origin, 2010-20
Figure 25: US population, by generation share, 2015
Figure 26: US population, by generation, 2010-20
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Key Players – What You Need to Know
PepsiCo brands maintain their market share hold across segments
Consumers allow themselves to indulge
Flavor innovation, segment blurring, and simple ingredients continue to trend
Manufacturer Sales of Chips and Dips
PepsiCo continues to dominate with more than half of category sales
Manufacturer sales of chips and dips
Figure 27: MULO sales of chips, salsa and dip, by leading companies, rolling 52 weeks 2014 and 2015
What’s Working?
Potato chips
Figure 28: MULO sales of Munchos potato chips
Figure 29: Commercial, “Introducing The Lay’s Do Us A Flavor Finalists,” July, 2015
Figure 30: MULO sales of Snyder’s-Lance potato chips
Figure 31: MULO sales of Kettle potato chips
Tortilla chips
Figure 32: MULO sales of Doritos tortilla chips
Figure 33: MULO sales of Calidad tortilla chips
Figure 34: MULO sales of private label tortilla chips
Salsa and dips
Figure 35: MULO sales of salsa brands
Figure 36: MULO sales of PepsiCo Inc. dips
Figure 37: MULO sales guacamole dips
Figure 38: MULO sales of Sabra dips
What’s Struggling?
Potato chip sales declines
Figure 39: MULO sales of Utz other potato chip brands
Figure 40: MULO sales of Utz other potato chip brands
Figure 41: MULO sales of private label potato chips
What’s Next?
No flavor too odd
Global influences
Ingredient provenance
Segment blurring
Simple and real food
The Consumer – What You Need to Know
Chips, dips purchases common
Supermarket purchases most popular, but competition heating up
Taste, not nutrition, a key purchase driver
Room for more flavor innovation
Chips and Dips Purchase
Chips, dips, common purchases for self
Figure 42: Chips and dip purchase, November 2015
Presence of children in household has strong impact on purchase
Figure 43: Chips and dip purchase – Any purchase, by parental status, November 2015
Millennials more likely to buy chips and dips
Figure 44: Chips and dip purchase – Any purchase, by age, November 2015
Hispanics more likely to buy some types of potato chips, all dips
Figure 45: Chips and dip purchase – Any purchase, by race and Hispanic origin, November 2015
Purchase Location
Supermarkets most popular
Figure 46: Chips and dips purchase location, November 2015
Men more likely to buy at convenience-based locations
Figure 47: Chips purchase location, by gender, select options, November 2015
Figure 48: Dips purchase location, by gender, select options, November 2015
Hispanics more likely to diversify purchases
Figure 49: Chips purchase location, by race and Hispanic origin, select options, November 2015
Figure 50: Dips purchase location, by race and Hispanic origin, select options, November 2015
Factors Influencing Purchase
New flavor, convenient packaging, premium brand most influential
Figure 51: Factors influencing purchase, November 2015
Millennials more likely to be influenced by product flavors, brands
Figure 52: Factors influencing purchase, by Millennials and Non-Millennials, November 2015
Package type, premium products influential for parents
Figure 53: Factors influencing purchase, by parental status, November 2015
Packaging, brand more important to Hispanics
Figure 54: Factors influencing purchase, by Hispanic origin, November 2015
Important Nutritional Attributes
Nutrition not top-of-mind with most consumers
Figure 55: Important nutritional attributes, November 2015
Figure 56: Natural supermarket sales of chips, salsa and dips, by GMO ingredients, at current prices, rolling 52 weeks ending 10/06/13 and 10/04/15
Older consumers concerned about health
Figure 57: Important nutritional attributes, by age, select options, November 2015
Parents interested in functional benefits, but taste also important
Figure 58: Important nutritional attributes, by parental status, select options, November 2015
Hispanic Millennials gravitate toward low/no health claims
Figure 59: Important nutritional attributes, by Hispanic Millennials, select options, November 2015
Chips and Dips Behaviors
Shoppers stick to snacks they love, diversify their purchases across channels
Figure 60: Chips and dips behaviors, November 2015
Men buying more chips and dips, women buy impulsively, feel guilty when eating
Figure 61: Chips and dips behaviors, by gender, select statements, November 2015
Millennials buying more chips and dips, mix products together
Figure 62: Chips and dips behaviors, by generation, select statements, November 2015
Hispanics may be open to BFY products, unique varieties
Figure 63: Chips and dips behaviors, by race and Hispanic origin, select statements, November 2015
Package and brand type, key drivers for increased purchase
Figure 64: Key drivers of chips and dips behaviors, November 2015
Attitudes toward Chips and Dips
Consumers allow themselves to indulge, flavor a key attribute
Figure 65: Attitudes toward chips and dips – Any agree, November 2015
Parents more brand loyal, have positive perceptions of store brands
Figure 66: Attitudes toward chips and dips – Any agree, by parental status, select statements, November 2015
Flavor innovation key for appealing to Millennials, Hispanics
Figure 67: Attitudes toward chips and dips – Any agree, by Millennials and Non-Millennials, select statements, November 2015
Figure 68: Attitudes toward chips and dips – Any agree, by race and Hispanic origin, select statements, November 2015
Innovative flavors may boost purchase among high-earning males
Figure 69: Attitudes toward chips and dips – CHAID – Tree output, November 2015
Consumer Segmentation
Figure 70: Chips and dips clusters
Group one: Traditional Snackers
Group two: Health-focused Snackers
Group three: Super Snackers
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