1. Snack Foods in the U.S., 4th Edition
Published: June 2011
No. of Pages: 257
Price: $ 3300
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 U.S. Snack Market 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.
Browse All: Food Market Research Reports
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 appetizing,” 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
2. 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.
Table Of Contents
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
3. 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
4. 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)
5. 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
6. 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
7. 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)
8. 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
9. 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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