米国における塩味スナックの市場

Abstract

This report covers numerous issues in the salty snacks arena-information designed to help salty snack manufacturers and marketers successfully make their way through the ever-evolving marketplace. Following are just a few of the questions that are answered in this report.

• How might salty snack companies take advantage of consumers' tendency to snack while doing other activities such as using the computer, texting, and watching television?
• Which demographic group consistently shows the most devotion to the salty snack category? What flavor is this group' s favorite?
• What are the opportunities to give salty snacks a greater presence at mealtimes, either at home or away from home? Which brand has a jump start on this positioning?
• Why do salty snacks have a delicate relationship with families? What issues threaten the presence of salty snacks in American pantries, and what can players do to better meet the needs of families?
• How have salty snacks lost their long-time sidekick-soda-to health trends, and what should salty snack players do about it?
• What better-for-you offerings could be next on the salty snack shelves? What gourmet flavors and seasonings are on the horizon?
• Which brands of salty snacks have recently added sweet to their salty portfolios?

Consumer results are based on an online survey of salty snack eaters. In this survey, salty snack eaters describe their attitudes and behaviors relevant to the category, and parents in the survey with children who eat salty snacks describe their children' s consumption behavior. While the report contains a great deal of sales and consumer data, Mintel also aims to bring implications and ideas that will spark the development of new products and strong marketing communications plans.

Due to health trends, the snacking landscape has changed dramatically in the past decade. Once upon a time, no one thought twice about having a bag of chips as an afternoon snack, a sandwich companion, or a treat eaten while watching evening TV. But today, more consumers are thinking about the fat and ingredients in salty snacks, and they are reconsidering their snack choices. Some 60% of respondents who eat salty snacks say they are interested in healthier alternatives outside the salty snacks category, such as pita chips and crackers.

However, the situation is not all dark for salty snack players. This report details opportunities in salty snacks, such as better-for-you offerings including baked versions and whole grain varieties. These are some of the best performing brands of the past two years. Additionally, some consumers eschew health trends, preferring to indulge themselves in their favorite foods without worry, including heavier, crunchier kettle-chips-a format that is doing well.

Mintel defines salty snacks as follows:

• Potato chips
• Tortilla chips
• Snack nuts and seeds, including toasted corn nuts
• Popcorn (including microwave, kernel, and ready-to-eat regular/caramel popcorn)
• Pretzels
• Extruded cheese snacks (e.g., Cheetos)
• corn snacks
• “Other” salty snacks including pork rinds, onion rings, snack mixes (e.g., Chex Mix), trail mix, vegetable chips, and shoestring potatoes.

This report does not include:

• Crackers
• Rice cakes
• Meat snacks

This report contains US IRI InfoScan data.

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Sources of consumer research
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• The bottom line
• Chips--potato and corn--remain the favorites
• Frito-Lay leads--but Snyder' s of Hanover shows biggest gains
• Differentiating salty snacks through...salt?
• After-dinner snack time is "adult time"
• Salty snacks for ladies only?
• Forecast
• Market Drivers
• Americans increasingly aspire towards healthier snacking
• Portion Control--Health and Convenience on the go
  • Figure 1: Pringles 100-calorie pack, 2007
  • Figure 2: Act II 100-calorie mini-bags, 2007
• Increased competition from other snack foods
• Crackers
  • Figure 3: Total U.S. retail sales of crackers, at current and constant prices, 2001-06
  • Figure 4: Stonewall Kitchen potato sour cream and chive crackers, 2007
  • Figure 5: Television ad for Cheez-It Stix, 2007
• Granola and snack bars
  • Figure 6: Total U.S. retail sales of granola and snack bars, at current and constant prices, 2001-06
• Bold and exotic flavors support salty snack purchases
• Figure 7: Procter & Gamble' s Pringles Smart in Zesty Guacamole, 2007
• Households with children declining as a percentage of the population
  • Figure 8: Household consumption of various salty snacks, by presence of children, January-October 2006
  • Figure 9: Households, by presence of children, 1995-2005
  • Figure 10: Consumption of various salty snacks among kids and teens, January-October 2006
  • Figure 11: Population, by age, 2002-12
• Changing racial and ethnic demographics in the U.S.
  • Figure 12: Household consumption of various salty snacks, by race/ethnicity, January-October 2006
  • Figure 13: Population, by race and Hispanic origin, 2002-12
• Market Size and Trends
• Market size
  • Figure 14: U.S. FDM sales of salty snacks, at current and constant prices, 2002-07
• Wal-Mart estimate
• Market trends
  • Figure 15: New product releases in salty snacks (including nuts and snack mixes), 2001-07
  • Figure 16: Lay' s Kettle Cooked chips, made with 100% pure sunflower oil, 2007
  • Figure 17: Utz baked BBQ chips, 2007
  • Figure 18: General Mills' Chocolate Turtle Chex Mix Select, 2007
  • Figure 19: Frito-Lay Cinnamon SunChips, 2007
• Market Segmentation
• Introduction
• Overview
  • Figure 20: FDM sales of salty snacks, segmented by type, 2005 and 2007
• Potato chips
  • Figure 21: FDM sales of potato chips, at current and constant prices, 2002-07
• Tortilla/tostada chips
  • Figure 22: FDM sales of tortilla/tostada chips, at current and constant prices, 2002-07
• Snack nuts and seeds
  • Figure 23: FDM sales of snack nuts and seeds, at current and constant prices, 2002-07
• Popcorn
  • Figure 24: FDM sales of popcorn, at current and constant prices, 2002-07
• Pretzels
  • Figure 25: FDM sales of pretzels, at current and constant prices, 2002-07
• Cheese snacks
  • Figure 26: FDM sales of cheese snacks, at current and constant prices, 2002-07
• Corn snacks (not including tortilla/tostada chips)
  • Figure 27: FDM sales of corn snacks, at current and constant prices, 2002-07
• Other salty snacks
  • Figure 28: FDM sales of other salty snacks, at current and constant prices, 2002-07
• Supply Structure
• Introduction
• Companies and brands
• Overview
  • Figure 29: Manufacturer FDM sales of salty snacks in the U.S., 2004 and 2006
• Potato chips
  • Figure 30: Manufacturer brand FDM sales of potato chips in the U.S., 2004 and 2006
  • Figure 31: Television ad for Pringles Select, 2007
• Tortilla/tostada chips
  • Figure 32: Manufacturer brand FDM sales of tortilla/tostada chips in the U.S., 2004 and 2006
• Snack nuts and seeds
  • Figure 33: Manufacturer brand FDM sales of snack nuts and seeds in the U.S., 2004 and 2006
• Popcorn
  • Figure 34: Manufacturer brand FDM sales of popcorn in the U.S., 2004 and 2006
• Pretzels
  • Figure 35: Manufacturer brand FDM sales of pretzels in the U.S., 2004 and 2006
• Cheese snacks
  • Figure 36: Manufacturer brand FDM sales of cheese snacks in the U.S., 2004 and 2006
• Corn snacks (not including tortilla chips)
  • Figure 37: Manufacturer brand FDM sales of corn snacks, not including tortilla chips, in the U.S., 2004 and 2006
• Other snacks
  • Figure 38: Manufacturer brand FDM sales of other snacks in the U.S., 2004 and 2006
• Advertising and Promotion
• Overview
• Specific health attributes
  • Figure 39: Television ad for Chex mix, "Snack on!," 2007
  • Figure 40: Television ad for Multi-grain Tostitos, 2007
• An overall healthier/healthy lifestyle
  • Figure 41: Television ad for Lay' s with sunflower oil, 2007
  • Figure 42: Television ad for Frito-Lay SunChips, "Live Brightly," 2007
• The role of salty snacks in social settings
  • Figure 43: Television ad for Frito-Lay products, The Super Bowl, 2007
  • Figure 44: Television ad for Tostitos, curfew party, 2007
• A source of fun/excitement
• For kids
  • Figure 45: Television ad for Cheetos flaming hot, 2007
  • Figure 46: Television ad for Cheetos Baked!, 2007
• For adults
  • Figure 47: Television ad for Doritos Snack Strong Productions, check out, 2007
  • Figure 48: Television ad for Doritos Snack Strong Productions, roommate, 2007
• Other
  • Figure 49: Television ad for Pringles Mini, 2007
  • Figure 50: Television ad for Pringles Snack Stacks, 2007
  • Figure 51: Television ad for Lay' s KC Masterpiece chips, 2007
  • Figure 52: Television ad for Lay' s with Isaac Hayes, 2007
• Retail Distribution
• Introduction
  • Figure 53: U.S. FDM sales of salty snacks, by channel, 2005 and 2007
• The Consumer: Household Consumption of Salty Snacks
• Summary
• Household consumption of five types of salty snacks
  • Figure 54: Household consumption of various salty snacks, 2003-06
  • Figure 55: Household consumption of various salty snacks, by number of people in the household, January-October 2006
  • Figure 56: Household consumption of various salty snacks, by race/ethnicity, January-October 2006
  • Figure 57: Household consumption of three or more of five salty snacks, by race/ethnicity, January-October 2006
• Household consumption of potato chips
  • Figure 58: Types of potato chips used, 2002-06
  • Figure 59: Flavors of potato chips used, January-October 2006
  • Figure 60: Brands of potato chips used, January-October 2006
  • Figure 61: Amount of potato chips used in last 30 days, by race/ethnicity, January-October 2006
• Household consumption of popcorn products
  • Figure 62: Brands of popcorn products used, January-October 2006
  • Figure 63: Amount of popcorn products used in last 30 days, by race/ethnicity, January-October 2006
• Household consumption of corn chips, tortilla chips and cheese snacks
  • Figure 64: Brands of corn chips, tortilla chips and cheese snacks used, January-October 2006
  • Figure 65: Amount of corn chips, tortilla chips and/or cheese snacks used in last 30 days, by race/ethnicity, January-October 2006
• Household consumption of pretzels
  • Figure 66: Type of pretzels used: salted vs. unsalted, January-October 2006
  • Figure 67: Type of pretzels used: salted vs. unsalted, by race/ethnicity, January-October 2006
  • Figure 68: Brands of pretzels used, January-October 2006
  • Figure 69: Amount of pretzels used in last 30 days, by race/ethnicity, January-October 2006
• Household consumption of snack nuts
  • Figure 70: Type of nuts used: salted vs. unsalted, January-October 2006
  • Figure 71: Flavors of nuts used, by race/ethnicity, January-October 2006
  • Figure 72: Kinds of nuts used, by race/ethnicity, January-October 2006
  • Figure 73: Brands of nuts used, January-October 2006
• The Consumer: A Closer Look at Salty Snack Eaters
• Summary
• Who in the household is eating salty snacks?
  • Figure 74: Who in household eats specified snacks, May 2007
• Times of day salty snacks are eaten
• Among adults
  • Figure 75: Times of day adults eat salty snacks, May 2007
• Among teens
  • Figure 76: Times of day teens eat salty snacks, May 2007
• Among children
  • Figure 77: Times of day children eat salty snacks, May 2007
• Amount of salty snacks teens and children eat
  • Figure 78: Average amount of specified snacks teens eat monthly, in number of bags/packages, January-October 2006
  • Figure 79: Average number of times kids eat specified snacks monthly, January-October 2006
• Parental control of salty snack consumption among teens and children
  • Figure 80: Parental control of children' s salty snack consumption, by gender, May 2007
  • Figure 81: Parental control of children' s salty snack consumption, by Hispanic origin, May 2007
• Attitudes toward salty snacks
  • Figure 82: Attitudes toward salty snacks, by gender, May 2007
  • Figure 83: Attitudes toward salty snacks, by number of kids in the household, May 2007
• Future and Forecast
• Future trends
• The downfall of soda: Salty snacks losing their long-time partner
• More low-calorie offerings?
  • Figure 84: Keebler Club Puffed, 2007
• Is an overhaul of the American family diet on its way?
  • Figure 85: The effect of buying and having salty snacks in the home for children on personal consumption of salty snacks among parents, by gender, age and Hispanic origin, May 2007
• "Ladies only" salty snacks
• Figure 86: The Republic of Tea and Luna Nutritional Iced Tea for Women, 2007
• The reality of salty snacks: the category and television
• Market forecast
• Salty snacks
  • Figure 87: Forecast of total U.S. FDM sales of salty snacks, at current and constant prices, 2007-12
• Potato chips
  • Figure 88: Forecast of U.S. FDM sales of potato chips, at current and constant prices, 2007-12
• Tortilla and tostada chips
  • Figure 89: Forecast of U.S. FDM sales of tortilla and tostada chips, at current and constant prices, 2007-12
• Snack nuts and seeds
  • Figure 90: Forecast of U.S. FDM sales of snack nuts and seeds, at current and constant prices, 2007-12
• Popcorn
  • Figure 91: Forecast of U.S. FDM sales of popcorn, at current and constant prices, 2007-12
• Pretzels
  • Figure 92: Forecast of U.S. FDM sales of pretzels, at current and constant prices, 2007-12
• Cheese snacks
  • Figure 93: Forecast of U.S. FDM sales of cheese snacks, at current and constant prices, 2007-12
• Corn snacks
  • Figure 94: Forecast of U.S. FDM sales of corn snacks, at current and constant prices, 2007-12
• Other salty snacks
  • Figure 95: Forecast of U.S. FDM sales of other salty snacks, at current and constant prices, 2007-12
• Forecast factors
• Appendix: Trade Associations