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Consumer Trends in the Savory Snacks Market in the US

Description:
Synopsis
This report provides the results for the US Savory Snacks Market from Canadean’s unique, highly detailed and proprietary survey 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 and the value of the market these trends influence, 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.

Summary
Why was the report written?
Marketers in the Savory Snacks market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the 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 them 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 sales across 26 consumer groups – providing through the data 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.

Scope
Consumer survey data for the following specific categories: the Ethnic/Traditional Snacks, Meat Snacks, Nuts & Seeds, Popcorn, Potato Chips, Pretzels and Processed Snacks.

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

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

Reasons To Buy
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

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 share is highly fragmented. For players in this market to build significant scale quickly securing listings amongst these leading retailers, inevitably including Wal-Mart, 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.
 
Contents:

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Savory Snacks Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Ethnic/traditional Snacks
2.2.2 Meat Snacks
2.2.3 Nuts & Seeds
2.2.4 Popcorn
2.2.5 Potato Chips
2.2.6 Pretzels
2.2.7 Processed Snacks
2.3 Behavioral Trends and Market Value
2.3.1 Ethnic/traditional Snacks
2.3.2 Meat Snacks
2.3.3 Nuts & Seeds
2.3.4 Popcorn
2.3.5 Potato Chips
2.3.6 Pretzels
2.3.7 Processed Snacks
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Ethnic/traditional Snacks
3.1.2 Meat Snacks
3.1.3 Nuts & Seeds
3.1.4 Popcorn
3.1.5 Potato Chips
3.1.6 Pretzels
3.1.7 Processed Snacks
3.2 Consumer Profiles by Product Category
3.2.1 Ethnic/traditional Snacks
3.2.2 Meat Snacks
3.2.3 Nuts & Seeds
3.2.4 Popcorn
3.2.5 Potato Chips
3.2.6 Pretzels
3.2.7 Processed Snacks
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Savory Snacks Brand Choice and Private Label Shares
4.2.1 Ethnic/traditional Snacks
4.2.2 Meat Snacks
4.2.3 Nuts & Seeds
4.2.4 Popcorn
4.2.5 Potato Chips
4.2.6 Pretzels
4.2.7 Processed Snacks
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Savory Snacks
5.1.2 Ethnic/traditional Snacks
5.1.3 Meat Snacks
5.1.4 Nuts & Seeds
5.1.5 Popcorn
5.1.6 Potato Chips
5.1.7 Pretzels
5.1.8 Processed Snacks
6 Consumption Impact: Market Valuation
6.1 Savory Snacks Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Savory Snacks Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Savory Snacks Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share
7.1.1 Retailer Volume Share in Savory Snacks
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Ethnic/traditional Snacks
7.2.2 Retail Share by Volume - Meat Snacks
7.2.3 Retail Share by Volume - Nuts & Seeds
7.2.4 Retail Share by Volume - Popcorn
7.2.5 Retail Share by Volume - Potato Chips
7.2.6 Retail Share by Volume - Pretzels
7.2.7 Retail Share by Volume - Processed Snacks
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Costco Switching Analysis
7.3.3 Kroger Switching Analysis
7.3.4 Publix Switching Analysis
7.3.5 Safeway Switching Analysis
7.3.6 Supervalu Switching Analysis
7.3.7 Wal-Mart Switching Analysis
7.3.8 Other Switching Analysis
7.4 Profiles of End-Consumers of Savory Snacks, by Retailer Used
7.4.1 Costco
7.4.2 Kroger
7.4.3 Publix
7.4.4 Safeway
7.4.5 Wal-Mart
7.4.6 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer


List of Tables
Table 1: Volume Units for the Savory Snacks Market
Table 2: United States Survey Respondent Profile (weighted), 2011
Table 3: United States Savory Snacks Value Share (%), by Age Groups, 2011
Table 4: United States Savory Snacks Value Share (%), by Gender, 2011
Table 5: United States Savory Snacks Value Share (%), by Urban and Rural Dwellers, 2011
Table 6: United States Savory Snacks Value Share (%) by Education Level Achieved Groups, 2011
Table 7: United States Savory Snacks Value Share (%) by Wealth Groups, 2011
Table 8: United States Savory Snacks Value Share (%) by Busy Lives Groups, 2011
Table 9: United States Ethnic/traditional Snacks Consumer Group Share (% market value), 2011
Table 10: United States Meat Snacks Consumer Group Share (% market value), 2011
Table 11: United States Nuts & Seeds Consumer Group Share (% market value), 2011
Table 12: United States Popcorn Consumer Group Share (% market value), 2011
Table 13: United States Potato Chips Consumer Group Share (% market value), 2011
Table 14: United States Pretzels Consumer Group Share (% market value), 2011
Table 15: United States Processed Snacks Consumer Group Share (% market value), 2011
Table 16: United States Total Ethnic/traditional Snacks Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: United States Total Meat Snacks Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: United States Total Nuts & Seeds Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: United States Total Popcorn Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: United States Total Potato Chips Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: United States Total Pretzels Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: United States Total Processed Snacks Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 23: United States Ethnic/traditional Snacks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 24: United States Ethnic/traditional Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 25: United States Meat Snacks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 26: United States Meat Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 27: United States Nuts & Seeds Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 28: United States Nuts & Seeds Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 29: United States Popcorn Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 30: United States Popcorn Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 31: United States Potato Chips Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 32: United States Potato Chips Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 33: United States Pretzels Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 34: United States Pretzels Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 35: United States Processed Snacks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 36: United States Processed Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 37: United States Ethnic/traditional Snacks Consumer Profiles (% consumers by sub-group), 2011
Table 38: United States Meat Snacks Consumer Profiles (% consumers by sub-group), 2011
Table 39: United States Nuts & Seeds Consumer Profiles (% consumers by sub-group), 2011
Table 40: United States Popcorn Consumer Profiles (% consumers by sub-group), 2011
Table 41: United States Potato Chips Consumer Profiles (% consumers by sub-group), 2011
Table 42: United States Pretzels Consumer Profiles (% consumers by sub-group), 2011
Table 43: United States Processed Snacks Consumer Profiles (% consumers by sub-group), 2011
Table 44: United States Savory Snacks Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 45: United States Ethnic/traditional Snacks Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 46: United States Meat Snacks Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 47: United States Nuts & Seeds Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 48: United States Popcorn Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 49: United States Potato Chips Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 50: United States Pretzels Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 51: United States Processed Snacks Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 52: United States, Overall Savory Snacks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 53: United States, Ethnic/traditional Snacks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 54: United States, Meat Snacks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 55: United States, Nuts & Seeds: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 56: United States, Popcorn: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 57: United States, Potato Chips: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 58: United States, Pretzels: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 59: United States, Processed Snacks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 60: United States Savory Snacks Market Value (US$ million), by Category, 2011
Table 61: United States Savory Snacks Market Volume (Kg m), by Category, 2011
Table 62: United States Savory Snacks Market Share (US$ million), by Category, 2011
Table 63: United States Savory Snacks Expenditure Per Capita (US$), by Category, 2011
Table 64: United States Savory Snacks Expenditure Per Household (US$), by Category
Table 65: United States Savory Snacks Market Volume Share (Kg m), by Category, 2011
Table 66: United States Savory Snacks Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 67: United States Savory Snacks Consumption Per Household (Kg m / Households m), by Category, 2011
Table 68: United States Savory Snacks Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Table 69: United States Ethnic/traditional Snacks Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 70: United States Meat Snacks Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 71: United States Nuts & Seeds Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 72: United States Popcorn Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 73: United States Potato Chips Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 74: United States Pretzels Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 75: United States Processed Snacks Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 76: United States: Switchers to Costco for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: United States: Switchers From Costco for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: United States: Switchers to Kroger for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: United States: Switchers From Kroger for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: United States: Switchers to Publix for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: United States: Switchers From Publix for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: United States: Switchers to Safeway for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: United States: Switchers From Safeway for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: United States: Switchers to Supervalu for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 85: United States: Switchers From Supervalu for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 86: United States: Switchers to Wal-Mart for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 87: United States: Switchers From Wal-Mart for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 88: United States: Switchers to Other for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 89: United States: Switchers From Other for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 90: United States: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2011
Table 91: United States: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2011
Table 92: United States: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2011
Table 93: United States: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2011
Table 94: United States: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
Table 95: United States: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011


List of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: United States Savory Snacks Value Share (%), by Age Groups, 2011
Figure 3: United States Savory Snacks Value Share (%), by Gender, 2011
Figure 4: United States Savory Snacks Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: United States Savory Snacks Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: United States Savory Snacks Value Share (%) by Wealth Groups, 2011
Figure 7: United States Savory Snacks Value Share (%) by Busy Lives Groups, 2011
Figure 8: United States Ethnic/traditional Snacks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: United States Ethnic/traditional Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: United States Meat Snacks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: United States Meat Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: United States Nuts & Seeds Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: United States Nuts & Seeds Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: United States Popcorn Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: United States Popcorn Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: United States Potato Chips Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: United States Potato Chips Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: United States Pretzels Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: United States Pretzels Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: United States Processed Snacks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 21: United States Processed Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 22: United States Savory Snacks Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 23: United States Savory Snacks Market Share (US$ million), by Category, 2011
Figure 24: United States Savory Snacks Expenditure Per Capita (US$), by Category, 2011
Figure 25: United States Savory Snacks Expenditure Per Household (US$), by Category
Figure 26: United States Savory Snacks Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Figure 27: United States Ethnic/traditional Snacks Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 28: United States Meat Snacks Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 29: United States Nuts & Seeds Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 30: United States Popcorn Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 31: United States Potato Chips Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 32: United States Pretzels Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 33: United States Processed Snacks Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 34: United States: People Who Have Switched Retailer for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
 
Companies Mentioned
Costco, Kroger, Publix, Safeway, Wal-Mart, Supervalu
 
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