2017 UK Crisps Market Analysis & Sales
According to a Chicago based research firm, Salty snacks and nut volume sales have stagnated in the United Kingdom in the past year.
IRI, sugegsts this fall is due to a lack of strong product innovation. Senior European insight manager, Olly Abotorabi said, "A broader set of snacking options from smaller, perceived healthier options - for example sports nutrition bars and bites, popcorn and meat based snacks - also impacted on the expandability of the Crisps and salty snacks market.
"Non potato categories are gaining more traction in an increasingly broad and diverse UK snacking landscape.
"There are continued signs from both branded and private label players of a focus on more premium, healthier for you options such as rice, pea or corn based Crisps."
IRI, sugegsts this fall is due to a lack of strong product innovation. Senior European insight manager, Olly Abotorabi said, "A broader set of snacking options from smaller, perceived healthier options - for example sports nutrition bars and bites, popcorn and meat based snacks - also impacted on the expandability of the Crisps and salty snacks market.
"Non potato categories are gaining more traction in an increasingly broad and diverse UK snacking landscape.
"There are continued signs from both branded and private label players of a focus on more premium, healthier for you options such as rice, pea or corn based Crisps."
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Rating
1 2 3 4 5 6 7 8 9 10 |
Brand
Walkers McCoys Own Label Kettle Tyrrells Seabrook Golden Wonder Ritz Crisp & Thin Jacobs Cracker Crisps Mackies |
2017 Sales
£660m £130m £117m £96m £46m £27m £16m £10m £9m £4.3m |
2016 Sales
£643m £113m £101m £97m £58m £29m £18m £16m £13m £4.8m |
% Change
+2.7% +15% +16% -0.5% -20.6% -5.7% -10.4% -36.7% -28.9% -10.4% |
2017 Sales Volume
77m kg 13m kg 16m kg 10.8m kg 4.8m kg 4.1m kg 2m kg 803,547 kg 1.2m kg 510,241 kg |
We have discussed all this at Chips and Crisps, and we have drawn the following conclusions, some of which are echoed in the report, others are our own, based on our view of the Crisps market in the UK:
1. Walkers is totally dominant. When a multinational company like PepsiCo., has a deal to fill so much shelf space with soft drinks and snacks with all the major supermarkets and national newsagent distributors, it is hardly surprising that they cannot be touched at this stage of marketing practices.
2. Supermarket Crisp sales (own label) are growing impressively because of three reasons: a) They have the ability to compete within their own stores, using their own placement and marketing practices. b) They have [mostly] latched on to the impressive flavour development opportunities that the market has experienced in recent years. c) By adding other, smaller brands, they have promoted the diversity of brands and options and capitalised upon this themselves.
3. The drop ins ales by Tyrrells and Mackie's in particular, has seen an increase in marketing costs for those companies. Included in this was Tyrrells first ever TV advertising campaign, and Mackie's have also increased their media exposure.
4. Both Ritz and Jacobs entered the market in 2016 with products that fit in between the Crisps market and the 'alternative' snacks market. As they capitalised upon their supermarket presence, this led to 'novelty product' sales. As customers have become familiar with these products, they, like Popchips before them, have seen a reversion to more familiar and price sensitive products.
In addition to this, IRI also provided a useful guide to ales of extruded and savoury snacks within the same broad categories...
1. Walkers is totally dominant. When a multinational company like PepsiCo., has a deal to fill so much shelf space with soft drinks and snacks with all the major supermarkets and national newsagent distributors, it is hardly surprising that they cannot be touched at this stage of marketing practices.
2. Supermarket Crisp sales (own label) are growing impressively because of three reasons: a) They have the ability to compete within their own stores, using their own placement and marketing practices. b) They have [mostly] latched on to the impressive flavour development opportunities that the market has experienced in recent years. c) By adding other, smaller brands, they have promoted the diversity of brands and options and capitalised upon this themselves.
3. The drop ins ales by Tyrrells and Mackie's in particular, has seen an increase in marketing costs for those companies. Included in this was Tyrrells first ever TV advertising campaign, and Mackie's have also increased their media exposure.
4. Both Ritz and Jacobs entered the market in 2016 with products that fit in between the Crisps market and the 'alternative' snacks market. As they capitalised upon their supermarket presence, this led to 'novelty product' sales. As customers have become familiar with these products, they, like Popchips before them, have seen a reversion to more familiar and price sensitive products.
In addition to this, IRI also provided a useful guide to ales of extruded and savoury snacks within the same broad categories...
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Rating
1 2 3 4 5 6 7 8 9 10 |
Brand
Pringles Walkers Doritos Own Label Hula Hoops Walkers Quavers Jacobs Mini Cheddars Walkers Wotsits Walkers Sunbites Walkers Squares Walkers Monster Munch |
2017 Sales
£182m £178m £128m £104m £82m £66.6m £57m £40m £38.6m £38.5m |
2016 Sales
£213m £171m £122m £93m £83m £66.8m £59m £39m £35m £45m |
% Change
-14.6% +3.9% +5.3% +11.8% -1.3% -0.4% -3.9% -1.9% -8.2% -14.5% |
2017 Volume Sales
22m kg 24m kg 22m kg 12m kg 6.3m kg 10.6m kg 5.1m kg 4.6m kg 3.0m kg 3.7m kg |
