Snack World - May 2012 - 40

S TA T E O F T H E I N D U S T R Y R E P O R T

CHEESE SNACKS

Bold and Bolder Flavors
Cheese snacks is not the biggest seller in the salted snack universe. In fact, the entire category’s sales don’t even match those of Doritos tortilla chips, according to SymphonyIRI Group scan data. Overall, cheese snacks’ sales increased to $748.8 million this past year, while Doritos sold $798.2 million. Predictably, the marketer of Doritos, Frito-Lay North America, Plano, TX, also sells the No. 1 cheese snack brand: Cheetos. In fact, Cheetos account for nearly 68% of cheese snack sales, and this brand’s sales increased at a rate much faster than the segment as a whole. Cheetos sales jumped 5.2% for the 52-week period ending March 18, while the segment’s sales as a whole increased 1.1%. The category’s overall small increase could partially be attributed to Frito-Lay’s next three top lines, all of which experienced sales declines this past year, including a 17.9% drop off for Baked Cheetos. Also, unlike what has been seen in other salty snack segments, the company’s natural product did not perform well, as Cheetos Natural sales fell 5.5% this past year. While all other salty snack categories saw store brand sales increases, private label sales of cheese snacks declined 1.7% during the past year. Although Wyandot, Inc., Marion, OH, will not be found on any of the charts listing the tops brands and vendors, it most certainly manufactures snack foods that help to boost brands onto the list, especially private label products. Bold flavors including ethnic orientation such

Top Cheese Snack Brands
Brand / Vendor Dollar Sales ($mil) 748.8 508.5 47.6 39.8 23.6 20.6 16.6 15.7 7.4 5.9 4.9 4.5 3.8 3.5 3.2 2.3 Dollar Sales % Change 1.1 5.2 (1.7) (3.8) (17.9) 1.8 (5.5) (2.2) 0.1 5.7 7.6 6.4 (6.6) NA (49.9) (13.7) Unit Sales (mil) 389.9 270.3 26.7 20.4 6.9 12.0 4.6 9.5 3.5 4.2 4.0 2.0 1.8 1.3 0.9 0.6 Unit Sales Volume Volume Sales % Change Sales % Change (mil lb) (6.6) (6.0) (7.5) (3.6) (24.0) 2.3 (1.8) 1.9 (3.3) 12.8 4.3 5.2 (5.7) NA (59.6) (14.2) 164.8 111.3 15.3 6.0 4.3 5.0 2.3 4.0 1.5 1.3 1.2 1.1 0.9 0.4 0.3 0.5 0.9 6.3 (2.4) (11.3) (17.3) (3.9) (1.8) (10.5) (3.8) 2.7 (0.6) 2.8 (10.1) NA (59.2) (14.2)

Cheese Snacks - total Cheetos/Frito-Lay North America, Inc. Private label Chester's/Frito-Lay North America, Inc. Baked Cheetos/Frito-Lay North America, Inc. Wise Cheeze Doodles/Wise Foods, Inc. Cheetos Natural//Frito-Lay North America, Inc. Utz/Utz Quality Foods, Inc. Bachman Jax/The Bachman Co. Herr's/Herr Foods, Inc. Golden Flake/Golden Flake Foods Old Dutch/Old Dutch Foods, Inc. Snyder of Berlin/Pinnacle Foods LLC Smart Puffs/Pirate Brands Roberts American Gourmet Smart Puffs/ Pirate Brands Cheetos Go Sack/Frito-Lay North America, Inc.
SOURCE: INFOSCAN REVIEWS TOTAL US — SUPERMARKETS, DRUGSTORES AND MASS MERCHANDISERS (EXCLUDING WAL-MART) 52 WEEKS ENDING MARCH 18, 2012

BROUGHT TO YOU BY FUCHS NORTH AMERICA, HEAT AND CONTROL, J.R. SHORT, MINSA, PRINTPACK, INC., AND TNA NORTH AMERICA

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Snack World

May 2012

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Snack World - May 2012

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