Baking & Snack - May 2020 - 46

"You can have a product priced right, but if it doesn't
taste good, then the repeat purchase won't happen,"
Ms. Lyons Wyatt warned. "Too many products on the
market today fit the needs of consumers and also taste
good, so the bar is high for taste."

Channeling growth during COVID-19
The final weeks of February and the entire month of
March saw a dramatic swing in the market as consumers
flocked to stores and stocked up on essentials.
According to Nielsen data from the week ending Feb.
22, two of the highest performing consumer packaged
foods were fruit snacks and pretzels, which saw 12.6%
and 9% growth in dollar sales, respectively.
In a March interview with CNBC, Mark Clouse, chief
executive officer, Campbell Soup Co., Camden, NJ, said
sales of Goldfish climbed more than 20% in the fourweek period ending March 21.
"As you have more people eating in home - including lunches where a lot of our products play a very important role - you're seeing the sustainment of that
demand now over time, and it's not isolated to any particular part of the country and even across our entire
portfolio," he said.
Mr. Clouse emphasized that the strategy now is to
produce and distribute food safely and quickly.
"That is the priority today as we focus on the things
that I think matter most," he said. "But, what I will say
is as we look forward and we start to understand what
the world might look like beyond this crisis or even if it's
sustained over a period of time, I do think that we'll find
that our products have been utilized in homes in ways
that they may not have been in the past."
IRI data shows that there was consistent growth across
the board for core snack products during the month of

Stabilization of
Snacking in 2020
2.6 Average number of snacks
consumed daily
42% Snack 3+ times per day
IRI Snacking Survey - 2020

"I often eat
snacks instead
of meals at home."

2017 - 42%

*

2020 - 44%

"I often eat Snacks
instead of meals
at work."

2017 - 40%

46 Baking & Snack May 2020 / www.bakingbusiness.com

March. To calculate the increase, IRI subtracted the
2019 volume sales change from the sales data collected
from Jan. 20 to Mar. 15. The results showed that potato
chips saw a 4.5% bump in volume sales. Tortilla chips
increased 5% in volume sales. Crackers rose 12.3%, and
snack nuts jumped 4%.
And although core snack sales rose 3% in 2019 vs.
2018, Ms. Lyons Wyatt attributed most of that growth
to price increases because volume sales were down 0.3%
in 2019. The top performers last year were tortilla chips,
which grew 4.7%, other salted snacks, up 7%, and potato
chips, up 2.4% in dollar sales. But things may change in
today's morphing landscape.
"It will be important to continue driving unit growth
during post-COVID because we can't rely on price increases as we did before," she said.
Ms. Lyons Wyatt predicted that snacking will see increased sales through the COVID-19 recovery and into the
recession period. She said snack companies may lose traditional impulse purchases because more people are ordering
online and avoiding stores. She said they may also switch to
private-label snacks because of their value proposition. She
advised snack companies to make brands more available
online and communicate the shift to consumers.
Tom Rees, food and nutrition industry manager at
Euromonitor International, said focusing on the e-commerce channel for growth in 2020 will be key.
"Targeting consumers who have experienced the advantages of e-commerce during the outbreak will allow
producers to push a greater diversity of snack options
and more indulgent lines than store-based outlets, accelerating momentum in this channel, which has so far
shown moderate growth," Mr. Rees said.
Even with an increase in online purchasing, Ms. Lyons
Wyatt said snack companies should determine which

*

2020 - 44%

Price Matters
Percentage of people who
look at the price before
choosing a snack:
2017 - 68%

*

2020 - 72%

©ricka_kinamoto - stock.adobe.com

SNACKS


http://www.bakingbusiness.com

Baking & Snack - May 2020

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