Snack World - May 1, 2011 - (Page 37)

many microwave popcorn products, Weaver Gold is significantly lower in saturated fat. “Since popcorn is all we make, we are continually working to add new flavors to our line and make microwave popcorn healthier,” said Mike Weaver, the company’s president and CEO. “Movie Theater Butter is a perennial favorite flavor, but we think popcorn lovers will be especially excited about new Parmesan with Italian Herb and Garlic. That flavor gives a gourmet twist to microwave popcorn.” ConAgra manufactures six of the Top 10 brands in popcorn, and all of them had lower sales in the 52 weeks ending Feb. 20, 2011, according to SymphonyIRI. Nonetheless, ConAgra has gone to great lengths in recent years to promote the Orville Redenbacher’s popcorn brand, making the 2009 ranking of the Top 2,000 brands based on advertising expenditures, according to Brandweek. “In 2009, the brand received $17.3 million in ad expenditure support, which was more than double the previous year’s level,” according to a recent report on salty snacks released by the research firm Mintel. After only a small uptick of 0.7% in dollar sales according to the 2010 State of the Industry Report, sales of microwave popcorn fell 6.1% this past year, according to SymphonyIRI. However, Mintel predicted decent growth for the popcorn segment in 2011 and continuing for several years, stating that “popcorn will eclipse the $2 billion mark for the first time in 2015.” — Shane Whitaker Top Microwave Popcorn Brands Brand (segment) / Vendor Dollar Dollar Sales Unit Sales Unit Sales Volume Volume Sales Sales % Change (mil) % Change Sales % Change ($mil) (mil lb) 639.0 564.3 66.6 8.1 (6.1) (7.1) 1.0 19.6 (4.6) 4.2 (9.5) (16.6) (10.7) (3.7) (6.0) (9.5) 1.2 (9.2) 1.5 (8.9) (10.4) (13.5) (12.1) 258.2 230.8 25.3 2.2 45.1 32.8 47.3 17.4 21.8 10.3 4.9 11.4 10.4 7.4 6.8 3.1 4.5 3.9 2.7 (5.0) (5.5) (1.5) 19.0 0.8 6.2 (12.2) (13.6) (8.7) 0.4 (3.6) (7.2) (1.7) (5.6) (0.4) (3.0) (8.6) (14.2) (7.9) 229.1 182.0 44.9 2.2 38.5 29.5 38.1 12.6 15.9 10.5 9.2 8.4 21.7 4.3 4.0 2.5 3.4 8.0 2.5 (3.6) (4.3) (1.8) 22.8 (1.6) 7.4 (9.7) (13.5) (6.3) 0.7 (3.8) (5.4) (3.7) (6.8) 2.3 11.4 (9.0) (13.0) (6.8) Popcorn/Popcorn Oil - total Microwave popcorn shelf stable - total Kernel popcorn - total Popcorn oil - total Orville Redenbacher (microwave)/ConAgra Foods, Inc. 132.8 Pop Secret (microwave)/Diamond Foods, Inc. 92.3 Private Label (microwave) 80.9 Orville Redenbacher Smart Pop (microwave)/ ConAgra Foods, Inc. 57.2 Act II (microwave)/ConAgra Foods, Inc. 43.6 Pop Secret Homestyle (microwave)/Diamond Foods, Inc. 31.2 Orville Redenbacher (kernel)/ConAgra Foods, Inc. 23.8 Act II Butter Lovers (microwave)/ConAgra Foods, Inc. 22.9 Private lable (kernel) 20.7 Orville Redenbacher’s Natural (microwave)/ConAgra Foods, Inc. 18.3 Jolly Time Healthy Pop (microwave)/American Pop Corn Co. 16.3 Pop Secret 100 Calorie Pop(microwave)/Diamond Foods, Inc. 11.7 Jolly Time Blast O Butter (microwave)/American Pop Corn Co. 9.9 Jolly Time (kernel)/American Pop Corn Co. 8.0 Pop Secret Jumbo Pop (microwave)/Amer Pop Corn Co. 7.7 Source: InfoScan Reviews Total US - Supermarkets, Drugstores and Mass Merchandisers (excluding Wal-Mart) 52 Weeks Ending Feb. 20, 2011 OTHER SALTED SNACKS Catch-all Segment Builds With Variety As pellet-type snacks continue to find greater acceptance in the US, expect to see the “other salted snacks” segment grow. Snack food manufacturers appear to be willing to introduce a wide variety of snacks that don’t fit into the traditional categories, and those products often wind up in this segment, which has experienced good sales growth in recent years. Snack World May 2011 www.sfa.org 37 http://www.sfa.org

Table of Contents for the Digital Edition of Snack World - May 1, 2011

Snack World - May 1, 2011
Contents
Letter from SFA - Progress and Advocacy
Supplier’s Corner - Onward and Upward
Government Affairs - SFA on the March
Government Affairs - Change Ahead
State of the Industry Report - Brands are Back
For More Research on Snacks
Natural Chips Reign Supreme
Top Potato Chip Brands
TORTILLA CHIPS - Tackling Hot Trends
PRETZELS - Healthy and Beyond
SNACK CRACKERS - The More Healthful Snack
Top Pretzel Brands
Top Snack Cracker Brands
COOKIES - Decadently Healthy
CORN SNACKS - The Scoop on Corn Chips
Top Corn Snack Brands
SNACK NUTS & SEEDS - Investing in Innovation
Top Nut, Seed and Corn Nut Brands
CHEESE SNACKS - Say Cheese to New Snacks
Top Cheese Snack Brands
PORK RINDS - Still on a Fast Track
Top Pork Rind Brands
MEAT SNACKS - Meating High Expectations
Top Meat Snack Brands
READY-TO-EAT POPCORN - Expanding Indulgence
Top RTE Popc orn/Caramel C orn Brands
MICROWAVE POPCORN - Convenience and Health
OTHER SALTED SNACKS - Catch-all Segment Builds With Variety
Top Microwave Popcorn Brands
Top Other Salted Snack Brands
SALSA AND DIPS - Salsa Dips, Dips Rise
Top Salsa and Dip Brands
Innovative and Educational …
Earl Wise Sr. Enters Circle of Honor
Overheard at SnaxPro
Get Ready for SNAXPO 2012: Celebrating 75 Years
New Snacks
Products & Services
Ad Index

Snack World - May 1, 2011