Snack World - May 2012 - 50

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

Top Microwave Popcorn Brands
Brand (segment) / Vendor Dollar Sales ($mil) 662.1 579.6 Dollar Sales % Change 3.2 2.0 8.5 (34.8) 1.6 NA (25.0) (10.6) 3.0 (10.7) (8.3) (7.4) NA 13.3 5.9 NA 5.9 (2.9) Unit Sales (mil) 264.3 235.0 35.0 27.6 49.9 16.5 12.0 20.6 10.5 10.5 6.5 6.8 5.5 4.0 4.7 2.8 5.0 2.5 Unit Sales Volume Volume Sales % Change Sales % Change (mil lb) 1.6 0.9 3.9 (40.3) 2.3 NA (30.9) (2.3) (0.7) (5.6) (11.8) (7.1) NA 24.7 5.5 NA 3.2 (5.2) 229.9 180.3 30.8 24.6 40.3 12.1 8.8 13.0 10.3 6.9 3.9 3.9 4.0 2.3 3.5 2.0 3.3 2.3 0.6 (1.1) 6.1 (37.7) 2.6 NA (30.3) (15.5) 0.3 (17.0) (8.2) (8.8) NA 11.5 4.5 NA 3.4 (5.1)

Popcorn/Popcorn Oil - total Shelf-stable microwave popcorn

Pop Secret/Diamond Foods, Inc. 102.6 Orville Redenbacher/ConAgra Foods, Inc. 88.2 Private label 84.7 Orville Redenbacher Pop Up Bowls/ ConAgra Foods, Inc. 45.8 Orville Redenbacher Smart Pop/ConAgra Foods, Inc. 42.8 Act II/ConAgra Foods, Inc. 37.7 Pop Secret Homestyle/Diamond Foods, Inc. 33.0 Act II Butter Lovers/ConAgra Foods, Inc. 20.1 Orville Redenbacher Natural/ConAgra Foods, Inc. 16.5 Jolly Time Healthy Pop/American Pop Corn Co. 15.8 Orville Redenbacher Pop Up Bowls/ ConAgra Foods, Inc. 15.2 Pop Secret 100 Colorie Pop/Diamond Foods, Inc. 13.4 Jolly Time Blast O Butter/American Pop Corn Co. 10.3 Orville Redenbacher's Smart Pop Pop Up Bowl/ ConAgra Foods, Inc. 8.3 Cousin Willie's/Ramsey Popcorn Co., Inc. 7.4 Pop Secret Jumbo Pop/Diamond Foods, Inc. 7.1
SOURCE: INFOSCAN REVIEWS TOTAL US — SUPERMARKETS, DRUGSTORES AND MASS MERCHANDISERS (EXCLUDING WAL-MART) 52 WEEKS ENDING MARCH 18, 2012

Orville Redenbacher consumers. This year, Mr. Skinner noted, the company expanded its Orville Redenbacher brand into the ready-to-eat (RTE) popcorn category with Barbeque, Kettle Corn, Farmhouse Cheddar and Sharp White Cheddar varieties that come in a 3.5- and 5-oz bags. When introducing the product concept, many of ConAgra’s customers thought Orville Redenbacher already came in a RTE format. “That told us it’s probably a smart place for us to be,” he said. During the past few years, ConAgra and Diamond Foods, with its Pop Secret brand, have rolled out a number of varieties of microwaveable popcorn, ranging from light, low-salt, reduced-fat and 100-Cal options for the health conscious to extra-butter, slightly sweeter movie theater and flavored popcorn varieties for consumers who just want to indulge. On the Web, companies in this category like to have a little fun. On Pop Secret’s website, consumers can ask popcorn characters, the Kernels, to suggest a movie to watch depending on who’s viewing the movie, their mood and the type of occasion. Web visitors also can create a movie and even write a script for the Kernels. Meanwhile, Act II’s and Orville Redenbacher’s websites offer recipes for making desserts, snack mixes and party pleasers out

of microwaveable popcorn. In the end, this category is all about consumers enjoying themselves, Mr. Skinner said. “Our core consumer is a mom who has kids maybe in the early teen or tween ages and is willing to give them a healthy snack or something they can feel good about serving, whether it’s during a family gathering, watching movies or after school,” Mr. Skinner said. — Dan Malovany

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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