Snack World - May 2013 - (Page 38)

STATE OF THE INDUSTRY REPORT Cheese Snacks Hot and Cheesy Cheese snacks represents one category in the salty snacks market that did not experience sales gains this past year in FDMx (food, drug and mass, excluding Wal-Mart) outlets. Dollar sales fell 0.5% for the 52 weeks ending Feb. 24. Private label experienced an even sharper decline, with its dollar sales dropping 12.6%. Private label, although the second highest-selling brand in the category, represents only 5% of cheese snack sales. The leader by far is Cheetos from Frito-Lay North America, Plano, TX. Cheetos account for 72.2% of sales in these retail channels, and the brand’s dollar sales increased slightly by 0.6%. However, two other Cheetos lines — Baked Cheetos and Cheetos Natural — both experienced sales declines. Part of the Natural line’s decline is most likely because the company also introduced Cheetos Simply Natural, which easily jumped into the segment’s Top 10 snacks. Frito-Lay hopes to inject some excitement into the segment with its two new Cheetos Mix-Up snack mixes. The products combine four cheesy Cheetos snack flavors in unique shapes and wild colors all in one bag. The Cheetos MixUps Xtra Cheeze Snack Mix features crunchy cheddar, double cheddar puffs, grid-shaped nacho cheese-flavored snacks and parmesanflavored mini puffs. The Cheezy Salsa mix includes crunchy salsa picante-flavored snacks, cheddar puffs, grid-shaped chipotle cheddar snacks and jalapeño cheddar mini puffs. SPICING UP SNACKS Hot flavors infiltrated cheese snacks in recent years. Consider the extension of Cheetos varieties to include Crunchy Cheddar Top Cheese Snack Brands Brand Dollar Sales ($ mil) Cheese Snacks- Total Cheetos Private label Baked Cheetos Wise Cheez Doodles Utz Cheetos Naturals Cheetos Simply Natural Bachman Jax Robert’s American Gourmet Smart Puffs Herr’s Golden Flake Old Dutch Snyder of Berlin Gibbles Puffys Cheetos Go Sack Mikesell’s John Wm Macy’s Cheesesticks 704.0 508.3 37.2 21.0 18.6 15.9 9.7 7.9 7.8 7.5 6.7 6.0 5.0 3.9 2.4 2.2 2.1 2.1 Dollar Sales % Change -0.5 0.6 -12.6 -10.9 -10.3 3.1 -42.7 NA 1.7 10.7 6.8 17.3 -0.9 -7.2 7.1 -1.7 -44.4 -2.6 Unit Sales (mil) Unit Sales % Change Volume Sales (mil lb) 355.8 261.4 21.1 6.0 10.5 8.8 2.7 2.3 3.6 2.3 4.1 5.0 2.1 1.8 1.2 0.6 1.2 0.5 -5.2 -4.9 -10.8 -11.5 -13.8 -7.0 -41.4 NA -2.5 6.6 -7.5 20.4 -10.2 -11.3 4.9 -5.9 -42.7 -3.9 156.1 113.2 11.2 3.9 4.5 3.6 1.3 1.1 1.4 0.7 1.4 1.3 1.1 0.8 0.5 0.4 0.5 0.1 Volume Sales % Change -1.0 2.7 -17.0 -8.4 -12.4 -8.1 -42.5 NA -11.0 8.9 -0.4 6.1 -14.8 -19.3 4.3 -5.9 -46.9 -4.0 SOURCE: INFOSCAN REVIEWS TOTAL US - FDMX (FOOD, DRUG,MASS,EXCLUDING WAL-MART) 52 WEEKS ENDING FEB. 24, 2013 BROUGHT TO YOU BY J.R. SHORT, HEAT AND CONTROL, MINSA, PRINTPACK, READING THERMAL, RUDOPLH FOODS, AND TNA NORTH AMERICA 38 Snack World May 2013 www.sfa.org http://www.sfa.org

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Snack World - May 2013