Snack World - May 2013 - (Page 47)
Microwave Popcorn
Who Let the Air Out?
Despite the need for convenience and the perception that popcorn is a healthier snack, microwave popcorn dollar sales were
flat, up just 0.1%, and volume sales fell 6.8% over the past year.
Pop Secret, a division of Diamond Foods, Inc., Stockton,
CA, continues to be the top-selling brand with sales of $108.0
million, up 7.9%; however, overall volume fell 1.9%. Brand extensions Homestyle, 100 Calorie and Jumbo also saw volume
declines ranging from 7.4% to 18.6%.
Stephen Sibert, vice-president, corporate affairs and communications at Diamond Foods, said new flavors, simplicity in
ingredients, convenience, nutrition and value are key drivers
when consumers make snack purchasing decisions.
“Recently, Pop Secret launched its Sea Salt flavor utilizing
its patented larger salt size and a clean, simple label with just
whole grain popcorn, palm oil and sea salt in the ingredient
statement to capitalize on some of these trends,” he said.
Omaha, NE-based ConAgra Food’s Orville Redenbacher’s
and ACT II brands, with a lineup of numerous flavors and varieties, dominate much of the rest of the playing field. Orville
Redenbacher’s Pop Up Bowls saw dollar sales jump 45.3% to
$81.0 million, making it the third-largest brand behind private label. However, sales of the relatively new Pop Up Bowls
appeared to cannibalize a bit of the company’s traditional
Orville Redenbacher brand, whose dollar sales decline 33.1%
to $59.2 million. However, Orville Redenbacher’s Smart Pop
Pop Up Bowl sales jumped 10.3% to $8.5 million, with a volume increase of 5.9%.
Innovation is still the watchword with Orville
Redenbacher’s, said Dan Skinner, ConAgra’s manager of
public relations/social media. He pointed out that the brand’s
Naturals line of products, which includes Buttery Salt &
Cracked Pepper, Simply Salted, Simply Salted 50% Less Fat,
Butter, and Lime & Salt varieties will be expanded to include
new flavors, including Garlic & Herb Butter.
Jolly Time, a brand of the American Pop Corn Co., Sioux City, IA,
placed four products among the Top 21 performers in the category.
Jolly Time Healthy Pop generated sales of $15.1 million, down
3.8% on a volume decline of 12.4%. The brand’s 100-Calorie line
showed a 1.1% sales increase, but volume was off 8.6%.
— Bob Gatty
Top Microwave Popcorn Brands
Brand
Dollar Sales
($ mil)
Shelf Stable Microwave Popcorn - Total
571.5
Pop Secret
108.0
Private label
87.1
Orville Redenbacher’s Pop Up Bowl
81.0
Orville Redenbacher’s
59.2
ACT II
36.7
Orville Redenbacher’s Smart Pop
33.8
Pop Secret Homestyle
32.9
ACT II Butter Lovers
19.9
Orville Redenbacher’s Natural
17.3
Jolly Time Healthy Pop
15.1
Pop Secret 100 Calorie Pop
13.2
Jolly Time Blast O Butter
11.3
Orville Redenbacher’s Smart Pop Pop Up Bowl
8.5
Cousin Willies
8.1
Pop Secret Jumbo Bag
6.7
Jolly Time Healthy Pop 100 Calorie
5.2
Newman’s Own
4.9
Dollar Sales
% Change
0.1
7.9
8.8
45.3
-33.1
-4.5
-21.6
1.4
-3.7
4.4
-3.8
0.8
10.8
10.3
12.8
-9.2
1.1
7.3
Unit Sales
(mil)
Unit Sales
% Change
Volume
Sales
(mil lb)
218.7
32.5
48.9
27.6
18.2
18.4
9.1
9.2
9.5
6.2
6.0
3.5
4.6
2.8
5.5
2.0
2.3
1.9
-5.7
-4.7
3.1
38.1
-34.9
-12.5
-25.4
-10.6
-13.1
-4.5
-12.7
-9.9
-4.4
4.9
11.6
-20.6
-8.6
7.7
164.2
29.3
37.8
20.5
14.9
11.6
6.5
9.4
6.1
3.9
3.4
2.0
3.5
2.0
3.2
1.8
0.7
1.2
Volume
Sales %
Change
-6.8
-1.9
0.9
40.4
-39.4
-13.3
-27.2
-7.4
-14.2
-0.5
-12.4
-10.3
0.2
5.9
0.1
-18.6
-8.6
7.8
SOURCE: INFOSCAN REVIEWS
TOTAL US - FDMX (FOOD, DRUG,MASS,EXCLUDING WAL-MART)
52 WEEKS ENDING FEB. 24, 2013
www.sfa.org
May 2013
Snack World
47
http://www.sfa.org
Table of Contents for the Digital Edition of Snack World - May 2013
Snack World - May 2013
Table of Contents
Letter from SFA - Let Your Voice Be Heard
Supplier's Corner - Making a Difference
Government Affairs - School Snacking Rule
Snack Food Association's 2013 State of the Industry Report
State of the Industry Report - Potato Chips
State of the Industry Report - Tortilla Chips
State of the Industry Report - Pretzels
State of the Industry Report - Crackers
State of the Industry Report - Cookies
State of the Industry Report - Bars
State of the Industry Report - Corn Snacks
State of the Industry Report - Snack Nuts and Seeds
State of the Industry Report - Cheese Snacks
State of the Industry Report - Pork Rinds
State of the Industry Report - Meat Snacks
State of the Industry Report - RTE Popcorn
State of the Industry Report - Microwave Popcorn
State of the Industry Report - Other Salty Snacks
State of the Industry Report - Dips, Salsas and Spreads
Chairman Profile - Mann Takes the Helm
Obituary - Rudolph Foods founder, former SFA chairman passes away
SNAXPO - 'Vibrant' Action at SNAXPO
Meeting Preview - Real-World Solutions
Products & Services
Ad Index
Snack World - May 2013
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