SNAC World - Official State of the Industry 2020 - 18
POTATO CHIPS
STATE OF THE INDUSTRY
NEW FLAVORS FOR A
CLASSIC
P
Potato chips hav
have always been a favorite indulgence
because they are familiar and satisfying, and they
These attributes catered to consumers'
taste great. Thes
food, driving potato chip sales
need for comfort
comf
The category posted the most
during the pandemic.
pande
growth of all salty snack categories with an increase
of almost $50.8 million in sales for the first three
months of 2020, as compared with 2019, according
to IRI retail sales figures for the US snacking market.
Potato chips have long been a pioneering staple on
pantry shelves. As stay-at-home orders were put in place,
demand for core snacks exploded as people rushed to fill
their cupboards with their favorite snack foods.
"This overnight change in behavior brought consumers to the snack aisle in record numbers and that
behavior continues now as states and cities emerge in
different stages and reveal the new normal," said Matt
Colford, director of marketing and strategic selling,
North America, Old Dutch Foods, Roseville, Minn.
Innovation with products like kettle-cooked chips
has led to category growth. The extra crunchy batchcooked bite and unique flavors for this chip segment
resonates with consumers. Kettle chips' popularity is
evidenced by the double-digit growth for Campbell
Snacks', Camden, NJ, Kettle brand (18.4%) and the
18
SNAC WORLD 2020
Old Dutch Crunch product line (18.5%).
"Our Dutch Crunch kettle chips have been in markets
for nearly 30 years," Mr. Colford said. "Our success
stems from combining mainstream seasonings intertwined with boutique offerings, such as Bacon Ranch
and Prime Rib. Our recent flavor-fusion profile, Sour
Cream and Dill Pickle, is fast becoming a best seller."
In recent years, producers have responded to consumer preference for healthier snacks by lowering
salt and using quality oils with health benefits. Utz's
Boulder Canyon brand of craft kettle-cooked potato chips are cooked in healthier oils like avocado,
coconut, olive, sunflower, safflower and rice bran,
which also add distinct flavor. Hanover, Pa.-based Utz
launched Boulder Canyon's Gourmet Medley Kettle
Style Potato Chips.
Consumers are looking for enhanced nutrition with
added functional ingredients in snacks, according to
Packaged Facts' "US Food Market Outlook 2020" report updated in June. They seek healthier, better-for-you
snacks, as long as they still taste good and are indulgent.
"We, and others in our industry, have long realized
that consumers could have an amazing taste experience
along with great dietary attributes," Mr. Colford said.
Snack manufacturers are evolving to provide snacks
SNAC World - Official State of the Industry 2020
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