SNAC World - Official State of the Industry 2020 - 21

STATE OF THE INDUSTRY

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TORTILLA CHIPS

TORTILLA CHIP BRANDS
Volume
Sales

($mil)

%
Change

Unit Sales
(mil)

%
Change

Total Tortilla/Tostada Chips

$4,866.3

10.3%

1,771.0

6.0%

1,244.6

8.8%

Doritos

$1,852.9

11.8%

672.7

4.2%

410.1

10.6%

Tostitos

$712.0

10.9%

218.2

8.0%

181.1

10.3%

Tostitos Scoops

$499.9

10.2%

145.5

8.4%

103.6

8.9%

Private Label

$311.1

8.1%

176.0

14.5%

142.7

10.2%

Barcel Takis Fuego

$294.8

20.2%

115.9

12.3%

63.9

16.1%

On the Border

$195.9

10.0%

66.3

8.8%

68.8

9.2%

Santitas

$186.7

-7.3%

87.1

-8.9%

60.1

-9.2%

Mission

$85.9

8.1%

32.0

2.4%

28.6

3.7%

Calidad

$75.1

10.8%

41.5

9.9%

32.7

9.7%

Late July Organic

$60.4

19.8%

19.3

18.2%

10.3

22.6%

Juanitas

$40.3

20.1%

14.5

18.4%

15.4

20.3%

Simply Organic Tostitos

$31.1

-1.9%

9.5

-2.9%

4.9

-2.9%

Late July

$30.3

26.3%

9.8

36.3%

5.6

25.1%

Xochitl

$28.0

8.2%

6.6

9.2%

5.5

7.9%

Siete

$23.0

235.0%

5.1

250.5%

1.6

264.4%

BRAND

Dollar Sales

(mil lb)

%
Change

Source: IRI
Total US Multi-outlet | 52 Weeks Ending 06-14-20 | Note: Many companies may have multiple brand listings in the IRI data.

marketing and strategic selling, North America, Old Dutch
Foods, Roseville, Minn. "For flavored tortilla chips this
year, it's all about heat. Hot and spicy flavors continue to
resonate with consumers."
Restaurant-style, bite-size, yellow and white corn
have all seen growth on an already large sales base.
Additionally, Old Dutch has added blue corn and red and
white mixed corn offerings with good success.
"During the COVID-19 pandemic, we saw a shift
toward larger pack sizes more than a product segment
transition with the exception of tortilla chips, which was a
well-documented favorite for those staying home," said
Jim Herr, senior vice president of marketing and R&D,
Herr Foods, Inc., Nottingham, Pa.
Grain-free is an emerging trend for the category. The
use of cassava flour in grain-free tortilla chips allows for
simple formulations with short ingredient lists. Nut-based
flours, alternative-plant proteins and vegetables add pro-

tein and fiber to tortilla chips boosting functionality. Los
Angeles-based Hippeas extended its reach into the snack
market in early 2020 with the launch of its gluten-free
organic Hippeas Tortilla Chips made with chickpea flour,
corn flour and pea protein.
"Consumers are still very flavor focused and know
they don't need to sacrifice taste for nourishment and
health claims," said Valerie Oswalt, executive vice president and president, Campbell Snacks, Camden, NJ.
"For example, our new Late July Tiger No Grain tortilla
chips have the flavor profile along with the health claim
of gluten-free."
Campbell Snacks' Late July tortilla chip brand posted
double-digit growth, according to IRI.
Experiential snacking gained popularity among consumers last year, and it's likely to continue. As people
work and eat at home, they will likely want to have unique
food in that space with these new flavors.

2020 SNAC WORLD

21
SNAC World - Official State of the Industry 2020

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