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US consumers find comfort in salty snacks

Mintel research shows the US salty snack market continues to grow as consumers increasingly reach for “top performers” – microwavable popcorn, cheese-flavoured snacks, and corn snacks – despite rising costs.

Over a quarter of US consumers have increased their consumption of salty snacks when compared to last year, according to Mintel’s latest findings. Relaxing and satisfying cravings (67% respectively) are the primary motivators for consumers followed by hunger (58%).

With current economic conditions causing consumers to be more frugal, those who report their financial situations as “struggling” or” in trouble” are most likely (34%) to have decreased their year-over-year salty snack consumption.

“Budget constraints are challenging consumers across the board, and even though salty snacks are relatively affordable, they are not necessities. As consumers increase their snacking overall, brands will be challenged to find a mix of the familiarity and newness that consumers are seeking..." said Kelsey Olsen, consumer insights analyst food and drink at Mintel.

Millennials leads the way

Millennials (47%), their parents (46%), and those who are employed and work from home at least some of the time (42%) have increased their consumption of salty snacks the most, of all consumers surveyed.

Emotional drivers are more apparent with younger generations with two in five Millennials (39%) choosing snacks to relive boredom and (34%) to relieve stress.

Innova’s top trends for 2023 also highlights the importance of emotional appeal for younger consumers. According to the market insights company, for Gen Z and Millennials, food and brand choices are important signifiers of lifestyle, beliefs, and values.

Olsen said: “Salty snacks must be versatile in their ability to meet different occasions, but at base, they must simply bring consumers joy. Brands must continue to help consumers make positive associations with snacks to further encourage permissibility on different occasions as well as facilitate an experience that meets more emotional needs like a snack positioned for self-care."

Flavour and familiarity

In the last year, US consumers have increased their consumption of salty snacks across all segments (microwave popcorn, corn snacks and potato chips). However, flavour and familiarity determine how consumers purchase within the sector.

“Brands can meet […] consumers with value options that offer them familiarity, like a box of Cheez-Its or a bag of Fritos, when the trial of new snacks may feel risky,” said Olsen.

Consumers are looking for a mix of familiar and exciting flavours, textures, and tastes. Top growth has been recorded across cheese-flavoured snacks (+6%), microwavable popcorn (+7%), and corn snacks (+8%) sectors. Chips and puffs made from vegetables, beans, or ancient grains (+7%) have also seen growth.

“Retailers also have a prime opportunity to provide value in their private-label salty snack offerings while showcasing that private brands can deliver on flavour and innovation. Winning brands will need a crave-worthy flavour experience at the forefront, with a foundation of comfort,” added Olsen.

Value for money

With rising inflation, food and beverage brands will need to listen closely to consumer feedback to offer value for money. Consumers are looking for brands that they can trust to provide quality.

Lu Ann Williams, global insights director at Innova Market Insights said: “Unsurprisingly, current realities loom large in Innova’s Top Ten Trends for 2023 – not least our number one trend ‘Redefining Value’. Brands need to know where their consumers are willing to compromise but also what they value highly enough to prioritise.”

Price will always be a key determining factor in consumer purchases but brands offering perceived value could encourage consumers to spend more.