5 Retail Snacking Insights for the Super Bowl

PLANO, Texas -- Frito-Lay North America has launched its U.S. Snack Index, a new report revealing what consumers plan to snack on during this year’s Super Bowl.

• Super Bowl LIII will take place on Feb. 3 at Mercedes-Benz Stadium in Atlanta. Click here to see which snack and candy brands will be featured during the game’s commercials.

The snack company partnered with market research firm Morning Consult, Washington D.C., and polled 2,200 U.S. adults regarding their snack preferences for the Super Bowl—historically one of the largest retail sales days of the year, according to Frito-Lay.

"The Super Bowl is synonymous with enjoying snacks with friends and family," said Steven Williams, senior vice president of sales and chief commercial officer for Frito-Lay North America. "As a leader in snacking, Frito-Lay keeps its finger on the pulse of snacking, always looking at what consumers prefer. It's interesting to see how different regions and age groups snack; whether it's potato chips or tortilla chips, classic or spicy, everyone definitely approaches snacking in their own way."

Here are five retail snacking insights for Super Bowl LIII …

Nine out of every 10 viewers plan to have at least one snack during the game, according to Frito-Lay. Moreover, 80% of those consumers will opt for potato chips or tortilla chips.

Consumer snacking preferences for the Super Bowl vary by region. For instance, potato chips are the top Super Bowl snack in Los Angeles, Dallas, Miami, New York, Seattle and Washington, D.C., while consumers in Chicago opt for popcorn and those in Boston and Houston prefer tortilla chips, said Frito-Lay.

Nearly half of Gen Zers and millennials prefer cheese snacks for the game. Additionally, twice as many Gen Zers and millennials prefer spicy snacks for the game than their older counterparts, Frito-Lay said.

Consumers’ dip preferences vary depending on the type of chip they’re eating. French onion dip is the most sought-after for consumers indulging in potato chips, while salsa—the No. 1 dip choice overall—and guacamole are the top choices for those eating tortilla chips.

Football fans don’t want anything extravagant for the big game; more than half of viewers prefer simple recipes for when they are attending a Super Bowl party or hosting their own fiesta, according to Frito-Lay.