CSP Magazine

Snacks: Salty Snacks 2014

Where the Gains Are

C-store sales, 52 weeks ending Dec. 29, 2013

Convenience store sales of salty snacks were a mixed bag in 2013, judging by IRI figures. The largest segment, potato chips, saw units off 2.6%, and cheese and corn snacks both lost unit volume as well. On the upswing: tortilla/tostada chips, snack nuts, pretzels, trail mixes and ready-to-eat popcorn, among others.

SubcategoryC-store sales
($ millions)
PCYAUnit sales
(millions)
PCYA
Potato chips$1,382.31.2%884.1-2.6%
Dried meat
snacks
$1,230.32.1%515.1-0.9%
Tortilla/tostada
chips
$782.69.4%433.45.6%
Other salted
snacks (no nuts)
$743.13.6%419.71.5%
Snack nuts$482.37.5%401.72.7%
Cheese snacks$457.52.3%300.0-2.3%
Crackers$384.05.7%375.50.4%
Corn snacks
(no tortilla chips)
$350.61.2%211.9-3.9%
Sunflower/
pumpkin seeds
$294.0-4.0%266.4-9.6%
Pretzels$224.44.4%147.96.7%
Nutritional
snacks/trail mixes
$183.119.5%71.815.1%
Ready-to-eat popcorn/
caramel corn
$176.315.5%109.111.4%
Pork rinds$155.91.3%108.3-2.9%
Toasted corn nut snacks$48.4-13.7%32.4-15.1%
Chocolate-covered
salted snacks
$38.223.5%14.619.8%

Source: IRI


Customer in Focus

According to its 2013 report on salty snacks, Packaged Facts reports that there are 50 million consumers who often snack between meals and agree that “salted snacks are my favorite snack.” Within this group, 14.2 million are “healthy” salty snackers, preferring salty snacks and also usually only snack on healthful food. They exercise frequently, seek out foods with healthful ingredients and “do not see a conflict between craving salty snacks and pursuing a healthy snacking diet.”


Distributor Data: Snack Shipments

Calendar year 2013

Shipments of snacks from distributor McLane were largely up in 2013, with meat snacks, nutritional bars, chips and nuts all among the gainers.

SegmentAvg. shipments per store per week
(in dollars)
Avg. shipments per store per week (dollar growth)PCYA
Meat snacks$88.29$2.222.7%
Nutritional$49.07$3.066.7%
Other salty snacks$38.71$0.872.3%
Chips/pretzels/rinds$32.46$1.785.8%
Nuts$31.76$1.946.5%
Cookies$30.55$1.234.2%
Crackers$15.52-$0.17-1.1%
Trail mix$15.01$3.9435.6%
Seeds/kernels$12.93-$1.73-11.8%
Packaged popcorn$2.66$0.7237.3%

Source: McLane Co.

Miscellaneous Snack Brands

C-store sales, 52 weeks ending Dec. 29, 2013

C-store unit sales of trail mixes rose 15.1% in 2013, while chocolate-covered salted snacks were up 19.8%, according to IRI.

BrandC-store sales
($ millions)
PCYAUnit sales
(millions)
PCYA
Planters nutritional
snack/trail mixes
$49.52.2%16.9-4.7%
Snak Club nutritional
snack/trail mixes
$26.721.5%9.012.1%
Private-label
nutritional snack/
trail mixes
$14.4-0.4%6.210.3%
Frito Lay nutritional
snack/trail mixes
$14.18.9%7.18.8%
Flipz chocolatecovered
salted snack
$13.9-5.2%5.2-8.0%
Total (including brands
not shown)
$231.120.8%90.416.7%

Source: IRI


Latest Quarter: Salty-Snack UPCs

C-store sales, 13 weeks ending Dec. 29, 2013

The last quarter of 2013 saw a 2.6% increase in unit sales of salty snacks, with all of the top 10 UPCs enjoying gains, according to IRI c-store figures.

UPCC-store sales
($ millions)
PCYAUnit sales
(millions)
PCYA
Doritos Nacho Cheese
tortilla chip (3.375-oz.)
$33.128.4%22.528.5%
Lay’s Classic Potato
Chip (2.875-oz.)
$25.121.8%17.021.3%
Doritos Nacho Cheese
tortilla chip (11.0-oz.)
$22.6NA5.4NA
Ruffles Cheddar &
Sour Cream potato
chip (2.875-oz.)
$21.623.2%14.623.1%
Cheetos Flamin’ Hot
cheese snack (3.75-oz.)
$20.024.5%13.524.2%
Funyuns onion snack
(2.625-oz.)
$18.814.7%12.714.5%
Doritos Cool Ranch
tortilla chip (3.375-oz.)
$18.028.9%12.329.1%
Cheetos cheese snack (3.75-oz.)$16.718.8%11.318.5%
Chester's Flamin' Hot corn & potato snack (4.375-oz.)$15.033.7%10.133.4%
Chettos cheese snack (3.75-oz.)$12.519.1%8.418.9%
 Total (including UPCs not shown)$1,051.35.6%637.62.6%

Source: IRI


Salty-Snack UPCs (non-DSD)

C-store sales, 52 weeks ending Dec. 29, 2013

According to IRI figures shared by General Mills, direct-store-delivery (DSD) salty-snack sales rose nearly 4% in 2013 to hit $3.9 billion, with units up 0.7%. Total warehouse salty-snack sales grew 4.6% to reach $1.8 billion, with units up 1.1%.

Salty-Snack UPCs by Dollars
(warehouse-delivered salty snacks only)
  
UPCC-store sales
($ millions)
PCYA
Gardetto’s Original Snack Mix (5.5-oz.)$27.9-1.1%
Sunshine Cheez-It Original Cracker (3-oz.)$25.011.5%
General Mills Chex Mix (traditional, 3.75-oz.)$22.00.5%
Wonderful Pistachio Whole (5-oz.)$21.865.3%
Combos Pizzeria Pretzel (6.3-oz.)$21.2-5.6%
Total (including UPCs not shown)$1,801.34.6%
Salty-Snack UPCs by Units (warehouse-delivered salty snacks only)  
UPCUnit sales
(millions)
PCYA
Keebler Peanut Butter Sandwich Cracker
(1.8-oz.)
22.213.4%
Planters Peanuts Regular (1.75-oz.)21.6-16.1%
Keebler Peanut Butter Sandwich Cracker (1.8-oz.)21.010.1%
Sunshine Cheez-It Original Cracker (3-oz.)17.77.7%
Keebler Club Cheddar Cheese Sandwich Cracker (1.8-oz.)16.50.3%
Total (including UPCs not shown)1,081.61.1%

Sources: IRI, General Mills Inc.

Snack-Nut and Seed Trends

C-store sales, 52 weeks ending Dec. 29, 2013

C-store sales of nuts continued to chug along in 2013, with unit sales up 2.7%, according to IRI. Seed unit sales fell nearly 10%, although some of the top-selling brands—Spitz, Bigs—saw generous gains.

Snack-Nut Brands    
BrandC-store sales
($ millions)
PCYAUnit sales
(millions)
PCYA
Planters$128.9-0.4%99.2-8.4%
Frito-Lay$79.220.5%44.018.7%
Frito-Lay Munchies$31.430.6%52.515.5%
Wonderful$28.573.3%9.139.2%
Munchies$28.3-13.1%53.4-5.8%
Total (including brands not shown)$482.37.5%401.72.7%
     
Seed Brands    
David$96.2-8.3%58.5-9.9%
Frito-Lay$79.5-16.3%128.6-17.4%
Spitz$41.915.9%23.915.5%
Giants$17.55.2%9.21.5%
Bigs$16.534.6%8.632.8%
Total (including brands not shown)$294.0-4.0%266.4-9.6%

Source: IRI


Potato-Chip Trends

Potato-chip unit sales fell for the second year in a row, according to IRI c-store figures, with one-half of the top 10 brands seeing declines in unit volume.

Potato-Chip Brands
C-store sales, 52 weeks ending Dec. 29, 2013
    
Brand/UPCC-store sales
($ millions)
PCYAUnit sales
(millions)
PCYA
Lay’s$442.84.6%282.8-0.1%
Ruffles$191.6-11.1%111.5-15.6%
Pringles$139.18.6%74.97.4%
Lay’s Kettle Cooked$65.3-2.1%35.2-5.7%
Munchos$45.9-7.9%28.0-13.0%
Total (including brands not shown)$1,382.31.2%884.1-2.6%
     
Latest Quarter: UPCs
C-store sales, 13 weeks ending Dec. 29, 2013
    
Lay’s Classic
Potato Chip (2.875-oz.)
$25.121.8%17.021.3%
Ruffles Cheddar &
Sour Cream Ridged
(2.875-oz.)
$21.623.2%14.623.1%
Lay’s Classic
Potato Chip (10-oz.)
$11.9NA2.9NA
Lay’s Barbecue
Potato Chip (2.875-oz.)
$9.214.1%6.213.6%
Lay’s Sour Cream &
Onion Potato Chip
(2.875-oz.)
$8.436.1%5.735.0%
Total (including UPCs not shown)$338.12.3%214.0-1.0%

Source: IRI

Other Salty-Snack Product Trends

In the large, catchall “other salty snack” segment, Funyuns led as the top-selling brand in c-stores and contributed the top-selling UPC, according to IRI.

Other Salty-Snack Brands
C-store sales, 52 weeks ending Dec. 29, 2013
    
Brand/UPCC-store sales
($ millions)
PCYAUnit sales
(millions)
PCYA
Funyuns$154.74.0%98.0-0.9%
Munchies$119.31.2%53.01.6%
General Mills Chex Mix$100.9-5.5%50.6-5.3%
Chester’s$97.98.9%64.82.5%
Gardetto’s$56.5-0.3%22.9-1.5%
Total (including brands not shown)$743.13.6%419.7-1.5%
     
Latest Quarter: UPCs
C-store sales, 13 weeks ending Dec. 29, 2013
    
Funyuns onion snack
(2.625-oz.)
$18.814.7%12.714.5%
Chester’s Flamin’ Hot
corn & potato snack
(4.375-oz.)
$15.033.7%10.133.4%
Munchies Cheese Fix
snack mix (8-oz.)
$7.9-3.1%2.5-2.5%
Funyuns onion snack
(6.5-oz.)
$7.5-1.2%2.2-1.3%
Chester’s Flamin’ Hot
corn & potato snack
(5.75-oz.)
$6.7NA3.4NA
Total (including UPCs not shown)$179.23.0%101.31.6%

Source: IRI


Tortilla-Chip Trends

While the venerable Doritos brand contributed more than 63% of c-store tortilla-chip snack sales, many brands further down the ranking saw strong growth in 2013. Bimbo Bakeries’ Barcel Takis Fuego units were up nearly 13%, and its 4-ounce Barcel Takis Fuego Hot Chili Pepper & Lime cracked into the top five tortilla-chip UPCs, according to IRI.

Tortilla-Chip Brands
C-store sales, 52 weeks ending Dec. 29, 2013
    
Brand/UPCC-store sales
($ millions)
PCYAUnit sales
(millions)
PCYA
Doritos$494.65.1%290.11.3%
Barcel Takis Fuego$62.517.6%34.012.8%
Doritos Sabritas$40.944.1%26.530.1%
Doritos Jacked$31.956.1%21.249.5%
Tostitos Scoops$29.64.0%7.1-0.9%
Total (including brands not shown)$782.69.4%433.45.6%
     
Latest Quarter: UPCs
C-store sales, 13 weeks ending Dec. 29, 2013
    
Doritos Nacho Cheese
(3.375-oz.)
$33.128.4%22.528.5%
Doritos Nacho Cheese
(11.0-oz.)
$22.6NA5.4NA
Doritos Cool Ranch
(3.375-oz.)
$18.028.9%12.329.1%
Barcel Takis Fuego Hot
Chili Pepper & Lime (4-oz.)
$10.824.4%7.021.5%
Doritos Cool Ranch
(11.0-oz.)
$10.3NA2.5NA
Total (including UPCs not shown)$196.913.6%107.710.1%

Source: IRI


Cross-Category Opportunity

Research by Management Science Associates that examined two years of POS data and two months of total store transaction data at three midsize c-store chains found that salty snacks are most often part of large baskets. Indeed, 86% of salty-snack transactions included another category, with 68% of baskets including salty snacks having three or more items. Foodservice has a natural affinity for the category: Potato chips, tortilla chips and other salty snacks were among the top 10 items included in a foodservice market basket.

Cheese-Snack Trends

More than 92% of cheese-snack sales in c-stores in 2013 came from one brand: Cheetos, according to IRI figures. The 3.75-ounce Cheetos Flamin’ Hot was the top-selling UPC in the final quarter of the year.

Cheese-Snack Brands
C-store sales, 52 weeks ending Dec. 29, 2013
    
Brand/UPCC-store sales
($ millions)
PCYAUnit sales
(millions)
PCYA
Cheetos$422.00.0%271.3-4.9%
Cheetos Mix Ups$8.3NA5.4NA
Herr’s$5.418.2%5.218.9%
Golden Flake$3.3-2.9%2.8-2.9%
Utz$3.23.0%2.81.9%
Total (including brands not shown)$457.52.3%300.0-2.3%
     
Latest Quarter: UPCs
C-store sales, 13 weeks ending Dec. 29, 2013
    
Cheetos Flamin’
Hot (3.75-oz.)
$20.024.5%13.524.2%
Cheetos (3.75-oz.)$16.718.8%11.318.5%
Cheetos (3.75-oz.)$12.519.1%8.418.9%
Cheetos (9.5-oz.)$8.0NA2.3NA
Cheetos Flaming
Hot Limon (3.75-oz.)
$7.822.2%5.321.9%
Total (including UPCs not shown)$114.25.4%73.90.6%

Source: IRI


Cracker Trends

Cracker unit sales were relatively static in 2013, according to IRI. The Kellogg Co.’s Cheez-It, manufactured by its Sunshine division, was the top-selling brand and supplied the top-selling UPC last year.

Cracker Brands
C-store sales, 52 weeks ending Dec. 29, 2013
    
BrandC-store sales
($ millions)
PCYAUnit sales
(millions)
PCYA
Sunshine Cheez-It$63.55.9%42.62.2%
Keebler (filled)$42.413.3%63.111.8%
Munchies (filled)$26.4-6.0%43.9-7.1%
Combos (filled)$25.4-40.4%15.4-33.0%
Nabisco Ritz Bits (filled)$17.2-4.2%11.4-9.5%
Total (including brands not shown)$384.05.7%375.50.4%

Source: IRI

Cracker UPCs
C-store sales, 52 weeks ending Dec. 28, 2013
    
UPCC-store sales
($ millions)
PCYAUnit sales
(millions)
PCYA
Cheez-It Original (3-oz.)$25.66.3%18.33.1%
Keebler Toasted Crackers
with Peanut Butter
(1.80-oz.)
$14.311.4%19.99.4%
Keebler Cheese Crackers
with Peanut Butter
(1.80-oz.)
$14.38.6%19.24.5%
Frito-Lay Munchies
Peanut Butter (1.42-oz.)
$11.0-6.6%18.3-6.1%
Keebler Club Sandwich
Crackers with Cheddar
(1.8-oz.)
$11.05.0%15.00.7%

Source: The Nielsen Co., Kellogg Co.

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