Cheese & onion has overtaken ready salted as the UK’s favourite flavour of crisps, according to new research from Mintel.
It reports the market for cheese & onion crisps is now worth £256m, up 15% in the last two years. Sales of ready salted, meanwhile, increased by just 5% over the same two year period.
But sales of salt & vinegar and prawn cocktail flavour crisps have taken a tumble, both down 7% between 2006 and 2008, while sales of beef flavoured crisps have been robust, up 10% in the two-year period.
“Though in years past Brits have been loyal to the original crisp flavour ready salted, cheese & onion has now overtaken it as the nation’s favourite crisp,” said Emmanuelle Bouvier, senior market analyst at Mintel.
“Interestingly, despite the ongoing development of new and exciting flavours, the traditional favourites still win hands-down. In fact, cheese & onion, ready salted and salt & vinegar, still account for almost two thirds of sales of standard crisps. What is more, most new launches continue to focus on ready salted and salt & vinegar, which were the most popular flavours in terms of new product development last year.”
According to Mintel’s report, the UK market for crisps and snacks experienced a recovery during 2007 and 2008, following a period of slowdown between 2003 and 2006. In the last year alone, sales grew by 5% as the nation munched its way through £2.53bn worth of crisps and snacks.
Last year crisps (£1.47bn) accounted for almost 60% of total market value with savoury snacks (£1.06bn) accounting for the remainder.
The market for crisps and snacks has benefited from an improved health profile, with the development of baked crisps and the increased use of sunflower oil for crisp frying, reports Mintel.
The introduction of alternative ingredients to the traditional potato such as vegetables or wholegrain have made crisps more acceptable for everyday consumption.
Repositioning crisps and snacks as an indulgent treat for adult consumers using premium ingredients has also helped market growth, adds Mintel.
This has resulted in the development of a substantial market for premium crisps and snacks sold at higher prices. “The rate of innovation in the crisps and snacks market remains high, and this is a driving factor in sales growth. In recent years we have seen new products move away from a reduced fat, salt and additives positioning towards natural and premium claims,” said Bouvier.
But Mintel predicts total sales of crisps and snacks will remain stagnant over the next five years as money conscious consumers re-evaluate their purchases of premium products.