Mintel research reveals that the market for cheese & onion crisps is now worth £256m, sales having increased by 15% in the last two years alone. Valued at £244m in 2006, ready salted crisps have slipped into second place, despite an increase in sales of 5% over the same two year period. Salt & vinegar is falling out of favour as sales fell 7% between 2006 and 2008.
Sales of beef grew more than 10% between 2006 and 2008 but another victim of the nation's changing taste is the iconic 70s flavour prawn cocktail - which saw sales dip almost 7%.
The 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% equating to a £2.53bn for the crisps and snacks sector. Last year crisps accounted for almost 60% - £1.47bn - of total market value while savoury snacks made up the remainder of sales.
Acccording to Mintel, 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. Repositioning crisps and snacks as an indulgent treat for adult consumers using premium ingredients has also helped market growth. 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,' Emmanuelle Bouvier, senior market analyst at Mintel.
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