Munch Time

SALTY SNACKS PROVED ESSENTIAL DURING LOCKDOWN, BUT THEY’RE ALSO POISED FOR GROWTH POST-PANDEMIC.

- Barbara Sax

The pandemic has been good to the salty snack category. Growth in the segment outpaced all other snack categories during the COVID-19 outbreak as consumers stocked up on their favorite comfort snacks during lockdown. In fact, retail sales data from IRI and the Frito-Lay Snack Index indicate that salty snacks have been the No. 1 growth food segment since March.

Consumers found comfort in indulgent snacks in the time of COVID. Demand for Frito-Lay legacy brands has spiked over the past several months, with Lay’s up 32% and Tostitos up 42%. Mega-brands in the indulgent snack segment will continue to generate excitement with new and limited-edition flavors and impactful seasonal displays that create dependable lifts in sales.

“Snacks provide a bit of accessible excitement during difficult times,” affirms Beth Bloom, associate director, U.S. food and drink reports at Chicago-based Mintel. According to Bloom, more than a quarter of salty snackers say that they’re “always on the lookout for new flavors.

Key Takeaways

Consumers — particularly Gen Z and Millennials — have an insatiable appetite for new products in the snack aisle.

Signs indicate that consumers will adopt better habits once the pandemic is over.

Since portability is a key driver for increased consumption, brands that offer packaging or are forging connections with on-the-go opportunities will be brands to watch.