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Snack Foods in the U.S., 4th Edition
June 1, 2011
U.S. retail sales of packaged snacks rose to nearly $64 billion in 2010, and Packaged
Facts projects sales to approach $77 billion by 2015, a total market increase of over
20%. Despite the lingering effects of global recession, American consumers are
snacking more than ever, thanks to less frequent restaurant dining, frenzied lifestyles
that encourage on-the-go eating, and a growing tendency to replace meals with several
smaller snacks. Additionally, marketers have responded to concerns about the growing
impact of obesity on the health of the nation, and have made great strides in developing
healthier snack foods that still taste good. While value is still one of the primary drivers
of snack purchases, the economy has recovered to an extent that consumers are once
again making health, convenience, and even indulgence top priorities as well.
This fully updated Packaged Facts report examines the market for packaged sweet and
salty snacks within the context of broader food industry trends in new product
development and marketing. To accommodate the complexities of the U.S. market
within shifting socioeconomic contexts, the report investigates not only the sales data,
new product introductions and market positioning strategies, but also the lifestyle
patterns that contribute to the rise and fall of snacking trends. This completely revised
edition provides an omnibus approach to the market, examining snacks via two broad
classifications, sweet and salty/savory, while providing greater detail for dozens of
categories and segments in which market activity dictates closer inspection.
A new feature of this study is data from Packaged Facts’ new Food Shopper Insights
Survey, conducted in March 2011. Gauging the shopping patterns and attitudes of
adults who have shopped for groceries within 24 hours of being surveyed, these data
paint a detailed picture of U.S. snack trends by broader consumer health goals and
nutrition concerns, ingredient concerns such as low-sugar and gluten-free, purchase
motivators such as “family favorite” and “product looked appetizing,” snack occasions
and timing (e.g., “between meals,” weekday vs, weekend, at home vs away from home),
brand loyalty by product type, store-brand appeal, and coupon usage. Additional data
sources include multi-year Experian Simmons Market Research Bureau data, which
provides a detailed look at category-level and brand penetration levels; InfoScan
Review data, which quantifies marketer and brand shares across numerous product
categories; and new product tracking data from Product Launch Analytics, a
Datamonitor service. In addition, category-specific marketer and brand focus

2. discussions help to define the relationship between consumer attitudes and product
development.
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TABLE OF CONTENTS
Chapter 1: Executive Summary

4. Introduction
Scope of Report
Two Classifications: Sweet and Salty/Savory
Report Methodology
Market Size and Composition
U.S. Snack Market Approaches $64 Billion
Snacking as a Way of Life
“Better-for-you” Snack Products in High Demand
Salty/Savory Increases Share of Snacks Market
Salty/Savory Snacks Top List of Dollar Growth
Figure 1-1: Share of SymphonyIRI-Tracked Snack Sales by Classification: Sweet
vs. Salty/Savory, 2006 vs. 2010 (percent)
Supermarkets Account for 41% of Snack Market
Competitive Trends
Multinational Conglomerates Dominate
Mergers and Acquisitions
Kraft/Cadbury
Diamond Foods/Kettle Foods/Pringles
Snyder’s-Lance
Link Industries and JBS
Private-Label Sales Outpace Market Growth
Hershey and Mars Are Dominant Forces in Chocolate Candy
Mars Leads in Non-Chocolate Candy
Kraft Accounts for One-Third of Cookie Segment
General Mills and Clif Are Leaders in Food Bars
General Mills Corners Over Half of Dry Fruit Snacks Market
Fruit Cups/Bowls Marketers Experience Losses
Frito-Lay Is Potato Chip Powerhouse
Tortilla/Tostada Chip Segment Loses Steam
Kraft’s Ritz on Top in Crackers
Kraft’s Planters King of Snack Nuts Despite Losses
Private Label Claims Half of Nutritional Snacks/Trail Mixes Sales
Popcorn and Rice/Popcorn Cakes
Dried Meat Snacks
Marketing and New Product Trends
New Snack Product Introductions Recover
Sweet Categories Lead in New Product Intros
“Natural” Tag Tops Claims List
Health-Related Claims Reclaiming Lost Ground
Special Diets Tags Steadily Increase
Kraft Leads in 2010 Product Introductions
Consumer Trends
Majority of Americans Seek Healthy Lifestyles
Figure 1-2: Consumer Psychographics: Physical Health and Fitness, March 2011
(percent of U.S. grocery shoppers)
Potato Chips Are Most Frequently Purchased Snack Type

5. Figure 1-3: Snacks Usually/Normally Purchased: By Product Type, March 2011
(percent of U.S. grocery shoppers)
Majority of Shoppers Stick to National/Name Brand Snacks
Afternoon, Evening, At-Home Snacks the Most Popular
Chapter 2: The Market
Introduction
Scope of Report
Two Classifications: Sweet and Salty/Savory
Report Methodology
Market Size and Composition
U.S. Snack Market Approaches $64 Billion
Table 2-1: U.S. Retail Sales of Snack Foods, 2006-2010 (in billions of dollars)
Salty/Savory Increases Share of Snacks Market
Figure 2-1: Share of SymphonyIRI-Tracked Snack Sales by Classification: Sweet
vs. Salty/Savory, 2006 vs. 2010 (percent)
Figure 2-2: Share of SymphonyIRI-Tracked Snack Sales: By Sweet Category,
2006 vs. 2010 (percent)
Figure 2-3: Share of SymphonyIRI-Tracked Snack Sales: By Salty/Savory
Category, 2006 vs. 2010 (percent)
Candy Tops in Sweet Snacks Market Share
Salty Snacks Dominate Salty/Savory Classification
Table 2-2: Share of SymphonyIRI-Tracked Sales of Sweet Snacks by Product
Category, 2009 vs. 2010 (percent)
Table 2-3: Share of SymphonyIRI-Tracked Sales of Salty/Savory Snacks by
Product Category, 2009 vs. 2010 (percent)
Dollar and Volume Sales Keep Pace
Table 2-4: SymphonyIRI-Tracked Retail Sales of Snack Foods by Dollar and
Volume Growth, 2009-2010 (in millions of dollars and pounds)
Salty/Savory Snacks Top List of Dollar Growth
Table 2-5: Selected Snack Food Segments by Dollar Growth/Loss in
SymphonyIRI-Tracked Dollar Sales, 2009-2010 (in millions of dollars)
Table 2-6: SymphonyIRI-Tracked Retail Sales of Snack Foods by Segment,
Classification and Category, 2009-2010 (in millions of dollars)
Supermarkets Account for 41% of Snack Market
Figure 2-4: Share of U.S. Snack Market Sales by Retail Channel, 2010 (percent)
Market Outlook
Slow Economic Recovery Influences Spending
Consumers Remain Thrifty
Table 2-7: Consumer Attitudes: “Price Not Main Factor in Purchases” and
“Spending More on Consumer Products,” February 2011 (percent)
Table 2-8: Responses to Statements Related to Grocery Spending, February
2011 (percent)
Food Costs Stabilize, But May Rise Again
Table 2-9: Consumer Price Index for Food at Home and Selected Snack
Categories: 2001-2010
Stealth Downsizing

6. Specialty Snacks Still Affordable
A Culture of Snacking
Studies Examine Kids’ Snacking Habits
Kids’ “Better For You” Snacks High in Sugar, Fat
Reformulation Not Enough?
Eating Healthy
Healthy Snacks in Demand
Gluten-Free and Other Allergy Concerns
Portion Control and Convenience
Natural and Organic
Table 2-10: Consumer Opinion on Natural and Organic Products, February 2011
(percent)
Environmental Concerns
“Green” Packaging
Food Safety
U.S. Snack Market to Reach $77 Billion in 2015
Table 2-11: Projected U.S. Retail Sales of Snack Foods, 2010-2015 (in billions of
dollars)
Chapter 3: Competitive Trends
Multinational Conglomerates Dominate
Mergers and Acquisitions
Kraft/Cadbury
Diamond Foods/Kettle Foods/Pringles
Snyder’s-Lance
Link Industries and JBS
Other Acquisitions
Private-Label Sales Outpace Market Growth
Table 3-1: SymphonyIRI-Tracked Retail Sales of Private-Label Snack Foods by
Classification, Category and Segment, 2009-2010 (in millions of dollars)
Illustration 3-1: Wholesome Goodness Cereal Bars
Trend Overview by Classification
Trends in Sweet Snacks
Candy Dominates Sweet Classification
Table 3-2: Share of Sweet Classification Sales by Category, 2009 vs. 2010
(percent)
Candy Sales by Segment
Figure 3-1: Share of Chocolate Candy Sub-Category Sales by Segment, 2009
vs. 2010 (percent)
Figure 3-2: Share of Non-Chocolate Candy Sub-Category Sales by Segment,
2009 vs. 2010 (percent)
Hershey Dominant Force in Chocolate Sub-Category
Table 3-3: Top Marketers and Brands of Chocolate Candy Box/Bag/Bar > 3.5 oz.
by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of
dollars)

7. Table 3-4: Top Marketers and Brands of Chocolate Candy Box/Bag/Bar < 3.5 oz.
by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of
dollars)
Table 3-5: Top Marketers and Brands of Sugar-Free Chocolate Candy by
SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)
Mars Leads in Non-Chocolate Candy
Table 3-6: Top Marketers and Brands of Non-Chocolate Chewy Candy by
SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)
Table 3-7: Top Marketers and Brands of Sugar-Free Diet Candy by
SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)
Cookies and Bakery Snacks
Figure 3-3: Share of Cookies and Bakery Snacks Category Sales by Segment,
2009 vs. 2010 (percent)
Kraft Accounts for One-Third of Cookie Segment
Table 3-8: Top Marketers and Brands of Cookies by SymphonyIRI-Tracked Sales
and Market Share, 2010-2011 (in millions of dollars)
Food Bars
Figure 3-4: Share of Food Bars Category Sales by Segment, 2009 vs. 2010
(percent)
General Mills Increases Lead in Granola Bar Segment
Table 3-9: Top Marketers and Brands of Granola Bars by SymphonyIRI-Tracked
Sales and Market Share, 2010-2011 (in millions of dollars)
Gains Across the Board in Nutritional/Intrinsic Health Value Bar Segment
Table 3-10: Top Marketers and Brands of Nutritional/Intrinsic Health Value Bars
by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of
dollars)
Fruit Snacks
Figure 3-5: Share of Fruit Snacks Category Sales by Segment, 2009 vs. 2010
(percent)
Raisins Best-Selling Dried Fruit Variety
Table 3-11: Types of Dried Fruit by SymphonyIRI-Tracked Sales and Segment
Share, 2010-2011 (in millions of dollars)
General Mills Corners Over Half of Dry Fruit Snacks Market
Table 3-12: Top Marketers and Brands of Dry Fruit Snacks by SymphonyIRI-
Tracked Sales and Market Share, 2010-2011 (in millions of dollars)
Fruit Cups/Bowls Marketers Experience Losses
Table 3-13: Top Marketers and Brands of Fruit Cups by SymphonyIRI-Tracked
Sales and Market Share, 2010-2011 (in millions of dollars)
Trends in Salty/Savory Snacks
Salty Snacks Maintain Hold on Classification Sales
Figure 3-6: Share of Salty/Savory Classification Sales by Category, 2009 vs.
2010 (percent)
Salty Snacks
Figure 3-7: Share of Salty Snacks Category Sales by Segment, 2009 vs. 2010
(percent)
Frito-Lay Potato Chip Powerhouse

8. Table 3-14: Top Marketers and Brands of Potato Chips by SymphonyIRI-Tracked
Sales and Market Share, 2010-2011 (in millions of dollars)
Tortilla/Tostada Chip Segment Loses Steam
Table 3-15: Top Marketers and Brands of Tortilla/Tostada Chips by
SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)
Crackers
Figure 3-8: Share of Crackers Category Sales by Segment, 2009 vs. 2010
(percent)
Kraft’s Ritz Is Best-Selling “All Other Crackers” Brand
Table 3-16: Top Marketers and Brands of All Other Crackers by SymphonyIRI-
Tracked Sales, 2010-2011 (in millions of dollars)
Kellogg Sees Greatest Dollar Growth in Crackers with Fillings
Table 3-17: Top Marketers and Brands of Crackers with Fillings by SymphonyIRI-
Tracked Sales, 2010-2011 (in millions of dollars)
Nut Snacks
Figure 3-9: Share of Nut Snacks Category Sales by Segment, 2009 vs. 2010
(percent)
Kraft’s Planters King of Snack Nuts Despite Losses
Table 3-18: Top Marketers and Brands of Snack Nuts by SymphonyIRI-Tracked
Sales and Market Share, 2010-2011 (in millions of dollars)
Private Label Claims Half of Nutritional Snacks/Trail Mixes Sales
Table 3-19: Top Marketers and Brands of Nutritional Snacks/Trail Mixes by
SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)
Popcorn and Rice/Popcorn Cakes
Figure 3-10: Share of Popcorn and Rice/Popcorn Cakes Category Sales by
Segment, 2009 vs. 2010 (percent)
Table 3-20: Top Marketers and Brands of RTE Popcorn/Caramel Corn by
SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)
Dried Meat Snacks
Figure 3-11: Share of Dried Meat Snacks Category Sales by Segment, 2009 vs.
2010 (percent)
Table 3-21: Top Marketers and Brands of Jerky by SymphonyIRI-Tracked Sales
and Market Share, 2010-2011 (in millions of dollars)
Table 3-22: Top Marketers and Brands of All Other Dried Meat Snacks by
SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)
Chapter 4: Marketing and New Product Trends
New Snack Product Introductions Recover
Table 4-1: Number of U.S. Food Product Introductions: Overall, Sweet Snacks
and Salty/Savory Snacks, 2000-2010
Sweet Categories Lead in New Product Intros
Table 4-2: Number of U.S. Snack Food Product Introductions by Product
Category, 2006-2010
“Natural” Tag Tops Claims List
Table 4-3: Top Product Claims/Tags for U.S. Snack Food Product Introductions,
2010 (number and percent)
Natural-Related Claims Going Strong

9. Table 4-4: Number of New Snack Food Product Introductions by Top Natural-
Related Package Tags/Claims, 2008-2010
Health-Related Claims Reclaiming Lost Ground
Table 4-5: Number of New Snack Food Product Introductions by Top Health-
Related Package Tags/Claims, 2008-2010
Special Diets Tags Steadily Increase
Table 4-6: Number of New Snack Food Product Introductions by Top Special
Diet-Related Package Tags/Claims, 2008-2010
Kraft Leads in 2010 Product Introductions
Table 4-7: Top Ten Leading U.S. Marketers of Snack Foods Based on Number of
Stock-Keeping Unit (SKU)
Introductions, 2006-2010
U.S. Leads Global Snack Food Introductions
Table 4-8: Number of Snack Foods Introductions by Country, 2006-2010
(number of reports)
Trends in Sweet Snacks
Bite-Sized Snacks Make Big Impact
Illustration 4-1: Reese’s Minis
Focus on Hershey.
Illustration 4-2: Hershey’s Drops
Indulgence Meets Better-For-You
Illustration 4-3: Think Thin Chocolate Covered Strawberries Bar
Focus on Kraft Foods
Not Your Grandmother’s Fruit
Illustration 4-4: Hershey’s Extra Dark Chocolate with Pomegranate
Sweet and Salty Snacks Combine Two Favorite Tastes
Illustration 4-5: Pretzel M&M’s
More Than Functional: Superfoods
Illustration 4-6: Odwalla Blueberry Swirl Superfood Bar
Convenience: On-the-Go Snacking
Illustration 4-7: General Mills Simply Fruit Roll-Ups
Trends in Salty/Savory Snacks
Sweet on Nuts
Illustration 4-8: Nutorious Nut Confections Cranberry Orange Tango
Focus on Planters
Illustration 4-9: Planters Chili Lime Almonds
Bold Is Better
Illustration 4-10: Terra Exotic Harvest Chips
Illustration 4-11: Ruffles Molten Hot Wings Potato Chips
Brand Profile: Walmart’s World Table
Illustration 4-12: World Table Tortilla Chips
Taking Popcorn to the Next Level
Illustration 4-13: 479° Popcorn
Focus on Popcorn, Indiana
Illustration 4-14: Popcorn, Indiana Chip’Ins
Marketers Deliver Lower Sodium Snacks

10. Illustration 4-15: Triscuit Hint of Salt
Focus on Frito-Lay (PepsiCo)
Cross-Market Trends
Interest in Natural and Organic Products Remains Strong
Illustration 4-16: Safeway’s O Organic Snacks
General Mills’ Small Planet Foods Division
Market for Gluten-Free Snacks Explodes
Marketers, Mother Earth Benefit from Environmental Initiatives
Focus on Diamond Foods’ Kettle Chips
Illustration 4-17: Kettle Chips Bio-Beetle
Trends in Kids Snacks
Illustration 4-18: Goldfish Flavor Blasted Grahams
Illustration 4-19: Fresh & Easy Goodness for Kids Multigrain Chips
Brand Profile: PepsiCo/Tropicana Tropolis
Illustration 4-20: Tropicana Tropolis Flavors
Chapter 5: Consumer Trends
Shopper Insights
Methodology
Majority of Americans Seek Healthy Lifestyles
Figure 5-1: Consumer Psychographics: Physical Health and Fitness, March 2011
(percent of U.S. grocery shoppers)
Groceries and Consumer Health Goals
Figure 5-2: Consumer Psychographics: Healthy Eating and Dieting, March 2011
(percent of U.S. grocery shoppers)
Low Sugar, High Fiber Are Most Popular Healthy Product Positionings
Figure 5-3: Purchasing of Food and Beverage Products by Selected Package
Labels/Claims, March 2011 (percent of U.S. grocery shoppers)
Shopper Use of Grocery Coupons
Figure 5-4: Types of Coupons Used During Grocery Shopping Trips, March 2011
(percent of U.S. grocery shoppers who use coupons)
Table 5-1: Sources of Coupons Used During Grocery Shopping Trips, March
2011 (percent of U.S. grocery shoppers who use coupons)
Potato Chips Are Most Frequently Purchased Snack Type
Figure 5-5: Snacks Usually/Normally Purchased: By Product Type, March 2011
(percent of U.S. grocery shoppers)
Figure 5-6: Percent of Snacks Purchased on Sale: By Product Type, March 2011
(percent of U.S. grocery shoppers)
Figure 5-7: Planned vs. Impulse Snack Purchases: By Product Type, March 2011
(percent of U.S. grocery shoppers)
Table 5-2: Response to Question “Did you choose a product that you usually
buy?”: By Snack Product Type, March 2011 (percent of U.S. grocery shoppers)
Majority of Shoppers Stick to National/Name Brand Snacks
Table 5-3: Type of Brand Purchased During Grocery Shopping Trips: By Snack
Product Type, March 2011 (percent of U.S. grocery shoppers)
Table 5-4: Price Comparison of Snack Products Purchased, Compared to Similar
Products, March 2011 (percent of U.S. grocery shoppers)

11. Table 5-5: Motivations (Other Than Price/Promotion) for Selection of Snacks
Purchased: By Product Type, March 2011 (percent of U.S. grocery shoppers)
Snacking Patterns
Afternoon, Evening Snacks Are Most Popular
Table 5-6: Meals/Snacks Typically Eaten: Overall and by Gender, March 2011
(percent of U.S. grocery shoppers)
Table 5-7: Mealtime and Snacking Patterns: By Gender, March 2011 (percent of
U.S. grocery shoppers)
Table 5-8: Patterns for Snacking Alone or with Others: Weekdays vs. Weekends,
March 2011 (percent of U.S. grocery shoppers)
At-Home Snacks More Popular
Table 5-9: Patterns for Snacking at Home or Away from Home: Weekdays vs.
Weekends, March 2011 (percent of U.S. grocery shoppers)
Table 5-10: Patterns for Snacking in Home Kitchen or Elsewhere in Home:
Weekdays vs. Weekends, March 2011 (percent of U.S. grocery shoppers)
Table 5-11: Patterns for Snacking at Table, at Kitchen Counter, or Elsewhere in
Home: Weekdays vs. Weekends, March 2011 (percent of U.S. grocery shoppers)
Usage Trends and Demographic Patterns: Sweet Snacks
Cookies Most Popular Sweet Category
Table 5-12: Usage Overview for Sweet Snack Products: 2006, 2008 and 2010
(percent of U.S. households)
Who’s Eating Cookies
Table 5-13: Demographic Indexes for Cookies: Overall and By Selected Brands,
2010 (U.S. households)
Who’s Eating Candy
Table 5-14: Demographic Indexes for Candy: Overall and by Selected Brands,
2010 (U.S. households)
Who’s Eating Food Bars and Fruit Snacks
Table 5-15: Demographic Indexes for Food Bars and Fruit Snacks, 2010 (U.S.
households)
Usage Trends and Demographic Patterns: Salty/Savory Snacks
Potato Chips Most Popular Salty/Savory Category
Table 5-16: Usage Overview for Salty/Savory Snack Products: 2006, 2008 and
2010 (percent of U.S. households)
Who’s Eating Potato Chips
Table 5-17: Demographic Indexes for Potato Chips: Overall and by Selected
Brands, 2010 (U.S. households)
Who’s Eating Crackers
Table 5-18: Demographic Indexes for Crackers: Overall and by Selected Brands,
2010 (U.S. households)
Who’s Eating Corn/Tortilla Chips and Cheese Snacks
Table 5-19: Demographic Indexes for Corn/Tortilla Chips and Cheese Snacks:
Overall and by Selected Brands, 2010 (U.S. households)
Who’s Eating Pretzels
Table 5-20: Demographic Indexes for Pretzels: Overall and by Selected Brands,
2010 (U.S. households)

12. Chapter 6: Looking Ahead
Trends and Opportunities
Snacking as a Way of Life
“Better-for-you” Snack Products in High Demand
Low-Sodium Trend Increases Momentum
Growing Number of Products Target Special Dietary Needs
Stricter Guidelines for Natural
Snacks Get Smaller
Private-Label Products Sustain Consumer Interest
“Green” Concerns Once More a Priority
Packaged Snacks Compete with Fresh
Retailers Expand Snack Selection
Small Format Stores Regain Lost Ground
Natural and Organic Food Continues Move to Mainstream
Mass Merchandisers Morph Into Supercenters
C-Stores and Drugstores Battle for On-the-Go Snack Share
E-Marketing Snack Foods
Social Networking: Facebook, Twitter, Then…
Location-Based Social Media: Yelp, Foursquare and Google Places
Focus on Savings: Groupon, Woot and Blippy
What’s Next: Social Media Aggregators and Mobile Connectivity
Appendix: Addresses of Selected Marketers
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