Product development and the epidemic have increased potato chip sales.
Because they are tasty, comforting, and well-known, potato chips have long been a beloved treat. These characteristics fueled potato chip sales during the epidemic by satisfying consumers’ craving for comfort food. According to Information Resources, Inc. retail sales numbers for the US snacking market, the category saw the greatest rise of all the salty snack categories, with an increase in sales of about $50.8 million during the first three months of 2020 compared with 2019.
For a considerable amount of time, potato chips have been a pantry shelf mainstay. People rushed to stock their cupboards with their favorite snack items as soon as stay-at-home directives were implemented, which resulted in an explosion in demand for core snacks.
According to Matt Colford, director of marketing and strategic selling, North America, Old Dutch Foods, Roseville, Minnesota, “this overnight change in behavior brought consumers to the snack aisle in record numbers and that behavior continues now as states and cities emerge in different stages and reveal the new normal.”
Product innovation, such as kettle-cooked chips, has expanded the category. Customers are drawn to the extra-crunch, batch-cooked bite and distinctive flavors offered in this chip category. The popularity of kettle chips is demonstrated by the double-digit increase of the Old Dutch Crunch product line (18.5%) and the Kettle brand (18.4%) of Campbell Snacks, Camden, NJ.
Mr. Colford stated, “Our Dutch Crunch kettle chips have been in markets for nearly 30 years.” Our formula for success is a blend of niche products like Prime Rib and Bacon Ranch with popular seasonings. Our most recent flavor-fusion profile, Dill Pickle and Sour Cream, is quickly rising to the top in sales.
Producers have reduced salt content and used high-quality, health-promoting oils in response to consumer demand for healthier snacks in recent years. Craft kettle-cooked potato chips under the Boulder Canyon brand from Utz are cooked with healthier oils such avocado, coconut, olive, sunflower, safflower, and rice bran, which also contribute a unique flavor. Based in Hanover, Pennsylvania Boulder Canyon’s Gourmet Medley Kettle Style Potato Chips were introduced by Utz.
According to the June-updated “US Food Market Outlook 2020” report from Packaged Facts, consumers are seeking snacks with added functional ingredients for improved nutrition. As long as the treats are decadent and still taste good, they search for healthier options.
Mr. Colford stated, “We and others in our industry have long realized that consumers could have great dietary attributes along with an amazing taste experience.”
Manufacturers of snacks are changing to deliver the healthier features that consumers want. But the main factor that keeps snackers coming back for more is excellent taste.
“Herr Foods introduced multiple new products this year, but our Herr’s Flavor Mix potato chips are the most exciting right now,” senior vice president of marketing and R&D at Herr Foods, Inc. Jim E. Herr
Herr’s new Flavor Mix variants include Red Hot and Honey Barbecue, Barbecue and Salt and Vinegar, and Cheddar and Sour Cream and Onion.
Guillermo Aponte, CEO of Wise Foods Inc. in Berwick, Pennsylvania, stated that the company’s portfolio has grown significantly since the beginning of 2020.
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“In order to concentrate on the production and distribution of our core products, we postponed our innovation launches until the second semester,” he stated. Variety packs will receive more attention in order to cater to the new consumption circumstances and party sizes. We intend to introduce daring, novel tastes in every category of Wise snacks, including potato chips.
Limited-time offerings (LTOs) allow producers to get creative with new products and flavors for short periods and test consumer appeal. Campbell’s Cape Cod Summer Limited Edition potato chips were introduced as a chip-beer pairing in partnership with Sam Adams.
In July, Frito-Lay, Plano, Texas, launched Lay’s Flavor Icons, a new line of limited-batch potato chips inspired by dishes served at restaurants across the nation.
“The new restaurant-inspired Lay’s may just offer the best of both worlds in the current environment,” said Jen Crichton, brand communications director, Frito-Lay.
Going forward, value will play a critical role, especially depending on economic recovery. However, people will still want to treat themselves to little indulgences to feel better.