Crisps and Snacks
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54 CATEGORY FOCUS Crisps and Snacks
Crunch time! With family snacks worth nearly €50m in retail sales value and the healthier crisps and snacks segment worth €13m and currently in double digit growth at +19%, ensuring you have the right range across impulse, sharing and better-for-you (BFY) formats, will optimise sales across this key category, writes Gillian Hamill
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avoury snacks became part of planned grocery purchases in 2021, research from Euromonitor Ireland has found. According to its ‘Savoury Snacks in Ireland’ report, savoury snacks were traditionally impulse purchases, but that has significantly changed in recent months. Premium savoury snacks are also expected to boost value sales over the forecast five-year period, Euromonitor said. What’s more, the pandemic accelerated the trend of premiumisation in snacks, and Irish consumers are increasingly willing to spend
more on higher quality products. Emphasis on sustainable packaging is also set to increase. As consumer awareness around the issues of sustainable, eco-friendly packaging continues to grow, more manufacturers have been embracing environmentally friendly packaging materials. The crisps and snacks market benefitted greatly from pandemic-driven at home snacking. Throughout this time, Irish brands have continued to innovate with flavour extensions, lower calorie options and new
packaging designs. ‘Family snacks’ is currently the number one crisps and snacks segment worth nearly €50m in retail sales value (RSV)*. It’s important to also stock a strong range of tasty healthier snack options, considering that the healthier crisps and snacks category is worth €13m and in double digit growth at +19%*. Here, we take a closer look at the brands and innovations that are generating excitement within the category.
Ireland’s number one!
market segment.*** Consumers will not miss the continued advertising support for this brand, which has just come off air but will feature again in the coming summer months
across VOD and social media. Consumers are prompted to ‘Feed their Cheesiosity’ and the brand advises retailers to make sure they are stocked up this summer to gain the most of Tayto Cheesatees’ continued advertising support. Mr. Tayto has got the nation talking with his most recent mischievous antics. After disappearing off key packs, social media and no public appearances, Tayto HQ put a call out for information on his whereabouts. Much commotion erupted with the public, Irish businesses and well-known Influencers speculating on his whereabouts. It has recently emerged that he is living his best life and ticking off his bucket list with travels across the world. This campaign will live primarily across digital and social but will also cover DOOH, PR, media partnerships and not to mention a large presence in-store. This >>
Tayto, Ireland’s favourite crisps and snacks brand*, kicked off the year on a strong foot with the addition of two new SKUs to the Tayto ‘Lighter Choices’ portfolio. Tayto Lentil Chips are an ideal offering for consumers who are looking for something with 100% flavour but with 40% less fat**. Since launch, Tayto Lentil Chips have achieved a NSV of over €500K and this is only set to grow as advertising support continues throughout 2022. They are available in two mainstream flavours: Cheese & Onion and Sour Cream & Onion. The Lentil Chips launch saw throughthe-line support with TV, video on demand (VOD), radio, out-of-home (OOH), PR, and social media and eye catching in-store displays. Tayto Cheesatees, which launched in spring last year, taps into the growing cheese flavour
ShelfLife June 2022 | www.shelflife.ie
Ireland’s number one crisps and snacks brand, Tayto continues to offer strong innovation and NPD within the market
*(Source: Nielsen Total Scantrack April 2022)
