Absolute value figures suggest the potato crisp is continuing to crumble against the onslaught of 'healthier' snacks such as nuts and baked products. But delve a little deeper and it's a different story. 

Yes, in absolute terms, nuts and savoury snacks have contributed more to the category's overall £108.5m (3.7%) growth - £35.6m (7.4%) and £36.9m (2.5%) respectively - but both of these gains have been at least partly price driven. Particularly in the case of nuts, which have been selling for an average of 6.4% more than the previous year. 

Crisps, meanwhile, have seen greatest volume growth. Sharing bags, driven by strong growth in premium tier own label, have been the biggest contributor to crisps' volumes gains. 

That said, health will continue to loom large on manufacturers' minds, says Kantar analyst Rebecca Dunlop. "How shoppers interpret health is changing," she says. "There are two camps: the holistic health of younger, more affluent shoppers; and the nutritional health of older shoppers where calorie count and portion control are more important." Brands vs own labelSource: Kantar Worldpanel 52 w/e 28 January 2018For the full data, visit thegrocer.co.uk

Brands are losing out to own label in the snacking aisles as the mults seek to implement EDLP strategies to reclaim lost share from the discounters.

Combined sales of own label crisps have shown the greatest growth in the snacking sector this past year, putting an extra £18.5m (17%) through the tills. Own label nuts are up £13.3m (5.1%), the sector’s fifth-greatest gain, followed by own label bagged snacks, up £13m (10.6%).

Pringles and Tyrrells have been the biggest branded casualties of own label’s growing share of shelf in the sharing segment, losing £18.3m (9.3%) and £5.1m (10%) respectively.

IRI insight manager Alex Etherington notes the growth in ‘healthier’ snacks such as nuts and popcorn. “There is a real opportunity for smaller challenger brands to capitalise on first mover advantage,” she says, pointing to the growth of brands such as Graze.