Poor old Mr Potato Head may well look glum. Not only are Brits eating fewer spuds and farmers are struggling to make growing them pay following bumper harvests and cut-price supermarket deals; now Britain seems to be going off crisps.

Take-home sales of crisps have been overtaken by non-potato snacks such as savoury biscuits and tortillas for the first time [Kantar Worldpanel 52 w/e 1 February 2015]. Granted, deflation has played a role (crisps still outsell snacks in volume) but it seems we’re approaching crunch point for the sector.

So why are crisps losing share to other savoury snacks? What kinds of snacks are enjoying the greatest growth and why? And what can brands do to rescue the humble potato crisp over the coming year?

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