focus on crisps one use

When it comes to snacks, it’s good to share. So good, in fact, brands have started rolling out packs of crisps and popcorn that transform into a sharing bowl. The launches of Walkers’ and Propercorn’s new formats are among the most visible signs of how sharing - particularly premium sharing - is driving much of the growth in the snacking market.

In an overall savoury snacking category up £100m - or 3.5% - year on year to £2.9bn, half that increase has come from sharing packs of crisps and snacks [Kantar Worldpanel 52 w/e 3 January 2016]. It’s not just pack formats that are changing, however; increasingly they’re being filled with baked snacks rather than potato crisps. So what’s driving these trends? Which brands and retailers are cashing in? Who’s being left behind?