Crisp and clear
Ireland has one of the highest per capita snack consumptions in Europe, with 71% of Irish consumers eating crisps and snacks at least once per week and 20% doing so daily, according to Bord Bia research. Ensure your snack offering doesn’t lose its crunch by stocking up on the best-sellers and increasingly popular healthy options, writes Gillian Hamill
Print19 June 2015
AT A GLANCE: CRISPS AND SNACKS
On average we snack 2.55 times per day, with young adults (16 – 24 year-olds) being the highest snackers at over three times a day, according to Bord Bia data
Irish consumers spend an average of €2.13 per snack
Ireland has one of the highest per capita consumptions of snacks in Europe – 71% of Irish consumers eat crisps and snacks at least once per week and 20% do so daily
Tayto’s ‘More than just a crisp’ advertising campaign kicked off in February driving a share gain of 4.6%, giving Tayto a 32.3% value share of the crisps market (Source: Nielsen markettrack, Crisps value shares MAT M/A 2015 v 2014)
Tayto’s recent pop-up shop in Dublin city centre sold more than 8,000 Tayto crisp sandwiches over the course of the two weeks the shop was operational and Largo Foods raised €8,500 for the Simon Community
King is one of the leading crisps brands in the Irish market with a 10.3% value share (Source: Nielsen markettrack, Crisps value shares MAT M/A 2015 v 2014)
Hula Hoops has launched its new Puft offering which is a lighter eat with less than 73 calories
Hunky Dorys, Ireland’s number one crinkle crisp brand, has grown 3.4% year-on-year giving the brand a 18% value share of the crisps market (Source: Nielsen markettrack, Crisps value shares MAT M/A 2015 v 2014)
O’Donnells has achieved +26.6% value share growth year-on-year (Source: Nielsen markettrack, Crisps value shares MAT M/A 2015 v 2014)
O’Donnells is the number kettle crisp brand in Ireland
Carr’s has achieved a 20% growth rate in its market share value since last year’s re-launch (Source: AC Nielsen April 2015)
Ireland’s biscuit market is worth €273 million (Source: Euromonitor Report 2014)
The Good Snack Company increased sales by over 50% in 2014
More than a quarter of all Irish consumers now look for healthy ingredients in their snacks (Source: Euromonitor, October 2014)
Propercorn is now outselling all hand cooked crisps in the leading UK supermarket (Source: IRI, Dec 2014)
As a nation, Ireland just can’t resist a temptingly tasty snack. On average we snack 2.55 times per day and spend €2.13 per snack. Health is a major trend within the sector; products that can capitalise on offering the right mix of nutritional benefits and low-fat credentials, matched with exciting taste combinations, are prospering. In fact, research shows more than a quarter of all Irish consumers now look for healthy ingredients in their snacks.
Innovation within packaging is also central in delivering formats that can fulfil the food on-the-go needs of all the family.
A new survey by Keogh’s Farm of almost 1,500 Irish people, revealed that 60% of respondents have been on at least one picnic in the past 12 months and 95% plan to attend at least one picnic this summer. When it comes to filling out picnic baskets, crisps were a clear winner. In fact, 89% of those surveyed said that a shareable bag of crisps is the most essential picnic food item and 96% said crisps are an integral part of the picnic experience.
More than just a crisp!
Tayto holds a 32.3% value share of the crisps market
Tayto believes it truly offers ‘More than just a crisp!’ Consistently the number one crisp brand in Ireland, Tayto continues to excite the minds and palates of Irish people and the year so far has been no exception. The ‘More than just a crisp’ advertising campaign kicked off in February driving a share gain of 4.6% giving Tayto a 32.3% value share of the crisps market (Source: Nielsen markettrack, Crisps value shares MAT M/A 2015 v 2014). The Ibiza on-pack promotion further engaged consumers, particularly the younger cohort, with a text to win promotion on-pack, helping retailers to drive the impulse segment. The Tayto pop-up shop which opened in March was a phenomenal success, reflecting the love the Irish consumer has for the brand. As well as selling over 8,000 Tayto crisp sandwiches over the course of the two weeks the shop was operational, Largo Foods raised €8,500 for the Simon Community, supporting the excellent work this charity does with the homeless in Ireland.
For those seeking the kettle crisp experience, Tayto Bistro is the premium crisp of choice and has enjoyed phenomenal growth of +45% year on year (Source: Nielsen markettrack MAT M/A 2015 v 2014) helped by its gluten free status across the range of three flavours.
2015 has been a busy year so far for the Tayto brand and Mr. Tayto has and will continue to support retailers nationwide with his in-store appearances, helping to drive category growth for the crisps and snacks segments.
Make it superior with King!
King has a 10.3% value share of the Irish crisp market
King is one of the leading crisp brands in the Irish market with a 10.3% value share (Source: Nielsen markettrack, Crisps value shares MAT M/A 2015 v 2014) which it has retained year- on-year due to continued support above and below the line. Consumers have responded particularly well to the King flashed multipack format, demonstrating the lasting appeal of round pricing.
The ‘Make it superior’ campaign which began in 2014 with the Conor McGregor video featured on Youtube, will evolve into a fully-fledged experiential campaign encompassing all the regal trappings of any self-respecting king! Between June and September, jousting, archery and processions featuring the king and his entourage will make nationwide appearances with activity kicking off at the Body and Soul music festival on the 19 – 21 June, Castlepalooza and the Fleadh Cheoil in August and the National Ploughing Championship in September. This is one king who will not rest on his laurels and will ensure the superior taste of King crisps reaches all subjects nationwide!
Hoop full of happiness
Hula Hoops has a new Puft offering with less than 73 calories per bag
With their distinctive round shape and crack crunch texture, Hula Hoops are one of Ireland’s favourite snack brands and enjoyed by young and old. Last month Hula Hoops launched its new Puft offering which is a lighter eat with less than 73 calories per bag and is already proving to be a big success in the UK. This summer Largo Foods is delighted to launch the ‘Hoop full of happiness’ campaign. This fun filled carnival will get consumers and shoppers engaged with all things Hoops related in the first Hula Hoops brand activation of its kind. Available in impulse bags and multipack formats as well as the new Hula Hoops Puft NPD, this playful brand will be put firmly back into the hearts and minds of consumers.
Everything’s Hunky Dory!
The buffalo charge of Hunky Dorys, Ireland’s number one crinkle crisp brand, continues following growth of 3.4% year on year giving the brand a 18% value share of the crisps market (Source: Nielsen markettrack, Crisps value shares MAT M/A 2015 v 2014). The ‘Satisfy yourself’ advertising campaign launched at the end of 2014 had a second airing earlier in the year and in the summer months the Hunky Dorys Man Cave will visit key sites nationally. This oasis of calm will offer Hunky Dorys fans a unique time-out experience in 10 locations nationwide and will be supported across all social media platforms. Competitions will run on Facebook for the Hunky Dorys Gentleman’s Bath Sets and in-store activation coinciding with key sports events will help to drive sales of the sharing format which has proven a hit with consumers.
Number one kettle crisp
O’Donnells has become synonymous with double digit growth, according to Largo Foods. Following another great year with +26.6% value share growth year-on-year, (Source: Nielsen markettrack, Crisps value shares MAT M/A 2015 v 2014) it continues to be the firm favourite kettle crisp in Ireland and the number one kettle brand in the country. The introduction of the Irish Sea Salt flavour, gluten free like the rest of the range, has broadened the O’Donnells flavour offerings to suit all tastes. O’Donnells has featured at Bloom in The Phoenix Park and will exhibit at Taste of Dublin in June and at The National Ploughing Championships in September. The O’Donnells range is exported to the UK, Europe and the US.
Snacking for the health conscious consumer
Kelkin’s 100 calorie snack pack allows consumers to enjoy Kelkin popcorn while controlling their calorie intake
At Valeo Foods, the company knows that Irish consumers’ mind-sets are changing as there is an overall drive to lead healthier, more active lifestyles and to make positive choices when it comes to shopping for the family. Kantar research shows that households with a concern about health are more valuable to the grocery market; shopping more often, buying more volume and ultimately spending more. Research carried out amongst Kelkin consumers shows consumers believe that making the healthy choice allows them and their families to live a better life. The Kelkin brand has always operated a best in class approach and its mission is ‘to make the healthy choice the easy choice’ through range, availability and accessibility.
Kelkin’s 100 calorie snack pack allows consumers to enjoy Kelkin popcorn while controlling their calorie intake
Through the years Kelkin has been very well-known for its tasty range of microwave popcorn and is now meeting the demand from health conscious consumers through its range of calorie controlled snacking products. Kelkin offers a choice of products to help consumers make informed decisions about snacking. The 50% less fat popcorn lines are perfect for those who are trying to reduce the level of fat in their diets and although they have half the fat of Kelkin’s original popcorn, the brand says they still taste great. More recently Kelkin added a 100 calorie snack pack for consumers who want to enjoy Kelkin popcorn while controlling their calorie intake.
The Kelkin website provides information on all its products along with useful tips, health advice and ideas for healthy snacking. For further information visit www.kelkin.ie, www.facebook/kelkin.ie or call the Valeo Foods sales team on (01) 405 1500.
Iconic savoury snack brand
Burton’s Fish ‘n’ Chips come in multipacks of five 25g bags, 125g bags (both with an RRP of €2.49) and 40g packs (RRP €0.99)
Burton’s Biscuit Company has launched its successful 1980s savoury snack brand, Fish ‘n’ Chips, into Ireland. It marks the first time the snack – which was re-introduced in the UK in early 2014 in response to overwhelming public demand – has been made available in Ireland.
“Burton’s Fish ‘n’ Chips has been the star performer in the UK savoury biscuits market for the last 12 months,” says David Costello, head of customer category management at Burton’s Biscuit Company.
“The incredible consumer demand and success of the Fish ‘n’ Chips brand is testament to our continued commitment to innovation, with savoury being a driving force behind the growth of the wider biscuit category.
“We are confident that the introduction of this iconic brand will play a key role in driving category growth within Ireland’s €273 million biscuit market*.”
Burton’s Fish ‘n’ Chips are available in multipacks of five 25g bags, 125g bags (both with a RRP of €2.49) and 40g packs (RRP €0.99).
*(Source: Euromonitor Report 2014)
Crunchy Creatures invasion for healthier snacking
A dinosaur-shaped corn snack is taking Irish lunchboxes by storm, to satisfy growing demand for ‘healthier for you’ snacks and crisps.
Veronica’s Snacks successfully launched the new range of organic cheese corn snacks under the Crunchy Creatures label last year, with two new flavours on the way for Autumn 2015 – Spicy Tomato and Atlantic Sea Salt.
The new children’s range is ideal for the lunch-box market, as they have 40% less fat in them than competing cheese corn snack brands and are aimed at health-conscious parents.
The company is reporting stronger than expected growth for its healthier snack brand, as figures from Safefood suggest that one in four children on the island of Ireland is either overweight or obese.
Tyrano, a T-Rex cartoon character, is the friendly face of the Crunchy Creatures baked cheese snacks, which come in bright yellow impulse packs (30g, case size: 24) and ‘family friendly’ multi-pack sizes (5 X 15g, case size: 10).
Eye-catching point of sale materials and FSDUs have been developed to support the roll-out of the new brand, along with a dedicated consumer website at http://crunchycreatures.com/ and costumed characters for store appearances.
For all retailer and distribution queries, contact Veronica’s Snacks by emailing hello@veronicassnacks.ie or by telephoning (021) 241 2996.
It’s all good!
Bolstered by consumers’ increasingly healthy diets, sales at the Good Snack Company increased by 50% last year
Irish snackers’ demands for healthy new tastes and snacks helped the Good Snack Company increase sales by over 50% in 2014.
Since the start of 2015, The Good Snack Company has extended its range to include snack bars and larger 90g snack packs. These are all supported by refreshed POS display equipment to help retailers take advantage of the growth in natural snacking. Get in touch at orders@thegoodsnackcompany.com to find out more.
Celebrate sales with kettle chips
Kettle Chips are the original hand-cooked, gourmet potato chip. Every bag of Kettle Chips is hand-cooked, using the best potatoes to create a naturally crunchy and tasty crisp.
The potatoes used are specially grown for their size and bold flavour giving the crisps their distinctive crunch and taste. The best of these potatoes are then thickly sliced directly into pure sunflower oil that enhances the flavour of the potatoes. The crisps are then carefully stirred by hand, a batch at a time, until they are cooked to golden perfection. Kettle Chips are seasoned with 100% natural ingredients – no preservatives, additives, artificial flavourings or colouring.
Kettle Chips are distributed by Stafford Lynch Ltd. and are available in both 40g and 150g bags.
The range of flavours includes Lightly Salted, Sweet Chilli, Balsamic Vinegar & Sea Salt, Sour Cream & Sweet Onion and Sea Salt with Crushed Black Peppercorns. Kettle Chips are ideal for those who appreciate healthier, natural products but without sacrificing quality and taste.
Because taste matters with Carr’s
The Carr’s range now includes Carr’s Tablewater Biscuits, Crispbreads, Cream Crackers, Flatbreads and Oddities
Enjoyed by Irish families for generations, Carr’s continues to lead the taste revolution in savoury biscuits with a 20% growth rate in its market share value since last year’s re-launch.*
United Biscuits re-launched Carr’s as its savoury masterbrand in 2014 and says it has seen the brand grow from strength to strength ever since. Renowned for its quality and a firm favourite with Irish families, Carr’s expanded its range to drive savoury growth by unlocking new eating occasions and recruiting younger consumers. The range now includes Carr’s Tablewater Biscuits, Crispbreads, Cream Crackers, Flatbreads and Oddities.
UB has continually supported Carr’s since its re-launch with a €1m multi-media “Because taste matters” campaign. A brand new TV campaign was developed by local Irish advertising agency, DDFH&B, to create awareness and drive trial of the new Carr’s range. The media support continues with additional major advertising support planned for Carr’s, including; TV, digital, bespoke shopper activity, PR and sampling; ensuring packs will continue to fly off the shelves.
*(Source: AC Nielsen April 2015)
A proper snack solution
Propercorn is one of the fatest growing snack brands in the UK
Already one of the fastest growing snack brands in the UK, Propercorn has shown equally impressive signs of growth since launching in Ireland in 2014. More than a quarter of all Irish consumers now look for healthy ingredients in their snacks*. Fuelled by this general shift in healthy shopping and snacking, on-the-go alternatives to crisps have seen a significant uplift in sales over the last year. Indicative of this global trend, Propercorn is now outselling all hand cooked crisps in the leading UK supermarket and their distinctive, brightly coloured bags of popcorn, are set to drive the move towards healthy snacking in Ireland throughout 2015**. The multi award-winning, gluten-free popcorn brand is on course this year to more than triple the quarter of a million bags it sold in 2014.
Propercorn was originally founded in 2011 by 31-year-old entrepreneur, Cassandra Stavrou, on a belief that there shouldn’t have to be a compromise between health and taste when snacking. Propercorn is suitable for vegetarians, is made using all natural ingredients and every pack comes in at under 130kcals. In addition to regular health demands such as low calorie and fat content, consumers are increasingly looking for free-from products. With this in mind, Propercorn’s collection is also completely gluten-free.
Propercorn can be purchased nationwide, in five flavours, including Sweet Coconut & Vanilla, Sour Cream & Black Pepper and Sweet & Salty.
For distribution enquiries or to order one of their distinctive wooden FSDUs, contact jeremy@propercorn.com or visit www.propercorn.com for more details.
*(Source: Euromonitor, October 2014)
**(Source: IRI, Dec 2014)
Spare me the guilt chip!
Popchips contain less than 100 calories in each single-serve bag
Popchips, one of America’s hottest snack brands, launched its innovative line of savoury popped potato chips across Ireland last year.
With less than 100 calories in each single-serve bag, Popchips are available nationwide in four taste-bud popping flavours. Never fried, never baked, Popchips are popped with heat and pressure to make a naturally flavoursome crisp. Popchips have all the flavour and less than half the fat of fried crisps, fewer calories and none of the fake colours or flavours (or greasy fingers) that give snacking a bad name.
Thanks to the magic of popping, Popchips give snackers a tasty, guilt-free option, where they don’t have to compromise on great taste or their healthier lifestyle, so it’s no surprise that the brand has a passionate following among trendsetters, mums, sports enthusiasts and celebrities alike.
Popchips, which come in a single serve pack and share bag, are available in Sea Salt, Barbeque, Salt & Vinegar and Sour Cream & Onion Flavour. They are currently stocked at Tesco, Dunnes, Supervalu, Spar, Eurospar, Topaz and Londis stores across Ireland.
Popchips are available in share bags (RRP: €2.69) and single serve bags (RRP: €1).
Tuck into a treat
Tuckatoos is launching with two taste combos; Tuckatoos Sausage & Rasher and Tuckatoos Southern Fried Chicken and Fries
With a proud history of manufacturing snacks in Ireland for almost 25 years Robert Roberts is introducing two new snack brands to the Irish market under the Snackleton banner.
Savoury snacks account for almost half of the crisp and snacks category (worth circa €168m) but have underperformed in the category due to little or no true innovation. In collaboration with Bord Bia, Robert Roberts has undertaken extensive consumer research to understand consumer attitudes to the snack category, identify opportunities and develop new snack products that meet consumer needs and have a strong USP to drive market growth.
During the course of the research Robert Roberts spoke to almost 1,000 Irish consumers and the new brands developed have received a very strong, positive endorsement on products and pack designs from participants.
Tuckatoos is a fun new brand with a difference. Each pack of Tuckatoos contains two different shapes and two different flavours, all in one bag. Tuckatoos is launching with two tasty taste combos; Sausage & Rasher – grilled sausage and bacon flavour snacks, and Tuckatoos second recipe, Tuckatoos Southern Fried Chicken and Fries.
Both Tuckatoos products are available in impulse bags and multipack formats (six packs).
The Tuckatoos brand says it has received great feedback from mums and kids during research, as offering something different and new in the snack category. Consumers are excited by the taste and shape combos and the Tuckatoos name and pack design connected instantly.
The launch of Tuckatoos is the single biggest launch undertaken by Robert Roberts and will be supported by visually engaging POS and massive in-store promotion to ensure the product is seen and picked up, driving incremental sales.
Tuckatoos will also be supported with a heavyweight above-the-line digital and experiential campaign and extensive consumer sampling.
Learn more about Tuckatoos at www.tuckatoos.ie.
Mammoth news
The new Mammoths brand is based on the insight that consumers want crunchier, big bite pieces that offer a more satisfying bite
Robert Roberts is also introducing new Mammoths – bigger than big, crunchy pickled onion corn snacks. This new brand is based on the insight that consumers want crunchier, big bite pieces that offer a more satisfying bite. Mammoths Pickled Onion corn snacks pack a punch on flavour and bite with a superior taste and crunch. Mammoths are available in a handipack 30g and multipack format (eight pack). Mammoths’ launch will be supported in-store with high impact POS to announce the arrival of Mammoths, an extensive sampling campaign and through social media.
Tuckatoos and Mammoths are proudly made in Ireland at Robert Roberts’ snack factory in Tallaght.
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