Summary

The potato chips market is projected to register a CAGR of 4.40% during the forecast period (2021 - 2026).

The outbreak of COVID-19 resulted in unprecedented stress on the supply chain of potatoes, resulting in a negative impact on the overall growth of the potato chip of the market. For instance, exports of dehydrated potatoes declined by 16% and fresh by 13% in 2020 as compared to the fiscal year 2019 in the United States.

Despite the disruptions in the supply chain of potatoes, the forced lockdown across the world and extended work from home scenario actively supported the at-home food consumption as well growth in snack products, which, in turn, augmented the demand for potato chips. The COVID-19 pandemic has resulted in the generation of opportunities for many private players to emerge in the markets to cater to the inflated demand for potato chips.

Furthermore, the pandemic has accelerated the shift toward a more digital world and triggered changes in online shopping behaviors that are likely to have lasting effects. Thus, the sales of potato chips through online channels are expected to grow at a faster rate.

Some of the largest markets for fried potato chips across the world include the United States, Canada, Mexico, Russia, and China, with the United States being one of the most mature markets.

The market is highly consolidated, with PepsiCo Inc. holding a major market share with its popular brand - Lays. The Kellogg Company is another major player with its brand Pringles, which is considered in the premium segment across many countries.

Some of the other companies holding prominent market share include Calbee Inc., Intersnack Group GmbH & Co. KG, The Campbell Soup Company, and Orkla ASA, among others.

Key Market Trends

Increasing Expenditure on Savory Snacks

Due to changing lifestyles, consumers are not only opting for easy food options but also looking for authentic and natural snack options with health and wellness attributes, which is influencing per capita expenditure in savory snacks products, including potato chips. Additionally, the per capita expenditure on savory snacks products is growing in developing economies such as India and China and is supported by the sales of potato chips in the market studied. According to Defra, the average expenditure per person per week on crips and potato snacks in the United Kingdom increased by a growth rate of 2.55% during the time period 2009 to 2016, which is supporting the market growth in the European region. In developed economies, consumers are trading up and spending more on premium and healthy varieties of savory snacks, while consumers in emerging countries, including Brazil, China, and India, typically base their snack choices on product availability and experimentation.

Asia-Pacific Remains the Fastest Growing Region

Asia-Pacific was the fastest-growing region due to the rapid growth of modern distribution channels, such as supermarkets and hypermarkets. The growing popularity of snack foods in Asian countries has compelled the regional players to adapt strategic advancements to gain a competitive edge in the snack food market. For instance, Universal Robina Corporation acquired Snack Brands Australia in order to gain a competitive advantage, in addition to its reputation in the market. The product and packaging innovation strategies are further expected to drive the growth of the potato chips market in Asian countries. The local players from Singapore are launching exotic flavors of potato chips, owing to the demand for the same in the local market. This factor is majorly driving the potato chips market in the Asia-Pacific region. For example, Flavors of the East launched Hainanese Chicken Rice and Singapore Laksa flavors from a temporary booth, which are now being sold in hypermarkets and exported to Japan.

Competitive Landscape

PepsiCo. Inc. is one of the undisputed market leaders, with a stronghold over the majority of the fried potato chips market. Through its portfolio of strong brands in the potato chips market, PepsiCo has been creating a separate consumer base in every market it enters. The leading potato chips brands for the company are Lay’s, Miss Vickie’s, Red Rock Deli, Ruffles, and Munchos. The other leading market players across the world include The Kellogg Company, Calbee, Intersnack Group, The Campbell Soup Company, and Orkla. In order to strengthen their hold in the market, these companies are innovating their flavors, expanding their target markets, and strengthening their distribution channels.

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Table of Contents

1 INTRODUCTION
1.1 Study Assumptions and Market Definition
1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET DYNAMICS
4.1 Market Drivers
4.2 Market Restraints
4.3 Porter's Five Forces Analysis
4.3.1 Threat of New Entrants
4.3.2 Bargaining Power of Buyers/Consumers
4.3.3 Bargaining Power of Suppliers
4.3.4 Threat of Substitute Products
4.3.5 Intensity of Competitive Rivalry

5 MARKET SEGMENTATION
5.1 By Product Type
5.1.1 Baked
5.1.2 Fried
5.2 By Flavor
5.2.1 Plain/Salted
5.2.2 Flavored
5.3 By Distribution Channel
5.3.1 Supermarkets/Hypermarkets
5.3.2 Convenience Stores
5.3.3 Online Retail Stores
5.3.4 Other Distribution Channels
5.4 By Geography
5.4.1 North America
5.4.1.1 United States
5.4.1.2 Canada
5.4.1.3 Mexico
5.4.1.4 Rest of North America
5.4.2 Europe
5.4.2.1 Germany
5.4.2.2 United Kingdom
5.4.2.3 Italy
5.4.2.4 Spain
5.4.2.5 France
5.4.2.6 Russia
5.4.2.7 Rest of Europe
5.4.3 Asia-Pacific
5.4.3.1 China
5.4.3.2 Japan
5.4.3.3 India
5.4.3.4 Australia
5.4.3.5 Rest of Asia-Pacific
5.4.4 South America
5.4.4.1 Brazil
5.4.4.2 Argentina
5.4.4.3 Rest of South America
5.4.5 Middle-East and Africa
5.4.5.1 Saudi Arabia
5.4.5.2 South Africa
5.4.5.3 Rest of Middle-East and Africa

6 COMPETITIVE LANDSCAPE
6.1 Most Active Companies
6.2 Most Adopted Strategies
6.3 Market Share Analysis
6.4 Company Profiles
6.4.1 Burts Potato Chips Ltd
6.4.2 Calbee Inc.
6.4.3 PepsiCo Inc.
6.4.4 The Campbell Soup Company
6.4.5 Intersnack Foods GmbH
6.4.6 Great Lakes Potato Chips
6.4.7 The Lorenz Bahlsen Snack-World GmbH & Co. KG
6.4.8 Intersnack Group GmbH & Co. KG
6.4.9 Herr Foods Inc.
6.4.10 The Kellogg Company

7 MARKET OPPORTUNITIES AND FUTURE TRENDS

8 IMPACT OF COVID-19 ON THE MARKET