UK leads Western European savory snacks market, says Euromonitor

Despite being in Western Europe, the savory snacks has seen steady growth during the period, data from the market research firm indicated. The category is anticipated to reach close on $30bn by 2021.

Potato chips stay popular in the UK ​

Between 2002 and 2016, savory snacks in the UK posted sales of over $7bn, making the country the biggest and one of the most buoyant markets in West Europe, Euromonitor said.

“This is down to the sheer size of the salty snacks [category], which accounts for 65% [of the overall savory snacks makret]. Potato chips is by far the most popular type of salty snack in the UK, owing largely to tradition.​

“Salty snacks are popular in all markets, except Italy and Turkey,”​ Euromonitor said.

“In Italy, savory biscuits takes the lead, owing to the continuing popularity of traditional biscuits such as tarallini and crostini.​

“Recently rice snacks and vegetable snacks started gaining appeal due to their gluten-free features and perceived health benefits,” ​Euromonitor added.

Chips and biscuits drive growth​

Savory biscuits may not be the leading snacks in Western Europe, but the cross-product innovation between potato chips and biscuits has led solid growth in the category during the 2011-to-2016 period, Euromonitor noted.

“The category is seeing stronger marketing support from leading players such as United Biscuits, which relaunched Jacob’s with a £15m ($19m) campaign, and Mondelēz's Ritz Crisp & Thin range, blurring the boundary between potato chips and biscuits,”​ Euromonitor said.

“Cross-product innovation between potato chips and biscuits is one of the most important drivers of growth, not only in the UK, but in Norway, Germany, Ireland and the Netherlands.”​

Mondelēz recently brought its Ritz Crisp & Thins​​ to the US to target the better-for-you snack consumers, BakeryandSnacks reported.