POTATO AND TORTILLA CHIPS
What You Need To Know
While chips remain a top snack choice, price increases have led to some trading down and others to cut back entirely. Delivering value through convenience and fulfilling cravings will be essential to sustain consumers.
With a plethora of options, chip consumers are satisfied with the current varieties but are also open to innovations. Successful introductions will feature a combination of new and the familiar.
By Jennifer Rodriguez, T. Hasegawa
While chips remain a top snack choice, price increases have led to some trading down and others to cut back entirely. Delivering value through convenience and fulfilling cravings will be essential to sustain consumers.
With a plethora of options, chip consumers are satisfied with the current varieties but are also open to innovations. Successful introductions will feature a combination of new and the familiar.
By Jennifer Rodriguez, T. Hasegawa
CHIPS ARE A #1 CHOICE IN SNACK REPERTOIRES
Potato and tortilla chips are a kitchen staple in US households and are ranked as the top snack choice. Purchases of flavored potato and tortilla chips have risen over the past few years, but patterns have since shifted downwards. Compared to their plain counterparts, they have gained traction due to their versatility and cost savings.
US: TYPES OF CHIPS CONSUMED, % OF CONSUMERS, 2025
Base: 2,000 internet users aged 18+
Source: Kantar Profiles/Mintel, October 2021, November 2022, December 2023, December 2024
SUGAR & SPICE, AND EVERYTHING NICE:
THE RISE OF “CRICY” AND “SWICY”
By combining familiar tastes such as sweet or creamy ones with spicy flavors to create “swicy” or “cricy,” this will help create a balanced experience. Pairings such as sweet honey with heat can help make flavors approachable while also adding indulgence. Already, snack consumers associate sweet and savory combinations with decadent treats.
SUGAR & SPICE, AND EVERYTHING NICE:
THE RISE OF “CRICY” AND “SWICY”
By combining familiar tastes such as sweet or creamy ones with spicy flavors to create “swicy” or “cricy,” this will help create a balanced experience. Pairings such as sweet honey with heat can help make flavors approachable while also adding indulgence. Already, snack consumers associate sweet and savory combinations with decadent treats.
STAY TOP OF MIND IN SNACKING REPERTOIRES BY BALANCING PRACTICAL AND EMOTIONAL FACTORS
Finding balance between comfort, practicality and emotional factors will help connect with chip consumers. Compared to other snacks such as nuts or bars, chips see a return from customers as they are budget-friendly, accessible, and provide a satisfying combination of taste and texture.
US: REASONS FOR CONSUMING CHIPS MORE OFTEN, % OF CONSUMERS 2025
Base: 470 internet users aged 18+ who consume chips more often compared to a year ago, ^ 263 internet users aged 18+ who consume chips more often compared to a year ago with children under 18 Source: Kantar Profiles/Mintel, December 2024
CONSUMERS EMBRACE INNOVATION THAT FEELS EXCITING, WITH A HINT OF FAMILIARITY
While chip consumers are okay with current selections, they are not afraid of subtle changes. Preferences vary from new sizes or flavors, but they offer new ways for brands to innovate. The most effective strategies will combine the old with the new. For example, pairing sweet and spicy or another profile can help balance out what consumers seek.
US: INTEREST IN CHIP INNOVATION, % OF CONSUMERS 2025
US: INTEREST IN CHIP INNOVATION, % OF CONSUMERS 2025
Base: 1,895 internet users aged 18+ who ate chips in the past three months Source: Kantar Profiles/Mintel, December 2024
FLAVOR INSPIRATION COMES FROM GLOBAL…
Exploring beyond borders can help satisfy curiosity in chips.
…DOWN TO LOCAL
Brands can also look home for inspiration, from creating pathways for consumers to explore diverse cuisines – helping appeal to flavor-driven Gen Z and Millennials.
EMERGING FLAVORS – FLAVORSCAPE AI
(Ranked 1-10)
1
Habanero
2
Spinach
3
Paprika
4
Sweet and Spicy
5
Apple Cider Vinegar
6
Taco
7
Nacho Cheese
8
Chicken
9
Ketchup
10
Mesquite
Want to Learn More?
Contact us today to discuss your product development needs,
request a sample or a flavor kit.
Want to Learn More?
Contact us today to discuss your product development needs, request a sample or a flavor kit.
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