Home' Convenience and Impulse Retailing : June July 2014 Contents June / July 2014 | C&I | www.c-store.com.au
store windows and point of sale stands can all
be used to create v isibility in-store and engage
consumers. JC’s Quality Foods – which has a
range of nut products, as well as snack lines such
as pretzels, rice crackers and popcorn – says it
works really hard to help convenience stores with
display positioning and point of sale material. It
says things like clip strips, display units, stands
and posters all go a long way to building a brand ’s
relationship with customers and promote sales.
There are then many things that stores can
do to ensure that the category performs
strongly but, ultimately, it is all about the
product. While consumers are increasingly
looking for permissibility, taste will always
be the acid test and the manufacturers are
doing all they can to satisfy both needs.
Smith’s Crinkle Cut, Smith’s Thinly Cut and
Smith’s Extra Cr unchy are all cooked in healthier
oil and contain 75% less saturated fat than
chips cooked in 100% palmolein oil. Red Rock
Deli also has 75% less saturated fat than regular
potato chips, while Grain Waves are made from
whole corn, whole wheat and whole oats and
have 30% less fat than regular potato chips.
Snack Brands Australia is also well and tr uly in on
the act. It launched the Natural Chip brand, which
offers consumers a more permissible product free
from ‘ar tificials’, a couple of years ago. T his time last
year, Natural Chip was worth 9.5% of the quickly
growing potato crinkle segment, but Aztec data
shows it has now grown to 13.6% of ‘potato crinkle’.
While consumers are
increasingly looking for
permissibility, taste will always
be the acid test
The slow cooked segment has also been growing
significantly and according to Snack Brands
this has been driven by the last year's launch
of Kettle Chunky. The Kettle Brand has grown
by 35% compared to 2013, in part due to the
premium, thick cut Kettle Chunky chip, which
is cooked with the potato skin on. This growth
will be strengthened by the recent launch of a
Sea Salt and Cr ushed Peppercorns flavour. In
line with consumers’ healthier needs, the entire
Kettle range contains no artificial colours or
flavours, no added MSG and is gluten free.
Corn has been an under performing segment in
the salty snacks categor y for some time and Snack
Brands says it wants to take its recent successes into
corn via the iconic CC’s brand. It is to use a massive
marketing campaign to focus attention on the
brand ’s baked-in flavours and Australian heritage.
While healthier products may be the dominant
trend, premiumisation remains a continued driver
in the salty snacks categor y with consumers
looking for more indulgent flavours or offerings.
JC’s Quality Foods says traditional flavours are
making way for newer flavours like roasted
pepper, cracked pepper, all sor ts of chillis, mild
and spicy, and even salted caramel. It says the
challenge for manufacturers will be keeping
flavours packing a punch without all the ‘scar y’
ingredients. Ultimately, it says, customers are
after taste and that is the defining feature in
determining which products are successful
The company says it operates in the ‘nut side’
of the salty snacks categor y, and its leading
products are savour y mixes such as its original
outback mix, jackaroo and backyard bbq mix.
JC’s Quality Foods is currently establishing a
stronger presence in petrol and convenience
and says its products, such as snack cups and
snack packs, are perfectly suited to the channel. It
also says the snack pack ’s clean and easy to find
packaging is helping to drive its strong sales.
The Vege Chip Company is also ver y happy
with the distinctive packaging it has developed
for its new Vege Popped Chips, which like all its
products are gluten free, nut free, egg free, and
have no added MSG, preser vatives, or ar tificial
colours, flavours or enhancers. While staying
recognisably consistent with the packaging of the
rest of the Vege Chips range, the Popped packaging
focuses on the attributes of gluten free, 90% fat
free and the ‘more flavour less fat’ message.
Salty snacks is a changing category, rich with
possibilities for the fut ure. Manufacturer
innovation and a pro-active convenience store
approach is driving categor y improvement in all
three key shopper metrics. Nielsen Homescan
data reveals that more people are buying the
categor y more often and are, on average, spending
more on salty snacks in each transaction.
Long may it continue.
Convenience and Impulse Retailing would like to thank Snack Brands Australia, The Vege Chip Company,
and JC’s Quality Foods for supplying information for this article.
›› Displays in store drives the
unplanned purchase of Salty
Snacks where it is ranked 7th
›› 40% of Salty Snacks are
purchased on promotion
›› Ranked 3rd in shoppers being
prepared to switch if preferred
product is out of stock
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