Coronavirus (COVID-19) was seeing some sales occasions of savoury snacks move into the home in 2020 due to lockdowns and people working or learning from home, but on-the-go purchases have been negatively affected, with the pandemic’s economic impact also having an effect on sales. Sales will continue to grow, but any burgeoning premiumisation and health trends in savoury snacks could be slowed down due to the difficult economic circumstances in many of the regions’ countries.
Many countries will have seen sharp slowdowns in their growth rates in 2020, eg Poland or Ukraine, while some will have even seen declining sales, eg Croatia or Slovenia. Price sensitivity among consumers due to the economic impact of COVID-19 will have seen some trading down to more affordable economy and private label products in savoury snacks in 2020. Large pack sizes will also have continued becoming more popular in some markets, especially in potato chips, as they offer better value for money. Nevertheless, demand has remained positive in most countries, as consumers have been snacking more often in their own households, given they have been spending more time than usual at home.
There has continued to be a rising trend towards healthier products – for example, being baked rather than fried, or containing less fat and/or salt. HW categories have been the most dynamic in 2020, while vegetable, pulse and bread chips was recording the strongest growth among non-HW categories. Rising health consciousness is expected to have an increasing influence over the forecast period, with players continuing to launch more brands and products with health claims such as “lower salt content”, “low fat”, “no additives” and “no preservatives”.
PepsiCo remains the clear leader in Eastern Europe, well ahead of the rest of the pack. Although it has a number of brands in the region, including Max, Cheetos, Doritos and Khrusteam/Hrusteam, market number one Lay’s continues to account for more than half of its overall share.
Savoury snacks will continue to record positive growth over the forecast period, with the ever popular potato chips accounting for half of the new sales. Tortilla chips will continue to be the most dynamic product over 2020-2025.
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