Top sellers in the subcategory included:

• Conagra Brands: parent co. of Orville Redenbacher; $542.2 million, down 2.6%
• Private label: $166.3 million, an 8.5% drop
• Our Home, parent co. of Pop Secret: $146 million, a 13.2% decline)

The kernel popcorn subcategory took in $148.5 million in sales but was down 3.7%. Leading the pack were:

• Conagra Brands: $69.7 million, a decrease of 4.4%
• Private label: $29.6 million, down 0.8%
• American Pop Corn Co, parent co. of Jolly Time: $23 million, a 9.5% drop

Finally, in the all other ready-to-eat popcorn/caramel corn subcategory, which brought in $2.5 billion (a small ray of sunshine, with a 2.1% uptick), the winners were:

• SkinnyPop Popcorn LLC, part of Hershey Co.: $654 million, a 6.5% increase
• SmartFoods Inc., owned by PepsiCo: $552.9 million, an 0.3% uptick
• Conagra Brands: $272.4 million, a 4.1% climb

Consumer patterns 

The popcorn category is experiencing a shift as consumers seek snack options that align with their health goals without compromising taste and enjoyment, notes Tina Mahal, SVP of marketing, PepsiCo Foods North America.

Credit: PepsiCo Foods North America

“With 70% of Americans wanting snacks to have a functional benefit, fiber is becoming a key decision driver. At the same time, 80% of consumers don’t want to sacrifice flavor. Finding the right balance between great taste and functional ingredients is key, as well as thinking about different snacking occasions,” she adds.

Hannah Sheffield, senior brand manager, SkinnyPop, a Hershey Co. brand, agrees, saying in popcorn, flavor remains the primary driver of choice, but consumers are increasingly thoughtful about what sits behind that experience: “Expectations have broadened to include portion awareness, expanded occasions, and a focus on ingredients.”

Credit: SkinnyPop

She elaborates she’s also seeing benefits from the broader growth of salty snacking: “Beyond salty snacking, evolving taste preferences are shaping innovation, with growing interest in better-for-you options, allowing us to meet consumers where their tastebuds are.”

BFY options abound in the popcorn aisle, including Khloe Kardashian’s Khloud brand, which quickly released innovative flavors such as Cinnamon Roll and Truffle and White Cheddar. Both varieties include 7 g of protein per serving, and are made with no seed oils and all-natural ingredients.

Credit: SkinnyPop

Similarly, in March, Opopop launched nationwide at Walmart, with flavors like Cinnalicious, Maui Heat, Butter Bliss, and Salty Caramel. The microwave popcorn is made with farm-raised corn, and is non-GMO and free from trans fats and artificial preservatives.

Siler says there is definitely more attention on clean labels: “Things like no artificial flavors, non-GMO ingredients, and the type of oil being used. That’s become a bigger part of how people are choosing snacks, not just an added benefit.”

Credit: Our Home

Popcorn has always been a go-to snack, but it’s continuing to show up in more everyday moments, she notes. “It’s an easy option that fits into busy routines, whether that’s something quick between activities or a better option to have on hand at home.”

Christopher Lowrey, brand director, Our Home, shares that in microwave popcorn, butter remains the leading flavor and continues to anchor the segment, closely tied to traditional movie night occasions.

Credit: Our Home

“In ready-to-eat popcorn, flavor preferences are more diversified, though butter has shown increased traction as consumers seek classic, indulgent flavors in convenient formats. At the same time, shoppers in RTE are increasingly attentive to price and value, gravitating toward offerings that deliver familiar taste and quality at a more accessible price point within the branded set,” he specifies.

Mike Hagan, CEO, Snax-Sational Brands, says he feels consumers are moving down multiple paths—on one hand, they have been cutting back or eliminating “nice-to-have” purchases, but on the other, they are seeking healthier, better-for-you products.

“Consumers are focused on functionality—maxing out on protein, fiber, and even creatine. The winners must deliver that and, most importantly, it must taste good. Consumers want more flavor, fun, and emotional satisfaction—all with clean ingredients. This doesn’t mean semi-indulgent brands and products are dead, but the scale has tipped in favor of functional, good-tasting products,” he expands.

Also, consumption patterns are shifting, in that GLP-1 drugs have materially reshaped snack demand, product offerings, and sizes, ultimately impacting consumer spending levels, he adds: “These consumers are eating healthier and eating less, which affects overall grocery spending [and] snacks.”

Trends and innovation

Mahal says fiber is on everyone's mind right now, and for good reason. 

“As we see the ‘fibermaxxing’ trend continue to grow, it’s brought more attention to the fiber gap that exists in the U.S. Only 6% of American adults consume the recommended levels of fiber of at least 25–34 grams of fiber a day,” she illuminates.

The salty snacks category in general is undergoing a transformation, as consumers increasingly seek ingredients with functional benefits, like fiber and protein, along with bold, adventurous flavors, Mahal adds. She says protein has been a very in-demand macro nutrient across different food categories, but the desire for more fiber is growing quickly, as well. 

Companies like LesserEvil are continually releasing seasonal and surprising popcorn flavors, says Caitlin Mack, VP of marketing. Last December, they released a White Chocolate Marshmallow LTO.

Credit: Snax-Sational Brands

“LesserEvil is always creating unexpected flavors—from Watermelon Hibiscus, Pumpkin Spice, and Sweetheart Pop to a collab flavor with Primal Kitchen’s Buffalo sauce. We are listening to what consumers want, watching trends, and reacting directly,” she notes. “Consumers lean towards our products not only for the unexpected flavors, but for the taste and ingredients. All of our products are made with non-GMO ingredients, no artificial flavors, and no seed oils.”

Credit: Snax-Sational Brands

On the flip side, Lowrey says one of the most interesting shifts he’s seeing is a return to core, classic flavor profiles. 

“While there will always be space for bold, experimental flavors, the majority of category dollars, and much of the growth, continues to come from the largest flavor camps consumers already know and love. Innovation today is less about novelty for novelty’s sake and more about re-imagining familiar flavors, refining quality, and delivering them in formats that better fit modern lifestyles,” he relates.

Courtesy of LesserEvil

Siler comments a lot of the innovation she’s seeing in popcorn reflects what’s happening across the broader snack category. 

“There’s growing interest in functional popcorn, whether that’s protein or added benefits, as well as more focus on alternative oils like avocado oil. At the same time, brands are pushing into indulgent flavor profiles with simpler ingredients, which is a really important balance,” she explains.

New launches

Hagan notes to address consumers whose discretionary income has declined, Snax-Sational Brands will be introducing a new type of microwave popcorn soon.

“This product will be an innovator with contemporary, creative packaging and some new, innovative flavors not currently seen in the space. In fact, there hasn’t been any material innovation in microwave popcorn in years. This product will be available nationwide in May,” he promises.

Additionally, the brand in the early stages of transforming the company from a strictly semi-indulgent RTE popcorn company into a snacking platform with a diversified product portfolio, he reveals. This includes current semi-indulgent popcorn innovations, a collaboration with one of the fastest-growing candy brands, a new savory popcorn innovation with a dominant position in the cheese category, plantain chips, and microwave popcorn.

Mahal says PepsiCo recently launched a new popcorn subline under Smartfood called Smartfood FiberPop, which offers 6 g of fiber per serving and at least 10 g of whole grains per serving. It’s available in two flavors: Sweet & Salty, and Toffee & Sea Salt.

“With the launch of FiberPop, consumers can get the same flavorful quality they have come to expect from Smartfood, now with added fiber. By providing a snack option that is both made with ingredients that offer functional benefits and great taste, consumers don’t have to choose between their nutrition goals and enjoying food they love,” she explains.

Lowrey relates that this year, Our Home is bringing a partnership to life that taps directly into Pop Secret’s long-standing connection to movie nights.

“The brand has always been synonymous with that shared, nostalgic movie-watching experience, and this upcoming launch builds on that heritage in a fresh, meaningful way,” he enthuses. “We’re looking forward to sharing more details as we head into the back half of the year.”