Category and product line growth comes in many forms in this industry. And not everything is about clean label and better-for-you. A foundational rubric of snack product success is pure enjoyment. If the customer doesn’t enjoy a snack, there’s a very good chance that they won’t buy it again.
We see this truism regularly play out across the snack industry. While health and wellness increasingly factor into the success of select snack products and lines—which have been responsible for bringing more people back to traditional snacks, offering incremental growth revenue for snack companies—tried-and-true traditional snack brands continue to do well. These are the Cheez-Its, Goldfish, Doritos, Lay’s, Ruffles, Pringles, Funyuns, Cheetos, Cracker Jacks, Combos, Fritos, Tostitos and Bugles of the world. They’re multimillion-dollar brands with established and dedicated fan bases that see very strong repeat purchase. They’re craveable and have high sensory appeal. In a word, they’re delicious, and flavor is at the fore.