Savoury Snacks, June ‘25

Written By Carey McEvoy

For every brand owner, the key to unlocking brand growth is by getting more shoppers to buy them, as championed by Byron Sharp in ‘How Brands Grow’.

59% of the top 3,000 grocery brands have grown through penetration.

Each month our TRKR:NIQ Brand Growth Snapshot series will focus on identifying the brands that are leading the way in their respective categories. We’ll also understand what impact this has had upon their category. Have they grown by stealing spend from rival brands (creating churn) or have they added incremental growth to their category?

With our help, brand owners across FMCG will be able to look both inside and outside their categories to identify examples of growth brands so they can take possible learnings to apply to their own.

This data is sourced from NIQ’s 30,000 GB household panel.

Savoury Snacks is a category worth £xxx in the UK.

Dominated by huge crisp brands such as Walkers, Pringles and Doritos but also including popcorn, nuts and other savoury snack options.

With consumer tastes evolving and focusing on healthier options, protein, free from and premium, the category has plenty of room for innovation. Newcomers in recent years have included the likes of Love Corn and Graze in the health sector, and in 2024 Cheez It landing with a bang (and 4.4m shoppers)

The problem for Retail Buyers is finding new options that grow the category, rather than stealing from existing brands

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In summary….

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What next?

We (you) can use NIQ’s Panel data to identify what is driving the growth (or decline) of your own brand and products, and of rival brands in your category.

In addition to switching and incremental sales, other useful measures within Panel include:

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  • b

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TRKR have years of experience in combining Panel data with EPOS data and bespoke shopper insight, to create compelling Retail Buyer pitches for our clients. Not just in Snacking, but across most FMCG categories. To discuss the opportunities for your own company, get in touch with Mark@TRKR.co.uk

Carey McEvoy