IRI data reveals sales of snacks in the US grew by nearly 7% last year, outpacing total food and beverage trends. Potato chips was up 3%, dried fruit rose by 15%, toasted corn nuts increased by 16.2% and dried meat was up 21.3%.
But the event that really saw sales spike was Super Bowl Week 2021, with total snack sales jumping 12.5% to $487m (from $370m in 2021), according to new data from SNAC International, with refrigerated dips and tortilla chips leading the pack.
“In America, football, snack foods and fun go together,” said Elizabeth Avery, president and CEO of SNAC.
The new snacking data, provided by IRI, compared 2021 shopping data from Super Bowl week to the prior week:
|
Refrigerated dips |
33.3% |
This year, 9 out of 10 American did the dip versus 7 in 10 in 2021 |
|
Tortilla chips |
26.5% |
|
|
Potato chips |
12.2% |
Especially spicy flavours |
|
Pretzels |
9.2% |
|
|
Pork rinds |
7.6% |
Creating happy memories
The figures were confirmed by the fifth-annual Frito-Lay Snack Index, which found that people are snack even more frequently than 2021. Why? Because it brings them joy.
Frito-Lay is an official sponsor of Super Bowl LVI. The US Snack Index for 2022 was conducted in January among 2,210 adults who planned to watch the Super Bowl. The interviews were conducted online and data was weighted to approximate a target sample of adults based on gender, educational attainment, age, race and region.
“The Super Bowl is not just about football, it’s about gathering to make happy memories with friends and family,” said Mike Del Pozzo, SVP sales & chief customer officer, PepsiCo Foods North America.
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