100 Calorie Snack Packs Show Mixed Performance

100 Calorie Snack Packs Show Mixed Performance

We’ve all gone to the grocery store and seen them: the boxes of cookies, crackers and other snacks that offer small packs of our favorite treats that limit calorie intake to 100 calories. Given the amount of shelf space these products take up, it would be a fair assumption that these items generate a fair amount of sales.  But the fact is that these products comprise a fairly small share of the huge, multi-billion dollar snack category. And with a high cost-per-ounce, the price premium for these products may be less appealing in tight times.

Limited-portion snacks accounted for only $74 million of the $11.3 billion snacks business.  According to Nielsen, food, drug and mass merchandiser stores (excluding Walmart) over the past five years mostly show that this category’s share accounts for 2 percent or less of sales. 

Despite being a relatively miniscule part of overall snack sales, some types of limited-portion packs showed growth in 2008.  Potato chips and tortilla chips grew by 62.1 percent and 10.2 percent, respectively.  That impressive growth, however, generated sales of only $17.2 million and $12.2 million.

Sales of limited portion cookies and crackers lost steam in 2008, down 6.8 percent and 25.6 percent, respectively, even though both categories showed modest overall growth.

This information was published in the January issue of Facts, Figures & the Future, a monthly e-publication focused on delivering the latest consumer data and trend information to members of the Food Marketing Institute and clients of Nielsen. Facts, Figures & the Future is published by The Lempert Report/Consumer Insight, Inc. and is sponsored by the Food Marketing Institute and Nielsen.