The chip market

Update 30/09/2019


1.1 Definition and general presentation of the market

Chips are believed to have been born in the United States at the end of the 19th century and have since become one of the best-selling products in mass distribution. Chips are a sub-segment of the snacking market, largely dominated by the United States

There are different types of chips:

  • Chips nature (thin, flat, tile, etc.)
  • Chips flavoured (for example: barbecue, cheese, onions, vinegar)
  • Chips with vegetables (e.g. based on radishes, parsnips, carrots, beets, etc.)

The global chip market is first and foremost a very western market where the United States and Europe largely dominate in terms of turnover generated

The french chip market is growing and is expected to remain so in the coming years. The consumption of chips per person also follows the same trend

The marketing innovations (packaging, communication, merchandising) and in terms of revenue (herbs, flavours, spices...) are trying to boost this market even more. However, France has the particularity of being a market where the seasonality of consumption is much higher than in the rest of Europe's neighbours. Chips remain above all products associated with summer and consumed during barbecues and festive evenings

In this context, the main market players are trying to diversify the offer offering new recipes (vegetable and fruit chips) but also investing in the high-end segment of the market in order to stimulate more regular demand ( snacking ) or a consumption as a meal accompaniment . Also, the chip market is not immune to the organic trend and the healthy and sees the appearance of many lightened references, without palm oil and resulting from a responsible production

The French market, like the world market, remains relatively concentrated around global players such as PepsiCo .

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