Crunch time for crisps as sales rocket

Figures from research agency Kantar showed sales rose by 6.2% over 2010, to a total of £806m. In volume terms, sales rose 5.7% or 7,000 tonnes to around 135,000 tonnes.

The increase has been attributed to changes in consumer habits, including a scaling down of spending on luxuries. Mintel analyst Kiti Soinien told The Grocer: “The recession saw a clear increase in the tendency to treat oneself to less healthy foods, with a shift from the boom mode of self-improvement through healthy eating towards comfort food. In many ways, crisps are seen as the perfect little treat for these times.”

Crisps are currently the subject of a major marketing campaign from Walkers as part of its support for this year’s Red Nose Day. A competition has been organised that sees comic celebrities including Stephen Fry and Frank Skinner battling for the most sales of their flavour. The Yorkshire Crisp Company has meanwhile added a new Roast Lamb and Mint pack after a competition among consumers, and Kettle Chips is expanding its Norwich production centre on the back of increased demand.