Flavor innovation to push US sales to an increase of 118% in five years
While popcorn has traditionally benefited from a health halo, new research from Mintel reveals that Americans are now embracing flavor innovation, from indulgent to savory, driven by the increasingly popular ready-to-eat (RTE) popcorn category. Total US retail sales of popcorn increased 32% in the last five years to reach an estimated $2.5 billion in 2017, with RTE popcorn leading the flavor innovation wave, growing an impressive 118% between 2012-17 to reach $1.1 billion.
With the pre-popped convenience of RTE popcorn offering a perfect medium for a range of flavors and toppings, consumers today are interested in flavor innovation—both familiar and unexpected—in the popcorn category. While traditional varieties like cheese-flavored (49%) and indulgent (eg chocolate/caramel covered) (32%) are high on the list, popcorn buyers* are also interested in purchasing options that are mixed flavor (eg salty, indulgent and cheesy popcorn in one bag) (39%), have additions mixed in (eg dried cranberries or candy) (20%) and are seasonal flavored (eg pumpkin spice, gingerbread) (12%).