More Snacking and Smaller Gatherings at Home Expected for Super Bowl LV, Frito-Lay U.S. Snack Index Finds

Rhea-AI Summary

According to Frito-Lay's U.S. Snack Index, over 40% of Americans are snacking more than last year, with an expected 21% increase in snack consumption during Super Bowl LV. As half of consumers look forward to special snacks for the event, Frito-Lay plans to produce over 70 million pounds of snacks in the lead-up. The survey highlights changes in Super Bowl gatherings, with nearly 45% of Americans modifying plans, and most parties limited to 10 attendees or fewer. Notably, 52% prefer classic flavors, while salsa and cheese dips remain popular choices.

Positive

• 21% expected increase in snack consumption during Super Bowl LV compared to last year.
• Frito-Lay plans to produce over 70 million pounds of snacks ahead of the Super Bowl to meet demand.
• Survey indicates 86% of consumers plan to shop for Super Bowl snacks in the week leading up to the event.

Negative

• 45% of Americans expect to change their Super Bowl plans, indicating a shift in traditional celebration.
• 56% plan to watch alone or only with household members, reducing potential sales at larger gatherings.

PLANO, Texas, Jan. 27, 2021 /PRNewswire/ -- Super Bowl celebrations will look different this year, but snacks will continue to be a welcome guest. According to results from Frito-Lay's latest U.S. Snack Index¹, a poll focused on consumers' snacking habits – more than 40 percent of Americans are snacking more than they did last year as the Super Bowl LV broadcast is still expected to be the most-watched event of the year. With eight in 10 Americans planning to tune in, Frito-Lay estimates even more snacking – a 21 percent increase from Super Bowl LIV – during this year's game.

Frito-Lay estimates 21 percent increase in snacking vs. previous Super Bowls as more consumers plan to watch at home

Retail sales data shows Super Bowl Sunday is one of the biggest snacking days of the year, but snack consumption has seen a significant uptick since the onset of the pandemic. With half of consumers (50 percent) saying they look forward to eating the snacks they love but don't eat every day during the Super Bowl, Frito-Lay is preparing to meet increased demand – producing more than 70 million pounds of snacks in the week leading up to the game.

"Super Bowl is as much about enjoying a fun, shared national moment with our favorite foods and beverages as it is about the football game," said Mike Del Pozzo, Chief Customer Officer, Frito-Lay North America. "Americans continue to look for familiarity and comfort in their favorite foods as the pandemic has continued, and we expect that trend to remain in the weeks leading up to game day as 80 percent of adults think Super Bowl isn't complete without snacks and dips."

Gatherings will also look different this year, according to Frito-Lay insights, nearly half (45 percent) of Americans expect to make changes to Super Bowl plans with the majority (56 percent) planning to stay home and watch the game alone or with people who live in their immediate household. Viewing parties will also be smaller – among those planning to host a Super Bowl party, nearly nine out of 10 say their Super Bowl gathering will have 10 people or less and 65 percent plan to gather with less than four people.

Potato chips are generally the top snack of choice, but during the Super Bowl, 68 percent of adults agree that chips and dip are the Super Bowl snacking must-have.

Additional market trends and U.S. Snack Index highlights show:

Super Bowl shopping is shifting.

• Americans are stocking up on snacks earlier with 86 percent planning to shop for Super Bowl during the week leading up to game day.
• But not everyone is as prepared with 25 percent of consumers expected to shop just six hours before kickoff.
• Overall, two-thirds of consumers plan on picking up their game day snacks from the grocery store. However, 10 percent of people plan to shop online for delivery.

Americans plan to have 'snack staples' at their gatherings, while also incorporating new flavors.

• When it comes to buying snacks overall, 52 percent of Americans want the classic flavors they have known for years.
• For the third year in a row, salsa is the most popular dip to pair with Super Bowl snacks (42 percent), followed by cheese dips and spreads (38 percent), French onion dip (33 percent), and guacamole (32 percent).
• 52 percent of consumers want to try something new and value variety.

Snacking preferences in final cities vary.

• Of the two remaining Super Bowl LV cities, Kansas City (58 percent) is more likely to stick to the classic snacks they have known for years compared to Tampa (47 percent).
• The two cities also prefer a variety of dips, with Kansas City favoring cheese dips and spreads (51 percent) and Tampa opting for salsa (46 percent).

For more information, visit: FritoLay.com/SnackIndex. Frito-Lay is an Official Sponsor of Super Bowl LV.

¹Survey Methodology 
This poll was conducted on January 6, 2021 among a national sample of 2,201 adults who typically watch or plan to watch the Super Bowl this year. Interviews were conducted online and the data were weighted to approximate a target sample of adults based on age, educational attainment, gender, race and region. Results from the full survey have a margin of error of plus or minus 2 percentage points.

About Frito-Lay North America 
Frito-Lay North America is the $17 billion convenient foods division of PepsiCo, Inc. (NASDAQ: PEP), which is headquartered in Purchase, N.Y. Learn more about Frito-Lay at the corporate website, http://www.fritolay.com/ and on Twitter http://www.twitter.com/fritolay.

About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $67 billion in net revenue in 2019, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 23 brands that generate more than $1 billion each in estimated annual retail sales.

Guiding PepsiCo is our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. "Winning with Purpose" reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business.  For more information, visit www.pepsico.com.

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SOURCE Frito-Lay North America

FAQ

What increase in snack consumption is expected for Super Bowl LV according to Frito-Lay's Snack Index?

Frito-Lay estimates a 21% increase in snack consumption during Super Bowl LV compared to the previous year.

How many pounds of snacks is Frito-Lay producing for the Super Bowl?

Frito-Lay plans to produce over 70 million pounds of snacks in the week leading up to the Super Bowl.

What percentage of Americans are snacking more than last year according to the U.S. Snack Index?

More than 40% of Americans reported snacking more than they did last year.

What are the popular snacks for Super Bowl LV according to the survey?

Chips and dip are considered the must-have snacks, with salsa being the most popular dip.

How are Super Bowl gathering plans changing this year based on Frito-Lay's survey?

Nearly 45% of Americans expect to change their Super Bowl plans, with most gatherings limited to 10 or fewer attendees.