Potato-based products continue to represent one of the most popular forms of snack worldwide. The market is largely made up of chips (or crisps as they are called in parts of the world such as the UK), which are manufactured by thinly slicing potatoes and then cooking them until crunchy, either by frying or baking. 

By Jonathan Thomas

Other, less common types of potato-based snacks include hot-eating products such as potato wedges and croquettes, as well as specialty items peculiar to certain countries or markets – examples include vada pav (a street food from India consisting of a spicy potato fritter) and aloo chaat, which also comes from Indian cuisine and is made from fried potato cubes and spices. 

Although potato chips and crisps continue to dominate the snack foods category in many regions, competition remains strong, not just from traditional rivals such as nuts, chocolate, biscuits and cakes, but also many of the newer and more innovative snacks coming to market based around foodstuffs like vegetables, legumes and cereals/grains. In parts of the developed world, recent growth in consumption has been hampered by concerns over the healthiness of potato-based snacks, specifically levels of salt and saturated fat. In response, manufacturers have made significant efforts to improve the nutritional profile of their products.

Although estimates vary, global sales of potato-based snacks were valued by Fact MR at more than USD93.1bn in 2024. Annual growth within the market is expected to average around 3% in the period leading up to 2034, by which time sales are anticipated to reach over USD126bn. Much of this growth is being driven by rising demand for packaged and convenient snacks, especially in less developed parts of the world such as India. The shift towards westernized diets and eating patterns in these regions is also driving sales of potato-based snacks upwards, as well as greater experimentation by suppliers with flavors and textures and the increased tendency of many consumers to replace formal meals with snack foods.

Some notable insights into current global snacking habits can be gleaned from the latest edition of Mondelez’s State of Snacking report, which surveyed the opinions of 3,785 consumers aged 18 and over in 12 countries and was published in 2024. Undertaken in partnership with The Harris Poll, the research found that 91% of respondents had at least one snack per day. This figure decreased to 61% for those eating at least two snacks per day and 31% having at least three. The research also found that 65% of consumers claimed to be snacking more compared with 12 months previously, while two-thirds felt they would be unable to live without snacking. In addition, more people are now inclined to eat several smaller snack-type meals during the day, rather than three large ones. This figure stood at 62%, rising to 71% for millennials and Generation Z consumers. 

One of the main insights from the latest Mondelez research was the fact that snack foods have come to represent something of a sensory experience for many consumers. The research found that a significant 95% of consumers take time to savor the flavor, taste and texture of snacks when eating them. Furthermore, 81% pay attention to the sensory experience offered by snacks. This would appear to suggest that product attributes such as flavor and texture would remain important for many consumers of potato-based snacks for the foreseeable future. 

Flavor Trends

The development of new flavors continues to represent one of the most widely used forms of NPD amongst manufacturers of potato-based snacks, in response to the ongoing growth in consumer demand for more adventurous and novel taste profiles. According to the Mondelez research, a significant 94% of respondents actively seek out new snacks offering a unique taste and/or flavor. In the US, meanwhile, the fifth annual Snack Index produced by Frito-Lay and Quaker (which was released at the end of 2023 and surveyed the opinions of 2,000 adults) found that 74% of respondents refused to compromise on taste when selecting snack foods. At 84% of respondents, this figure was highest for those in the Baby Boomers age range, ahead of people belonging to Generation X (75%).

Hotter, bolder flavors providing more novel and interesting taste sensations continue to appear. This statement holds true even in the relatively conservative US market, where favorites such as Classic, Barbecue, Sour Cream & Onion and flavors based upon cheese have traditionally held sway. Instead, the global market is now characterized by flavors derived from international or regional cuisine, as well as those combining slightly different taste sensations. Examples of the latter trend include sweet and spicy flavors (e.g. Thai Sweet Chilli) or tangy and salty. Increasingly, manufacturers and flavor houses feel inclined to offer bolder and more innovative twists on traditional favorites, such as infusions with chilli, peppers, etc. 

As evidence of the trend towards more adventurous flavors in the US market, leading supplier Frito-Lay announced the return of its Do Us A Flavor campaign during the autumn of 2024. This contest, which offers a USD1m reward, invites consumers to suggest flavors for its Lay’s range of potato chips and commences during the first quarter of 2025. As part of the campaign, the company launched several previous winners as limited edition flavors – examples included Fried Green Tomato, Cheesy Garlic Bread and Southern Biscuits & Gravy. 

One cuisine which appears to be especially in vogue with US consumers at present is Korean. During April 2024, the Kettle brand was extended with a new Gochujang flavor, inspired by the popular Korean pepper paste, which offers a sweet and spicy taste. Later in the year, the Lay’s range was extended with new flavors based on international cuisine. These included Honey Butter (which was based on Korean cooking), Masala (which incorporated ingredients common to Indian cuisine such as turmeric, cumin and coriander) and Wavy Tzatziki (which offered a crunchy take of the popular Mediterranean dip made with yoghurt, dill, lemon and garlic). As part of the launch, consumers were invited to scan a QR code on the packaging to win the chance of a foreign holiday in India, Korea or Greece. Frito-Lay appears likely to continue with its current focus upon hotter and bolder flavors during 2025, with reports suggesting it will shortly extend its Ruffles range with Honey Habanero and Smoky BBQ flavors, while Lay’s Kettle Cooked Lime & Cracked Pepper is set to return in the spring. 

In the UK market, Asda launched a new range of own-label crisps with internationally inspired flavors during the spring of 2024. Appearing under its premium Extra Special brand, the new flavors of handcooked crisps included Caprese Salad (which included ingredients such as Buffalo mozzarella, tomato and basil), Habanero Hot Honey (which was flavored with sweet honey and habanero chillies) and Lemon Cajun Chicken. According to the company, it sells more than 170,000 bags of its own-label handcooked crisps per week. 

Elsewhere, Tayto Group extended its Golden Wonder brand during May 2024 with new Chilli & Lime Transform-A-Snack, which aimed to capitalize on the growing consumer demand for hot and spicy flavors. A more recent launch in the UK market was a new Hot ‘n’ Spicy version of the McCoy’s range of ridged crisps at the start of 2025. The previous year had seen its Epic Eats range extended with new Grilled Cheese and Flamin’ Fajita flavors.

However, regional and local tastes also represent a profitable source of flavor innovation for manufacturers of potato-based snacks. During March 2024, the Lay’s brand in the US was extended with new varieties under the Flavor That Hits Home banner, which drew distinctions between the various regional cuisines existing across the country. These included flavors such as Crispy Taco (which is associated with the west coast), BLT Sandwich (which carries links with the east coast) and Fried Pickles with Ranch (which is associated with cooking from the Midwest states).

You can read the rest of this article in your complimentary e-copy of the March / April Issue of Potato Processing International, which you can access by clicking here.