The increasingly adventurous nature of many consumers presents numerous opportunities for manufacturers of potato crisps and chips. These categories 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 

Global sales continue to hold up well, despite pressure from the health lobby and strong competition from other snack foods such as biscuits, chocolates, nuts and various emerging products (e.g. snacks based around foodstuffs like vegetables, legumes and cereals/grains). 

Although estimates vary, global sales of potato crisps and chips were valued by MR Future at more than USD39bn in 2025. Global market value is forecast to reach USD55.4bn by 2035, with annual growth averaging almost 4%. Much of this growth is being driven by rising demand for packaged and convenient snacks, especially in less developed parts of the world where westernized diets are becoming more commonplace. Other growth drivers at present include greater experimentation by manufacturers with flavors and textures as consumers are more inclined to seek out premium and/or gourmet products. 

Market growth has also been aided by the enduring popularity of snack foods. According to the sixth edition of the State of Snacking Report from Mondelez International (which canvassed the opinions of almost 3,800 adults in 12 countries), 91% of respondents snacked at least once during a typical day. This figure decreased to 63% for those who snacked at least twice and 31% for those who ate at least three snack foods. There is also a growing tendency for people to replace formal meals with snack foods, especially in the younger age groups. Over 70% of millennials and those belonging to Generation Z said they preferred to eat several small meals during the day instead of a few large ones, compared with 50% of boomers and Generation X consumers. 

Flavours & Textures

Flavor remains an important selling point for potato chips and crisps throughout the world. One of the main insights from the latest Mondelez research mentioned previously was the fact that snack foods have come to represent something of a sensory experience for many consumers. A significant 95% of consumers take time to savor the flavor, taste and texture of snacks when eating them. Furthermore, 94% felt confident about being able to find a snack offering a unique taste and flavor, which suggests that manufacturers are managing to meet this evolving consumer demand quite successfully. 

The importance of flavor as a product attribute is highlighted by the fact that 83% of respondents said this was something they were unwilling to sacrifice when seeking out indulgent types of snack food. Furthermore, the increased demand for bold and innovative flavors dovetails with the fact that more people now consider themselves a ‘snack adventurer’, i.e. someone eager to experiment with different varieties of snack foods offering a novel taste experience. According to the Mondelez research, 67% of respondents fell into this category in 2024, up from 59% the previous year. As might be expected, this trend is especially prevalent amongst younger consumers, with 77% of millennials and those in Generation Z describing themselves as a snack adventurer. In many instances, regular use of social media platforms is a big influence on this type of behavior. 

As innovation have risen, there now exists a huge and diverse range of flavors within the global market for potato crisps and chips, based on various meats, cheeses and sauces, as well as inspired by numerous ethnic cuisines. That said, the traditional favorites continue to dominate in many parts of the world. In the UK market, Cheese & Onion is the most popular flavor, ahead of Ready Salted, Salt & Vinegar, Prawn Cocktail, Roast Chicken and Smoky Bacon. The German market, meanwhile, continues to be dominated by varieties based on paprika, which are sometimes promoted as an ideal accompaniment to beer drinking. 

Elsewhere in the world, the large US market is somewhat different, in that large sections of the population still gravitate towards plain-flavored potato chips as a first choice, rather than actively seeking out novel or innovative flavors. However, this situation is rapidly changing as tastes evolve. Some regional differences exist as far as flavor preferences are concerned – for example, Barbecue dominates in many southern states (especially Texas), whereas Sour Cream & Onion enjoys a strong following in places such as California, Louisiana and Kentucky. Salt & Vinegar is popular on parts of the East Coast (e.g. New York, New Jersey and South Carolina), whereas Cheese is a preferred variety in states such as Pennsylvania, Wyoming and Connecticut. 

Across much of the western world, the market is experiencing greater experimentation with hotter, bolder flavors which provide more novel and interesting taste sensations. These are especially popular with younger consumers, who are generally more inclined to seek out bolder flavors. One recent development in European markets such as the UK has been the emergence of what have sometimes been dubbed ‘fusion flavors’, whereby different taste profiles are combined to produce a new sensation. Notable examples have included ‘fricy’ (i.e. combining fruit and spicy flavors) and ‘swicy’ (i.e. combining sweet and spicy flavors). Many of these have their origins in cuisines from parts of the world such as Latin America and South-East Asia, exposure to which has increased due to the growth of the street foods market. 

In the UK market, market leader Walkers extended its range at the beginning of 2026 with new Sticky Teriyaki and Masala Chicken crisps, drawing inspiration from Japanese and Indian cooking respectively. The company’s range also encompasses the Extra Flamin’ Hot sub-brand, which is used for Walkers Max, Doritos and Wotsits. In 2025, this was awarded Product of the Year for the Crisps & Bagged Snacks category, following a survey of 8,000 consumers by Kantar. Extra Flamin’ Hot was described as adding “a new level of heat for those who want more from their snack.”

Other similar launches in the UK market have included Cajun Barbecue flavor crisps from Fairfields Farm in May 2026, which was described as having a “rich, smoky profile”, and the return of Hula Hoops Flavorings courtesy of KP Snacks, available in Spicy and Big ‘n’ Beefy flavors. This trend has also been apparent within the German market. The Funny-Frisch range has recently been extended with new ridged crisps under the Intense sub-brand, which were introduced in Sweet & Spicy Curry, Juicy Paprika and Perky Pepper flavors. 

During the spring of 2026, PepsiCo also launched new flavors for its chips and crisps to capitalize on the upcoming football World Cup, under brands such as Lay’s and Walkers. In most instances, these flavors are based on dishes and/or ingredients associated with the countries taking part in the tournament. Examples included Bangers & Mash (England), Chorizo & Onion (Portugal), Queso (Spain), French Onion Soup (France), Bacon Poutine (Canada), Garlic Shrimp (Mexico), Kielbasa (Poland), Pollo a la Brasa (Peru), Steak & Chimichurri (Argentina), Brazilian-Style Garlic Sauce (Brazil), Pickled Lemon (Saudi Arabia) and Nashville Hot Chicken (US). This latest example indicates that major sporting tournaments and competitions remain a potentially profitable source of innovation for manufacturers of snack foods. 

Texture also represents a frequent source of innovation within the market for potato crisps and chips. Thicker, ridge-cut crisps command a sizeable following amongst consumers, with the fact that many are positioned towards the premium end of the market also aiding their popularity amongst people seeking out more indulgent snacks. For similar reasons, the popularity of crisps and chips marketed as hand cooked is also rising, as many offer a thicker and crunchier texture as well as a diversity of innovative and upmarket flavors. In addition, both ridged and hand cooked crisps are especially well suited to eating with a dip (e.g. salsa, guacamole, etc.).

The UK’s leading brand within this sector is McCoys, which is owned by KP Snacks and is now worth around GBP190m per year at the retail level. McCoys is also well-known for its range of flavors, having been extended in the summer of 2025 with two new limited edition varieties inspired by the NFL, namely Buffalo Chicken and Secret Burger Sauce. This formed part of a wider promotion, with the top prize being a trip to Super Bowl LX in California. 

PepsiCo also competes in the UK market for ridged crisps via its Walkers Max brand, which is now worth almost GBP69m at the retail level. This range also encompasses bold flavors, examples of which include Punchy Paprika, Strong Hot Chicken Wings and Strong Jalapeno & Cheese. Other brands present in the UK market include Tyrrells Furrows (which forms part of the GBP70m Tyrrells range) and Burts Ridges, which was extended in the spring of 2025 with a new Cheddar & Caramelized Onion Chutney flavor, made using locally sourced cheese. 

The desire for different textures has also contributed to the growth of the market for batch-fried products, or kettle crisps/chips as they are often called. These are prepared using a process known as batch cooking, which results in harder and crunchier products. The sector’s best-known brand is Kettle Chips, which competes in markets such as the UK and the US. 

Health Trends

Even though many people remain interested in exploring premium crisps and chips with novel flavors and/or textures, health is still a key driver of NPD in many western markets. According to the Mondelez research, ingredients are a key consideration for many consumers, especially those belonging to the younger age groups. The study found that 38% of respondents pay attention to ingredients they believe are beneficial to health when eating snack foods, a figure that rises to 41% of millennials. Furthermore, 78% preferred manufacturers to prioritize the use of quality ingredients in their snack foods, rather than focusing upon calorie levels. 

The Mondelez research also found that 74% of respondents claimed to prefer snacking on foods with high nutritional qualities, rising to 80% of millennials. Another significant finding was that 45% of consumers claimed to snack to meet nutritional requirements or to take care of their bodies. At 52%, this figure was higher for millennials and Generation Z consumers, but lower (36%) for boomers and those in Generation X. 

Pressure from both consumers and the health lobby remains as strong as ever, with the result that manufacturers of potato crisps and chips have been reformulating their products to improve their nutritional profile. Typical examples have included the removal of artificial additives and ingredients to satisfy clean-label demands, as well as lowering levels of salt and saturated fats. In the case of the UK, this has been partly driven by the introduction of the legislation regarding foods high in fat, sugar or salt (HFSS) and the new restrictions on advertising and promoting these products. 

Manufacturers of potato crisps and chips have also been turning towards healthier oils used during the production process – examples include extra virgin olive oil and avocado oil, both of which have recognized heart health benefits. Additionally, companies have also been experimenting with alternatives to frying such as oven baking, which has been shown to reduce fat levels. Meanwhile, the appetite for organic crisps and chips appears to be growing – according to Technavio, the global market is poised to increase by an annual average of almost 6% in the years leading up to 2028. 

As is the case with other snack foods, interest is also growing in portion-controlled products. The Mondelez research found that 69% of respondents sought out portion-controlled snacks for mostly health reasons – this figure was up from 67% the previous year, but down from 72% in 2021. The preference for portion-controlled snacks was highest amongst the younger generations, with 74% opting for these compared with 62% for boomers and Generation X consumers. Furthermore, 38% of respondents claimed it was important to enjoy snack foods in moderation.