Potato chips will never go out of style, whether it’s sharing them on social occasions, like while watching sports, or munching on them as a midday snack. However, consumers are now seeking more than just a “plain Jane” chip—they want their chips baked or fried in better-for-you oils, like avocado, and they also want interesting flavors from which to choose.

MARKET DATA
Per Chicago-based market research firm Circana’s (Chicago) data from the past 52 weeks, ending on November 2, 2025, sales of chips and apple chips were overall down.

The potato chips category brought in $11.5 billion, with a small decrease of 2% compared to the same time last year. Leading the pack were Frito-Lay ($6.4 billion, down 3%), followed by Kellanova ($1.4 billion, but down 6.9%), and private label brands ($1.09 billion, with a slight 0.5% uptick).

The apple chips category brought in $21.9 million, but experienced a 7.3% downtick. Bare Foods Co. finished first, with $12.2 million in sales but a hefty 28.8% decrease in sales, followed by Rind Snacks ($3.8 million, and a huge 90.2% increase) and private label ($3.5 million, and a 98.6% uptick).

Source: Circana OmniMarket™ Total Store View | Geography : Total US - Multi Outlet w/ C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club & Dollar Retailers) | Time : Latest 52 Weeks Ending 11-02-25

Trends
Lyndsay Rogers, Kellanova general manager of salty snacking, says while consumers continue reaching for savory snacks when hunger strikes, the market is slowing down somewhat.

“Salty snack consumption has plateaued after a decade of growth, with rising food prices remaining a top concern,” she says. “Value continues to be critical, and consumers are seeking quality, trustworthy, and innovative brands.

What’s more, Rogers says that beyond continuing to invest in core brand equity communications, Kellanova seeks in-depth consumer understanding to identify what is driving its current brands—flavor variety, optimal pack architecture, and seasonal promotions, for example—to help guide its innovation.

“Flavor variety continues to be one of the most important pillars we see in innovation that continues to drive space on the shelf. We’ve tapped this through new flavor territories like pickle and also by exploring unique partnerships like the Pringles Miller Lite limited time offer, which drove incremental consumption during the summer period,” she notes.

Phillip Tran, founder and CEO, Bangers Snacks, Inc., shares that consumers are increasingly seeking bolder, globally inspired flavors, cleaner and more functional ingredient decks, and snacks that deliver more than empty calories.

“Even with tighter budgets, shoppers still prioritize excitement, novelty, and functional benefits. No major brand has combined the taste-driven appeal of chips with the functional energy attributes of beverages. That’s the white space we’re building into,” he states. “Consumers want variety, bold flavor, speed and function in one product, and Bangers is merging two massive categories to create a new market segment: energy-functional chips. This is what entrepreneurship and innovation in CPG looks like: meeting consumers where they’re headed, not where the category has been.”

Alex Fishman, senior brand director, Pure Protein, comments that the chips category is continually expanding, with a variety of brands launching bold and interesting flavors that align with evolving consumer trends across multiple areas—ranging from “game day” consumption occasions and social media–driven fads, to culinary trends inspired by viral dishes. Brands are collaborating more frequently and finding new ways to excite consumers.

“As bold flavor trends grow, we’re also seeing a surge in alternative ‘chip’ formats entering the market,” Fishman states. “As the senior brand director, staying ahead of category trends is an essential aspect of my role. Pure Protein works closely with a robust innovation team to ensure we meet consumers where they are—offering high-quality, protein-packed products that keep them fueled and satisfied. We continuously monitor emerging flavor trends, consumer preferences, and marketplace dynamics to inform both product development and brand strategy.”

Laura de la Torre Chevallier, senior brand manager, Good Health, says while convenience and indulgence have always driven snacking, today’s consumers have adopted a more mindful approach: they now see snacks as functional mini-meals that contribute to their broader health and wellness.

“This shift means products must successfully deliver great flavor alongside desirable better-for-you (BFY) qualities and meet modern lifestyle demands for format,” she elaborates, adding that key trends and behaviors include:

• A shift to better-for-you ingredients: Consumers are actively seeking snacks perceived as "good for them,” and are highly focused on the nutritional profile of chips and overall seeking alternatives to traditional options. de la Torre Chevallier is seeing a strong focus on oil type, with a significant move away from seed oils like canola and soybean oil.
• Demand for clean labels/certification: Transparency and certifications, such as Non-GMO Project Verified or Certified Gluten-Free, are key purchase drivers.
• The search for value amidst inflation: As inflation continues to affect grocery budgets, price and value are paramount. While taste and flavor is the most important attribute when purchasing snacks, price is a close second, with the majority of the consumers noting that price influences their purchases.

New products, innovations
Tran says Bangers will be expanding its lineup through early 2026 by finalizing its core SKU portfolio and adding staples like Salt & Vinegar, Sour Cream & Onion, Cheese, Jalapeño, and more by the end of Q1.

“At the same time, we’re introducing larger-format bags, LTOs, and multi-SKU variety packs to broaden usage occasions, strengthen shelf presence, and deepen household penetration. These additions allow us to push further into the market with both flavor depth and format diversity, all while staying focused on delivering big taste and functional utility at the speed consumers expect,” he notes.

de la Torre Chevallier says the biggest innovation she’s seen lately is the industry's strategic shift to offer a more functional, ingredient-forward chip that still delivers bold flavor.

“Brands are innovating across three key areas: oil type, functional ingredients, and flavor profiles. Many chips brands are switching from seed oils to avocado oil to meet consumer demand,” she adds. “[Plus], innovation is moving beyond the standard potato chip by incorporating ingredients for added benefits. Brands use bases like legumes and whole grains to boost protein and fiber. We are also seeing brands introducing high-protein options.”

Innovative chip launches from the past year include:

• Interesting flavors: Kettle Brand Chili Crisp
• Plantain chips: Snax-Sational’s new collab with Chiquita and Chifles plantain strips
• Seasonal flavors: Lay’s Salted Caramel
• Game day options: Kroger’s Pigs in a Blanket, Mozzarella Sticks, and Buffalo Wing
• Partnerships: Potbelly’s and Zapp’s Hot Pepper chips
• Fruit crisps: That's it.’s Organic Fruit Crunchables for kids

Rogers shares that Pringles recently released new, unique flavor combinations that hit shelves, including a new three-flavor collection of crisps with a smoky twist, and a well-known flavor combination in Sharp White Cheddar.

“2026 will also have a strong innovation drumbeat with more limited-time-only flavors coming during the summer and unique differentiated offerings (confidential for now) coming toward the end of the year,” she reveals.

Fishman says Pure Protein recently launched its Frank’s RedHot Popped Crisps, in collaboration with Frank’s RedHot, designed to elevate the protein snacking experience for consumers seeking protein-packed alternatives to classic chips and snacks.

The most notable innovation gaining traction in this category is the rise of protein chips and other nutrition-forward snack alternatives, he adds: “As consumers seek more advanced options beyond traditional snacking, products offering protein and other functional nutritional benefits have become increasingly prominent. Consumers want to feel good about their snacking options.” SF&WB