Popcorn is getting innovative—consumers can still make it themselves the way they want, perhaps in the microwave or an air popper, but there are also plenty of ready-to-eat options. What’s more, producers are experimenting with grab-and-go options, novel flavors, and premium experiences at affordable price points.

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 05-17-25

Market data
The popcorn category experienced a small drop over the past year, according to Circana data from the past 52 weeks, ending on May 17, 2026.

The category as a whole brought in $1.1 billion but declined 4.2%. Microwave popcorn also took a dive, by 4.5%, and brought in $948.6 million of that total number. Leaders included Conagra Brands, with $534.3 million but a loss of 4.1%; private label, with $163.6 million and a 5.1% decline; and Our Home, with $142 million but a noticeable 10.9% drop.

In the kernel popcorn category, leaders again included Conagra Brands ($68.8 million, 4.3% decline); private label ($29.4 million, 3% drop); and also American Pop Corn Co., with $22.9 million (down 7.5%).

A little bit of sunshine in the category: RTE popcorn/caramel corn, classified under salty snacks, took in $2.5 billion, and was up 2.9%. SkinnyPop Popcorn led the pack, with $657.7 million in sales and a healthy 5.7% increase, followed by Smartfoods Inc., with $552.8 million and a 1.8% upturn, and Conagra Brands, which brought in $271.2 million and increased by 3.5%.

Looking back
“Consumers are still snacking, the category is healthy, and the data backs that up. What we've been watching is a shift in how and why people choose what they put in their cart, and that shift worked in our favor and continues to,” comments Adam Ingberman, director of digital marketing at Prospector Popcorn, which creates employment opportunities for people with disabilities.

The biggest behavioral shift he’s watching is what he would call intentional indulgence and mindful snacking, he notes, saying a big part of that is the GLP-1 wave.

“Whether someone is using one of these or not, the ripple effect on how households shop and snack is real,” he mentions. “Forecasts put as many as 30 million Americans on some form of GLP-1 by 2030, and they're staying on them. That's a lot of consumers, and the people shopping alongside them, who are simply more thoughtful about what they eat—but they haven't stopped snacking. They want great ingredients, texture, crunch.”

Jeff Rubenstein, CEO of Khloe Kardashian’s Khloud brand, agrees, saying modern consumers are much more intentional about snacking—they’re reading labels, prioritizing functional and cleaner ingredients, but are unwilling to compromise on taste or experience.

“One thing we were very conscious of from day one was creating a popcorn that balanced fun and functionality,” he notes. “There are a lot of protein snacks on the market that can feel overly engineered or intimidating to mainstream consumers. Khloud delivers 7 g of protein per serving—10% of the daily recommended value and enough to feel additive and functional without losing the joy of popcorn itself.”

Chris Lowrey, brand director at Pop Secret (an Our Home brand) says while there is a broader movement across categories toward BFY options, he’s also seeing consumers gravitate toward products that strike the right balance between great taste and value.

“That has been a sweet spot for Pop Secret, particularly within RTE. We’re delivering the rich, buttery taste consumers love at a price point that is often more accessible than many competing brands,” Lowrey specifies.

Over the past year, the brand has focused on expanding its RTE portfolio, launching its latest offerings in summer 2025 with a debut at Sam’s Club and Kroger. The products have already seen expanded distribution in both retailers in less than a year, an encouraging indicator of strong consumer demand, he finishes.

Looking forward
Rubenstein says he’s very optimistic about the future, as popcorn is one of the few snack categories that has a strong base consumer affinity with broad household penetration, but also still has a tremendous amount of whitespace for innovation.

“Modern consumers increasingly want snacks that can check multiple boxes—taste, function, clean ingredients, convenience, and cultural relevance is where we’re meeting the mark with Khloud. From our perspective, bringing new and younger consumers into the popcorn aisle through innovation is beneficial for the entire category,” he predicts.

After launching with three core SKUs in April 2025, Khloud more than doubled its portfolio within its first year by closely tracking consumer behavior and emerging flavor trends. Building on the success of its Olive Oil & Sea Salt, Sweet & Salty Kettle Corn, and White Cheddar flavors, it introduced Cinnamon Roll, Truffle White Cheddar, Dill Pickle, and Birthday Cake all in the past nine months. The brand also introduced a trial size of 1 oz, which is available in singles or multipacks.

Lowrey also remains hopeful about the year ahead, saying the trends in RTE popcorn are particularly strong, and he believes Our Home is well positioned to continue growing in that space.

“At the same time, we’re focused on driving renewed excitement for microwave popcorn. We recently launched the second phase of our brand campaign and have several partnerships planned for later this year to bring more consumers back into the popcorn category,” he shares. “Even with continued momentum in BFY options, indulgence remains a powerful driver. Consumers are still seeking satisfying, flavorful snacks, and we expect brands to continue innovating around taste to win in the category.”

Ingberman agrees, saying consumers want convenient, high-quality snacks, and popcorn is extraordinarily well positioned across price points, formats, and occasions. He also says that protein fortification is no longer a trend—it’s a permanent fixture of the better-for-you snacking landscape, accelerated by the GLP-1 movement and its influence on how tens of millions of Americans think about what they eat.

“Beyond protein, consumers are just less likely to snack without intention,” he specifies. “They're thinking about quality. Producers who aren't treating nutritional quality as a core consideration are going to find themselves behind.”

Similarly, Rubenstein expects to see continued consumer demand for products that deliver transparency and functionality with no seed oils and clean ingredients.

“Innovation is going to remain a major focus for us. We see a lot of opportunity to continue evolving the popcorn category through new flavors and where protein popcorn shows up to fit naturally into consumers’ everyday routines,” he finishes.

As for upcoming challenges, Ingberman cautions that companies will need to be conscious of fuel costs, as “they’re not going away. The ripple effect on distribution and supply chain will continue to hit every producer in every category, [and is] worth monitoring closely. You're seeing that pressure across all snacking, not just popcorn.”

“Looking back at this past year and forward into the next, we feel good about where we are, and honestly, we feel good about where the whole gourmet popcorn category is,” he muses. “A rising tide lifts all boats, and we believe the other companies in our snacking category can all enjoy success in this environment.”

Lowrey shares that Pop Secret is actively exploring new innovations across both microwave and RTE formats, and while it can’t share specifics just yet, its focus remains on delighting consumers while staying true to the core qualities that define the brand, he says: great taste, quality, and accessibility.

“Popcorn continues to be one of the most versatile and beloved snacks, and we’re seeing that play out in both everyday occasions and special moments,” he states. “As we look ahead, we’re excited to keep bringing consumers products that combine the comfort of classic buttery popcorn with the innovation and convenience they expect today.” SF&WB

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