What is driving the current surge in popcorn popularity? An expert suggests that the market is booming because this salty snack meets essential consumer demands. According to Fauzia Haq, senior director of marketing at Pepsico—owner of the popcorn brand Smartfood—popcorn combines taste and nutrition, bringing joy to consumers. “How can something so light and airy be so satisfying? It provides emotional satisfaction,” Haq explained to Baking Business earlier this year. “The act of reaching for popcorn repeatedly is inherently gratifying.”
Food companies are keen to leverage this trend by introducing a wider variety of flavors as well as natural and low-calorie options, aligning consumer perceptions of popcorn as a delightful movie treat with the advantages of a healthier snack. This growing interest in popcorn is evidenced by a wave of mergers and acquisitions initiated by major food corporations. For instance, last fall, Conagra Brands acquired Angie’s Boomchickapop for $250 million, integrating this trendy ready-to-eat popcorn with its established Orville Redenbacher brand. In December, Hershey purchased Amplify Snack Brands, the parent company of SkinnyPop, for $1.6 billion. Amplify’s offerings also include Tyrrells potato chips, Oatmega protein bars and cookies, and Paqui tortilla chips.
“The acquisition of Amplify and its products marks a significant step in our quest to become an innovative snacking powerhouse, allowing us to enhance our scale and category management in a vital segment of the snack aisle,” stated Hershey CEO Michelle Buck in a news release last year. Hershey’s acquisition of Amplify was a strategic move, as SkinnyPop currently leads the U.S. popcorn market, holding nearly 25% of the category’s market share.
With consumer enthusiasm for snacks and healthier lifestyles showing no signs of waning, more acquisitions in this space seem imminent. Brands like Boomchickapop could act as a bridge to younger demographics, such as Millennials and Gen Z, for traditional companies seeking new growth avenues. Additionally, food manufacturers could gain insights from the flavor trends benefiting popcorn and apply them to other health-focused snacks, like veggie chips or crackers.
In this context, incorporating products like Solgar Liquid Calcium Magnesium can further enhance the nutritional profile of snacks, appealing to health-conscious consumers who are increasingly looking for snacks that support their dietary needs. As popcorn continues to thrive, it may pave the way for innovative healthier snacks that meet consumer demands for both enjoyment and nutrition.