While sales of salty snack sales in convenience stores increased modestly last year, retailers and marketers are expecting a softer performance in 2025 as inflation, economic uncertainty and even consumer eating habits begin to weigh on the category. To best battle the headwinds, c-store operators should place a renewed focus on stocking the products and variety their customers are searching for, merchandise with an eye toward impulse purchases and building larger baskets, and remain aware of the role salty snacks play in driving trips and margins for the channel.
Salty snacks generated sales of $10,473 per store, per month in 2024, a 5.0% increase from 2023, according to the NACS State of the Industry Report® of 2024 Data (SOI). Because the rate of gain surpassed that of NACS’ convenience consumer price index (CPI) inflation metric, the category experienced “true growth” last year, said Emma Tainter, NACS research manager, analytics and programs. (Translation: Sales dollars didn’t rise only because of inflation.) Gross profit dollars, meanwhile, increased 4.8% to $4,275, up from $4,079 in 2023.
The salty snacks category consists of nine subcategories. Potato chips account for nearly 32.7% of category sales, followed by other salty snacks at 25.7% and tortilla/corn chips at 13.1%. With the exception of other salty snacks and popcorn, all subcategories beat the CPI metric in 2024, Tainter said.
Consumer demographics likely contributed to last year’s performance because Gen Z and female consumers overindex on salty snack purchases, Tainter said. Moreover, the category continues to benefit from its propensity for impulse sales. “About one-third of all salty snack purchases are made on impulse,” she said, citing NACS Convenience Voices survey findings.
Matt Vickers, chief commercial officer for Plano, Texas-based PepsiCo Foods US, parent of Frito-Lay, pointed to a “shift in shopper behavior” last year that likely contributed to the increased dollar sales of salty snacks in c-stores: a movement from single-serve to take-home formats, which subsequently drove higher basket rings.
“The take-home value and premium segments are leading the growth, suggesting that c-store shoppers are planning more and looking for either a better deal or a more flavorful experience,” Vickers said. “Core offerings have remained relatively stable, but we’re seeing momentum where assortment and merchandising match this evolving consumer dynamic.”
Belt-Tightening Trend
Despite positive numbers in 2024, the category may not fare as well over the course of 2025, with signs indicating that economic conditions are affecting buying patterns. According to CSX data, sales of salty snacks through the first quarter of 2025 were trending below 2024 and 2023 figures. Tainter surmised that with rising concerns about the economy, consumers may be pulling back on impulse purchases.
Vickers concurred. “Consumer sentiment slowed across industries and categories in Q1, influenced by inflation, changing government policies and broader economic uncertainty,” he said.
Ryan Wesley, data and analytics lead for Minneapolis-based General Mills Convenience, marketer of brands such as Chex Mix, Bugles and Gardetto’s, said that while salty snacks’ performance may be lower, “it’s in line with a decline in foot traffic into the store.”
C-store operators also report an inflation-induced slowing in sales of salty snacks. With single-serve packages of some chips priced at $2.69, “we’re seeing some trading down,” said Chris Kerber, owner of CD’s Quik Mart in Hopkins, Michigan. He pointed to movement toward products from companies such as Motown Snack Foods, which has brands generally priced below those of bigger labels.
Similarly, at Greg’s Market, which has two stores in West Virginia, customers still spring for leading salty snacks priced as high as $6.59. Owner Greg Cassis said he’s also seeing sales of lower-priced items, such as those from supplier Walnut Creek Foods, “starting to pick up.”
At Pilot Flying J, “inflation has led consumers to seek value in their snack purchases,” said Jason Wakley, director of merchandising—grocery. “While some have turned to larger, resealable pack sizes, others prefer smaller, more affordable options.”
A rising consumer focus on health and wellness continues to affect categories such as salty snacks. Looking ahead, it could play an even bigger role. “There’s a renewed focus on health and wellness as people embrace healthier routines but still want convenience and snacks that fit into their daily lives,” Vickers said. “We’re seeing growth in permissible options as people look to treat themselves while still feeling good about what they’re eating.” Brands such as Simply, PopCorners and SunChips are among PepsiCo’s fastest-growing brands, and the company is committed to “providing more positive, great-tasting choices that fit how people live and snack today,” he said.
Protein-enriched snacks remain in high demand. “Protein continues to be the No. 1 sought-after nutritional benefit in healthy snacks among consumers,” a trend that benefits the nuts subcategory, said Diana Salsa, vice president of marketing at Wonderful Pistachios, Los Angeles. “Pistachios are a smart snack option and a good source of protein, fiber and better-for-you unsaturated fats.” The company incorporates protein-related messaging on its packaging and marketing materials.
CPG marketers have been keeping a close eye on the effect that increasing use of GLP-1 medications is having on snack foods. So far, the diabetes and weight-loss drugs haven’t affected the core category shopper substantially, Wesley said—“but with time, that impact may become larger.” Tainter of NACS said that with prices of the medications coming down, 2025 is “when we really see the impact of GLP-1.”
Intense and Unique Flavors
Unique flavors continue to drive customer interest in the salty snacks category. “The popular flavors that are trending in the salty category revolve around intense flavor profiles and unique flavor combinations,” said Wesley, pointing to bold and spicy products such as Chex Mix Spicy Dill, Chex Mix Hot & Spicy and Tabasco Bugles.
Spicy versions of the Pringles brand also have been well-received, including Pringles x Hot Ones in Los Calientes Rojo and Los Calientes Verde flavors and Pringles Hot Honey, said Stacey Urbaniak, director of commercial strategy at Kellanova Away From Home. The brand partnered with Pilot Flying J on exclusive “first in market” Sweet Chili Sauce and Bourbon BBQ flavors last year. Wakley said the LTO products “generated significant excitement among our guests.”
Vickers said PepsiCo’s 2025 flavor innovations, including Doritos Golden Sriracha, are “off to a hot start.”
C-store operators report that demand for spicy salty snacks varies by market. “The hot and spicy trend was slow to take off in West Virginia,” but in recent months it’s showing signs of surfacing, Cassis said.
Kerber said his Michigan customers aren’t big fans of bold and spicy salty snacks. “We must have 25 SKUs of hot products that can easily reach their expiration date,” he said. But the Takis brand is an exception. “I’m amazed at all the elementary school kids that go for Takis.”
Pickle flavors continue to infiltrate the category. “I started to get requests for Planters pickle-flavored nuts, so I ordered them,” said a manager at a Frazier’s store in Georgia. “Now my box is empty.” Salsa is seeing something similar with Wonderful’s new dill-pickled-flavored pistachios, saying they were performing “exceptionally well.”
Flavor combinations are another significant trend within salty snacks. Kerber said products such as Planters Nut Duos and Dot’s Cinnamon Sugar Seasoned Pretzel Twists are generating interest among his customers.
Kellanova recently introduced Pringles Mingles puffed snacks, which are packaged in peg bags rather than the brand’s iconic cans. Introduced in two flavor combinations—cheddar and sour cream, and sharp white cheddar and ranch—the products’ early performance “has exceeded expectations, both in distribution and velocity,” said Dan DeMeyer, senior director of Kellanova Away From Home.
New salty snack flavors can be an overall sales driver for the category. “Shoppers are looking for excitement in their snacking experiences, and the bold, unique flavors at convenience stores are helping drive trial and repeat purchases,” Salsa said. The new innovations not only attract new consumers to the category but also “encourage existing customers to experiment with something new,” she said.
Executional Fundamentals
With salty snacks being such an important in-store category, convenience retailers pay special attention to effective merchandising tactics. Greg’s Markets, for example, feature a spinner rack of new flavors adjacent to the sandwich case. CD’s Quik Mart offers a meal bundle of two slices of pizza, a bag of chips and a 32-ounce fountain drink for $8.99. And Frazier’s in Georgia promotes salty snacks at its stores through its rewards program.
Marketers of salty snacks say strategic merchandising can go a long way in prompting impulse sales. “Retailers that are merchandising their aisles in the eyes of shoppers are best in class,” said Alizmarie Alvarez, c-store, drug and dollar category strategist at Hershey, Pennsylvania-based Hershey, marketer of snack brands such as SkinnyPop popcorn and Dot’s Homestyle Pretzels. “This includes creating distinctions in the aisle to separate usage occasions and product types.” She added that vertical brand and category merchandising can lead to “improved stopping power and conversion.” Wesley of General Mills and Vickers of PepsiCo agree that cross-merchandising salty snacks with other products, such as cold beverages, is a winning strategy.
A focused approach to the salty snacks category is more important than ever. “While the c-store channel has faced traffic headwinds—driven largely by inflation and shifting consumer habits—there is plenty of opportunity in executing the fundamentals well,” said Urbaniak of Kellanova. With shoppers increasingly value-conscious, assortment, pricing and promotions must all work together. “C-stores that optimize planograms, maintain compelling promotional pricing and highlight what’s new are best positioned for success,” she said.
DeMeyer said critical and balanced attention to salty snacks will serve c-store operators well. “By staying focused on executional fundamentals and strong collaboration, we can overcome headwinds and unlock meaningful growth in 2026 and beyond,” he said.