Crunch Time: What You Should Know About the Chips Industry

The Chips Industry: A Crunchy Overview

Globally, the chips market is booming. The global potato chips market alone was valued at over $31 billion in 2023, and it's expected to keep growing steadily, fueled by a mix of nostalgia, convenience, and non-stop product innovation. But it’s not just about potatoes anymore. We’re talking about tortilla chips, veggie crisps, lentil chips, and plantain varieties as they continue to step into the spotlight as well.

Snack trends are changing fast, and chips are evolving with them. Today’s consumer doesn’t just want salty snacks; they want better-for-you options, bold flavors, and ethical sourcing.

What’s Fueling the Growth?

Here’s what’s pushing the chips industry forward:

1. Flavor Innovation

Consumers are done with plain. Unique and exotic flavor profiles—from Korean BBQ to truffle parmesan and even chili mango—are taking over. Brands are experimenting with global culinary trends to keep things exciting.

2. Healthier Options

There's a big shift toward baked, low-fat, gluten-free, and air-popped options. Ingredients like lentils, chickpeas, kale, and cassava are replacing traditional potato bases in many new launches.

3. Convenience

Chips are still the go-to for on-the-go snacking, especially in urban settings and among younger consumers. Individual servings and resealable bags make them perfect for today’s fast-paced lifestyle.

4. Premiumization

More brands are entering the premium chips market with artisanal recipes, small-batch processing, and gourmet ingredients. Think sea salt harvested from volcanic rocks or chips fried in avocado oil.

The Big Names and a Global Standout: Mondelez

When you walk down the chip aisle, familiar giants like PepsiCo with its Lay’s brand, Kellogg’s with Pringles, and regional leaders like Utz tend to dominate the shelves. But quietly gaining momentum and reshaping the conversation in savory snacking is Mondelez International, a company already celebrated for its world-renowned lineup of sweet snacks.

Mondelez, the powerhouse behind brands like Oreo, Cadbury, Ritz, and Toblerone, has steadily grown from a heritage confectionery brand into a global snacking leader. Known for its thoughtful expansion and consumer-driven innovation, Mondelez has been making strategic strides into the salty snack sector, chips included. Rather than following trends, the company has focused on shaping them, approaching the category with the same care and precision that built its legacy in biscuits and chocolate.

Over the years, Mondelez has broadened its reach through smart investments and new product developments that bring premium, high-quality snacks to shelves around the world. Whether it's tapping into consumer demand for better-for-you ingredients, cleaner labels, or bold, global flavors, the company consistently delivers experiences that reflect modern tastes without losing the essence of indulgence and enjoyment.

In a world where snack preferences shift rapidly and competition is fierce, Mondelez continues to stand out—not just by expanding its portfolio, but by doing so with purpose, flavor, and flair. For retailers and consumers alike, that means more than just chips as it means an elevated snack experience worth savoring.

Types of Chips Winning the Market

Here’s a quick look at the top contenders in today’s chip universe:

• Potato Chips – Classic and still king, especially with flavor upgrades.
• Tortilla Chips – A staple in North America, often paired with dips.
• Vegetable Chips – Beetroot, sweet potato, and kale chips appeal to health-conscious snackers.
• Multigrain & Legume Chips – Made with lentils, quinoa, or peas, they cater to gluten-free and high-protein demands.
• Ethnic & Global Chips – Rice crackers, cassava crisps, and Indian-style snacks are growing in international appeal.

Consumer Trends to Watch

• Mindful Snacking: More consumers are checking ingredient labels, and clean-label products with minimal ingredients are gaining traction.
• Sustainability: Eco-friendly packaging and ethical sourcing of ingredients are becoming key differentiators.
• Functional Chips: Some brands are adding probiotics, protein, or added fiber to their chips to align with wellness trends.
• Limited Editions: Seasonal or influencer-inspired limited runs are drawing attention and encouraging trial.

Opportunities for Retailers and Buyers

This is an exciting time for snack category managers and food buyers. Here’s why:

• The demand for localized flavors creates space for smaller, artisanal brands.
• Health-focused consumers are willing to pay more for premium or functional chips.
• International suppliers are expanding rapidly, offering unique and exotic products that can set your shelves apart.

Retailers who curate a well-balanced chips selection—from indulgent to functional—can drive more impulse purchases and repeat customers.

Sourcing Made Easy with Torg

Navigating the world of chips suppliers doesn’t have to be a challenge. Platforms like Torg make it easier for retailers, distributors, and brands to find the right partners, whether you’re looking for premium tortilla chip manufacturers in Spain or organic veggie chip producers in the Netherlands.

With Torg, you can:

• Filter suppliers by region, certifications, and packaging capabilities
• Connect directly with manufacturers to discuss pricing and private label options
• Source niche or emerging chip varieties faster and smarter

No more sifting through endless trade directories—Torg brings clarity and speed to your sourcing game.