Pringles are a delicious snack loved by millions. Currently owned by Kellogg’s, Pringles were first introduced in 1968 by Procter & Gamble. Though the company has changed over the years, one thing remains constant- the delicious taste of Pringles!
But who is the target market for this tasty snack? Is it limited to those who love potato chips or is there a wider audience for them? The answer may surprise you.
In this article, we will review the Pringles target market and understand some of the reasons why people are so attracted to this delicious snack.
Who is the Pringles Target Market?
To best understand the Pringles target market, we need to understand the motivation that people have to grab a box of pringles rather than any other brand of chips like Lays or even tortilla chips like Doritos, or for that matter any other type of snack.
By understanding this we can divide the market for Pringles into the following segments:
- People who love Pringles
- People looking for a quick snack
- Parents looking for a snack for their children
- Emotional eaters
- People buying snacks for a party
- People going on a picnic or a trek or hike
- People using Pringles as an ingredient in a recipe
Let’s look closely at each of these market segments for Pringles.
#1. People who love Pringles
By far the biggest segment of the Pringles target market includes people who just plain love Pringles! They are attracted to the taste, the crunch and the convenience of this snack. For many people, pringles are their go-to snack when they want something tasty but not too filling.
People in this segment tend to be heavy eaters of Pringles, buying them regularly and often in large quantities. They are also the most loyal to the brand, rarely straying to try other brands of chips or snacks.
If you love Pringles, then you are part of this segment and there is nothing wrong with that! After all, Pringles are delicious and offer a lot of value for the price.
#2. People looking for a quick snack
When people are looking for a quick snack, they often turn to Pringles as a convenient and tasty option. Pringles are easy to eat on the go and can be found in most convenience stores.
Unlike people in the previous segment, those in this segment are not necessarily looking for Pringles. They are simply looking for a snack. And so they are just as likely to grab a bag of potato chips or a bag of popcorn instead. Or if they don’t mind a sweet snack they may go for a chocolate bar, or a cupcake, or even something they could buy in a convenience store like ice cream or frozen yogurt.
This makes Pringles an impulse purchase and so to reach this type of customer, stores often place Pringles near the register where people can easily grab them on their way out. This strategy makes a Pringles target market out of even those people who are not pre-disposed to buying Pringles.
#3. Parents looking for a snack for their children
Parents are always looking for snacks for their children that are also affordable and tasty. And so Pringles often find their way into lunchboxes and after-school snacks.
Pringles are a good option for parents because they are not as messy as other snacks like classical potato chips or popcorn. While many parents may not consider Pringles to be a healthy snack, sometimes convenience and acceptability by kids outweigh health concerns.
What’s interesting is that with this segment, it’s not just parents who are a Pringles target market but also their children.
#4. Emotional eaters
Pringles can be the ultimate comfort food for emotional eaters. Often when people are feeling down or stressed, they turn to a box of Pringles as a way to make themselves feel better.
For emotional eaters, Pringles offer both the comfort of a familiar food as well as the satisfaction of eating something salty and crunchy. And so emotional eaters are often some of the heaviest consumers of Pringles making them a prime segment of the Pringles target market.
#5. People buying snacks for a party
When throwing a party, people often want to have a variety of snacks on hand for their guests. And so Pringles often find their way onto party snack tables.
Pringles are a good option for party snacks because they are easy to eat and come in a variety of flavors that will please most guests. And because Pringles are so affordable, people often buy them in bulk for parties.
#6. People going on a picnic or a trek or hike
Just as in the previous segment, people often want to have a variety of snacks on hand when going on a picnic or hike. And so Pringles are often included in these types of outings.
Pringles are especially popular for picnics because they do not need to be refrigerated and can be eaten without utensils. For hikers, Pringles are a good option because they are lightweight and easy to carry.
And if a family with kids is out for a picnic or a walk, Pringles can be a great choice as most kids will eat them without making a fuss.
#7. People using Pringles as an ingredient in a recipe
A growing trend is to use Pringles as an ingredient in a recipe. This is often done because Pringles add a crunchy texture to a dish that would otherwise be soft.
Pringles can be used as an ingredient in both savory and sweet dishes. For example, they can be used as a topping on a pizza, or in a cake. People use Pringles in salads, fried fish and even in meatballs.
Conclusion
The Pringles target market is very vast and people buy and consume Pringles for a variety of reasons.
One of the simplest reasons why people eat Pringles is because they love them. These people are the most loyal to the brand and often buy Pringles regularly.
For other people, Pringles are simply a convenient and affordable snack option. Parents buy Pringles for the children and so they often find their way into lunchboxes or as an after-school snack.
Sometimes Pringles seems to be made for emotional eaters. When people are feeling down, they often turn to a box of Pringles as a way to make themselves feel better.
Pringles often end up on party snack tables because they are easy to eat and come in a variety of flavors. And almost everyone loves them. For the same reason, Pringles often find their way into backpacks and picnic baskets.
Finally, the Pringles target market also includes people who use Pringles as an ingredient in recipes. Pringles are popular in many recipes for the crunchy and salty taste that they bring.