Do you love potato chips? If so, you’re not alone. In fact, potato chips are one of the most popular snacks in the world.
Most people love potato chips because they are tasty and easy to eat. They are available in many different flavors and textures.
They also have a long shelf life, which makes them convenient for storing and snacking. And they are available at different price points, making them affordable for most people.
But who exactly is the target market for potato chips? And why do they buy them?
In this article, we will explore who buys potato chips and discuss some of the reasons why they are so popular.
Who is the Target Market for Potato Chips?
To best understand the target market for potato chips, we need to first study the reasons why someone decides to buy a bag of chips instead of some other type of snack.
By understanding people’s motivations for needing to eat potato chips, we can divide this market into customer segments and study each segment on its own.
This needs-based segmentation allows potato chip makers to create products with the right tastes, textures and prices to meet the needs of each segment of the market.
Here are the main customer segments of the target market for potato chips:
- People who love potato chips
- People looking for a quick snack
- People who like to experiment with flavors
- People who need a gluten-free snack
- Parents looking for a snack for their children
- Emotional eaters
Let’s look closely at each of these market segments.
1. People who love potato chips
This is the most obvious target market for potato chips. These are the people who buy potato chips regularly, often multiple times per week.
They tend to be brand loyal, sticking to the same brand or type of chip that they know and love. These are the people who are not bothered by price increases.
People who love potato chips tend to snack on them all the time, often to the detriment of their health. They may even have a bag of chips hidden in their desk at work or in their car for when they get the urge to snack.
2. People looking for a quick snack
Potato chips can be a quick and easy snack for people who are on the go. They can be eaten without any preparation, which makes them convenient for busy people.
People looking for a quick snack often buy potato chips from vending machines or convenience stores. They may also buy them in bulk from supermarkets to have at home or at work.
3. People who like to experiment with flavors
Potato chips can be great food with which to experiment with different flavors. There are now many different flavor combinations available, from the traditional to the exotic.
Traditional flavors include salt and vinegar, cheese and onion, and sour cream and chives. Exotic flavors include wasabi, chili lime, and chocolate.
The purists will always stick to the tried and tested flavors, but there is a growing market for people who like to experiment with new and interesting flavor combinations.
People who like to experiment with flavors often buy potato chips as a way to try something new. They may also be willing to pay more for premium or gourmet brands of potato chips.
4. People who need a gluten-free snack
People with dietary restrictions like celiac disease or gluten intolerance can’t eat most types of chips as they are usually made with wheat flour.
However, there are now many brands of potato chips that are specifically designed to be gluten-free.
These chips are often made with rice flour or maize flour instead of wheat flour. They tend to be more expensive than regular potato chips, but for people with gluten intolerance, they are a necessary purchase.
5. Parents looking for a snack for their children
Many parents buy potato chips as a snack for their children.
Potato chips are often seen as a treat, which is why many parents use them as a reward for good behavior or doing well at school.
While most parents would not consider potato chips as a healthy snack, many parents will allow their kids to eat chips after they have finished other healthier foods on their plate first.
6. Emotional eaters
For many people, potato chips are the ultimate go-to comfort food for emotional binge eating!
When they are feeling stressed, sad, or anxious, they turn to potato chips for comfort.
This is because the act of eating potato chips can be soothing and calming. The salty taste and crunchy texture can also help to distract from negative emotions.
In this sense, potato chips are similar to other comfort foods like ice cream, cookies, chocolate chips, and chocolate bars.
So, there you have it! These are the main segments of the target market for potato chips.
Conclusion
Potato chips are a widely loved snack. But the target market for potato chips includes not just the people who love them but also others.
For instance, people looking for a quick snack may turn to a bag of chips to tide them till the next meal.
People who like to experiment with flavors and textures of food can do so easily with potato chips which now come in all sorts of exotic flavors.
People who need a gluten-free snack can now find potato chips that they can eat. Likewise, parents who are open to a not-quite-so-healthy snack for their children could go for a bag of chips.
And finally, for those looking for emotional support in food, a bag of potato chips can be the ultimate companion.
