Before 2008, there were no wholegrain chips available in Australia. The market was dominated by traditional potato or corn based snacks. However, market research revealed a potential opportunity to develop a wholegrain snack for health-conscious consumers. The Smith’s Snackfood Company, a major player in the Australian market, took advantage of this opportunity and launched Grain Waves. The strong brand personality of Grain Waves helped it become successful. By the end of its initial launch phase, Grain Waves had achieved an impressive 8% trial rate and had gained 25% brand awareness.
There are two aspects to consider regarding Grain Waves: it is a type of crunchy chips that dominate the snack food market in English-speaking countries and other Western nations. The chips market in Australia generated total revenues of AU$605.5 million in 2010, making it a dominant force in the snack food market. The snacking culture associated with consuming chips is a reflection of the enjoyable leisure time lifestyle. People often consume chips when hosting parties, watching TV, or having picnics. Chips are often seen as a well-deserved indulgence when choosing a snack.
The expanding chips market has led to increased investment in health-oriented lines by the sweet and savoury snacks industry. However, sales of these snacks are facing threats from the continued growth of obesity and overweight. The conventional potato chips industry is also likely to continue receiving negative publicity for its high fat, calorie, flavouring, and salt content.
