90s Crisp Revival: Gen Z Sparks Nostalgia-Driven Snack Trend
Retro crisp brands from the 1990s are experiencing a resurgence in popularity, driven by Gen Z consumers and social media trends. Supermarket data reveals significant sales increases for classic flavors.
In a surprising twist of culinary nostalgia, crisp brands popular in the 1990s are making a comeback, fueled by the enthusiasm of Generation Z consumers. This resurgence has been reflected in recent supermarket sales data, showcasing a significant uptick in demand for classic snack varieties.
Frazzles, Skips, and Discos are among the retro brands experiencing renewed popularity. The trend appears to be driven by social media platforms, particularly TikTok, where taste tests of these nostalgic flavors have garnered hundreds of thousands of views. This phenomenon highlights the power of social media in shaping consumer preferences and reviving past trends.
Sales figures paint a clear picture of this resurgence:
- Smith's crispy bacon Frazzles: 48% increase
- KP's prawn cocktail Skips: 47% increase
- Salt and vinegar Chipsticks: 42% increase
- Discos: 15% increase
- Rib 'N' Saucy Nik Naks multipacks: 6% increase
Ocado, a prominent online supermarket, reported a 20% rise in multipack sales of these retro crisps over the past year. This surge in demand has caught the attention of industry experts and food enthusiasts alike.
Renowned celebrity chef Nigella Lawson expressed her delight at the return of these classic flavors, stating:
"I for one am not surprised by the trend toward classic crisps in their many forms. As my crisp cauldron will testify, I have in store many of the flavours mentioned. They are the perfect accompaniment to an evening aperitivo or to snack on during essential TV viewing."
Nathan Hawker, a buyer at Ocado Retail, provided insights into the broader crisp market trends. He noted the recent innovations in the category, including the rise of gourmet flavors and crisps made from alternative ingredients like lentils, chickpeas, and even seaweed. However, Hawker emphasized that the familiar flavors and practicality of retro multipacks continue to hold a special place in consumers' hearts.
The revival of these 90s snacks can be attributed to a combination of factors. Millennials, now shopping for their own families, are rediscovering childhood favorites. Additionally, the wave of 90s nostalgia sweeping social media platforms has contributed to making these "old school" crisps trendy once again.
It's worth noting that while retro crisps are enjoying a resurgence, mainstream varieties still dominate overall preferences. A recent survey revealed that Walkers cheese and onion remains the nation's favorite, followed by beef flavor Monster Munch and Walkers salt and vinegar.
This crisp revival is part of a broader trend in the snack industry, which has a rich history dating back to 1853 when the first potato crisps were invented by George Crum in Saratoga Springs, New York. Since then, the industry has seen numerous innovations, from the introduction of flavored chips in the 1950s to the creation of unique varieties like Pringles in 1968.
As the average American consumes about 6.6 pounds of potato chips annually, and with over 200 different flavors available in countries like Japan, it's clear that the world's appetite for crisps remains strong. This latest trend demonstrates how nostalgia and social media can breathe new life into classic snack brands, appealing to new generations of consumers while evoking fond memories for others.
