When it comes to snacking, consumers just can't help acting on impulse. And, as the credit crunch squeezes shoppers, many feel they deserve to splurge on that occasional treat even more. According to AC Nielsen data, crisps and snacks is the only category within impulse that is currently in growth - up 3.8% (total market 52 w/e November 11, 2008). And as impulse snacking is worth £4.2bn a year, that 3.5% equates to a lot of sales.

For consumers, there's no escaping snacks because in this multi-million pound market there's something for everyone. There are snacks for those who are simply hungry, snacks for those wanting a treat, and nowadays there are even snacks for those people who are watching their weight.

How much do you think the sweet and savoury snacks market is worth in the UK? One billion pounds perhaps? Or even two? If those were your answers, then you're way off because according to AC Nielsen, the biscuits, bagged snacks, snack cakes and snack confectionery market was worth a whopping £6.7bn in 2006 and is growing at a rate of 1.4%. Biggest growth comes from cakes up 4.9% and bagged snacks such as crisps, up 3.5%.

With fears about the nation's expanding waistlines increasingly dominating the headlines, the overall market for traditional crisps and savoury snacks has been pretty flat over the past year.

A glance at the latest research into bagged snacks may surprise many forecourt retailers. Mintel’s latest report, Crisps and Snacks, June 2005, shows falling sales of crisps and savoury snacks across all retail outlets. Just three years ago, it says, total sales were £2.4bn but now that has dropped by 6% to just over £2.2bn.

Never has the snack market been more competitive. Not only do the crisp and salty snack manufacturers have each other to contend with but they also have to tackle competition from other categories. And it’s everywhere – from hunger-busting chocolate bars to filling smoothie drinks; from calorie-counted salads to calorie-laden pies and pasties.

Even some of the most health conscious consumers find it hard to resist the temptation of a packet of crisps. In fact, according to Information Resources (IRI), 95 per cent of households buy crisps, snacks and nuts, making the category a lucrative money spinner for retailers.