Crisps Insight Report 2026

What the report covers

The Crisps Insight Report 2026 looks at how UK university students buy and eat crisps, which brands they switch between and what that means for crisp brands planning 2027. It draws on 4,664 responses across three Dig In student surveys, including the 2026 crisp survey (n=1,564). Students answered after receiving products through Dig In Welcome Bags and halls activity, so these are stated attitudes and intent, not confirmed sales.

Key findings

• 86.6% of students eat crisps weekly or more, and 28.3% eat them every day.

• 41.0% spend £4 or more a week on crisps.

• 71.2% buy more than one crisp brand, and 48.0% buy three or more.

• 44% cite previous trial as a reason for choosing a brand, ahead of price, availability and offers (earlier Dig In research, n=1,609).

• After sampling Extra Flamin’ Hot, 55.7% said they hadn’t tried it before and 75.1% said they would buy it again.

Inside the report

• Habits and weekly spend

• Brand loyalty and repertoire

• Where students buy

• What drives choice

• Flavour trends

• Case studies: Lorenz and Extra Flamin’ Hot

• What it means for crisp brands

• 2027 opportunities

Who it’s for

Brand, insight and shopper marketing teams at crisp and snack brands, from category leaders to challengers and new launches, and the agencies that plan for them.

How to cite it

Dig In, Crisps Insight Report 2026. Please credit Dig In and link to this page when you quote it.