Utz summer snacking survey reveals top chip flavors
Snacking is a daily habit for many U.S. consumers, and there’s no better time than summer to enjoy a salty snack. A new “The United Snacks of Summer survey,” Censuswide for Utz Brands Inc., found:
- 62.2% of Americans snack at least once a day during the summer
- Another 30.5% said they eat salty snacks multiple times a day
- Only 1% of respondents said they never snack during the summer
Potato chips dominate
Potato chips ranked as the top salty snack choice. When asked to choose one salty snack for summer, 35.6% of respondents selected potato chips. That was more than double any other snack category.
Flavor preferences
Flavor preferences were closely split. Original chips led nationally at 18.7%, followed by sour cream and onion at 18.5% and barbecue at 17.8%. Salt and vinegar followed at 13.3%. Jalapeño or spicy, dill pickle, ranch and salt and pepper rounded out the list.
Regional preferences showed differences across the country. Original chips performed strongly in the Northeast and Great Plains, while barbecue led across the South and parts of the Midwest. Salt and vinegar overperformed its national average in Arizona, Montana, Rhode Island, Oregon and Virginia.
Alaska stood out for dill pickle chips. Utz reported that 22% of consumers in the state named dill pickle as their favorite chip flavor.
Holiday influences
Summer occasions also played a role in snack demand. Nearly 45% of snackers said they reach for chips at a backyard barbecue or cookout, making it the top summer snacking occasion. Late-night snacking at home followed at 34.5%, while Fourth of July celebrations ranked third at 34.2%.
Road trips and picnics also ranked among the top summer occasions for chips, at 27.5% and 24.3%, respectively. For Fourth of July celebrations, barbecue chips were the leading choice, with nearly one-third of Americans selecting them first.
Snack experimentation
The survey also found that younger consumers are expanding how chips are used in meals and snacks. Nearly 24% of Americans said the most unusual food they had added chips to was a sandwich. Burgers and hot dogs followed at 13.2%, soup or chili at 10.3%, and ice cream or dessert at 9.6%.
The survey was conducted May 6-12, 2026. The survey asked U.S. adults about their summer snacking habits, occasions and flavor preferences from Memorial Day to Labor Day. Censuswide is a member of the Market Research Society and the British Polling Council.