Often dismissed as a boring packaged food category with minimal growth, popcorn is primed for a comeback and has burst back to life, transforming the US food industry, according to a new report from Rabobank called “The Popcorn Blockbuster.”
But the snack isn’t making its resurgence in traditional ways like in the microwave popcorn market or movie theater snack category. Rather, the area with the most growth is in the pre-popped ready-to-eat popcorn segment, which Rabobank says is now giving the dominating potato chip industry a challenge.