Not all potato chips are created equal. And competition among up-and-coming chip brands is fierce in this highly mature retail snack segment valued at $8.9 billion, per IRI, Chicago. In chips, a select few companies and longstanding legacy brands dominate annual sales and market share.

The chips market has grown highly diversified over the past several years. In 2017, a chip can run the gamut, including standard potato chips, chips made out of fruits or vegetables, and multigrain options.

Select segments of salty snacks like extruded snacks, chips and pretzels have aligned with prevailing shopper desires, and their sales numbers show it.