"After a four year period of modest growth, sales of crackers fell slightly from 2016-17, thanks in part to intensified snacking competition. Benefitting from consumer interest in snacking and a reputation for being versatile, the crackers category enjoys nearly universal penetration, making growth difficult to come by. As a category stuck in the middle between indulgent and healthy, cracker products can use pairing and usage suggestions to increase perceived nutrition ...
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Overview
Executive Summary
Market
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
The Market – What You Need to Know
Market Size and Forecast
Market Breakdown
Market Perspective
Market Factors
Consumer
Consumer
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
The Consumer – What You Need to Know
Cracker Purchase
Cracker Occasions
Cracker Format Attitudes
Snack Perceptions
Ideal Cracker Flavors
Ideal Cracker Ingredients
Ideal Cracker Claims and Attributes
Brand/Company
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Key Players – What You Need to Know
Company and Brand Sales of Crackers
What’s Working?
What’s Struggling?
What’s Next?
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
Appendix – Data Sources and Abbreviations
Appendix – The Market
Appendix – Key Players
5th December 2018
“Consumers don’t always have the resources or time to turn their moral and ethical sentiments into action, so they look to brands across categories and industries that are consistent with their values and even those that bring issues they may have not thought about to the forefront.” – Mintel ... 
29th June 2018
“Cracker products with on trend and high quality ingredients and flavors cater to a number of unique consumer interests and may inspire excitement, justify higher price points, and boost sales in the category.” – Crackers – US, February 2018
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Cracker sales fall in 2017
