Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Note on IRI data adjustment
- Abbreviations & terms
- Abbreviations
- Terms
Executive Summary
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- Despite challenges, crackers comprise a $3.5 billion market
- Innovation helps stave off sizable declines
- Natural crackers have benefited from health concerns
- Plainest crackers and filled crackers show greatest declines
- Nabisco’s healthful moves have minimized sales declines
- Supermarkets have more than 90% of all cracker sales
- Cracker consumption among children a major driver
- Drop-off in cracker consumption between childhood and teen years
- Crackers to be evaluated based on Glycemic Index
- Sales of crackers expected to decline in constant terms
Market Drivers
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- Eating occasions and food pairs
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- Figure 1: Occasions for eating crackers, February 2005
- Presence of children in the household
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- Figure 2: U.S. population, by age, 2000 and 2005
- Obesity and diet trends
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- Figure 3: Future plans for limiting carbohydrate intake, February 2004
- Competition from other snack foods
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- Figure 4: Sales of select salty snacks, by type, 2002 and 2004
- Health and wellness trends
- Whole grains
- Trans fats
- Innovation and new products
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- Figure 5: Number of new cracker products and packaging, 1999-2004
- Healthier formulae
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- Figure 6: Top five positioning claims of new cracker products and number of each released since 1999
- New flavors
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- Figure 7: Top five flavors of new cracker products and number of each released since 1999
- New packaging
- New cracker sizes/shapes
Market Size & Trends
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- Steady decline based on constant prices
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- Figure 8: U.S. retail sales of crackers, at current and constant prices, 1999-2004
- Market trends
Market Segmentation
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- Overview
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- Figure 9: FDM sales of crackers, segmented by type, 2002 and 2004*
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- Figure 10: Graph: Sales indices of each segment based constant prices, 1999-2004
- Saltine crackers
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- Figure 11: FDM sales of saltine crackers, at current and constant prices, 1999-2004*
- Crackers with fillings
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- Figure 12: FDM sales of crackers with fillings, at current and constant prices, 1999-2004*
- Graham crackers
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- Figure 13: FDM sales of graham crackers, at current and constant prices, 1999-2004*
- Breadsticks
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- Figure 14: FDM sales of breadsticks, at current and constant prices, 1999-2004*
- Matzoh crackers
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- Figure 15: FDM sales of matzoh crackers, at current and constant prices, 1999-2004*
- All other crackers
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- Figure 16: FDM sales of all other crackers, at current and constant prices, 1999-2004*
Supply Structure
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- Companies and brands—FDM channels
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- Figure 17: FDM manufacturer sales of crackers in the U.S., 2002 and 2004*
- Saltine crackers
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- Figure 18: Manufacturer brand sales of saltine crackers in the U.S., 2002 and 2004*
- Crackers with fillings
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- Figure 19: Manufacturer brand sales of crackers with fillings in the U.S., 2002 and 2004*
- Graham crackers
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- Figure 20: Manufacturer brand sales of graham crackers in the U.S., 2002 and 2004*
- Breadsticks
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- Figure 21: Manufacturer brand sales of breadsticks in the U.S., 2002 and 2004*
- Matzoh crackers
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- Figure 22: Manufacturer brand sales of matzoh crackers in the U.S., 2002 and 2004*
- All other crackers
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- Figure 23: Manufacturer brand sales of all other crackers in the U.S., 2002 and 2004*
- Major manufacturers: FDM Channels
- Kraft/Nabisco
- Keebler (Kellogg)
- Campbell’s Soup Company/Pepperidge Farm
- Lance
- Companies and brands—natural channel
Advertising & Promotion
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- Kraft/Nabisco
- Pepperidge Farm (Campbell’s Soup Co.)
- Lance, Inc.
Retail Distribution
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- Introduction
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- Figure 24: U.S. retail sales of crackers, by channel, 2002 and 2004
- Supermarkets
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- Figure 25: Supermarket sales of crackers, at current and constant prices, 1999-2004
The Consumer
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- Introduction
- Households that eat crackers
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- Figure 26: Household usage of snack crackers, saltines, and graham crackers, by demographic characteristics, January-September 2004
- Types of crackers eaten in household
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- Figure 27: Types of crackers eaten in household, January-September 2004
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- Figure 28: Types of crackers eaten in household, by age, January-September 2004
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- Figure 29: Types of crackers eaten in household, by race/Hispanic origin, January-September 2004
- Usage of regular vs. low-salt crackers
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- Figure 30: Kinds of crackers eaten in household, January-September 2004
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- Figure 31: Kinds of crackers eaten in household, by age, January-September 2004
- Types/formats of crackers purchased in the past three months
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- Figure 32: Types/formats of crackers purchased in the past three months, February 2005
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- Figure 33: Types/formats of crackers purchased in the past three months, by gender, February 2005
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- Figure 34: Types/formats of crackers purchased in the past three months, by age, February 2005
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- Figure 35: Types/formats of crackers purchased in the past three months, by household income, February 2005
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- Figure 36: Types/formats of crackers purchased in the past three months, by presence of children, February 2005
- Brand of crackers used in the household
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- Figure 37: Brands of crackers used, January-September 2004
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- Figure 38: Brands of crackers used, by number of people in the household, January-September 2004
- Cracker consumption per household
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- Figure 39: Number of packages of crackers consumed per household in the past 30 days, January-September 2004
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- Figure 40: Number of packages of crackers consumed per household in the past 30 days, by age, January-September 2004
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- Figure 41: Number of packages of crackers consumed per household in the past 30 days, by race/Hispanic origin, January-September 2004
- Crackers and snacking
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- Figure 42: Attitudes towards crackers as snack food, February 2005
- Other occasions for eating crackers
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- Figure 43: Other occasions for eating crackers, by age, February 2005
- Brand and price
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- Figure 44: Opinions about brand and price of crackers, February 2005
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- Figure 45: Opinions about brand and price of crackers, by age, February 2005
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- Figure 46: Opinions about brand and price of crackers, by household income, February 2005
- Teenagers’ use of crackers
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- Figure 47: Demographic characteristics of teenage cracker eaters, January-September 2004
- Flavor of crackers eaten by teens
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- Figure 48: Types of crackers eaten by teens, January-September 2004
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- Figure 49: Types of crackers eaten by teens, by gender and age, January-September 2004
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- Figure 50: Types of crackers eaten by teens, by race/Hispanic origin, January-September 2004
- Frequency of cracker consumption
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- Figure 51: Frequency of cracker consumption by teens in the past 30 days, January-September 2004
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- Figure 52: Frequency of cracker consumption by teens in the past 30 days, by gender and age, January-September 2004
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- Figure 53: Frequency of cracker consumption by teens in the past 30 days, by race/Hispanic origin, January-September 2004
- Teens’ involvement in cracker purchase decisions
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- Figure 54: Frequency of cracker purchase decision-making by teens, January-September 2004
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- Figure 55: Frequency of cracker purchase decision-making by teens, by gender and age, January-September 2004
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- Figure 56: Frequency of cracker purchase decision-making by teens, by race/Hispanic origin, January-September 2004
- Children’s use of crackers
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- Figure 57: Demographic characteristics of children who eat crackers, January-September 2004
- Types of crackers preferred by children
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- Figure 58: Types of crackers preferred by children, January-September 2004
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- Figure 59: Types of crackers preferred by children, by race/Hispanic origin, January-September 2004
- Frequency of cracker consumption
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- Figure 60: Frequency of cracker consumption by children in the past 30 days, January-September 2004
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- Figure 61: Frequency of cracker consumption by children in the past 30 days, by race/Hispanic origin, January-September 2004
- Children’s cracker choices’ presence in the home
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- Figure 62: Presence of children’s prefered crackers in the home, January-September 2004
- Summary
- Teenagers and crackers
- Children and crackers
Future & Forecast
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- Future trends
- Children-oriented crackers will focus on youngest kids
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- Figure 63: U.S. population, by age, 2000-10
- Kid-focused crackers will get healthier to appeal to parents
- Crackers to be evaluated based on Glycemic Index
- Crackers to pair with wine and cheese culture
- Market Forecast
- Crackers
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- Figure 64: Forecast of total U.S. retail sales of crackers, at current and constant prices, 2004-2009
- Saltine crackers
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- Figure 65: Forecast of U.S. FDM sales of saltine crackers, at current and constant prices, 2004-2009
- Crackers with fillings
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- Figure 66: Forecast of U.S. FDM sales of crackers with fillings, at current and constant prices, 2004-2009
- Graham crackers
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- Figure 67: Forecast of U.S. FDM sales of graham crackers, at current and constant prices, 2004-2009
- Other crackers
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- Figure 68: Forecast of U.S. FDM sales of other crackers, at current and constant prices, 2004-2009
- Forecast Factors
Appendix: Trade Associations
Appendix: New Product Developments
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- New product briefs
- Sunshine: Cheez-It Star Wars Limited Edition Crackers
- Whole Foods Market: 365 All Natural Wheat Squares
- Kraft: Sundried Tomato & Basil Wheat Thins
- Annie’s Homegrown: Real Cheddar Bunnies Baked Snack Crackers
- Pepperidge Farm: On The Go! Sandwich Snackers
- Nabisco: Ritz Dinosaur Crackers
- Tree of Life: Honey Grahams
- Kraft: Original Triscuit in Family Size
- Pepperidge Farm: Jalapeno Flavor Blasted Goldfish
- Sakata: American BBQ Rice Crackers
- Nabisco: Kid Sense Cracker Fun Packs
- Haute Cuisine: Grilled Onion with Poppy Seed Crackers
- Nabisco: Triscuit in Rosemary & Olive Oil Flavor
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