Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market at a glance
- Market trends important to growth
- Saltine crackers are biggest segment, but with worst track record over past two years
- Top four manufacturers account for 77% of market share
- Supermarkets command nearly all sales
- Consumers and the cracker market
- Types and brands
- Eating patterns
- Important attributes of crackers
- Opinions about crackers
- Hispanics and cracker usage
- Kids and teens
Market Drivers
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- Health issues: whole grains in, trans fat out
- Two potential market drivers: growing interest in glycemic index and gluten-free foods
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- Figure 1: New cracker releases: health claims, 2001-06
- Diet issues: portion control over low-carb
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- Figure 2: Types of diet plans used, April-May 2006
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- Figure 3: Interest in eating plans/diet trends, April-May 2006
- Competition from other snack products
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- Figure 4: U.S. sales of salty snacks, segmented by type, 2003 and 2005
- Kids’ snacking habits: replacing chips with crackers?
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- Figure 5: Selected foods, what is eaten by kids as a snack vs. treat, July 2006
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- Figure 6: Prevalence of overweight and obesity among children aged 6-19, 1971-2002
Market Size and Trends
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- Market size
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- Figure 7: Total U.S. retail sales of crackers, at current and constant prices, 2001-06
- Market trends
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- Figure 8: New product releases in cracker category, 2001-06
Market Segmentation
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- Introduction
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- Figure 9: FDM sales of crackers, segmented by type, 2004 and 2006
- Saltine crackers
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- Figure 10: FDM sales of saltine crackers, at current and constant prices, 2001-06
- Crackers with fillings
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- Figure 11: FDM sales of crackers with fillings, at current and constant prices, 2001-06
- Graham crackers
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- Figure 12: FDM sales of graham crackers, at current and constant prices, 2001-06
- Breadsticks
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- Figure 13: FDM sales of breadsticks, at current and constant prices, 2001-06
- Matzoh crackers
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- Figure 14: FDM sales of matzoh crackers, at current and constant prices, 2001-06
- All other crackers
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- Figure 15: FDM sales of all other crackers, at current and constant prices, 2001-06
Supply Structure
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- Companies and brands
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- Figure 16: Manufacturer FDM sales of crackers in the U.S., 2004 and 2006
- Saltine crackers
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- Figure 17: Manufacturer brand FDM sales of saltine crackers in the U.S., 2004 and 2006
- Crackers with fillings
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- Figure 18: Manufacturer brand FDM sales of crackers with fillings in the U.S., 2004 and 2006
- Graham crackers
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- Figure 19: Manufacturer brand FDM sales of graham crackers in the U.S., 2004 and 2006
- Breadsticks
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- Figure 20: Manufacturer brand FDM sales of breadsticks in the U.S., 2004 and 2006
- Matzoh crackers
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- Figure 21: Manufacturer brand FDM sales of matzoh crackers in the U.S., 2004 and 2006
- All other crackers
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- Figure 22: Manufacturer brand FDM sales of all other crackers in the U.S., 2004 and 2006
- Major manufacturers
- Kraft/Nabisco
- Keebler (Kellogg)
- Campbell’s Soup Company/Pepperidge Farm
Advertising and Promotion
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- Media: Print vs. Television
- Kraft/Nabisco
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- Figure 23: Television ad for Ritz Chips, 2006
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- Figure 24: Television ad for Nabisco’s Wheat Thins Toasted Chips, 2006
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- Figure 25: Television ad for Nabisco’s Pita Thins Toasted Chips, 2006
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- Figure 26: Television ad for Nabisco’s Roasted Vegetable Ritz, 2006
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- Figure 27: Holiday television ad for Ritz Savory Crackers, 2006
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- Figure 28: Television ad for Nabisco’s Wheat thins crackers, 2006
- Pepperidge Farm (Campbell’s Soup Co.)
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- Figure 29: Television ad for goldfish, “Bon Voyage, Finn”, 2006
- Figure 30: Television ad for goldfish, “Flavor Blasted Goldfish”, 2006
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- Figure 31: Television ad for goldfish, “Bedtime Story”, 2006
- Figure 32: Television ad for goldfish, “Goldfish at play”, 2006
- Keebler (Kellogg)
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- Figure 33: Television ad for Cheez-It crackers, “How do they do it?”, 2006
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- Figure 34: Television ad for Cheez-It Crisps, “How do they do it,” 2006
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- Figure 35: Television ad for Keebler’s Town House Toppers, 2006
Retail Distribution
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- Introduction
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- Figure 36: U.S. retail sales of crackers, by channel, 2004 and 2006
- Supermarkets
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- Figure 37: U.S. supermarket sales of crackers, at current and constant prices, 2001-06
The Consumer
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- Introduction
- Summary
- Types and brands
- Eating patterns
- Important attributes of crackers
- Opinions about crackers
- Hispanics and cracker usage
- Kids and teens
- Cracker usage among adults
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- Figure 38: Household usage of crackers, January-September 2004 and May 2005-June 2006
- Brands of crackers eaten
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- Figure 39: Brands of crackers eaten by households, January-September 2004 and May 2005-June 2006
- Regular or low sodium/salt content
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- Figure 40: Types of crackers (regular or low salt/low sodium) eaten in household, January-September 2004 and May 2005-June 2006
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- Figure 41: Types of crackers (regular or low salt/low sodium) eaten in household, by race/Hispanic origin, May 2005-June 2006
- Types of crackers eaten
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- Figure 42: Types of crackers eaten, by gender, December 2006
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- Figure 43: Types of crackers eaten, by age, December 2006
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- Figure 44: Types of crackers eaten, by race/Hispanic origin, December 2006
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- Figure 45: Types of crackers eaten, by number of children in household, December 2006
- Number of bags of crackers eaten in past 30 days
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- Figure 46: Number of bags of crackers eaten per month, by households that use crackers, May 2005-June 2006
- Frequency of eating crackers
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- Figure 47: Frequency of eating crackers, by age, December 2006
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- Figure 48: Frequency of eating crackers, by number of children in household, December 2006
- When crackers are eaten
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- Figure 49: When specific cracker types are eaten, December 2006
- Foods eaten with crackers
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- Figure 50: Foods eaten with saltines, club crackers, cheese crackers, wheat crackers, graham crackers, and other flavored crackers, December 2006
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- Figure 51: Foods eaten with breadsticks and oyster/soup crackers, December 2006
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- Figure 52: Foods eaten with crackers with fillings, December 2006
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- Figure 53: Foods eaten with specialty crackers, flatbread crackers, water crackers, melba toast, and matzoh/kosher crackers, December 2006
- Important attributes of crackers
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- Figure 54: Important attributes of crackers, by age, December 2006
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- Figure 55: Important attributes of crackers, by race/Hispanic origin, December 2006
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- Figure 56: Important attributes of crackers, by number of children in household, December 2006
- Opinions about kids and crackers
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- Figure 57: Opinions about kids and crackers, by age, December 2006
- General opinions about crackers
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- Figure 58: Opinions about crackers, by age, December 2006
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- Figure 59: Opinions about crackers, by race/Hispanic origin, December 2006
- Hispanics and cracker consumption
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- Figure 60: Types of crackers eaten, by Hispanic heritage, May 2005-June 2006
- Teenagers and crackers
- Children and crackers
Future and Forecast
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- Future trends
- Health issues: continued ins and outs
- Competition from other snack products
- The importance of marketing to children
- Market forecast
- Crackers
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- Figure 61: Forecast of total U.S. sales of crackers, at current and constant prices, 2006-11
- Saltine crackers
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- Figure 62: Forecast of U.S. FDM sales of saltine crackers, at current and constant prices, 2006-11
- Crackers with fillings
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- Figure 63: Forecast of U.S. FDM sales of crackers with fillings, at current and constant prices, 2006-11
- Graham crackers
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- Figure 64: Forecast of U.S. FDM sales of graham crackers, at current and constant prices, 2006-11
- Other crackers
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- Figure 65: Forecast of U.S. FDM sales of other crackers, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
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- Annie’s Homegrown: Annie’s White Cheddar Bunnies Baked Crackers
- Matter of Flax: Matter of Flax Flax Krisps
- Health Valley Company: Rice Bran Crackers
- Kellogg’s: Austin Cheddar Cheese Crackers
- Partners: Partners Wisecrackers
- Nabisco: Nabisco Honey Made Graham Crackers
- Roundy’s: Roundy’s Reduced Fat Snack Crackers
- Sunflower Market: Nature’s Best Organic Flatbread Crackers
- Pepperidge Farm: Pepperidge Farms Mega Size Goldfish
- Kraft Foods: Ritz Bits S’mores Cracker Sandwiches
- Specialty Brands of America: New York Flatbreads
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