Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Volume grows as price increases halt in 2010
- Saltines lose share to segments that offer standalone snacks
- Crackers more likely to be consumed regularly than most other snacks
- Supermarkets dominate cracker sales but warehouse clubs gain
- Kraft and Kellogg lose ground to Pepperidge Farm and smaller brands
- Premium healthful products and private label launches both on the increase
- Brand marketing reflects age and income segmentation
- Age determines likelihood of cracker consumption and usage habits
- Brand differentiation easier for flavored crackers and products
- Private label purchased by less than a third of respondents
- Flavor is the strongest consideration during purchase
- Half of cracker buyers look for healthful product claims
- Family members, in-store samples, and coupons drive new product trial
Insights and Opportunities
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- Over-35s generally neglected in media advertising
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- Figure 1: Population, by age, 2006-16
- Claims of natural ingredients need to be brought to life
- Whole grain product claim accompanied by confusion
Inspire Insights
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- Trend: Brand Review
Market Size and Forecast
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- Weak demand and stagnant unit prices slow growth in 2010
- Sales and forecast of crackers
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- Figure 2: Total U.S. retail sales of crackers, at current prices, 2005-15
- Figure 3: Total U.S. retail sales of crackers, at inflation-adjusted prices, 2005-15
- Fan-chart forecast
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- Figure 4: Fan-chart forecast for crackers, 2005-15
- Walmart sales
Market Drivers
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- Volume grows in 2010 as prices are held steady
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- Figure 5: FDMx cracker dollar sales per pound, 2007-10
- Crackers increasingly positioned as a standalone snack
- Brands base premium on claims of purity and natural ingredients
- “Gluten free” products surge but not necessarily needed
Competitive Context
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- Crackers more likely to be consumed regularly than most other snacks
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- Figure 6: Who in household eats each type of salty snack, November 2010
- Regular consumption separates crackers from other snack alternatives
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- Figure 7: Occasions when respondent personally eats each type of salty snack, November 2010
Segment Performance
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- Saltines lose share to segments that offer standalone snacks
- Total U.S. retail sales of crackers, by segment
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- Figure 8: Total U.S. retail sales of crackers, by segment, 2008-10
Segment Performance—“All Other” Crackers
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- Premium launches unable to jumpstart the general cracker segment
- Sales and forecast of other crackers
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- Figure 9: Total U.S. sales and forecast of other crackers, at current prices, 2005-15
Segment Performance—Saltine Crackers
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- Saltines suffer from volume decline and aggressive price promotions
- Sales and forecast of saltine crackers
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- Figure 10: Total U.S. sales of saltine crackers, 2005-15
Segment Performance—Crackers with Fillings
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- Growth of crackers with fillings suggest movement toward standalone snacks
- Sales and forecast of crackers with fillings
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- Figure 11: Total U.S. sales and forecast of crackers with fillings, at current prices, 2005-15
Segment Performance—Graham Crackers
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- Grahams post strongest volume growth during past two years
- Sales and forecast of graham crackers
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- Figure 12: Total U.S. sales and forecast of graham crackers, at current prices, 2005-15
Segment Performance—Breadsticks
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- Breadsticks stagnate due to lack of innovation and marketing
- Sales and forecast of bread sticks
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- Figure 13: Total U.S. sales and forecast of bread sticks, at current prices, 2005-15
Segment Performance—Matzoh Crackers
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- Matzoh crackers remain niche with little growth potential
- Sales and forecast of Matzoh crackers
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- Figure 14: Total U.S. sales and forecast of Matzoh crackers, at current prices, 2005-15
Retail Channels
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- Supermarkets remain dominant channel but mass merchants gain ground
- Sales of crackers, by channel
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- Figure 15: Total U.S. sales of crackers, by channel, 2008 and 2010
Retail Channels—Supermarkets
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- Private label sales help supermarkets but channel prices set to rise
- Supermarket/food stores’ sales of crackers
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- Figure 16: Supermarket/food stores’ sales of crackers, at current prices, 2005-10
Retail Channels—Supercenters and Warehouse Clubs
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- Warehouse clubs drive share gain for the mass merchant channel
- Supercenters and warehouse clubs’ sales of crackers
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- Figure 17: Supercenters and warehouse clubs’ sales of crackers, at current prices, 2005-10
Retail Channels—Other Retailers
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- Other retailers see decline as supermarkets show mild growth
- Other retailers’ sales of crackers
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- Figure 18: Other retailers’ sales of crackers, at current prices, 2005-10
Retail Channels—Natural Supermarkets
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- Key points
- Insight
- Sales of crackers in the natural channel
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- Figure 19: Natural supermarket sales of crackers, at current prices, 2008-10
- Figure 20: Natural supermarket sales of crackers, at inflation-adjusted prices, 2008-10
- Natural channel sales by segment
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- Figure 21: Natural supermarket sales of crackers, by segment, 2008 and 2010
- Leading brands
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- Figure 22: Selected natural supermarket brand sales of crackers, 2008 and 2010
Leading Companies
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- Kraft and Kellogg lose ground to Pepperidge Farm and smaller brands
- FDMx sales of crackers by manufacturer
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- Figure 23: Manufacturer FDMx sales of crackers in the U.S., 2009 and 2010
Brand Share—“All Other” Crackers
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- New products from Nabisco move upscale and offer smaller packaging
- Kellogg boosted by Townhouse Flatbread launch
- Pepperidge Farm Goldfish posts highest growth of any major brand
- Manufacturer and brand sales of “all other” crackers
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- Figure 24: Selected FDMx brand sales of “all other” crackers, 2009 and 2010
Brand Share—Crackers with Fillings
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- Kellogg rebounds from 2009 recall but underperforms over longer term
- Kraft grows through launch of premium-positioned Crackerfuls
- Manufacturer and brand sales of crackers with fillings
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- Figure 25: Selected FDMx brand sales of crackers with fillings, 2009 and 2010
Brand Share—Saltine Crackers
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- Variety and low price help stem sales decline
- Manufacturer and brand sales of saltine crackers
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- Figure 26: Selected FDMx brand sales of saltine crackers, 2009 and 2010
Brand Share—Graham Crackers
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- Grahams boosted by Goldfish product extensions
- Manufacturer and brand sales of graham crackers
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- Figure 27: Selected FDMx brand sales of graham crackers, 2009 and 2010
Brand Share—Breadsticks
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- Breadsticks segment shows greatest private label share gain
- Manufacturer and brand sales of bread sticks
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- Figure 28: Selected FDMx brand sales of bread sticks, 2009 and 2010
Brand Share—Matzoh Crackers
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- Matzoh segment sees biggest drop in unit prices
- Manufacturer and brand sales of Matzoh crackers
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- Figure 29: Selected FDMx brand sales of Matzoh crackers, 2009 and 2010
Innovations and Innovators
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- “All natural” and “whole grain” surge in popularity in new product launches
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- Figure 30: Top 15 claims on crackers product launches, 2006-10
- Private label grows share of new launches by six percentage points in five years
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- Figure 31: Private label versus name brand crackers product launches, 2006-10
- Natural, organic, and gluten-free products launch at a premium
- Non-traditional ingredients reinforce natural positioning
Marketing Strategies
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- Overview
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- Figure 32: Adspend for leading cracker brands, 2008-09
- Television advertising
- Nabisco (Kraft) subsegments under-35s with three distinct approaches
- Ritz
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- Figure 33: Ritz Cracker – Suburban Block Party, January 2011
- Wheat Thins
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- Figure 34: Wheat Thins Crunch Stix – Helicopter Rescue, September 2010
- Triscuit
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- Figure 35: Triscuit – Urban Rooftop, March 2010
- Flatbread products create upscale premium through flavor
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- Figure 36: Townhouse Flatbread Crisps – Pop-up Book, August 2010
- Cheez-It focuses on the authenticity of its cheese
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- Figure 37: Cheez-It – Cheese Inspection, July 2010
- Goldfish keeps the fun wholesome for family
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- Figure 38: Goldfish Grahams – Escape from Vacuum, August 2010
- Social media and online marketing
- Wheat Thins scours Twitter for deserving fans
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- Figure 39: Wheat Thins – Surprise Twittervention, July 2010
- Facebook represents a low-cost marketing tool for smaller brands
- Cheez-It lets consumers participate in product design
Consumption Frequency and Occasions
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- Key points
- Over-45s more likely to consume crackers
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- Figure 40: Regular consumption of crackers, by key demographics, November 2010
- Respondents 18-24 most likely to consume crackers daily
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- Figure 41: Frequency of personal cracker usage, by age, November 2010
- Weekly consumption less likely among lower-earning households
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- Figure 42: Frequency of personal cracker usage, by household income, November 2010
- How and when consumers eat crackers
- Standalone cracker consumption more likely among under-35s
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- Figure 43: Snacking and eating preferences, by age, November 2010
- Cracker consumption habits change with age
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- Figure 44: Occasions/activities when consumers eat crackers, by key demographics, November 2010
Types of Crackers That Consumers Favor
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- Key points
- Saltine crackers most likely consumed but marketers focus on flavor
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- Figure 45: Types of crackers eaten, by gender, November 2010
- Younger respondents less likely to eat saltines, wheat, and oyster/soup crackers
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- Figure 46: Types of crackers eaten, by age, November 2010
- Consumption of flavored crackers increases with household income
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- Figure 47: Types of crackers eaten, by household income, November 2010
Brand Usage
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- Key points
- Most cracker brands more likely to be consumed by under-55s
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- Figure 48: Brands of snack crackers, saltines, & graham crackers eaten, by age, July 2009-SeptEMBER 2010
- Certain brands find favorable positioning among higher-earners
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- Figure 49: Brands of snack crackers, saltines, & graham crackers eaten, by household income, July 2009-Sept. 2010
- Many major brands more likely to be consumed by black respondents
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- Figure 50: Brands of snack crackers, saltines, & graham crackers eaten, by race/Hispanic origin, July 2009-September 2010
Attitudes Toward Brand Names
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- Key points
- Store brand penetration for crackers similar to other salty snacks
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- Figure 51: Incidence of buying name brand or store brand for each type of salty snack, November 2010
- Women more price sensitive but also brand loyal
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- Figure 52: Drivers to brand/store brand cracker usage, by gender, November 2010
- Senior respondents are more brand loyal and less likely to buy private label
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- Figure 53: Drivers to brand/store brand cracker usage, by age, November 2010
- Private label most appealing to lowest income group
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- Figure 54: Drivers to brand/store brand cracker usage, by household income, November 2010
Purchase Considerations
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- Key points
- Flavor most likely to drive purchase decision
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- Figure 55: Drivers to cracker usage/purchases, November 2010
- Under-45s more likely to try new or different products
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- Figure 56: Drivers to cracker usage/purchases, by age, November 2010
Health and Nutrition Product Claims
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- Key points
- Healthful product claims appeal to roughly half of cracker eaters
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- Figure 57: Health and nutrition drivers among cracker buyers, November 2010
- Women more likely to consider health claims during purchase
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- Figure 58: Health and nutrition drivers among cracker buyers, by gender, November 2010
- Older respondents look for low/no positioning; younger ones follow trendier health claims
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- Figure 59: Health and nutrition drivers among cracker buyers, by age, November 2010
What Drives Buyers to New Product Trial
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- Key points
- Family members, discounts, and sampling drive new trial most effectively
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- Figure 60: Drivers that encourage trial of crackers new to a consumer, November 2010
- Word-of-mouth referral is most effective among under-45s
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- Figure 61: Drivers that encourage trial: Referral, by age, November 2010
- In-store sampling more effective in convincing women
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- Figure 62: Drivers that encourage trial: Promotion, by gender, November 2010
- Effectiveness of magazine and Facebook ads is low even among under-35s
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- Figure 63: Drivers that encourage trial: Advertising, by age, November 2010
- Recipes and prepackaging appeal to respondents with children
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- Figure 64: Drivers that encourage trial: Other, by presence of children, November 2010
Cluster Analysis
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- Crack Pots
- Demographics
- Characteristics
- Opportunity
- Simplicitines
- Demographics
- Characteristics
- Opportunity
- Flats
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 65: Cracker clusters, December 2010
- Figure 66: Snacking and eating preferences, by cracker clusters, December 2010
- Figure 67: Types of crackers eaten, by cracker clusters, December 2010
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- Figure 68: Drivers that encourage trial of crackers new to a consumer, by cracker clusters, December 2010
- Figure 69: Health and nutrition drivers among cracker buyers, by cracker clusters, December 2010
- Cluster demographics
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- Figure 70: Cracker clusters, by gender, December 2010
- Figure 71: Cracker clusters by age group, December 2010
- Figure 72: Cracker clusters by household income, December 2010
- Figure 73: Cracker clusters by race, December 2010
- Figure 74: Cracker clusters by Hispanic origin, December 2010
- Cluster methodology
Custom Consumer Groups
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- Key points
- Drivers to brand/store brand usage
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- Figure 75: Drivers to brand/store brand cracker usage, by cracker frequency groups, November 2010
- Drivers to usage/purchases
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- Figure 76: Drivers to cracker usage/purchases, by cracker frequency groups, November 2010
- Health and nutrition drivers among cracker buyers
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- Figure 77: Health and nutrition drivers among cracker buyers, by cracker frequency groups, November 2010
- Drivers that encourage trial of crackers new to a consumer
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- Figure 78: Drivers that encourage trial, by cracker frequency groups, November 2010
SymphonyIRI/Builders—Key Household Purchase Measures
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- Overview of crackers
- “All other” crackers
- Consumer insights on key purchase measures – “All other” crackers
- Brand map
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- Figure 79: Brand map, selected brands of “all other” crackers buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 80: Key purchase measures for the top brands of “all other” crackers, by household penetration, 2010*
- Saltine crackers
- Consumer insights on key purchase measures – saltine crackers
- Brand map
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- Figure 81: Brand map, selected brands of saltine crackers buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 82: Key purchase measures for the top brands of saltine crackers, by household penetration, 2010*
- Crackers with fillings
- Consumer insights on key purchase measures – crackers with fillings
- Brand map
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- Figure 83: Brand map, selected brands of crackers with fillings buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 84: Key purchase measures for the top brands of crackers with fillings, by household penetration, 2010*
- Graham crackers
- Consumer insights on key purchase measures – crackers with fillings
- Brand map
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- Figure 85: Brand map, selected brands of graham crackers buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 86: Key purchase measures for the top brands of graham crackers, by household penetration, 2010*
Appendix—Other Useful Consumer Tables
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- Gender
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- Figure 87: Drivers to cracker usage/purchases, by gender, November 2010
- Age
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- Figure 88: Types of crackers eaten, regular vs. low salt/low sodium, by age, July 2009-September 2010
- Household income
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- Figure 89: Snacking and eating preferences, by household income, November 2010
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- Figure 90: Health and nutrition drivers among cracker buyers, by household income, November 2010
Appendix—Trade Associations
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