What you need to know
The crackers category reached $7.7 billion in 2015, representing growth of 17% from 2010-15. Consumer interest in snacking, and perceptions of crackers as a healthier snack than other salty snacks helps boost category sales. However, in recent years sales have slowed, reflective of strong competition from other food categories both within and outside of salty snacks. Future growth will rely on manufacturers’ ability to innovate with alternative product ingredients, such as nuts, vegetables and grains, and unique flavor profiles in which consumers have shown interest.
Definition
This Report builds on the analysis presented in Mintel’s Cookies and Crackers – US, March 2014, Crackers – US, March 2011, as well as the same title in February 2009, 2007, and 2005.
For the purposes of this Report, Mintel has divided the cracker category into four segments. Please note this segmentation differs from that used in Mintel’s Cookies and Crackers – US, March 2014:
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Crackers with fillings
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Graham crackers
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Saltine crackers
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All other crackers (including butter crackers, cheese crackers, wheat crackers, water crackers, breadsticks, matzoh crackers, etc)
Value figures throughout this Report are at rsp (retail selling prices) excluding sales tax unless otherwise stated.
