"Cracker sales have remained relatively flat hovering near $7.7 billion since 2016. While the category’s versatility and consumer interest in snacking have helped maintain nearly universal penetration, intensified snacking competition has stolen some share of occasions from brands in the category, especially with adult consumers. While families and kids are an important part of the equation, some brand outreach should target adults – parent or not – as individuals too ...
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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
Household Cracker Consumption
Snack Occasions
Cracker Comparisons
Cracker Behaviors
Cracker Attitudes
Drivers for Cracker Trial
Food and Drink Shopper Segmentation
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
24th October 2019
“Small CPG brands are incorporating super flours into their product lines as a way to spark interest while providing a BFY boost to traditionally unhealthy items like donuts and chips. Super flours may also be one way cracker brands can bring momentum back to the category.” 
12th July 2019
“While families are an important part of the equation, some brand outreach should target adults – parent or not – as individuals too. Crackers with more elevated flavors, packaged with more sophisticated pairings, or even just some positioning for adults can help brands to make more individual connections.”
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Sales of crackers are stale
