Table of Contents
Overview
-
- What you need to know
- Definition
Executive Summary
-
- The issues
- Sales of crackers are stale
-
- Figure 1: Total US sales and fan chart forecast of crackers, at current prices, 2013-23
- Snack space reaches new levels of competition
-
- Figure 2: Total retail sales of select snack categories, percent change, 2016-18*
- Kids outpace adult cracker consumption
-
- Figure 3: Cracker consumption frequency – Children and adults, November 2018
- The opportunities
- Help consumers shake up the routine
-
- Figure 4: Cracker behaviors, November 2018
- Get detailed in targeted occasions
-
- Figure 5: Correspondence Analysis – Symmetrical map – Snack occasions, by adults, November 2018
- Don’t forget the grown-ups
-
- Figure 6: Drivers for cracker trial – Any crackers, by parental status, November 2018
- What it means
The Market – What You Need to Know
-
- Cracker sales remains mostly unchanged
- “Other” crackers only segment to grow
- Intensified snacking competition
- Brands need to shift some focus to adult tastes
Market Size and Forecast
-
- Despite snack growth, sales of crackers remain stagnant
-
- Figure 7: Total US sales and fan chart forecast of crackers, at current prices, 2013-23
- Figure 8: Total US retail sales and forecast of crackers, at current prices, 2013-23
Market Breakdown
-
- “Other” cracker innovation scores sole category gains
-
- Figure 9: Total US retail sales and forecast of crackers, by segment, at current prices, 2013-23
Market Perspective
-
- Snack space is getting crowded
-
- Figure 10: Total retail sales of select snack categories, percent change, 2016-18*
Market Factors
-
- Super and average snacker groups gain “new members”
-
- Figure 11: Snacking frequency, January 2015 and November 2018
- Consumers seek a mix of health and taste
-
- Figure 12: Snack attitudes – Health, November 2018
- Households with children shrinking
-
- Figure 13: Households, by presence of own children, 2008-18
- Adultified snacks may appeal to shifting consumer makeup
-
- Figure 14: Population by age, 2013-23
Key Players – What You Need to Know
-
- Three companies dominate the category
- Store brands get back to growth
- Nabisco brands embrace versatility from all angles
- Small brands can’t compete on value
- Crackers for grown-ups
Company and Brand Sales of Crackers
-
- Crackers category remains top heavy
-
- Figure 15: Multi-outlet sales of crackers, by leading companies, rolling 52 weeks 2017 and 2018
What’s Working?
-
- Leader board brands get more chip-like
-
- Figure 16: Ritz Crackers TV Advertisement – “When Game Day Gets Intense”
-
- Figure 17: Multi-outlet sales of crackers, by select growing brands – Ritz, Cheez-It, and Goldfish, rolling 52 weeks 2018
- Triscuit reaches for on-the-go snackers
-
- Figure 18: Triscuit TV Advertisement – “Toppingless ALT”
- Private labels gets creative
-
- Figure 19: Attribute scores of crackers – Tasty, good value, and exciting, by name brands and store brands, January 2017-December 2018
- Figure 20: Purchase intent of crackers, by select private label products launched in 2018
What’s Struggling?
-
- Small brands struggling to break big brand allegiance
-
- Figure 21: Multi-outlet sales of other crackers, by declining segments, rolling 52 weeks 2017 and 2018
-
- Figure 22: Multi-outlet sales of crackers, by select “other” brands, rolling 52 weeks 2018
- Kellogg’s cracker portfolio may need a refresh
-
- Figure 23: Keebler and Carr’s Online Video: “Win the Holidays with Keebler & Carr’s Crackers!”
- Figure 24: Multi-outlet sales of crackers, by Kellogg brands – Keebler and Austin, rolling 52 weeks 2018
What’s Next?
-
- “Adultification” of crackers
- Going Vegan
-
- Figure 25: Launches of crackers, by vegan/no animal ingredients, 2016 and 2018
The Consumer – What You Need to Know
-
- Widespread cracker consumption
- Crackers are a family affair
- Crackers are not top of mind for adult snacks
- Consumers need help shaking up the routine
- Crackers could use a cool boost
- Innovation that leans toward grown-ups
Household Cracker Consumption
-
- Crackers a pantry staple
-
- Figure 26: Cracker consumption, November 2018
-
- Figure 27: Repertoire of cracker consumption, November 2018
- Children a gateway to household cracker consumption
-
- Figure 28: Cracker household consumption frequency – Adults aged 18, November 2018
- Figure 29: Repertoire of cracker consumption – 3 or more cracker types, November 2018
- Cracker consumption shifts with age
-
- Figure 30: Cracker consumption frequency – Children and adults, November 2018
Snack Occasions
-
- Cracker occasions look different for adults and kids
-
- Figure 31: Snack occasions, by adults, November 2018
-
- Figure 32: Snack occasions, by kids, November 2018
- Afternoon, evening occasions have room with adults
-
- Figure 33: Snack occasions – Crackers as an afternoon snack and as an evening snack, by adults and kids, November 2018
- Mealtime disruption can benefit crackers
-
- Figure 34: Snack occasions – Crackers, meals, by adults, by age, November 2018
Cracker Comparisons
-
- Crackers lack strong snack identity
-
- Figure 35: Cracker comparisons to salty snacks, November 2018
- iGens, Millennials need more excitement from crackers
-
- Figure 36: Cracker comparisons to salty snacks – Bland and boring, by age, November 2018
Cracker Behaviors
-
- Consumers need help shaking up the routine
-
- Figure 37: Cracker behaviors, November 2018
- Parents hungry to branch out beyond their kids’ crackers
-
- Figure 38: Cracker behaviors – Eat the same crackers my kids eat, November 2018
- Non-parents can use an invitation to the party
-
- Figure 39: Cracker behaviors, by parental status by gender, November 2018
Cracker Attitudes
-
- Packaging remains an important factor
-
- Figure 40: Cracker attitudes – Resealable packaging, November 2018
- There’s space in the pantry for both plain and flavored crackers
-
- Figure 41: Cracker attitudes – Resealable, flavored, plain, and store brand crackers, November 2018
- BFY claims are a nice to have
-
- Figure 42: Cracker attitudes – Organic, alternative-based crackers, and free-from claims, November 2018
- Resealable packaging signals fresh for older consumers
-
- Figure 43: Cracker attitudes – Resealable packaging, by age, November 2018
- Added flavor matters more to parents
-
- Figure 44: Cracker attitudes – Flavored and plain, by parental status, November 2018
Drivers for Cracker Trial
-
- Adults hungry for convenience and creative innovation too
-
- Figure 45: Drivers for cracker trial – Any crackers, November 2018
- Parents are family first, but craving more for themselves
-
- Figure 46: Drivers for cracker trial – Any crackers, by parental status, November 2018
- Households of all sizes appreciate a single-serve pack
-
- Figure 47: Drivers for cracker trial – Any crackers – Single-serve packaging, by household size, November 2018
Food and Drink Shopper Segmentation
-
-
- Figure 48: Cluster analysis of crackers, November 2018
- Karen: Convince me
-
- Figure 49: Profile of Karen: Convince me, November 2018
- Opportunities
-
- Figure 50: Drivers for cracker trial – Any crackers, by food and drink shopper segmentation, November 2018
- Alyssa: I’ll take it
-
- Figure 51: Profile of Alyssa: I’ll take it, November 2018
- Opportunities
-
- Figure 52: Repertoire of cracker consumption, November 2018
- Tammy: Traditional and tired
-
- Figure 53: Profile of Tammy: Traditional and tired, November 2018
- Opportunities
-
- Figure 54: Cracker behaviors, by food and drink shopper segmentation, November 2018
- David: Driven by value
-
- Figure 55: Profile of David: Driven by value, November 2018
- Opportunities
-
- Figure 56: Cracker attitudes, by food and drink shopper segmentation, November 2018
-
Appendix – Data Sources and Abbreviations
-
- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – The Market
-
-
- Figure 57: Total US retail sales and forecast of crackers, at inflation-adjusted prices, 2013-23
- Figure 58: Total US retail sales and forecast of crackers, by segment, at current prices, 2013-23
- Figure 59: Total US retail sales of crackers, by segment, at current prices, 2016 and 2018
- Figure 60: Total US retail sales and forecast of crackers with fillings, at current prices, 2013-23
-
- Figure 61: Total US retail sales and forecast of crackers with fillings, at inflation-adjusted prices, 2013-23
- Figure 62: Total US retail sales and forecast of graham crackers, at current prices, 2013-23
- Figure 63: Total US retail sales and forecast of graham crackers, at inflation-adjusted prices, 2013-23
- Figure 64: Total US retail sales and forecast of saltine crackers, at current prices, 2013-23
-
- Figure 65: Total US retail sales and forecast of saltine crackers, at inflation-adjusted prices, 2013-23
- Figure 66: Total US retail sales and forecast of all other crackers, at current prices, 2013-23
- Figure 67: Total US retail sales and forecast of all other crackers, at inflation-adjusted prices, 2013-23
- Figure 68: Total US retail sales of crackers, by channel, at current prices, 2013-18
-
- Figure 69: Total US retail sales of crackers, by channel, at current prices, 2016 and 2018
- Figure 70: US supermarket sales of crackers, at current prices, 2013-18
- Figure 71: US drugstore sales of crackers, at current prices, 2013-18
-
- Figure 72: US sales of crackers through other retail channels, at current prices, 2013-18
-
Appendix – Key Players
-
-
- Figure 73: Multi-outlet sales of crackers with fillings, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 74: Multi-outlet sales of graham crackers, by leading companies and brands, rolling 52 weeks 2017 and 2018
-
- Figure 75: Multi-outlet sales of saltine crackers, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 76: Multi-outlet sales of all other crackers, by leading companies and brands, rolling 52 weeks 2017 and 2018
-
Back to top