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Crackers - US - February 2007

SCOPE AND THEMES
What you need to know
Definition
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
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
Health issues: whole grains in, trans fat out
Two potential market drivers: growing interest in glycemic index and gluten-free foods
Figure 1: New cracker releases: health claims, 2001-06
Diet issues: portion control over low-carb
Figure 2: Types of diet plans used, April-May 2006
Figure 3: Interest in eating plans/diet trends, April-May 2006
Competition from other snack products
Figure 4: U.S. sales of salty snacks, segmented by type, 2003 and 2005
Kids’ snacking habits: replacing chips with crackers?
Figure 5: Selected foods, what is eaten by kids as a snack vs. treat, July 2006
Figure 6: Prevalence of overweight and obesity among children aged 6-19, 1971-2002
MARKET SIZE AND TRENDS
 MARKET SIZE
Figure 7: Total U.S. retail sales of crackers, at current and constant prices, 2001-06
 MARKET TRENDS
Figure 8: New product releases in cracker category, 2001-06
MARKET SEGMENTATION
Introduction
Figure 9: FDM sales of crackers, segmented by type, 2004 and 2006
Saltine crackers
Figure 10: FDM sales of saltine crackers, at current and constant prices, 2001-06
Crackers with fillings
Figure 11: FDM sales of crackers with fillings, at current and constant prices, 2001-06
Graham crackers
Figure 12: FDM sales of graham crackers, at current and constant prices, 2001-06
Breadsticks
Figure 13: FDM sales of breadsticks, at current and constant prices, 2001-06
Matzoh crackers
Figure 14: FDM sales of matzoh crackers, at current and constant prices, 2001-06
All other crackers
Figure 15: FDM sales of all other crackers, at current and constant prices, 2001-06
SUPPLY STRUCTURE
 COMPANIES AND BRANDS
Figure 16: Manufacturer FDM sales of crackers in the U.S., 2004 and 2006
Saltine crackers
Figure 17: Manufacturer brand FDM sales of saltine crackers in the U.S., 2004 and 2006
Crackers with fillings
Figure 18: Manufacturer brand FDM sales of crackers with fillings in the U.S., 2004 and 2006
Graham crackers
Figure 19: Manufacturer brand FDM sales of graham crackers in the U.S., 2004 and 2006
Breadsticks
Figure 20: Manufacturer brand FDM sales of breadsticks in the U.S., 2004 and 2006
Matzoh crackers
Figure 21: Manufacturer brand FDM sales of matzoh crackers in the U.S., 2004 and 2006
All other crackers
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
Media: Print vs. Television
Kraft/Nabisco
Figure 23: Television ad for Ritz Chips, 2006
Figure 24: Television ad for Nabisco’s Wheat Thins Toasted Chips, 2006
Figure 25: Television ad for Nabisco’s Pita Thins Toasted Chips, 2006
Figure 26: Television ad for Nabisco’s Roasted Vegetable Ritz, 2006
Figure 27: Holiday television ad for Ritz Savory Crackers, 2006
Figure 28: Television ad for Nabisco’s Wheat thins crackers, 2006
Pepperidge Farm (Campbell’s Soup Co.)
Figure 29: Television ad for goldfish, “Bon Voyage, Finn”, 2006
Figure 30: Television ad for goldfish, “Flavor Blasted Goldfish”, 2006
Figure 31: Television ad for goldfish, “Bedtime Story”, 2006
Figure 32: Television ad for goldfish, “Goldfish at play”, 2006
Keebler (Kellogg)
Figure 33: Television ad for Cheez-It crackers, “How do they do it?”, 2006
Figure 34: Television ad for Cheez-It Crisps, “How do they do it,” 2006
Figure 35: Television ad for Keebler’s Town House Toppers, 2006
RETAIL DISTRIBUTION
Introduction
Figure 36: U.S. retail sales of crackers, by channel, 2004 and 2006
Supermarkets
Figure 37: U.S. supermarket sales of crackers, at current and constant prices, 2001-06
THE CONSUMER
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
Figure 38: Household usage of crackers, January-September 2004 and May 2005-June 2006
Brands of crackers eaten
Figure 39: Brands of crackers eaten by households, January-September 2004 and May 2005-June 2006
Regular or low sodium/salt content
Figure 40: Types of crackers (regular or low salt/low sodium) eaten in household, January-September 2004 and May 2005-June 2006
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
Figure 42: Types of crackers eaten, by gender, December 2006
Figure 43: Types of crackers eaten, by age, December 2006
Figure 44: Types of crackers eaten, by race/Hispanic origin, December 2006
Figure 45: Types of crackers eaten, by number of children in household, December 2006
Number of bags of crackers eaten in past 30 days
Figure 46: Number of bags of crackers eaten per month, by households that use crackers, May 2005-June 2006
Frequency of eating crackers
Figure 47: Frequency of eating crackers, by age, December 2006
Figure 48: Frequency of eating crackers, by number of children in household, December 2006
When crackers are eaten
Figure 49: When specific cracker types are eaten, December 2006
Foods eaten with crackers
Figure 50: Foods eaten with saltines, club crackers, cheese crackers, wheat crackers, graham crackers, and other flavored crackers, December 2006
Figure 51: Foods eaten with breadsticks and oyster/soup crackers, December 2006
Figure 52: Foods eaten with crackers with fillings, December 2006
Figure 53: Foods eaten with specialty crackers, flatbread crackers, water crackers, melba toast, and matzoh/kosher crackers, December 2006
Important attributes of crackers
Figure 54: Important attributes of crackers, by age, December 2006
Figure 55: Important attributes of crackers, by race/Hispanic origin, December 2006
Figure 56: Important attributes of crackers, by number of children in household, December 2006
Opinions about kids and crackers
Figure 57: Opinions about kids and crackers, by age, December 2006
General opinions about crackers
Figure 58: Opinions about crackers, by age, December 2006
Figure 59: Opinions about crackers, by race/Hispanic origin, December 2006
Hispanics and cracker consumption
Figure 60: Types of crackers eaten, by Hispanic heritage, May 2005-June 2006
Teenagers and crackers
Children and crackers
FUTURE AND FORECAST
 FUTURE TRENDS
Health issues: continued ins and outs
Competition from other snack products
The importance of marketing to children
 MARKET FORECAST
Crackers
Figure 61: Forecast of total U.S. sales of crackers, at current and constant prices, 2006-11
Saltine crackers
Figure 62: Forecast of U.S. FDM sales of saltine crackers, at current and constant prices, 2006-11
Crackers with fillings
Figure 63: Forecast of U.S. FDM sales of crackers with fillings, at current and constant prices, 2006-11
Graham crackers
Figure 64: Forecast of U.S. FDM sales of graham crackers, at current and constant prices, 2006-11
Other crackers
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
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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