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Crackers - US - March 2016

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.

This report looks at the following areas:

  • Sales reach $7.7 billion in 2015
  • Crackers are a household staple
  • Consumers view crackers as a healthy snack

For the purposes of this Report, Mintel has divided the cracker category into four segments:

  • Crackers with fillings
  • Graham crackers
  • Saltine crackers
  • All other crackers (including butter crackers, cheese crackers, wheat crackers, water crackers, breadsticks, matzoh crackers, etc)

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Sales reach $7.7 billion in 2015
            • Figure 1: Total US sales and fan chart forecast of crackers, at current prices, 2010-20
          • Crackers are a household staple
            • Figure 2: Cracker purchase, Any purchase, November 2015
          • Consumers view crackers as a healthy snack
            • Figure 3: Important nutritional attributes, November 2015
          • The opportunities
            • Explore ingredient and flavor innovation
              • Figure 4: Crackers innovation areas – flavors, November 2015
              • Figure 5: Crackers innovation areas – ingredients, November 2015
            • Promote use in recipes
              • Figure 6: Correspondence Analysis – Cracker use, November 2015
            • Room for packaging and ingredient improvements
              • Figure 7: Attitudes about crackers – Any Agree, November 2015
            • What it means
            • The Market – What you need to know

              • Cracker sales reach $7.7 billion in 2015
                • All other crackers segment drives sales
                  • Interest in snacking helps and hurts category
                  • Market Size and Forecast

                    • Cracker sales grow 17% from 2010-15
                      • Figure 8: Total US sales and fan chart forecast of crackers, at current prices, 2010-20
                      • Figure 9: Total US sales and forecast of crackers, at current prices, 2010-20
                      • Figure 10: Total US sales and forecast of crackers, at inflation-adjusted prices, 2010-20
                  • Market Breakdown

                    • All other crackers represent nearly three quarters of category
                      • Figure 11: Total US retail sales of crackers, by segment share, 2015
                      • Figure 12: Total US retail sales and forecast of crackers, by segment, at current prices, 2010-15
                    • More than half of cracker sales from supermarkets
                      • Figure 13: Total US retail sales of crackers, by channel, at current prices, 2010-15
                    • Nearly all cracker segments grow within natural channels
                      • Figure 14: Natural supermarket sales of crackers, by category, at current prices, rolling 52 weeks ending Nov. 3, 2013 and Nov. 1, 2015
                  • Market Perspective

                    • Consumers eating a variety of snacks
                    • Market Factors

                      • Interest in snacking grows
                        • Figure 15: Attitudes and opinions about food, July 2009-September 2015
                        • Figure 16: Attitudes and opinions about food, July 2009-September 2015
                      • Core user groups growing
                        • Figure 17: Households, by presence of own children, 2003-13
                        • Figure 18: Population by race and Hispanic origin, 2011-21
                    • Key Players – What You Need to Know

                      • Three companies represent three quarters of category sales
                        • Strongest growth among other, smaller brands
                          • Simple ingredients and marketing works
                            • Cracker bases, free-from claims expanding
                            • Manufacturer Sales of Crackers

                              • Mondelēz maintains category lead, strongest growth among other brands
                                • Manufacturer sales of crackers
                                  • Figure 19: MULO sales of crackers, by leading companies, rolling 52 weeks 2014 and 2015
                              • What’s Working?

                                • Simple and Wholesome
                                  • Figure 20: TV ad, The simple magic of honey with Savannah Bee Company - Makers of More - Triscuit, June 2015
                                  • Figure 21: MULO sales of Mondelēz International Inc. other crackers
                                  • Figure 22: TV ad, Life’s Rich, April 2015
                                  • Figure 23: MULO sales of Nabisco graham crackers
                                  • Figure 24: TV ad, Honey Maid “This Is Wholesome” 2015 Introducing GoBites, January 2015
                                • New products and dayparts
                                  • Figure 25: MULO sales of Snyder’s-Lance Lance crackers with fillings
                                  • Figure 26: MULO sales of Snyder’s-Lance’s other crackers
                                  • Figure 27: MULO sales of PepsiCo Inc. Rold Gold crackers with fillings
                                  • Figure 28: MULO sales of Kellogg Co. Sunshine other crackers
                                  • Figure 29: MULO sales of Campbell Soup Co. Pepperidge Farm other crackers
                                  • Figure 30: TV ad, Goldfish on a Snow Day, November 2015
                                • Packaged for convenience
                                  • Figure 31: MULO sales of Ferrero USA Inc. Ferrero crackers with fillings
                                  • Figure 32: MULO sales of Jif To Go crackers with fillings
                                  • Figure 33: MULO sales of Mondelēz International Inc.’s Ritz Fresh Stacks other crackers
                              • What’s Struggling?

                                • Special K struggles to grow
                                  • Figure 34: MULO sales of Kellogg Co. Special K other crackers
                                • Not all brand extensions perform well
                                  • Figure 35: MULO sales of Campbell Soup Co. Pepperidge Farm graham crackers
                                • Tired brands may need a refresh
                                  • Figure 36: MULO sales of Kellogg Co. saltine crackers
                                  • Figure 37: MULO sales of Mondelēz International Inc. Handi-Snacks crackers with fillings
                                • Private label crackers lack appeal
                                  • Figure 38: MULO sales of private label crackers
                              • What’s Next?

                                • The real deal
                                  • Free-from growth continues
                                    • Figure 39: Cracker product launches, by top 15 claims, 2011-15*
                                  • Alternative bases
                                    • Less is more
                                      • Figure 40: TV ad, Even Thinner Wheat Thins Limited Edition Launch, December 2015
                                    • International flavor influences
                                    • The Consumer – What You Need to Know

                                      • Crackers are a household staple
                                        • Consumers open to flavor and ingredient innovation
                                          • Crackers viewed as a healthy snack, but room for packaging, ingredient improvements
                                          • Cracker Purchase

                                            • 93% of households purchase crackers
                                              • Figure 41: Cracker purchase, Any purchase, November 2015
                                              • Figure 42: Cracker purchase, November 2015
                                            • Purchase skews toward 18-34s
                                              • Figure 43: Cracker purchase, Any purchase, by age, November 2015
                                            • Significantly higher purchase among parents
                                              • Figure 44: Cracker purchase, Any purchase, by parental status, November 2015
                                            • Hispanics more likely to purchase all cracker types
                                              • Figure 45: Cracker purchase, Any purchase, by race and Hispanic origin, November 2015
                                          • Cracker Use

                                            • Opportunity to increase cracker use in recipes
                                                • Figure 46: Correspondence Analysis – Cracker use, November 2015
                                                • Figure 47: Cracker use, November 2015
                                            • Important Nutritional Attributes

                                              • Fiber important, yet nearly one quarter uninterested in nutritional claims
                                                • Figure 48: Important nutritional attributes, November 2015
                                                • Figure 49: Natural supermarket sales of crackers, by "natural" labeling or perception, at current prices, rolling 52 weeks ending Nov. 3, 2013 and Nov. 1, 2015
                                              • Nutritional attributes more appealing with indulgent flavors
                                                • Figure 50: Select important nutritional attributes, by select crackers innovation areas - flavors, November 2015
                                              • Interest in alternative cracker bases with natural ingredients, functionality
                                                • Figure 51: Select important nutritional attributes, by select crackers innovation areas - ingredients, November 2015
                                              • Millennials interested in functionality, Non-Millennials want free-from claims
                                                • Figure 52: Important nutritional attributes, by Millennials and Non-Millennials, November 2015
                                              • Hispanic and Black consumers interested in high fiber, protein
                                                • Figure 53: Important nutritional attributes, by race and Hispanic origin, November 2015
                                            • Innovation Areas

                                              • Opportunity for sweeter flavors, alternate bases
                                                • Figure 54: Crackers innovation areas – flavors, November 2015
                                                • Figure 55: Crackers innovation areas – ingredients, November 2015
                                              • Parents more interested in flavor, ingredient innovation
                                                • Figure 56: Crackers innovation areas – flavors, by parental status, November 2015
                                                • Figure 57: Crackers innovation areas – ingredients, by parental status, November 2015
                                              • Millennials more interested in all flavor innovation areas
                                                • Figure 58: Crackers innovation areas – flavors, by Millennials and Non-Millennials, November 2015
                                                • Figure 59: Crackers innovation areas – ingredients, by Millennials and Non-Millennials, November 2015
                                              • Non-White, Hispanic consumers want savory, spicy flavors
                                                • Figure 60: Crackers innovation areas – flavors, by race and Hispanic origin, November 2015
                                                • Figure 61: Crackers innovation areas – ingredients, by race and Hispanic origin, November 2015
                                            • Behaviors Related to Crackers

                                              • Crackers more likely to be a solo snack
                                                • Figure 62: Behaviors related to crackers – purchase and use, November 2015
                                              • Parents buy on impulse, spend more when entertaining
                                                • Figure 63: Behaviors related to crackers - purchase, by parental status, November 2015
                                              • Older consumers more creative with their cracker use
                                                • Figure 64: Behaviors related to crackers - use, by age, November 2015
                                              • Opportunity to expand breakfast consumption among Hispanics
                                                • Figure 65: Select behaviors related to crackers – purchase and use, by race and Hispanic origin, November 2015
                                            • Attitudes about Crackers

                                              • Simple ingredients most important
                                                  • Figure 66: Attitudes about crackers – Any Agree, November 2015
                                                • Millennials more adventurous with flavor
                                                  • Figure 67: Attitudes about crackers – Flavor – Any Agree, by Millennials and Non-Millennials, November 2015
                                                • Parents view crackers as healthy, but room to improve ingredients
                                                  • Figure 68: Attitudes about crackers – Brand and Health – Any Agree, by parental status, November 2015
                                                • Hispanics most price sensitive
                                                  • Figure 69: Attitudes about crackers – Areas for Improvement – Any Agree, by race and Hispanic origin, November 2015
                                              • Appendix – Data Sources and Abbreviations

                                                • Data sources
                                                  • Sales data
                                                    • Fan chart forecast
                                                      • Consumer survey data
                                                        • Abbreviations and terms
                                                          • Abbreviations
                                                          • Appendix – Correspondence Analysis

                                                            • Methodology
                                                            • Appendix – Market

                                                              • Market breakdown
                                                                • Figure 70: Total US retail sales and forecast of crackers, by segment, at current prices, 2010-20
                                                                • Figure 71: Total US retail sales of crackers, by segment, at current prices, 2013 and 2015
                                                                • Figure 72: Total US retail sales and forecast of crackers with fillings, at current prices, 2010-20
                                                                • Figure 73: Total US retail sales and forecast of graham crackers, at current prices, 2010-20
                                                                • Figure 74: Total US retail sales and forecast of saltine crackers, at current prices, 2010-20
                                                                • Figure 75: Total US retail sales and forecast of all other crackers, at current prices, 2010-20
                                                              • Retail channels
                                                                • Figure 76: Total US retail sales of crackers, by channel, at current prices, 2013 and 2015
                                                                • Figure 77: US supermarket sales of crackers, at current prices, 2010-15
                                                                • Figure 78: US sales of crackers through other retail channels, at current prices, 2010-15
                                                              • Natural channels
                                                                • Figure 79: Natural supermarket sales of crackers, at current prices, rolling 52 weeks Nov. 3, 2013-Nov. 1, 2015
                                                                • Figure 80: Natural supermarket sales of crackers, by organic ingredients, at current prices, rolling 52 weeks ending Nov. 3, 2013 and Nov. 1, 2015
                                                                • Figure 81: Organic share of natural supermarket sales of crackers, by segment, at current prices, rolling 52 weeks ending Nov. 3, 2013 and Nov. 1, 2015
                                                                • Figure 82: Natural supermarket sales of crackers, by gluten-free labeling/certification, at current prices, rolling 52 weeks ending Nov. 3, 2013 and Nov. 1, 2015
                                                                • Figure 83: Gluten-free* share of natural supermarket sales of crackers, by segment, at current prices, rolling 52 weeks ending Nov. 3, 2013 and Nov. 1, 2015
                                                                • Figure 84: Natural supermarket sales of crackers, by GMO ingredients, at current prices, rolling 52 weeks ending Nov. 3, 2013 and Nov. 1, 2015
                                                                • Figure 85: Natural supermarket sales of crackers, by whole grain council certification, at current prices, rolling 52 weeks ending Nov. 3, 2013 and Nov. 1, 2015
                                                            • Appendix – Key Players

                                                                • Figure 86: MULO sales of crackers with fillings, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                • Figure 87: MULO sales of graham crackers, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                • Figure 88: MULO sales of saltine crackers, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                • Figure 89: MULO sales of all other crackers, by leading companies and brands, rolling 52 weeks 2014 and 2015

                                                            Companies Covered

                                                            To learn more about the companies covered in this report please contact us.

                                                            Crackers - US - March 2016

                                                            US $3,995.00 (Excl.Tax)