Crackers - US - February 2009
After recovering from a slight dip that came at the peak of the low-carb diet fad in 2004, the cracker category has registered slow but steady increases in dollar sales. These sales gains, however, have come mostly as a result of price increases. Competition for share is fierce, and leading brands rely on a steady stream of new product launches to maintain consumer interest and market share. To one degree or another, the cracker category is tied up in many of the issues at play in the grocery industry as a whole: rising commodity prices, health and wellness, convenience, natural and organic, food safety, cross-category competition, the rise of private label.
This report examines how all of these issues and trends are impacting the cracker market, as well as:
The impact of the sinking economy on category sales
An overview of new product activity from major competitors
An assessment of how crackers are competing more directly with other salty snacks
How supermarkets continue to dominate sales despite inroads from other channels offering their own distinct combinations of value and convenience
Mintel's examination of attitudes and behaviors toward crackers, including the role kids play in household cracker consumption and other key purchase influences
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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