Crackers - US - February 2018
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"After a four year period of modest growth, sales of crackers fell slightly from 2016-17, thanks in part to intensified snacking competition. Benefitting from consumer interest in snacking and a reputation for being versatile, the crackers category enjoys nearly universal penetration, making growth difficult to come by. As a category stuck in the middle between indulgent and healthy, cracker products can use pairing and usage suggestions to increase perceived nutrition and/or indulgence along with cracker occasions and dayparts. Advancements in packaging along with formula improvements that focus on use of wholesome, real, flavorful, and high quality ingredients may improve crackers’ perceived quality, indulgence, and healthfulness, helping to reinvigorate the mature category."
- Michael Averbook, Food & Drink Analyst
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