Crackers - US - February 2020
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For the purposes of this Report, Mintel has divided the cracker category into four segments. This is the same segmentation used in Mintel’s Crackers – US, February 2019 and the preceding reports.
"The crackers category continues to find significant growth, topping $8 billion in 2019, a modest 3.4% gain since 2014. The consistent, albeit minimal, growth of the “other” crackers segment was not enough to offset the struggles among other segments. Crackers remain a household staple with 87% penetration but stronger levels of category engagement are strongly tethered to parenthood and significantly decreases with age, indicating that attention to adults as individuals is warranted. Innovation in the category is unbalanced by segment, with some segments at risk of oversaturation and others stalled. The path back to growth may be to get back to basics: guiding consumers to new and unique ways to enjoy crackers, at different occasions more frequently."
- Kaitlin Kamp, Food & Drink Analyst
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