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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* This is a sample representation of the report layout and does not reflect the research included in this report.
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