US Crackers – Market Dynamics 2026
Crackers face a competitive snacking landscape and are proving their relevance with flavor, ingredient and textural innovations that showcase their versatility and value.
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THE MARKET
- Snapshot – market size and forecast
- Consumers and the economic outlook
- Market factors
- Depressed consumer sentiment continues to impact discretionary purchases
- Graph 1: index of consumer sentiment, 2022-26
- Younger consumers are snacking more often and for more reasons
- Graph 2: change in snacking frequency, by generation, 2025
- Graph 3: motivations for snacking, by generation, 2025
- Weight management trends impact snacking
- Graph 4: cracker purchasing frequency, by GLP-1 usage, 2026
- Continued conversation surrounding processing and ingredients
- Market size and forecast
- The cracker market faces challenges but is expected to secure growth in coming years
- Market size and forecast of crackers
- Graph 5: [no title]
- Sales and forecast of crackers at current prices
- Market segmentation
- The other crackers segment remains solid, even with 2025 losses
- Graph 6: market share of crackers, by segment, 2025
- Total sales and forecast of crackers by segment
- Market/brand share
- Mondelēz remains on top despite overall sales slump
- Graph 7: market share of crackers, 2025
- Total
- Uneven brand performance reflective of how trending ingredients can impact the filled crackers segment
- Graph 8: market share of filled crackers, 2025
- Sales of filled crackers by leading companies and brands
- Graham cracker sales struggle across brands
- Graph 9: market share of graham crackers, 2025
- Sales of graham crackers by leading companies and brands
- Mondelēz sees slight growth amid flat saltine segment sales
- Graph 10: market share of saltine crackers, 2025
- Sales of saltine crackers by leading companies and brands
- Smaller brands outperform big brands and private label in other crackers segment
- Graph 11: market share of other crackers, 2025
- Sales of other crackers by leading companies and brands
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APPENDIX
- Market definition
- The market
- Forecast methodology
- Forecast methodology – fan chart
- US: total retail sales and forecast of crackers, at-inflation adjusted prices, 2019-30
- US: total retail sales and forecast of filled crackers, at-inflation adjusted prices, 2019-30
- US: total retail sales and forecast of graham crackers, at-inflation adjusted prices, 2019-30
- US: total retail sales and forecast of saltine crackers, at-inflation adjusted prices, 2019-30
- US: total retail sales and forecast of other crackers, at-inflation adjusted prices, 2019-30
- The consumer
- Consumer research questions
- Consumer research methodology – US
- Repertoire analysis methodology
- TURF methodology
- US generation groups
- Abbreviations and terms
This Market Dynamics report features market data taken from Mintel’s US Crackers Market Report 2026. Giving you direct access to key market information and analysis from our category experts. This report is ideal for those looking for a topline summary of the US crackers market. The full report is available to purchase here.
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