As brands push back against the maturing nature of this popular category, the US crackers market is becoming increasingly competitive. Now more than ever industry players will need to keep up with market changes and evolving consumer preferences. Below, we’ve provided the core topics analyzed and hand-picked insights from the full report.
Inflation is still rippling through the US crackers industry. Yet, participation and engagement with crackers continues, proving this household staple is a resilient snack contender. Current growth remains positive when adjusted for inflation, despite expected patterns of a mature category. This growth is expected to continue reflecting a modest market size increase through 2028. Arising competitive flavor innovation and new texture formulations prove that brands must stay on top of evolving consumer preferences.
US Consumers perceive crackers more as a daily snack than a treat for special occasions. This is good news for brands. But there is room for disruption. More than half of cracker consumers in 2023 said they use them the same way every time. Brands can help create variety with updated builds and pairings, and increase purchase variety by moving more cracker types around the daily consumption habits.
Crackers position well as a bridge between meals and snacks. Despite this, consumer habits can be limited. Charcuterie board and TikTok snack plate popularity hasn’t significantly affected consumption patterns. Encouraging more creative uses of crackers will involve highlighting the easy nutritional benefits of crackers. Almost half of snackers have increased their snack consumption due to straightforward preparation, and brands can leverage this.
Buy the full report for a complete guide to what consumers want from the crackers market in the United States and why. You may also be interested in our other biscuits, cookies, and crackers market research.
Launch activity, innovation, marketing, and advertising are covered across brands already deploying successful strategies in the crackers market. Brands discussed in this report include Goldfish, Aplenty, Snack Factory, Town House, Kroger, Annie’s Homegrown, Made Good, Meijer, Target, Lidl (private label), Patagonia, Butter Club, and more.
Expert food and drink analyst Kamari Davis delivers expert industry insights with this in-depth report.
Cracker versatility and variety should play a bigger role in snacking, yet chips top the list. Opportunities exist for brands to tap into flavor, texture and pairings.
Kamari Davis
Food & Drink Research Analyst
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more£ 5,000 – £ 21,600
Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...
Find out more£ 3,695
Consumers don't have consensus on the definitions of a snack, with only 60% agreeing that snacks are foods eaten between meals. Consumer attitudes and behaviors offer guidance to...
Find out more£ 3,695
At-home baking continues to gain momentum, yet it's not a one size fits all baking experience that consumers find enjoyment in. Kelsey Olsen - Analyst, Food & Drink...
Find out more£ 3,695
Value-added proteins are about meeting consumer demands. A brands' ability to shape-shift the positioning of their products can keep versatile and included in more routines. Adriana Chychula, Analyst -...
Find out more£ 495
Biscuits (Cookies & Crackers) - US by Mintel Market Sizes provides you with annual year-end market size data, most recently updated in 2024. This market covers packaged savoury...
Find out more£ 3,695
The cookies market has experienced a notable 4.6% growth in 2024, reaching $15.5 billion in sales. This growth, primarily driven by moderate price increases amidst flat volume trends,...
Find out more
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more
