US Crackers Market Report 2024
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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,…

US Crackers Market Report 2024

£ 3,695 (Excl.Tax)

Report Summary

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.

Core Topics Analyzed

  • Cracker sales and market share trends.
  • Household cracker purchase behavior.
  • Types of crackers purchased by consumption purpose/occasion.
  • Ways crackers are consumed.
  • Important cracker claims and features.
  • Cracker attitudes and behaviors.

US Crackers Market Growth 2024-2028

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.

Crackers Consumer Preferences

Consumer perceptions of crackers

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.

Cracker 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.

Brands Covered in this Report

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.

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Expert Analysis

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, Research Analyst
Kamari Davis
Food & Drink Research Analyst

Table of Contents

  1. Executive Summary

    • What you need to know
    • Consumer trends: key takeaways
    • Market Size & forecast
    • Market predictions
    • Opportunities
  2. The Market

    • Market context
    • Market drivers
    • Snacking frequency rivaling meals
    • Graph 1: snacking frequency, 2023
    • Crackers are near the top of the snack list
    • Graph 2: snack foods consumed, 2023
    • Bundle up to meet contemporary needs
    • Graph 3: agreement that a few snacks paired together can be more satisfying than a traditional meal, by generation, 2023
    • Inflated cracker prices aren't enough to drive consumers away from crackers…
    • Graph 4: attitudes toward private label food and drink – NET – any agree, 2023
    • Consumers' financial outlooks are cautiously optimistic
    • Graph 5: opinions on financial future, 2024
    • Market size and forecast
    • Inflation props up, but doesn't stifle crackers
    • Retail sales and fan chart forecast of crackers
    • Retail sales and forecast of Crackers
    • Market segmentation
    • Massive "others" segment realizes the power, and the limits, of variety
    • Graph 6: segment share of total cracker sales (est), 2023
    • Retail sales of crackers, by segment
    • Graph 7: total retail sales and forecast of crackers, by segment, at current prices, 2018-28
    • Retail sales of crackers, by segment
    • Market share/brand share
    • 2023 was a pretty solid year for crackers
    • Campbell Soup stands out from the pack
    • Other cracker segment
    • Private label edges out Pepperidge Farm in sales and share gains
    • Private Label continues to rise: outpacing top brands in growth
    • Filled cracker segment
    • Private label brand growth tops Campbell's Lance
    • Filled crackers brand sales and share
    • Private-label on the rise for graham and saltine crackers
    • Graham crackers brand sales and share
    • Saltine crackers brand sales and share
  3. Consumer Insights

    • Consumer fast facts
    • Household cracker purchase
    • Crackers may be missing out on the snacking surge with adults
    • Graph 8: cracker purchase, 2023-24
    • Refresh ideas of versatility to meet the needs of under 55s
    • Graph 9: cracker purchase, by age, 2024
    • Kids age into crackers, but siblings are influencers
    • Graph 10: cracker purchase, by number of kids under 18 and age, 2024
    • Types of crackers purchased by consumption purpose/occasion
    • Three tiers of cracker purchase
    • Graph 11: cracker types purchased, 2024
    • New classic crackers meet the many needs of under 55s
    • Graph 12: types of crackers purchased, by age, NET – any purchase, 2024
    • Lukewarm connections between cracker types and intended applications reflect variety, but not exactly versatility
    • Graph 13: cracker purpose/occasion, 2024
    • Refresh cracker ambidexterity to meet younger needs
    • Graph 14: crackers purchased, by generation, 2024
    • Explore flavors, variety in partnerships
    • Graph 15: cracker types purchased, by household size, 2024
    • Cracker occasions
    • Most crackers meet everyday occasions
    • Graph 16: cracker purchase by occasion, 2024
    • Think builds, not recipes, to connect snacking and versatility for young cracker fans
    • Graph 17: cracker purchase as a snack, by age, 2024
    • Lots of room to grow lunch occasions to reach next generation of cracker fans
    • Graph 18: cracker purchase for easy lunch, by age, 2024
    • Take a page from the cheese cracker playbook to expand
    • Graph 19: cheese cracker occasions, by generation, 2024
    • Cheese crackers move beyond the lunchbox
    • Ways crackers are consumed
    • Reshape cracker habits
    • Graph 20: cracker usage, 2024
    • Generational shifts in cracker use, toppings means (even more) new, yet different ideas
    • Graph 21: cracker usage, by generation, 2024
    • Parental habits suggest more diverse cracker uses, toppings and occasions can be sticky
    • Graph 22: cracker usage, by parental status, 2024
    • Important cracker features
    • Cracker consumers look for features that balance between BFY and indulgence
    • Graph 23: important cracker features, 2024
    • Crackers outlook could be flavorful
    • Graph 24: cracker attributes, by age, 2024
    • Cracker attitudes
    • Crackers already have what it takes to be the top snack
    • Graph 25: cracker attitudes, 2024
    • Yet, brand loyalties, and pantry repertoires are slipping…
    • Graph 26: cracker attitudes, by generation, 2024
    • Don't just go big (household); smaller households are just as loyal
    • Graph 27: cracker attitudes, by household size, 2024
    • Bridging the gap between parents and non-parents
    • Graph 28: cracker attitudes, by parental status, 2024
  4. Competitive Strategies

    • Launch activity and innovation
    • Mintel's Flavourscape AI explores current and emerging cracker flavors
    • Pepperidge Farm swims into chip territory
    • Cracker brands get it twisted
    • BFY pizza party
    • Private label brands step up the flavor game
    • Crackers in the wild
    • Marketing and advertising
    • Legacy brands use collaborations to explore flavors with confidence
    • Opportunities
    • Perfect pairings add flavor and boost occasions
  5. Appendix

    • Market definition
    • Consumer research methodology
    • Generations
    • Abbreviations and terms
    • Forecast
    • Forecast fan chart
    • Total market (inflation-adjusted)

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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