US Crackers Market Report 2024

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
Food & Drink Research Analyst