2021
9
US Crackers Market Report 2021
2021-02-05T03:02:20+00:00
OX1040671
3695
133635
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Report
en_GB
“After nearly a half decade of no significant gains, cracker sales saw meaningful growth of 7% in 2020. The category saw a dramatic increase in sales during the early days…

US Crackers Market Report 2021

£ 3,695 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the U.S Crackers market including the behaviours, preferences and habits of the consumer.

Even prior to the pandemic, the cracker category struggled to grow sales, with more than a half decade of little growth. With the pandemic’s pantry stocking, sheltering in place and ongoing reduction in out-of-home activities, the category saw a 7% sales increase in 2020. A controlled virus will herald lifestyle adjustments that begin to resemble pre-COVID-19 routines and behaviors, also marking a return to pre-pandemic category sales performance.

The category does face challenges among consumers, notably in the areas of concerns about freshness and texture/crunch. Furthermore, brands capable of leveraging organic and healthier claims will resonate with consumers in the wake of the pandemic

Quickly understand

  • The impact of the COVID-19 pandemic on consumer behavior and the crackers market.
  • Attributes of an ideal and premium cracker.
  • Barriers to cracker consumption.
  • Attitudes toward crackers.

Covered in this report

Brands included: Mondelez International Inc, Kellogg Company, Campbell Soup Company, private labels and others.

Expert analysis from a specialist in the field

Written by William Roberts Jr, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

After nearly a half decade of no significant gains, cracker sales saw meaningful growth of 7% in 2020. The category saw a dramatic increase in sales during the early days of consumer stockpiling that have held largely steady from their year-ago performance, suggesting that consumers didn’t just stock up, they adjusted their consumption behaviors. Maintaining the momentum gained will be a challenge for brands that can be addressed through efforts focused on helping to get crackers in the consideration set more often. Packaging, wellbeing and shaking up habits can keep cracker brands on the rise.

William Roberts, Jr
Senior Food & Drink Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: Market context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
    • Market overview
    • COVID-19 sales bump for the category to prove fleeting
      • Figure 1: Total US sales and forecast of crackers, at current prices, 2015-25
      • Figure 2: Total US sales and forecast of crackers, at current prices, 2015-25
    • Impact of the COVID-19 pandemic on crackers
      • Figure 3: Short-, medium- and long-term impact of the COVID-19 pandemic on crackers, January 2021
    • Opportunities and Challenges
    • Young adults are less engaged in the category
      • Figure 4: household cracker consumption, by age, November 2020
    • Disrupt the habits
      • Figure 5: Attitudes about crackers, November 2020
    • Packaging refresh can refresh engagement
      • Figure 6: Reasons for not eating crackers more often, November 2020
    • Match innovation to what consumers really want
      • Figure 7: Attitudes toward crackers, November 2020
  3. The Market – Key Takeaways

    • Sales expected to retract to pre-pandemic growth
    • The diverse “other” segment shapes category performance
  4. Market Size and Forecast

    • COVID-19-era sales bump for the category to prove fleeting
      • Figure 8: Total US sales and fan chart forecast of crackers, at current prices, 2015-25
      • Figure 9: Total US sales and forecast of crackers, at current prices, 2015-25
    • Impact of the COVID-19 pandemic on crackers
      • Figure 10: Short-, medium- and long-term impact of the COVID-19 pandemic on crackers, January 2021
    • Lockdown
    • Re-emergence
    • Recovery
    • COVID-19: US context
    • Learnings from the 2008 recession
      • Figure 11: Total US retail sales of crackers, 2005-10
  5. Segment Performance

    • Versatility helps segments thrive, except filled crackers
      • Figure 12: Total US retail sales and forecast of crackers, by segment, at current prices, 2015-25
    • “Other” retailers cut into supermarkets’ share
      • Figure 13: Total US retail sales of crackers, by channel, at current prices, 2015-20
  6. Market Factors

    • Population shifts suggest brands need to refresh
      • Figure 14: US population by age, 2013-23
    • Increased cooking and baking ignites cracker category
      • Figure 15: Behaviors compared to last year – cooking and baking in general, October 2020
  7. Market Opportunities

    • Packaging innovation to curb freshness concerns
      • Figure 16: Factors encouraging users to pay more, by parental status, November 2020
    • Broaden snacking opportunities
      • Figure 17: Crackers as snacking options, by age, November 2020
    • Think beyond clean label
      • Figure 18: Interest in cracker with recognizable ingredients, by age, November 2020
    • Link healthy crackers with portable snacking post-pandemic
      • Figure 19: Interest in organic on-the-go crackers, by parental status, November 2020
  8. Companies and Brands – Key Takeaways

    • Market leader gains share
    • Free-froms help to mitigate processed stigmas
    • Brands use plants to clean up the label
  9. Market Share

    • Mondelēz grows market share, as all companies post sales gains
    • Sales of crackers by company
      • Figure 20: Multi-outlet sales of crackers, by leading companies, rolling 52 weeks 2019 and 2020
  10. Competitive Strategies

    • Brands double down on GMO, free-from claims
      • Figure 21: Cracker launches in the US, by claim, 2015-20
      • Figure 22: Select cracker launches with free-from claims, 2020
    • Elevated private label crackers
      • Figure 23: Select cracker launches with organic claims, 2020
    • Plant-, veggie-centric options help consumers eat “cleaner”
      • Figure 24: US cracker launches with vegan/no-animal-ingredient claim, 2016-20
      • Figure 25: Notable plant-based cracker launches, 2020
    • Consumer focus on ingredient content
      • Figure 26: Attitudes toward recognizable ingredients in crackers, November 2020
  11. The Consumer – Key Takeaways

    • Widespread consumption masks potential challenge
    • Nearly three in 10 increase cracker consumption
    • Under 45s have broader cracker repertoires
    • Ideal cracker begins with the crunch
    • Keeping it fresh
    • Packaging refreshes are in order
    • Newcomers beware
  12. Household Cracker Consumption

    • Widespread cracker consumption
      • Figure 27: Household cracker consumption, November 2020
    • Kids of all ages can drive cracker purchase
      • Figure 28: Household cracker consumption, by parental status, by age of children, November 2020
  13. Cracker Consumption Changes

    • More than a quarter increase cracker consumption
      • Figure 29: Cracker consumption changes, November 2020
    • Parents much more likely to have increased consumption
      • Figure 30: Cracker consumption changes, by parental status, November 2020
  14. Types of Crackers Consumed

    • Cracker types consumed hold steady
      • Figure 31: Types of crackers consumed, November 2020
    • Younger adults sticking with graham, cheese crackers
      • Figure 32: Types of crackers consumed, by age, November 2020
    • Lifestage influences penetration in the cracker market
      • Figure 33: Repertoire analysis of types of crackers consumed, by age, November 2020
  15. Reasons for Not Eating Crackers More Often

    • Cracker freshness can stale consumers
      • Figure 34: Reasons for not eating crackers more often, November 2020
  16. Building a Better Cracker

    • Taste, texture outweigh BFY innovation
      • Figure 35: Building a better cracker, November 2020
  17. Features Worth Paying More For

    • Packaging upgrades are worth considering
      • Figure 36: Improving crackers, November 2020
    • Cracker enthusiasts hungry for package improvements and flavor extensions
      • Figure 37: Improving crackers, by repertoire analysis of cracker types consumed, November 2020
    • Healthier ingredients would expand appeal among parents
      • Figure 38: Improving crackers, by parental status, November 2020
  18. Attitudes toward Crackers

    • Crackers widely seen as a value-oriented snack
      • Figure 39: Attitudes toward crackers, November 2020
    • Brands need to appeal to young consumers
      • Figure 40: Attitudes toward cracker brands, by age, November 2020
    • Wide interest in healthier crackers
      • Figure 41: Attitudes toward healthier crackers, any agree, November 2020
  19. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  20. Appendix – The Market

      • Figure 42: Total US retail sales and forecast of crackers, at inflation-adjusted prices, 2015-25
      • Figure 43: Total US retail sales of crackers, by segment, at current prices, 2018 and 2020
      • Figure 44: Total US retail sales and forecast of filled crackers, at current prices, 2015-25
      • Figure 45: Total US retail sales and forecast of filled crackers, at inflation-adjusted prices, 2015-25
      • Figure 46: Total US retail sales and forecast of graham crackers, at current prices, 2015-25
      • Figure 47: Total US retail sales and forecast of graham crackers, at inflation-adjusted prices, 2015-25
      • Figure 48: Total US retail sales and forecast of saltine crackers, at current prices, 2015-25
      • Figure 49: Total US retail sales and forecast of saltine crackers, at inflation-adjusted prices, 2015-25
      • Figure 50: Total US retail sales and forecast of other crackers, at current prices, 2015-25
      • Figure 51: Total US retail sales and forecast of other crackers, at inflation-adjusted prices, 2015-25
  21. Appendix – Companies and Brands

      • Figure 52: Multi-outlet sales of filled crackers, by leading companies and brands, rolling 52 weeks 2019 and 2020
      • Figure 53: Multi-outlet sales of graham crackers, by leading companies and brands, rolling 52 weeks 2019 and 2020
      • Figure 54: Multi-outlet sales of saltine crackers, by leading companies and brands, rolling 52 weeks 2019 and 2020
      • Figure 55: Multi-outlet sales of other crackers, by leading companies and brands, rolling 52 weeks 2019 and 2020
  22. Appendix – Retailers

      • Figure 56: Total US retail sales of crackers, by channel, at current prices, 2015-20
      • Figure 57: Total US retail sales of crackers, by channel, at current prices, 2018 and 2020
      • Figure 58: US supermarket sales of crackers, at current prices, 2015-20
      • Figure 59: US drugstore sales of crackers, at current prices, 2015-20
      • Figure 60: US sales of crackers through other retail channels, at current prices, 2015-20

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.

Market

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

Brand/Company

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.

Data

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*databooks not available with UK B2B Industry reports.

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