US Crackers Market Report 2023

This market report covers the US crackers industry in over 60 pages of detail. Inside you’ll find a thorough analysis of the current market landscape, consumer trends, and opportunities for brands to best respond to the trends found. Read on to discover some of our expert insights from the report.

US Crackers Market Landscape

This report finds that although the crackers category is among the largest snack categories, and has seen gains through the pandemic and inflation, these factors mask that growth is stagnating. Additionally, crackers are not optimally reaching younger snackers who are a key demographic.

To avert the projected slow growth, brands should consider reigniting crackers as an option for consumers with reimagined uses. How brands can respond best to the current market landscape is covered extensively in the full report.

Crackers Consumer Trends

Cracker purchases are nearly universal across consumers, yet growth has slowed due to the frequency of consumption. The most prolific snackers, young adults, are less likely to purchase crackers for themselves when compared with older adults. This indicates a potential need to rethink innovation and marketing strategy for crackers to adjust according to the changing generational prevalence.

More than half of consumers are looking for ways to make enjoying crackers easier, such as new packaging, builds, and recipes, as well as ways to make them healthier. In this report, we look at what companies are doing in the competitive landscape of crackers to analyse trends and offer opportunity recommendations. In the next section, we give a sneak peek at an opportunity to consider now.

• Generation Z are an untapped demographic: 77% of Gen Z consumers purchase crackers for themselves, versus 86% of Millennials, and 82% of older generations. 
• Health is on the crackers agenda for consumers: 67% of consumers want to see crackers with added health benefits (eg digestive support).

Opportunities in the Crackers Industry

As discussed, crackers are not currently appealing as much to younger consumers. This indicates a potential opportunity for brands to appeal. Younger consumers have made it clear that sustainability in products is not just a ‘nice-to-have’, but they are actually willing to pay a premium for crackers with sustainably sourced ingredients. When sustainability efforts are made, however, it’s important that these are precise and verifiable for consumers.

To reveal the full extent of this opportunity and many other opportunities for brands, buy this report. Or, for a broader global view of the crackers market, check out our crackers innovation report, or our report on the future of the crackers and biscuits category.

Topics Analysed in This Report

• Household consumption by cracker type.
• Cracker occasions and uses.
• Important cracker purchase factors.
• Cracker use and purchase behaviours.
• Attitudes toward crackers.

Products and Brands Covered

Products: For the purposes of this Report, Mintel has divided the cracker category into four segments: Crackers with fillings, Graham crackers, Saltine crackers, and “Other” crackers (including butter crackers, cheese crackers, wheat crackers, water crackers, breadsticks, and matzoh crackers).

Brands: Cheez-it, Ritz, Wasa, Upcycled Grain Project, Mary’s Gone Crackers, and many more including market sizes of various companies in the crackers industry.

Expert Analysis from a Food Specialist

This report, written by Billy Roberts, a leading food analyst, delivers in-depth commentary and analysis to highlight current trends in the crackers industry and add expert context to the numbers.

The continued rise of snacking has ignited focus in some less conventional spaces like meats and cheeses, further intensifying the competitive set for crackers. Cracker brands are challenged to break through the din to increase engagement, especially among young adults. Demonstrating versatility will be the way forward: with recipes, toppings, and pairings that align with contemporary tastes.

Billy Roberts
Sr. Analyst, Food and Drink