2023
9
US Crackers Market Report 2023
2023-04-18T04:03:36+01:00
OX1157831
3695
162486
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Report
en_GB
“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…

US Crackers Market Report 2023

£ 3,695 (Excl.Tax)

Description

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.

William Roberts, Jr, Senior Food & Drink Analyst
Billy Roberts
Sr. Analyst, Food and Drink

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top Takeaways
    • Consumer trends
    • Augment kid-focus messaging by broadening potential among grown-ups
      • Figure 1: Cracker purchase, 2023
    • Lackluster use among Gen Z, Millennials calls for creativity
      • Figure 2: Repertoire of cracker usage, by age, 2023
    • Cracker fans just want more
      • Figure 3: Attitudes toward crackers, 2023
    • Competitive strategies
    • Texture evolution inserts crackers even further into the snackscape
      • Figure 4: Cracker brand introductions with adjusted textures, 2023
    • Crackers go artisanal for premium positioning
      • Figure 5: US cracker launches with “artisanal” messaging, 2023
    • Market predictions
    • Slow growth hides inflation’s reality
      • Figure 6: Total US retail sales and forecast of crackers, at current prices, 2017-27
      • Figure 7: Total US retail sales and forecast of crackers, at current prices, 2017-27
      • Figure 8: Category outlook, 2023-28
    • Opportunities
    • Flavors and pairings can speak to the modern snacker
      • Figure 9: US cracker introductions, by flavor group, 2018-22
    • Maximize crackers’ appeal with transparent sustainability
    • Natural/organic claims can bridge environmental awareness and health
  3. Crackers Market Size and Forecast

    • Pandemic, inflation gains mask enduring category sales stagnation
      • Figure 10: Total US retail sales and forecast of crackers, at current prices, 2017-27
      • Figure 11: Total US retail sales and forecast of crackers, at current prices, 2017-27
      • Figure 12: Total US retail sales and forecast of crackers, at inflation-adjusted prices, 2017-27
    • Longer-term volume lags call for refreshed routines
      • Figure 13: Growth in multi-outlet dollar sales and volume sales of crackers, 2017-22
  4. Cracker Segment Performance

    • Strengthen usage opportunities and snack occasions for crackers
      • Figure 14: Total US retail sales and forecast of crackers, by segment, at current prices, 2017-27
      • Figure 15: Total US retail sales and forecast of crackers, by segment, at current prices, 2017-27
  5. Market Drivers

    • Ultra-competitive snackscape puts pressure on cracker brands
      • Figure 16: Sales of snack categories, 2017-22 (est)
      • Figure 17: Frequency of snacking, by age, 2022
    • Functional needs and health are in lockstep
      • Figure 18: US eating motivators, 2022
    • Hybrid work opens door to more occasions
      • Figure 19: Cracker usage, by work-from-home status, 2023
  6. Market Share/Key Players

    • Private label and other brands outpace category growth
    • Sales of crackers by company
      • Figure 20: Sales of crackers, by company, 2021-22
  7. Competitive Strategies and Market Opportunities

    • Brands push innovation beyond traditional cracker boundaries
      • Figure 21: Cracker brand introductions with adjusted textures, 2023
    • Brands still have room to get creative with flavor
      • Figure 22: US cracker introductions, by flavor group, 2018-22
    • Gen Z and Millennials see value in sustainability, yet fragmented efforts may dilute effectiveness
      • Figure 23: cracker attitudes – sustainability, NET any agree, by generation, 2023
      • Figure 24: sustainability claims with cracker brands, 2023
      • Figure 25: US cracker introductions with environmentally conscious messaging, 2018-22
  8. The Cracker Consumer – Fast Facts

    • Cracker consumption is widespread, rooted in snacking
    • Diverse cracker eaters, ultimately driven by the primary shopper
    • Cracker eaters are stuck in routine use ruts
  9. Cracker Purchase

    • Purchase of crackers is nearly universal
      • Figure 26: Cracker purchase, 2023
    • Snack-centric Gen Z, Millennials are less engaged with crackers
      • Figure 27: Cracker purchase, by generation, 2023
  10. Types of Crackers Purchased

    • Focus on versatility and sophistication to boost grownup cracker use
      • Figure 28: Types of crackers purchased, 2023
  11. Cracker Uses

    • Brands can lean into cracker routines to help disrupt them
      • Figure 29: Cracker usage, 2023
    • Are brands missing the WFH opportunity?
      • Figure 30: Cracker usage, by work-from-home status, 2023
    • Stoke Gen Z and Millennial imaginations to nudge increased use
      • Figure 31: Repertoire of cracker usage, by age, 2023
    • Boost cracker usage among dads
      • Figure 32: Repertoire of cracker usage, by parental status, by gender, 2023
  12. Cracker Purchase Factors

    • Fuse consumer health aspirations with pairing ideas
      • Figure 33: Cracker purchase factors, 2023
    • Flavor innovation may be missing the mark
      • Figure 34: Cracker purchase factors, by generation, 2023
  13. Behaviors with Crackers

    • Lean into consumer habits to create new ones
      • Figure 35: Behaviors with crackers, 2023
    • Show non-parents a little love
      • Figure 36: Behaviors with crackers, by parental status and gender, 2023
      • Figure 37: Behaviors with crackers, by generation, 2023
  14. Attitudes toward Crackers

    • Cracker fans seek more, need inspiration
      • Figure 38: Attitudes toward crackers, 2023
    • BFY looks different to parents…
      • Figure 39: Attitudes toward crackers, any agree, by parental status, 2023
    • …and younger adults in general
      • Figure 40: Attitudes toward crackers, any agree, by generation, 2023
    • Break the boredom for Gen Z, Millennials
      • Figure 41: Attitudes toward suggestions for crackers, any agree, by generation, 2023
  15. Appendix – Data Sources and Abbreviations

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

      • Figure 42: Total US retail sales and forecast of crackers, at current prices, 2017-27
      • Figure 43: Total US retail sales and forecast of crackers, at inflation-adjusted prices, 2017-27
      • Figure 44: Total US retail sales and forecast of crackers, by segment, at current prices, 2017-27
      • Figure 45: Growth in multi-outlet dollar sales and volume sales of crackers, 2017-22
      • Figure 46: Total US retail sales of crackers, by segment, at current prices, 2020 and 2022
      • Figure 47: Total US retail sales and forecast of filled crackers, at current prices, 2017-27
      • Figure 48: Total US retail sales and forecast of filled crackers, at inflation-adjusted prices, 2017-27
      • Figure 49: Total US retail sales and forecast of graham crackers, at current prices, 2017-27
      • Figure 50: Total US retail sales and forecast of graham crackers, at inflation-adjusted prices, 2017-27
      • Figure 51: Total US retail sales and forecast of saltine crackers, at current prices, 2017-27
      • Figure 52: Total US retail sales and forecast of saltine crackers, at inflation-adjusted prices, 2017-27
      • Figure 53: Total US retail sales and forecast of other crackers, at current prices, 2017-27
      • Figure 54: Total US retail sales and forecast of other crackers, at inflation-adjusted prices, 2017-27
  17. Appendix – Companies and Brands

      • Figure 55: Sales of crackers, by company, 2021-22
      • Figure 56: Multi-outlet sales of filled crackers, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 57: Multi-outlet sales of graham crackers, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 58: Multi-outlet sales of saltine crackers, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 59: Multi-outlet sales of other crackers, by leading companies and brands, rolling 52 weeks 2021 and 2022
  18. Appendix – Retail Channels

      • Figure 60: Total US retail sales of crackers, by channel, at current prices, 2017-22
      • Figure 61: Total US retail sales of crackers, by channel, at current prices, 2020 and 2022
      • Figure 62: US supermarket sales of crackers, at current prices, 2017-22
      • Figure 63: US convenience store sales of crackers, at current prices, 2017-22
      • Figure 64: US sales of crackers through other retail channels, at current prices, 2017-22
  19. Appendix – Consumer

      • Figure 65: Average annual household spending on crackers, 2017-22

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

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.

Consumer

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

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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