Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Crackers market, its consumers and the major players who make up that market.
Point of sale market data
In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on
How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios
What are the different segments within the market and how are those individual segments performing?
What are consumers looking for, what drives their buying habits and what are their main purchase influencers?
From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?
We gather our data from real-world consumers, selected to accurately reflect precise global demographics
What are the key players doing, what has been successful for them and what was their marketing spend?
Using data from our Global New Product Database, what products were launched and how well were they perceived?
What happens next, which areas are likely to experience growth and what opportunities exist within the market?
Expert analysis from a specialist in the field
Written by Michael Averbook, 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 a four year period of modest growth, sales of crackers fell slightly from 2016-17, thanks in part to intensified snacking competition. Benefitting from consumer interest in snacking and a reputation for being versatile, the crackers category enjoys nearly universal penetration, making growth difficult to come by. As a category stuck in the middle between indulgent and healthy, cracker products can use pairing and usage suggestions to increase perceived nutrition and/or indulgence along with cracker occasions and dayparts. Advancements in packaging along with formula improvements that focus on use of wholesome, real, flavorful, and high quality ingredients may improve crackers’ perceived quality, indulgence, and healthfulness, helping to reinvigorate the mature category
Food & Drink Analyst
Mintel has the answers you’re looking for
What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
This report discusses the following key topics:
This Report builds on the analysis presented in Mintel’s Crackers
– US, January 2017, Crackers – US, March 2016, Cookies and
Crackers – US, March 2014, Crackers – US, March 2011, as well as
the same title in February 2009, 2007, and 2005.
For the purposes of this Report, Mintel has divided the cracker
category into four segments. This is the same segmentation used
in Mintel’s Crackers – US, January 2017 and Crackers – US, March
- Crackers with fillings
- Graham crackers
- Saltine crackers
- “Other” crackers (including butter crackers, cheese crackers,
wheat crackers, water crackers, breadsticks, matzoh crackers,