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- US Crackers Market Report 2024
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, Research Analyst, Food & Drink
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Executive Summary
- What you need to know
- Consumer trends: key takeaways
- Market Size & forecast
- Market predictions
- Opportunities
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The Market
- Market context
- Market drivers
- Snacking frequency rivaling meals
- Graph 1: snacking frequency, 2023
- Crackers are near the top of the snack list
- Graph 2: snack foods consumed, 2023
- Bundle up to meet contemporary needs
- Graph 3: agreement that a few snacks paired together can be more satisfying than a traditional meal, by generation, 2023
- Inflated cracker prices aren't enough to drive consumers away from crackers…
- Graph 4: attitudes toward private label food and drink – NET – any agree, 2023
- Consumers' financial outlooks are cautiously optimistic
- Graph 5: opinions on financial future, 2024
- Market size and forecast
- Inflation props up, but doesn't stifle crackers
- Retail sales and fan chart forecast of crackers
- Retail sales and forecast of Crackers
- Market segmentation
- Massive "others" segment realizes the power, and the limits, of variety
- Graph 6: segment share of total cracker sales (est), 2023
- Retail sales of crackers, by segment
- Graph 7: total retail sales and forecast of crackers, by segment, at current prices, 2018-28
- Retail sales of crackers, by segment
- Market share/brand share
- 2023 was a pretty solid year for crackers
- Campbell Soup stands out from the pack
- Other cracker segment
- Private label edges out Pepperidge Farm in sales and share gains
- Private Label continues to rise: outpacing top brands in growth
- Filled cracker segment
- Private label brand growth tops Campbell's Lance
- Filled crackers brand sales and share
- Private-label on the rise for graham and saltine crackers
- Graham crackers brand sales and share
- Saltine crackers brand sales and share
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Consumer Insights
- Consumer fast facts
- Household cracker purchase
- Crackers may be missing out on the snacking surge with adults
- Graph 8: cracker purchase, 2023-24
- Refresh ideas of versatility to meet the needs of under 55s
- Graph 9: cracker purchase, by age, 2024
- Kids age into crackers, but siblings are influencers
- Graph 10: cracker purchase, by number of kids under 18 and age, 2024
- Types of crackers purchased by consumption purpose/occasion
- Three tiers of cracker purchase
- Graph 11: cracker types purchased, 2024
- New classic crackers meet the many needs of under 55s
- Graph 12: types of crackers purchased, by age, NET – any purchase, 2024
- Lukewarm connections between cracker types and intended applications reflect variety, but not exactly versatility
- Graph 13: cracker purpose/occasion, 2024
- Refresh cracker ambidexterity to meet younger needs
- Graph 14: crackers purchased, by generation, 2024
- Explore flavors, variety in partnerships
- Graph 15: cracker types purchased, by household size, 2024
- Cracker occasions
- Most crackers meet everyday occasions
- Graph 16: cracker purchase by occasion, 2024
- Think builds, not recipes, to connect snacking and versatility for young cracker fans
- Graph 17: cracker purchase as a snack, by age, 2024
- Lots of room to grow lunch occasions to reach next generation of cracker fans
- Graph 18: cracker purchase for easy lunch, by age, 2024
- Take a page from the cheese cracker playbook to expand
- Graph 19: cheese cracker occasions, by generation, 2024
- Cheese crackers move beyond the lunchbox
- Ways crackers are consumed
- Reshape cracker habits
- Graph 20: cracker usage, 2024
- Generational shifts in cracker use, toppings means (even more) new, yet different ideas
- Graph 21: cracker usage, by generation, 2024
- Parental habits suggest more diverse cracker uses, toppings and occasions can be sticky
- Graph 22: cracker usage, by parental status, 2024
- Important cracker features
- Cracker consumers look for features that balance between BFY and indulgence
- Graph 23: important cracker features, 2024
- Crackers outlook could be flavorful
- Graph 24: cracker attributes, by age, 2024
- Cracker attitudes
- Crackers already have what it takes to be the top snack
- Graph 25: cracker attitudes, 2024
- Yet, brand loyalties, and pantry repertoires are slipping…
- Graph 26: cracker attitudes, by generation, 2024
- Don't just go big (household); smaller households are just as loyal
- Graph 27: cracker attitudes, by household size, 2024
- Bridging the gap between parents and non-parents
- Graph 28: cracker attitudes, by parental status, 2024
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Competitive Strategies
- Launch activity and innovation
- Mintel's Flavourscape AI explores current and emerging cracker flavors
- Pepperidge Farm swims into chip territory
- Cracker brands get it twisted
- BFY pizza party
- Private label brands step up the flavor game
- Crackers in the wild
- Marketing and advertising
- Legacy brands use collaborations to explore flavors with confidence
- Opportunities
- Perfect pairings add flavor and boost occasions
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Appendix
- Market definition
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast
- Forecast fan chart
- Total market (inflation-adjusted)
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