Report Summary

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

Table of Contents

  1. Executive Summary

    • What you need to know
    • Consumer trends: key takeaways
    • Market Size & forecast
    • Market predictions
    • Opportunities
  2. 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
  3. 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
  4. 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
  5. Appendix

    • Market definition
    • Consumer research methodology
    • Generations
    • Abbreviations and terms
    • Forecast
    • Forecast fan chart
    • Total market (inflation-adjusted)

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