CRACKERS-US-FEBRUARY 2018

CRACKERS-US-FEBRUARY 2018

Feb 2018 Mintel FoodN/A Price :
$ 3995
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.
Table of contents
OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Cracker sales fall in 2017
Figure 1: Total US retail sales and fan chart forecast of crackers, at current prices, 2012-22
Crackers are a pantry staple
Figure 2: Cracker purchase, November 2017
Heightened snacking competition
Figure 3: Snack perceptions, healthy and indulgent, November 2017
The opportunities
Bolster crackers flexibility of uses
Figure 4: Cracker occasions, November 2017
Room to improve packaging
Figure 5: Ideal cracker claims and attributes, packaging features, November 2017
Premium and BFY formats
Figure 6: Cracker format attitudes, November 2017
What it means
THE MARKET WHAT YOU NEED TO KNOW
Cracker sales falter
No segment immune to decline
Intense snacking competition
MARKET SIZE AND FORECAST
Sales slowdown continues in crackers category
Figure 7: Total US retail sales and fan chart forecast of crackers, at current prices, 2012-22
Figure 8: Total US retail sales and forecast of crackers, at current prices, 2012-22
MARKET BREAKDOWN
All segments struggle
Figure 9: Total US market share of crackers, by segment, at current prices, 2017
Figure 10: Total US retail sales and forecast of crackers, by segment, at current prices, 2012-22
Supermarkets dominate sales of crackers
Figure 11: Total US market share of crackers, by channel, at current prices, 2017
MARKET PERSPECTIVE
Competition from outside categories
Figure 12: Total US retail sales of snack categories, percent change, 2014-16
MARKET FACTORS
Majority of US consumers snack daily
Figure 13: Snacking frequency, March 2017
Desire for clean, nutritious food
Figure 14: Lifestyle statements: attitudes/opinions about food, healthy eating Any agree
Number of households with children falls
Figure 15: Households, by presence of own children, 2007-17
KEY PLAYERS WHAT YOU NEED TO KNOW
Top companies account for majority of category sales
Different methods used to communicate health
Not-so-sweet sales for graham crackers
Improved packaging features
COMPANY AND BRAND SALES OF CRACKERS
Mondelz and Kellogg make up more than half of category sales
Figure 16: Multi-outlet sales of crackers, by leading companies, rolling 52-weeks 2016 and 2017
Figure 17: Multi-outlet market share of cracker segments, by leading brands, 52-weeks ending October 8, 2017
WHATS WORKING?
Thin and crispy
Figure 18: Mutli-outlet sales of other crackers, by thins or crisps, rolling 52-weeks 2016 and 2017
Implying wholesomeness
Figure 19: Mutli-outlet sales of crackers, by GMO-free, no additives/preservatives, and gluten-free, rolling 52-weeks 2016 and 2017
Figure 20: Cracker launches, by GMO-free and no additives/preservatives, 2015-17
Figure 21: Crunchmaster online video: Our Story Abby
Cheese please
Figure 22: Purchase intent of crackers with real cheese claim
Figure 23: Purchase intent, by crackers with cheese flavor and crackers with cheese ingredient, January 2017-December 2017
Guilt-free snacking
Figure 24: Mutli-outlet sales of crackers, by low/no/reduced fat and low/no/reduced saturated fat, rolling 52-weeks 2016 and 2017
Figure 25: Cracker launches, by low/no/reduced fat and low/no/reduced saturated fat, 2015-17
Engaging consumers with unique cracker uses
Figure 26: Lifestyle statements: attitudes/opinions about food, read recipes that come with products Any agree
Figure 27: Ritz Crackers TV advertisement: Youve Got The Stuff - Summer
Figure 28: Crunchmaster Crackers online video: Crunchmaster Crackers
Figure 29: Simple Mills online video: Sprouted Cracker Snack Ideas
WHATS STRUGGLING?
Graham crackers struggle
Figure 30: Mutli-outlet sales of graham crackers, by declining sales, rolling 52-weeks 2016 and 2017
Figure 31: Multi-outlet sales of graham crackers, by leading companies and brands, rolling 52-weeks 2016 and 2017
Private label sales down across most segments
Figure 32: Multi-outlet sales of crackers category and segments, by private label brands, rolling 52-weeks 2016 and 2017
Figure 33: Purchase intent of private label crackers
WHATS NEXT?
Protein power
Figure 34: Cracker launches, by high/added protein, 2015-17
Resealable and transparent packaging
Figure 35: Cracker launches, by resealable/reclosable claim, 2015-17
Sophisticated flavors
Figure 36: Cracker launches, by flavor component, 2015-17
Seasonal sweetness
Figure 37: Sweet Biscuits/Cookie launches, by sweet crackers, excluding graham crackers, 2015-17
Unique bases and textures
THE CONSUMER WHAT YOU NEED TO KNOW
Nearly universal purchase of crackers
Reputation for flexibility
Opportunity for BFY, indulgent, and premium crackers
Packaging enhancements needed
CRACKER PURCHASE
Nearly all consumers purchase crackers
Figure 38: Cracker purchase, November 2017
Most consumers buy multiple cracker types
Figure 39: Repertoire of cracker purchase, November 2017
Life stage influential to purchase of crackers
Figure 40: Cracker purchase, any crackers, by age, parental status, and number of children under 18 in household, November 2017
Figure 41: Repertoire of cracker purchase, by age, parental status, and number of children under 18 in household, November 2017
CRACKER OCCASIONS
Crackers make for versatile snacks
Figure 42: Cracker occasions, November 2017
Parents enjoy crackers for variety of occasions
Figure 43: Cracker occasions, by parental status, November 2017
Men seek satiety, women a snack
Figure 44: Cracker occasions, by gender and age, November 2017
CRACKER FORMAT ATTITUDES
Format and flavor drive reputation, intended uses
Figure 45: Cracker format attitudes, November 2017
Health aspects of crackers appeal to young adults
Figure 46: Cracker format attitudes, by age, November 2017
Younger, more affluent consumers willing to pay more for premium
Figure 47: Cracker format attitudes, would pay more for premium crackers, by age and income, November 2017
Variety of cracker formats appeal to parents
Figure 48: Cracker format attitudes, by parental status, November 2017
Hispanics look to format for health cues
Figure 49: Cracker format attitudes, by Hispanic origin, November 2017
SNACK PERCEPTIONS
Crackers emerge as most versatile
Figure 50: Correspondence analysis Snack perceptions, November 2017
Figure 51: Snack perceptions, November 2017
Older consumers continue to value core strengths of crackers
Figure 52: Snack perceptions, crackers, by age, November 2017
Crackers an affordable healthy snack
Figure 53: Snack perceptions, crackers, by household income, November 2017
Opportunity to improve taste for Hispanic Millennials
Figure 54: Snack perceptions, tasty, by Hispanic generations, November 2017
IDEAL CRACKER FLAVORS
More than half of consumers choose cheese as ideal cracker flavor
Figure 55: Ideal cracker flavors, November 2017
Younger men want crackers with bold flavors
Figure 56: Ideal cracker flavors, by gender and age, November 2017
IDEAL CRACKER INGREDIENTS
Cheese is most popular cracker ingredient
Figure 57: Ideal cracker ingredients, November 2017
Figure 58: Ideal cracker ingredients, by select ideal cracker flavors, cheesy and sweet, November 2017
IDEAL CRACKER CLAIMS AND ATTRIBUTES
Packaging innovation tops product attributes
Figure 59: Ideal cracker claims and attributes, November 2017
Age drives preferred cracker attributes and claims
Figure 60: Ideal cracker claims and attributes, by age, November 2017
Parents seek convenience and nutrition, non-parents reclosable feature
Figure 61: Ideal cracker claims and attributes, by parental status, November 2017
APPENDIX DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX THE MARKET
Figure 62: Total US retail sales and forecast of crackers, at inflation-adjusted prices, 2012-22
Figure 63: Total US retail sales and forecast of crackers, by segment, at current prices, 2012-22
Figure 64: Total US retail sales of crackers, by segment, at current prices, 2015 and 2017
Figure 65: Total US retail sales and forecast of crackers with fillings, at current prices, 2012-22
Figure 66: Total US retail sales and forecast of crackers with fillings, at inflation-adjusted prices, 2012-22
Figure 67: Total US retail sales and forecast of graham crackers, at current prices, 2012-22
Figure 68: Total US retail sales and forecast of graham crackers, at inflation-adjusted prices, 2012-22
Figure 69: Total US retail sales and forecast of saltine crackers, at current prices, 2012-22
Figure 70: Total US retail sales and forecast of saltine crackers, at inflation-adjusted prices, 2012-22
Figure 71: Total US retail sales and forecast of other crackers, at current prices, 2012-22
Figure 72: Total US retail sales and forecast of other crackers, at inflation-adjusted prices, 2012-22
Figure 73: Total US retail sales of crackers, by channel, at current prices, 2012-2017
Figure 74: Total US retail sales of crackers, by channel, at current prices, 2015 and 2017
Figure 75: US supermarket sales of crackers, at current prices, 2012-17
Figure 76: US sales of crackers through other retail channels, at current prices, 2012-17
APPENDIX KEY PLAYERS
Figure 77: Multi-outlet sales of crackers with fillings, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 78: Multi-outlet sales of saltine crackers, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 79: Multi-outlet sales of other crackers, by leading companies and brands, rolling 52 weeks 2016 and 2017

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