Some snack categories today are tough to crack. According to data from IRI, Chicago, dollar sales in the crackers category during the 52 weeks ending September 4, 2016 rose 0.98 percent to reach $7.4 billion. Stagnant sales plagued several top companies, including Mondelez International (up 0.55 percent), Kellogg Co. (down 2.00 percent) and Stacy’s Pita Chip Company (down 1.74 percent).
Crackers with fillings faced the same conditions, with dollar sales rising 0.40 percent to reach a market share of $1.1 billion; same goes for graham crackers, up 1.53 percent to reach $453.6 million.