The cracker market, like many other snack segments, is in an evolutionary state. If you ask Craig Lieberman, president and founder of Denver-based 34 Degrees, changes in the category span “from the types and styles of crackers to the location and placement of crackers in the store.” At retail, says Lieberman, specialty crackers that were once merchandised alongside potato chips and other snacks are now featured in the deli department, “where they are complemented by artisan cheeses, cured meats, and unique spreads, which sets the stage for consumers to become inspired and discover new entertaining and recipe ideas.”
On the product development side, manufacturers are shifting to accommodate consumers’ new flavor and usage demands. “The market for crackers comprises two distinct segments,” says Mark Beaver, director of sales at Baker Perkins Inc., Grand Rapids, MI. “Traditional hand-held crackers are mostly eaten at home with other foods such as cheese, dips, or deli meats, and the market for these remains strong. Meanwhile, demand for bite-sized snack crackers is growing. These are consumed on their own, both inside and outside the home as a snack, as part of a meal or even as a meal replacement.”