While the crackers market remains relatively flat—up a mere 0.29 percent for the year—it’s a strong area of baked snacks, accounting for $7.4 billion in sales, per IRI, Chicago for the 52 weeks ending March 24, 2019. And key brand extensions and innovations point the way toward fortifying category strength.
In the all other crackers segment, which grew 1.06 percent to $5.4 billion, the Kellogg Co. brand Cheez-It continues as the clear segment leader, up 3.61 percent to $812.5 million. Also, the Cheez-It Duoz flavor mash-up brand continues to find an audience, up 19.38 percent to $79.4 million.