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State of the Industry: Innovating to drive cracker category growth

State of the Industry 2019: Innovating to drive cracker category growth

Cracker formulators have several avenues to diversify cracker brands beyond the standards

July 17, 2019

Crackers maintain far-reaching appeal. But while the category benefits from increased consumer interest in snacking, crackers have experienced intensified competition from other foods within salty snacks and beyond.

Creative crackers stand out in a stable snack market

For cracker brands, elevating the snacking mainstay with unique attributes can be a differentiator

Melissa Kvidahl Reilly

May 17, 2019

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.

State of the Industry 2018: Crackers explore new textures and formulations

Manufacturers seek to jumpstart the cracker category with new flavors and ingredients

Neal Lorenzi

July 13, 2018

Crackers remain one of the most-important segments in baked snacks. But growth has stagnated in recent years. To drive sales, manufacturers are doing exciting things with flavors and other ingredients to meet culinary- and health-driven consumer demands.

State of the Industry: Crackers go better-for-you, gluten-free and gourmet

Crackers go better-for-you, gluten-free and gourmet: State of the Industry 2016

A wide diversity of ingredients and product formats take center stage as the cracker steps out of the shadows and into the spotlight.

Melissa Kvidahl Reilly

July 11, 2016

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.”

On-Demand Join us for a practical look at how bakeries can modernize packaging lines and better align with emerging retail and environmental demands. Key takeaways: