Crackers - US - February 2019

Crackers - US - February 2019

"Cracker sales have remained relatively flat hovering near $7.7 billion since 2016. While the category’s versatility and consumer interest in snacking have helped maintain nearly universal penetration, intensified snacking competition has stolen some share of occasions from brands in the category, especially with adult consumers. While families and kids are an important part of the equation, some brand outreach should target adults – parent or not – as individuals too."

- Michael Averbook, Food & Drink Analyst

This report looks at the following areas:

Sales of crackers are stale
Snack space reaches new levels of competition
Kids outpace adult cracker consumption

TOC available on request

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