Cracker Category Finds Future in Nutrition, Convenience
Crackers stand on their own with unique nutrition and flavors
The crackers category is, without a doubt, in transition. Previously a vehicle for cheese and a garnish for soup, the humble cracker is transforming into a snack that can stand on its own in terms of nutrient profiles and flavors.
As shoppers—and brands—adjust to the new landscape, sales remain stable. According to data from IRI, Chicago, sales in the crackers category overall remained relatively flat during the 52 weeks ending September 10, 2017, dropping 0.15% in dollar sales to $7.4 billion.