Snack World - May 2013 - (Page 26)

STATE OF THE INDUSTRY REPORT Top Cracker Brands Brand Dollar Sales ($ mil) Crackers - Total All other crackers Crackers with ﬁllings Saltines crackers Graham crackers Sunshine Cheez-It (other) Nabisco Ritz (other) Peppridge Farm Goldﬁsh (other) Nabisco Wheat Thins (other) Nabisco Triscuit (other) Nabisco Premium (saltines) Stacy’s Pita Chips (other) Private label (other) Nabisco Honey Maid (graham) Keebler Club (other) Private label (saltines) Keebler Town House (other) Kellogg’s Special K (other) Pepperidge Farm Flavor Blast (other) Snack Factory Pretzel Crisps (other) Private label (graham) Keebler (with ﬁllings) Pepperidge Farm Goldﬁsh Colors (other) Keebler Zesta (saltines) Carr’s (other) Lance Toast Chee (with ﬁllings) Dollar Sales % Change Unit Sales (mil) Unit Sales % Change Volume Sales (mil lb) Volume Sales % Change 4,468.1 3,372.3 441.5 351.2 271.3 4.1 4.2 8.5 1.4 1.7 1,723.3 1,245.3 201.2 169.5 95.1 3.3 4.0 3.8 1.1 -1.0 1,130.5 775.7 107.6 162.5 78.6 2.2 2.6 4.7 0.5 -0.4 382.6 361.6 289.2 283.1 268.7 176.6 146.2 144.3 135.3 132.3 105.8 103.2 91.5 87.3 69.6 62.9 62.7 58.0 42.4 40.0 39.9 7.7 12.6 11.7 4.4 9.2 -3.8 20.6 1.8 8.9 -1.5 4.2 1.8 19.7 10.6 50.2 -1.5 3.6 14.8 7.4 1.0 11.3 135.5 136.2 122.9 102.7 98.6 67.6 43.5 70.9 39.4 46.7 70.7 37.4 31.5 34.7 24.0 27.5 26.9 24.7 18.3 11.1 17.2 5.7 14.2 12.1 5.9 11.5 -4.5 15.9 1.8 8.8 -1.3 1.9 4.0 22.4 4.6 45.7 -3.2 0.0 17.3 8.8 1.5 8.0 103.2 123.0 62.0 63.3 57.1 62.7 26.1 45.6 36.2 43.7 70.7 31.2 8.8 19.4 11.7 24.8 18.0 11.7 18.3 3.4 11.5 6.0 10.9 10.5 0.5 6.6 -5.3 28.5 -1.1 7.8 -0.4 2.0 4.0 10.8 9.3 76.8 -3.7 -0.1 13.2 8.8 1.0 8.1 SOURCE: INFOSCAN REVIEWS TOTAL US - FDMX (FOOD, DRUG,MASS,EXCLUDING WAL-MART) 52 WEEKS ENDING FEB. 24, 2013 lines into the diversified baked snack category and transforming how consumers perceive the cracker aisle. New product trends also include spicy flavors. “Last year, consumers voted for their favorite Cheez-It cracker flavor, and Hot & Spicy emerged as the ‘top cheese,’ ” Mr. Penegor said. “This is a trend we’ve noticed across our cracker portfolio.” Customization, he added, remains another popular trend because consumers love to customize a cracker to make it their own. “Our Town House cracker line-up includes customizable options like Toppers and Flatbread Crisps, which are perfect for added toppings or dips,” Mr. Penegor noted. In the cracker aisle, however, Americans savor the savory flavors that have appeared in abundance in recent years. “Consumers want sensible snack options, while still maintaining savory taste and satisfying texture,” he explained. Many of these flavors originated among niche specialty cracker manufacturers, but they have been adopted by the major players in this category and are being accepted by consumers as mainstream. Among poppable crackers, the more the intense the flavor — whether it’s white cheddar, real cheddar pizza or a combination of them — the more consumers seem to like them. Pepperidge Farm discovered the popularity of intense flavors with its Flavor Blasted Goldfish. Likewise, Kellogg has diversified its Cheez-It brand with a variety of flavor alternatives. Snyder’s-Lance, Charlotte, NC, solidified its dominant presence with Lance Graham Cracker Creations with peanut butter or chocolate filling, and Jalapeño Cheddar Captain’s Wafers to add a spicy twist to its line. On the more healthful front, Mondeléz International, Deerfield, IL, expanded its Triscuit line with a number of Brown Rice offerings. The items contain 100% whole grain brown rice and wheat — some with sweet potato or red beans — and are anything but mainstream in the old-fashioned cracker aisle. Consumers shopping in the cracker aisle today are beginning to expect the unexpected, and everything but fried. — Susan Malovany BROUGHT TO YOU BY J.R. SHORT, HEAT AND CONTROL, MINSA, PRINTPACK, READING THERMAL, RUDOPLH FOODS, AND TNA NORTH AMERICA 26 Snack World May 2013 www.sfa.org http://www.sfa.org

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Snack World - May 2013