Snack World - May 2012 - 28

S TA T E O F T H E I N D U S T R Y R E P O R T

CRACKERS

It’s What it’s Cracked Up to Be
With many Americans struggling with their diets, many varieties of crackers are appealing to their desire to reduce calories, and as a result, the category generated significant sales and unit increases during the past year. Overall, crackers produced $4.3 billion in sales for the 52 weeks that ended March 18, as reported by SymphonyIRI Group for all retail outlets in the US, except Wal-Mart. This amounts to an increase of 5.2%. Units rose 2.3%, and volume edged up 0.8%. The “All Other Crackers” category produced $3.2 billion in sales, for a healthy boost of 5.7% on 3% and 1.4% increases in units and volume respectively. Leading the cracker parade in the “All Other” category was the Sunshine Cheez-It brand from the Kellogg Company, Battle Creek, MI, with $359.7 million in sales, up 4.2%. Units were up 1.1% and volume 2.6%. Close behind was Nabisco Ritz from Kraft Foods, Inc., Northfield, IL, at $326.3 million, an 8.9% increase. Units were up 8.4% and volume 4.7%. Nabisco Wheat Thins rolled up $270.5 million in sales, up 2.7%, with unit and volume increases of 1.8% and 1.4%, respectively. Nabisco Wheat Thins Stix also produced a nice 74.2% increase in sales of $19.5 million, with units and volume both up 75.5%. Kraft offers a Nabisco website that makes it easy for consumers to tweet their favorite uses of Wheat Thins. For example, @jbranza tweeted on April 19, “Shut-the-front-door Wheat Thins has a Spicy Buffalo. Just when I didn’t think my love could get any deeper.” Indicating the growth of consumer interest in healthierfor-you products, sales of Stacy’s Pita Chips from Stacy’s Pita Chip Co., Randolph, MA, rose a healthy 27.4% to $122.4 million, with units up 32.8% and volume 30.6%. Kellogg’s Special K Crackers, with $77.1 million in sales, jumped 142.9% on unit and volume sales increases of 141% and 86.9%, respectively. Stacy’s is a part of Frito-Lay, and the division benefitted from the Plano, TX-based snack producer’s large distribution network. “Our Stacy’s business is doing very, very well,” Indra Nooyi, PepsiCo chairman and CEO, told analysts during a conference call in late April. “I think the name of the game for Frito-Lay is slowly and deliberately building the business, rather than jerking the business around to gain short-term share.” Kellogg rolled out Special K Cracker Chips Sea Salt and Special K Cracker Chips Sour Cream, the Special K cracker lineup is a formidable one. These baked cracker chips are a boon for the weight conscious, with 27 chips producing only 110 Cal, and just 20 Cal from fat. “Throughout Kellogg history, our commitment to product innovation has built brands that consumers know and love,” said Brad Davidson, president, Kellogg North America. “The introduction of new products in the first half of 2012

BROUGHT TO YOU BY FUCHS NORTH AMERICA, HEAT AND CONTROL, J.R. SHORT, MINSA, PRINTPACK, INC., AND TNA NORTH AMERICA

Snack World

May 2012

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Snack World - May 2012

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