SNAC World - Official State of the Industry 2020 - 28

CRACKERS

STATE OF THE INDUSTRY

VERSATILITY AND

FUNCTIONALITY

Driven by uncertai
uncertainty
uncertain and panic-shopping early in
(COVID-19) pandemic, all snack catthe coronavirus (CO
experienced a significant boost in sales for
egories experience
crackers. The focus moved to the
March, including cr
c
center store whe
where consumers stocked up on familiar
snacks that are shelf-stable and offer variety.
Dollar sales for crackers were 14.1% higher for the
period from January 5 to April 5, 2020, as compared
with the entire year of 2019, according to a recent IRI
TSV model. The category reported 6.8% growth over
previous quarter ending June 14, 2020, according to
IRI's quarterly report on retail sales for US snacks.
"There is a comfort factor to snacking post pandemic. For example, there was a COVID-19-induced
shortage of Goldfish, which are familiar and can be
enjoyed by the whole family," said Tom Vierhile, vice
president, strategic insights, North America, Innova
Market Insights.
Camden, NJ-based Campbell Snacks introduced
more than a dozen innovations this year, including
most recently Pepperidge Farm Goldfish Colors
Limited Edition Color on Me! multipack and Goldfish
Princess and Marvel Avengers.
"During COVID-19, we've seen a shift back to a
preference for basic ingredients and flavors, creating
stronger demand for classics like plain potato chips
and Cheddar Goldfish," said Valerie Oswalt, executive
vice president and president, Campbell Snacks.
Traditional crackers like Kellogg's Cheez-It Baked
Snack Crackers, Pepperidge Farm Goldfish and
Nabisco's Ritz Crackers earned the most dollar sales
with Pepperidge Farm Flavor Blasted Goldfish up
19.6%, according to IRI sales data.
"There is an uptick in nostalgia," said Kara Nielsen,

PEPPERIDGE FARM
Flavor Blasted Goldfish

Dollar sales this 52-weeks compared
to the same period last year ($mil)
An increase of

SNAC WORLD 2020

2018-2019 2019-2020

$146.8

$175.6
19.6%

director of WGSN Food & Drink, WGSN - an
Ascential company. "Consumers across demographics continue to seek comforting familiar snacks. Even
boomers and Gen Xers who usually choose permissible snacks are reaching for old favorites. Renewed interest in these legacy brands creates a real opportunity
for producers to leverage, but they have to act now."
In-store foot traffic in April slowed as consumers
worked through their home inventory. However, they
still need a wide range of foods while working and
caring for children at home. Crackers are a big part of
family snacking and can satisfy most eating occasions.
"Some of our comfort products also come with
health benefits. Our portfolio covers all snacking moments and occasions, from indulging with Milano to
family snacking with Goldfish," Ms. Oswalt said.
In March, Campbell Snacks introduced Veggie
Goldfish in two flavors, Cheesy Tomato and Sweet
Carrot. One serving of Veggie Goldfish crackers are
equivalent to 1/3 serving of vegetables, which responds
to the appeal for adding real vegetables to snacks.
Campbell's Snack Factory Garden Vegetable Pretzel
Crisps contains vegetables like broccoli. Snack Factory
added new cheddar-flavored Pretzel Crisps to the lineup.
Consumers also perceive fiber as a functional attribute. TH Foods' Crunchmaster brand responded with

SNAC World - Official State of the Industry 2020

Table of Contents for the Digital Edition of SNAC World - Official State of the Industry 2020