SNAC World - Official State of the Industry 2020 - 29

STATE OF THE INDUSTRY

TOP
BRAND

CRACKERS

CRACKER BRANDS
Dollar Sales
($mil)

%
Change

Unit Sales
(mil)

%
Change

Volume
Sales

%
Change

(mil lb)

Total Crackers

$7,472.2

6.8%

2,635.3

3.4%

1,885.5

5.9%

Cheez It

$832.3

12.1%

266.3

7.9%

216.0

10.5%

Pepperidge Farm Goldfish

$589.1

5.7%

185.7

3.4%

132.1

6.1%

Nabisco Ritz

$560.6

10.8%

185.7

4.1%

178.8

6.8%

Nabisco Triscuit

$339.1

4.1%

119.1

0.0%

67.5

1.0%

Nabisco Wheat Thins

$313.6

10.9%

107.5

7.9%

71.9

9.8%

Keebler Club

$260.8

13.2%

88.4

9.8%

78.6

10.3%

Private Label

$253.2

7.9%

128.6

8.2%

81.1

9.5%

Total Cracker with Fillings

$903.6

3.6%

380.1

-1.7%

240.1

2.3%

Nabisco Ritz

$165.0

17.5%

54.2

14.1%

39.0

16.6%

Lance ToastChee

$110.1

10.0%

46.1

9.6%

39.3

7.9%

Austin

$92.2

-7.4%

42.9

-10.2%

33.8

-7.4%

Ferrero Nutella & Go

$72.6

7.9%

27.8

-9.1%

6.7

8.3%

Lance Toasty

$65.4

2.4%

24.5

-2.7%

22.9

2.3%

Lance Captain's Wafers

$58.3

10.0%

25.3

5.0%

17.0

8.6%

Nabisco Ritz Bits

$54.2

11.0%

19.6

4.3%

10.7

9.5%

Source: IRI
Total US Multi-outlet | 52 Weeks Ending 06-14-20 | Note: Many companies may have multiple brand listings in the IRI data.

the launch of a line of fiber-rich Grain-Free Crackers.
"In the next few years, grain-free has the potential to
become the new gluten-free. However, as a trend, it is
still emerging with the general market but has become
more prevalent within specific channels and retailers,"
said Braden Bennie, senior marketing manager, TH
Foods, Inc., Loves Park, Ill.
Functional snacks that boost energy or satiate hunger mid-morning or afternoon have been popular, but
now consumers must consider differing preferences
among family members. Crackers can play into these
new snacking opportunities because they are versatile
and deliver appealing health attributes.
Consumers must learn to navigate life at home while
maintaining some degree of separation between
work, play and eating. Snacks can help with these
transitional moments. For the foreseeable future, consumers are not snacking on-the-go but in the comfort

of their own home. This emerging segment is an opportunity for producers.
The combination of crackers with refrigerated spreads
and whole-food toppings provides a better-for-you
snacking option typically unavailable for an on-the-go
snacker. Certain snacks can also be used as meal solutions, such as crushing Ritz crackers to bread chicken.
"Snacks that are multifunctional and can serve as
an additional component of a meal are experiencing
heightened success," said Simon Gunzburg, research
analyst, Euromonitor International.
Consumer preferences shifted to snacks that deliver comfort, nostalgia and flavor in larger, rather than
on-the-go pack sizes, as stay-at-home orders were
imposed. Crunchmaster launched a 10-oz Party Pack
of its bestselling Multi-Seed Original Crackers to appeal to those who were also looking to larger pack
sizes for better value.

2020 SNAC WORLD

29
SNAC World - Official State of the Industry 2020

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