Snac World - Official State of the Industry 2021 - 52

CRACKERS
STATE OF THE INDUSTRY
THAT
SALTY SNAP
W
Both established and new brands are
producing a variety of BFY crackers.
Whether eaten alongside your lunchtime soup, slathered with
your favorite cheese or dipped in hummus, Americans love
crunchy, salty crackers.
They come in a wide variety of formats, and many consumers
keep several types of crackers in their pantries. Dollar sales for
all Crackers were up slightly - 0.6% - for the 52 weeks ending
May 16, 2021, and sitting atop the list of best sellers are the small
cheesy varieties. Cheez It crackers' dollar sales were up 4.5%
while Pepperidge Farm's Goldfish sales dropped 2.2%. And crackers
with fillings fell a bit, too, during the period, with dollar sales
down 4%.
As with many other snacks, the innovation in the category leans
toward the better-for-you products, with several new entries offering
lower calorie, gluten-free, plant-based, non-GMO, low-carb
and vegan claims. Both established brands and newcomers are
entering the fray.
Earlier this year, Kellogg Company launched lighter versions of
two longtime favorites, Club Crisps and Town House Dipping Thins.
" Our innovation and research and development teams are continuously
re-imagining our iconic crackers, looking for ways to
give snack lovers even more ways to enjoy our brands, " said Zach
Wyer, director of brand marketing for Kellogg's cracker products.
- Michelle Smith
CATEGORY INNOVATIONS
Consumers are seeking out gluten-free and grain-free
products in higher numbers, and companies are responding.
Many are turning to alternate ingredients like almond flour.
Other ingredients found in BFY crackers include oats,
flaxseeds, brown rice and quinoa. Bob's Red Mill Oat
Crackers has all of these and are Non-GMO Project verified.
One newcomer to the market boasts that it is climate
friendly and a 7.5-oz box removes 18 to 21 grams of carbon
dioxide from the air. Airly Oat Clouds are the first product
from Airly Foods.
Consumers are snapping up spicy foods and mashups
that offer variety and novelty. Campbell Snack's Goldfish
brand teamed up with Frank's RedHot to create a spicy
cracker that appeals to adults.
Thinner varieties of popular snacks intrigue consumers
who want the great taste of their favorite snacks but don't
want to overindulge. The Kellogg Company slimmed down
two popular cracker brands into Club Crisps and Town
House Dipping Thins.
44
SNAC WORLD 2021

Snac World - Official State of the Industry 2021

Table of Contents for the Digital Edition of Snac World - Official State of the Industry 2021

Snac World - Official State of the Industry 2021 - Intro
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