Health on the brain

The EMR | CLAIGHT report showed preference for healthy snacks is driving demand for whole grains, high fiber and natural ingredients. Focusing on creating products with clean ingredients that adhere to appealing health claims, such as gluten-free, can create growth.

“Healthy eating is rising as health-and-wellness is a consumer priority, and many are avoiding foods with artificial ingredients, including ultra-processed, artificial colors, flavors and sweeteners, preservatives, and GMOs,” Elkinson said. “Many of the brands driving growth for crackers feature health and wellness claims.”

The rising popularity of plant-based diets has impacted crackers as well, according to the EMR | CLAIGHT findings. Brands have introduced vegan versions and added protein and texture-boosting ingredients like chickpeas, lentils, seeds and nuts.

Loves Park, IL-based TH Foods’ Crunchmaster brand grew volume with its line of gluten-free, whole grain, non-GMO multi-seed and multi-grain crackers made with no artificial ingredients, according to Circana data. Simple Mills, a brand under Thomasville, GA-based Flowers Foods, drove volume and unit sales growth with a portfolio of paleo-friendly crackers made with non-GMO, gluten- and grain-free ingredients.

“Milton’s is another brand growing cracker volume with gluten-free, non-GMO crackers made with whole grains, among other health-and­wellness claims,” Elkinson said. “Natural and vegan claims are also driving growth for the category.”