Despite the difficulties from a perfect storm of supply chain disruption, rising inflation and considerable input costs, crackers are generating growth overall from a dollar perspective, despite declining in unit sales. A prevalence of claims, including callouts of calories per serving, vegan/vegetarian and high/specific protein amounts, support those dollar sales gains. Other claims still doing well from a dollar perspective include gluten-free, all-natural and whole grain, but these products have varying unit and volume growth. Omega, a minor claim, is gaining traction by touting support of healthy brains.

Smile-inducing Goldfish crackers, made by Norwalk, CT-based Pepperidge Farm, are also taking on a healthy hue with their Colors Cheddar crackers in red, red-orange, orange and green. Made with dried vegetable puree and juice concentrate, the Goldfish crackers contain one-third serving of tomatoes or carrots, with the carrot variety considered a good source of vitamin A.

During the fall season, crackers have also proven to be a game day MVP with products like football-shaped Town House Game Day Dippers made by Battle Creek, MI-based Kellogg Company. The dippable crackers are embossed with football-related seasonal patterns. Crostini and water crackers are also generating dollar growth but not from a unit perspective. The versatile crackers play a foundational role in charcuterie boards, which find favor at both casual and formal events.