Private Label is Winning
Private label shows growth momentum, and it is not only due to inflation, according to Mintel’s “US Crackers Market Report 2024.” Circana data revealed private label All Other crackers grew 5.3% in dollar sales and 4.8% in units, and increases for private label occurred in most other cracker segments. That growth may be attributed to a combination of innovation and pricing.
“We have seen some innovation with new formats, flavors and multi-packs for other cracker segments,” Lyons Wyatt said, “And that may be influencing private label growth.”
Crackers All Day Long
Crackers are versatile and can be delivered as a snack, a meal or both. Mintel’s report found that while more than half of cracker buyers tend to use them in the same way, two-thirds are interested in pairing ideas. Highlighting creative combinations of flavors and formats paired with cheese, dips, meats, spreads or fruit will engage consumers. Crackers play across the dayparts for everyday uses and micro-occasions, such as Galentine’s Day or the Super Bowl.
“Consumers do not buy categories, they buy for occasions fueled by categories,” Lyons Wyatt said. “Whenever they buy something, it ladders up to an eating occasion, a social gathering or celebration. Cracker producers can and do spur growth by showing multiple uses.”
Leveraging Health Claims
Expanded snacking and other eating occasions create innovation opportunities for flavor, texture and better-for-you perceptions, according to Mintel. Lyons Wyatt noted that some health claims such as natural, non-GMO, gluten-free, vegan/vegetarian and no, low and less fat are driving growth.
Thomasville, GA-based Flowers Foods’ Simple Mills and Loves Park, IL-based TH Foods’ Crunchmaster brands are seeing gains in dollars and units. Simple Mills showed 13.4% dollar and 21.1% unit growth, while Crunchmaster increased 4.7% in dollars and 3.3% in units, according to Circana.
Considering what constitutes overall wellbeing for consumers could be a strategy for innovation. Products that market how they impact physical health and contribute to overall mental and social wellbeing may also drive growth.
“While health is top of mind, even products not positioned as better for you may be part of the wellbeing journey for consumers,” Lyons Wyatt explained. “More indulgent snacks eaten as a reward make you feel good, which can improve mental wellness. Products that can be shared with family and friends appeal to the social aspect of food.”
This story has been adapted from the April | Q2 2025 issue of Commercial Baking. Read the full story in the digital edition here.
