KANSAS CITY, MO — Crackers resonate with consumers across demographics. Creative product innovation and the perception of crackers as a better-for-you snacking option are driving growth, while limitless versatility opens the door to expanded occasions and uses.
The category’s dollar sales increased 1.8% to $10.98 billion, according to Circana data for the 52 weeks ending Jan. 26, 2025.
“For crackers, key strategies for growth center around innovation,” said Sally Lyons Wyatt, EVP and chief advisor, CPG and foodservice for Circana. “I think some brands are already engaging with innovation around new flavors and formats, and some are embracing healthier labels with functional claims or cleaner and fewer ingredients.”
