KANSAS CITY, MO — Best sellers in the cracker category are often flavors that have stood the test of time. Sea salt continues to do well with a 26% dollar sales increase and 8.4% unit growth. Honey, another top seller, has experienced a 16% gain in dollar sales and 1% unit growth.

Flavor combinations are also doing well. Olive oil and sea salt saw growth along with rosemary and sea salt. Another emerging element is the callout of the kind of sea salt. For instance, Mediterranean sea salt is driving double-digit sales. Another growing attribute is baked claims with “oven-baked” as a twist on the familiar callout. While popular, oven-baked remains a smaller claim attribute compared to baked.

In this unprecedented time, product options are often more limited, particularly if what consumers want is out of stock or the price point has grown too high. The economic crunch is in part responsible for driving a preference for particular sizes. Multipacks, which were wildly popular during the height of the pandemic, are still doing well.

But what’s driving sales now is the family size, which has seen growth across dollars and units. Packages with bite-sized crackers are also experiencing significant growth alongside party sizes, which are growing in dollars and units.