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Crackers

Crackers

Sales of crackers are up thanks to consumer interest in saving money by entertaining at home

Sales of crackers are up thanks to consumer interest in saving money by entertaining at home. According to SymphonyIRI Group’s 2010 State of the Snack Industry Report, 44% of consumers entertain family and friends at home instead of going out. Many are feeding their guests crackers, with one in four (25%) preferring the snack over other options during special occasions/entertainment snack occasions, according to its findings.

Portable packs have also spurred sales of the grab-and-go snack, with crackers with filling faring especially well during the 52 weeks ending June 13, 2010. Dollar sales in the subcategory were up close to 20% compared with the previous year, maybe at the expense of matzoh crackers and saltines, which experienced a drop in sales (-5.8% and -4.6%, respectively). An increasing number of moms may be using crackers as lunchbox fillers, especially as 37% of consumers seek snacks that can be eaten on the go and 66% bring snacks from home to avoid paying more elsewhere, according to SymphonyIRI. Crackers also have a leg up on more indulgent cookies and candies, as 55% of consumers look to replace high-calorie snacks with healthier options.

Sales in the category were also driven by promotions, since crackers were one of the top ten most heavily promoted categories during the past year, according to Susan Viamari, editor of SymphonyIRI’s Times & Trends report.