While the snack category is vast, crackers lay the groundwork for many food applications, making them a desirable choice for pairings. Even alone, crackers prove to be a part of consumer household shopping. With most parents opting for the crackers their children eat, personal preference still remains the strongest influence in purchase decisions. However, one way to beat bias is through versatility.

Brands can boost engagement by reframing the way crackers are used in daily food applications. Leveling up usage in sophisticated meal pairings and in meal routines will inspire consumers to seek out the product. Even bundling flavors in packaging will help ignite new recipe ideas and encourage flavor trial.

Cracker consumers are looking to break away from their routine. As snacking becomes more widespread, consumers are looking for ways to make enjoying crackers simpler through new packaging and pairings. Offering different flavor mixes and textures can promote new crackers, while suggesting nutritional customizations will help expand BFY options. Brands must prove that crackers can be versatile.

Younger generations need a reason to purchase crackers. While lackluster in consumption, they crave innovation and are most likely to seek out new flavors. Consider shifting the focus to their needs by supporting diverse uses while still targeting parents and their desires. Extend messaging to dads, who are most likely to indulge in snacking and influence children. Innovation and the right type of messaging will help the category remain relevant.

Inflation’s influence on the market has slowed growth for many snacking categories not considered essential, with crackers being affected. Inconsistent use in meals and unimaginative messaging have hindered the category. Let alone failing to grasp the most consistent snackers—Gen Z and Millennials.

While snack competition is plentiful, making crackers a considerable choice for consumers can help the category. Spark creativity and interest by broadening usage throughout the day. Popular trends such as the use of charcuterie boards have helped crackers attain prominence in the market. Adding meats, cheese, and fruits to crackers will help reinforce nutrient-dense meals. Additionally, flavor innovation will favor taste exploration in adults, resulting in increased consumption.

Kantar Profiles/Mintel, January 2023