August 14, 2024 – In the US and Canada, consumers prefer savory biscuits and crackers for their versatility and diverse flavors, making them a suitable snack option. Innova’s 360 research into crackers trends helps to dive into the crackers market, exploring top flavors, brands, product launches, and the innovations driving this dynamic category across the US and Canada.
Product Launch and Sales Trend
North America leads in global sales value for savory biscuits and crackers, though it ranks fourth in product launches over the past year. Wider choices with diverse recipes, oven-baked ranges, artisan and handcrafted versions, and options with meat, herb and indulgent flavors in the US and Canada have boosted sales.
The United States leads in savory biscuits and crackers launches, while Canada is the fastest growing country in the region, with an 11% growth rate in product launches over the past four years. This growth is driven by rye crispbread, vegetable crackers, and cheese flavored preparations.
In the United States and Canada, savory biscuits and crackers sales value averages 92% and 8%, respectively, supported by choices suitable for kids, seasonal offerings for Christmas, and products highlighting sports events and video games.
Top Companies and Brands
Mondelez leads in savory biscuits and crackers launches, followed by Aldi and Kellogg’s over the past year. Crackers trend research highlights that Mondelez is also the fastest growing company among the top 5, with a 73% CAGR rise in launches over the past three years. This growth is driven by its brands, Triscuit and Ritz. The company’s offerings include wheat crackers with cracked pepper, rosemary, and olive oil, roasted garlic, and wholegrain wheat thin crisps made with sea salt. Their toasted wheat chips in various flavor blends also remain attractive to consumers.
Claims and Positionings Trends
The top 5 claims in North American crackers market are GMO free, no additives or preservatives, gluten free, vegan, and wholegrain. These top claims vary by country; in Canada, the top claim is no additives or preservatives, while in the United States, GMO free takes the lead.
Crackers trend research shows that, apart from these top 5, other claims are also growing across North America. In Canada, traditional, natural, source of fiber claims are on the rise. In the United States, claims related to low, no, reduced cholesterol, grain free, and sugar free are gaining popularity. This indicates the increasing consumer focus on health and wellness, driving brands to innovate and cater to these preferences across the US and Canada.
Flavor Trends
In North America, the flavor landscape of crackers is growing, highlighting diverse consumer preferences in the crackers market. Cheddar cheese is the top flavor, followed by garlic, rosemary, cheese, and herbs.
Basil, onion, red tomato, chili, and pepper flavors are also growing strongly in the space. These emerging flavors indicate an interest in more new and varied taste options in the crackers market in North America.
What’s Next in the Crackers Market Trends?
Crackers trend research shows that the North American crackers market is evolving rapidly, with Canada displaying the fastest growing launch rates. This presents abundant opportunities for brands to innovate and expand their offerings in Canada by launching several ranges of rye crispbread, rice and brown rice cakes, and pita chips in different flavor blends.
Consumers are focusing on health, preferring products that are free from claims. Free from and reductionism positionings are driving innovation in the market. Brands can tap into this trend by highlighting gluten free, sugar free, natural, vegan, and source of protein claims on their products to gain the attention of health-conscious consumers.
Consumer preferences for herbs and spices flavor are driving growth and diversification in the crackers market. Brands can launch more herbs flavor profiles like garlic, rosemary, basil, chive, dill, thyme, and spice flavor innovations to enhance taste experiences. As the North American crackers market evolves, brands are likely to continue exploring new flavors and health related claims to meet the preferences and needs of consumers.
This article is based on our report, “Overview of Savory Biscuits/Crackers in US & Canada .” If you are interested in reading this report, feel free to request a demo.
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