November 8, 2024 – In the US and Canada, savory biscuits and crackers are preferred for their versatile flavors, convenient snacking options, and balance between indulgence and healthier ingredients. Innova’s 360 research into the savory biscuits industry helps to analyze and highlight innovations, product launches, top flavors, and what may develop in the future.
Savory Biscuits Market Size and Trends
Globally, North America is the leading region in savory biscuits and crackers subcategory sales value over the past year. In the US and Canada, 21% of consumers seek foods that reflect their traditions, driving a 15% increase in traditional claims. Products like stone fire-style flatbreads, handmade pita chips, and artisanal sourdough crackers support the launches. The growth in value is higher than the volume of savory biscuits/crackers subcategory in the US and Canada.
In the US and Canada, 28% of the consumers opted for plant-based alternatives for variety, boosting interest in vegan products. In line with this, launches featuring vegan meat flavors and seasonings and vegan dairy options like parmesan and butter made up of 100% plant-based ingredients might engage the consumers. This aligns with Innova’s annual top trend of 2024, ‘Plant-Based: The Rise of Applied Offerings,’ where consumers are more likely to choose plant-based products when adapted to familiar dishes and formats.
Savory Biscuits Product Launch Trends
The US leads in savory biscuits and crackers launches over the past five years, accounting for an average of 78% of new products, while Canada shows a 12% rise in launches. In the US, 24% of consumers prioritize nutritional content, driving an increase in products with high fiber and protein claims. Ingredients like oats, potatoes, seeds like flaxseed, sesame and pumpkin, and resistant starches are gaining attention for their functional benefits.
Additionally, products formulated with pea, soy protein, and protein isolates are being used in the proactive enhancement of overall nutrition. This reflects Innova’s top annual trend of 2024 trend, ‘Prioritizing Prevention,’ where a proactive approach to health and wellness is driving consumer demand for products that support preventative care.
Top Brands and Companies in the Savory Biscuits Industry
Mondelēz is the top company for savory biscuits and crackers launches in the US and Canada. It enhances consumer engagement through classic ranges such as fire-roasted options and familiar flavors like spices and olive oil.
Additionally, the company’s emphasis on whole grain offerings with fiber and low or reduced-fat options reflects a commitment to promote healthy snacking through mindful indulgence and portion control. By blending classic tastes with health-conscious choices and relatable brand stories, Mondelēz supports its innovation strategy, driving growth in the market.
Savory biscuits industry research shows that Pepperidge Farm, Aldi, Dare Foods and Kellogg are other notable companies in the space. These top 5 companies account for 19% of launches over the past year.
Claims and Positionings Trends in the Savory Biscuits Industry
Health continues to drive the savory biscuits and crackers market, with brands increasingly emphasizing claims that promote healthier consumption. The top 5 positionings are no additives or preservatives, GMO free, gluten free, vegan and wholegrain.
In the US, claims such as low/no/reduced cholesterol, no trans fats, and high/source of fiber are also gaining attention, aligning with consumer demand for healthy and nutritious options. Meanwhile, in Canada, traditional, natural, and high/source of fiber claims are on the rise. This reflects that brands are expanding their offerings to meet evolving consumer preferences, blending indulgence with better-for-you ingredients.
Savory Biscuits Flavor Trends
Savory biscuits industry research displays that 29% of US and Canadian consumers are open to experimenting with flavors in savory biscuits and crackers. The top 5 flavors are cheddar cheese, garlic, rosemary, cheese, and herbs. The blends of cheese flavors, like mozzarella, Romano, or gouda with parmesan and cheddar cheese types, offer complex flavor notes and help achieve distinctive sensory perception.
Apart from the top 5 flavors, dill, sea salt, sour cream & onion, almond, and vegetable flavors are growing strongly in the space.
What’s Next in the Savory Biscuits Industry Trends?
Consumers in the US and Canada are increasingly looking to limit components that can be unsuitable for their wellbeing, with 37% expressing this concern. Gluten and lactose can cause adverse health effects in sensitive individuals. In response, gluten-free and lactose-free claims are gaining significance, with brands turning to rice flour, grain-free alternatives like vegetable or tuber flours, and dairy-free options to address these dietary needs.
Additionally, 21% of consumers look for savory biscuits made with natural ingredients in the US and Canada. Reflecting this, clean label options featuring no additives or preservatives and GMO-free choices drive the product launches. The use of natural ingredients, such as plant-based starch texturizers, leavening agents, and natural preservatives, helps replace chemical additives. This shift underscores the increasing interest in transparency and natural ingredient integrity.
To appeal to varied taste preferences, brands are also experimenting with diverse flavor profiles such as brown flavors, meat, dairy, herbs, and spices. As consumer interest in natural, health-conscious products continues to rise, brands have an opportunity to innovate with new ingredients and flavors that align with evolving dietary trends.
This article is based on Innova’s Overview of Savory Biscuits/Crackers in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
