ROCKVILLE, Md.Crackers are becoming the next big thing for snackers and on-the-go Americans, according to a new report from Packaged Facts: "Crackers: U.S. Market Trends."
Typical sit-down meals are being replaced by easily grabbable foods and crackers are it. They are a healthier alternative to snacks such as chips, popcorn and pretzels.
Todays crackers set out to assuage the perpetual quest of serious snackers for explosive crunches and wild flavors right out of the box. As marketers dream up new ways to transform crackers into snacks, they are blurring the boundaries between crackers, crisps and chips. Besides positioning crackers as a stand-alone snack fit for eating right out of the box just like other snacks, marketers are moving in the direction of offering crackers that serve as mini-meals for consumers who are too busy to sit down and eat a regular meal.
Another key driver in the crackers market is the increasing ability of marketers of all sizes to connect crackers with consumers health and wellness concerns. Marketers of crackers are succeeding in giving consumers more opportunities to congratulate themselves for eating healthy-ingredient crackers with a good-for-you image.
The  Packaged Facts report defines the market for crackers based upon the following major product types: crackers with fillings, or sandwich crackers; graham crackers; saltines; and all other crackers," a category including a wide range of cracker types such as cheese-flavored crackers, crackers made with various grains, flatbreads and crackers fashioned as crisps. The report also analyzes consumer behavior related to the categories of crackers tracked by Simmons National Consumer Study (NCS): butter- and cheese-flavored crackers; grain crackers, including those made from oats, wheat and rye; other flavored crackers, such as those with onion and barbeque flavors; graham crackers; and saltines.