Crackers - US - February 2007

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Market at a glance
• Market trends important to growth
• Saltine crackers are biggest segment, but with worst track record over past two years
• Top four manufacturers account for 77% of market share
• Supermarkets command nearly all sales
• Consumers and the cracker market
• Types and brands
• Eating patterns
• Important attributes of crackers
• Opinions about crackers
• Hispanics and cracker usage
• Kids and teens
• Market Drivers
• Health issues: whole grains in, trans fat out
• Two potential market drivers: growing interest in glycemic index and gluten-free foods
  • Figure 1: New cracker releases: health claims, 2001-06
• Diet issues: portion control over low-carb
  • Figure 2: Types of diet plans used, April-May 2006
  • Figure 3: Interest in eating plans/diet trends, April-May 2006
• Competition from other snack products
  • Figure 4: U.S. sales of salty snacks, segmented by type, 2003 and 2005
• Kids' snacking habits: replacing chips with crackers?
  • Figure 5: Selected foods, what is eaten by kids as a snack vs. treat, July 2006
  • Figure 6: Prevalence of overweight and obesity among children aged 6-19, 1971-2002
• Market Size and Trends
• Market size
  • Figure 7: Total U.S. retail sales of crackers, at current and constant prices, 2001-06
• Market trends
  • Figure 8: New product releases in cracker category, 2001-06
• Market Segmentation
• Introduction
  • Figure 9: FDM sales of crackers, segmented by type, 2004 and 2006
• Saltine crackers
  • Figure 10: FDM sales of saltine crackers, at current and constant prices, 2001-06
• Crackers with fillings
  • Figure 11: FDM sales of crackers with fillings, at current and constant prices, 2001-06
• Graham crackers
  • Figure 12: FDM sales of graham crackers, at current and constant prices, 2001-06
• Breadsticks
  • Figure 13: FDM sales of breadsticks, at current and constant prices, 2001-06
• Matzoh crackers
  • Figure 14: FDM sales of matzoh crackers, at current and constant prices, 2001-06
• All other crackers
  • Figure 15: FDM sales of all other crackers, at current and constant prices, 2001-06
• Supply Structure
• Companies and brands
  • Figure 16: Manufacturer FDM sales of crackers in the U.S., 2004 and 2006
• Saltine crackers
  • Figure 17: Manufacturer brand FDM sales of saltine crackers in the U.S., 2004 and 2006
• Crackers with fillings
  • Figure 18: Manufacturer brand FDM sales of crackers with fillings in the U.S., 2004 and 2006
• Graham crackers
  • Figure 19: Manufacturer brand FDM sales of graham crackers in the U.S., 2004 and 2006
• Breadsticks
  • Figure 20: Manufacturer brand FDM sales of breadsticks in the U.S., 2004 and 2006
• Matzoh crackers
  • Figure 21: Manufacturer brand FDM sales of matzoh crackers in the U.S., 2004 and 2006
• All other crackers
  • Figure 22: Manufacturer brand FDM sales of all other crackers in the U.S., 2004 and 2006
• Major manufacturers
• Kraft/Nabisco
• Keebler (Kellogg)
• Campbell' s Soup Company/Pepperidge Farm
• Advertising and Promotion
• Media: Print vs. Television
• Kraft/Nabisco
  • Figure 23: Television ad for Ritz Chips, 2006
  • Figure 24: Television ad for Nabisco' s Wheat Thins Toasted Chips, 2006
  • Figure 25: Television ad for Nabisco' s Pita Thins Toasted Chips, 2006
  • Figure 26: Television ad for Nabisco' s Roasted Vegetable Ritz, 2006
  • Figure 27: Holiday television ad for Ritz Savory Crackers, 2006
  • Figure 28: Television ad for Nabisco' s Wheat thins crackers, 2006
• Pepperidge Farm (Campbell' s Soup Co.)
  • Figure 29: Television ad for goldfish, "Bon Voyage, Finn", 2006
  • Figure 30: Television ad for goldfish, "Flavor Blasted Goldfish", 2006
  • Figure 31: Television ad for goldfish, "Bedtime Story", 2006
  • Figure 32: Television ad for goldfish, "Goldfish at play", 2006
• Keebler (Kellogg)
  • Figure 33: Television ad for Cheez-It crackers, "How do they do it?", 2006
  • Figure 34: Television ad for Cheez-It Crisps, "How do they do it," 2006
  • Figure 35: Television ad for Keebler' s Town House Toppers, 2006
• Retail Distribution
• Introduction
  • Figure 36: U.S. retail sales of crackers, by channel, 2004 and 2006
• Supermarkets
  • Figure 37: U.S. supermarket sales of crackers, at current and constant prices, 2001-06
• The Consumer
• Introduction
• Summary
• Types and brands
• Eating patterns
• Important attributes of crackers
• Opinions about crackers
• Hispanics and cracker usage
• Kids and teens
• Cracker usage among adults
  • Figure 38: Household usage of crackers, January-September 2004 and May 2005-June 2006
• Brands of crackers eaten
  • Figure 39: Brands of crackers eaten by households, January-September 2004 and May 2005-June 2006
• Regular or low sodium/salt content
  • Figure 40: Types of crackers (regular or low salt/low sodium) eaten in household, January-September 2004 and May 2005-June 2006
  • Figure 41: Types of crackers (regular or low salt/low sodium) eaten in household, by race/Hispanic origin, May 2005-June 2006
• Types of crackers eaten
  • Figure 42: Types of crackers eaten, by gender, December 2006
  • Figure 43: Types of crackers eaten, by age, December 2006
  • Figure 44: Types of crackers eaten, by race/Hispanic origin, December 2006
  • Figure 45: Types of crackers eaten, by number of children in household, December 2006
• Number of bags of crackers eaten in past 30 days
  • Figure 46: Number of bags of crackers eaten per month, by households that use crackers, May 2005-June 2006
• Frequency of eating crackers
  • Figure 47: Frequency of eating crackers, by age, December 2006
  • Figure 48: Frequency of eating crackers, by number of children in household, December 2006
• When crackers are eaten
  • Figure 49: When specific cracker types are eaten, December 2006
• Foods eaten with crackers
  • Figure 50: Foods eaten with saltines, club crackers, cheese crackers, wheat crackers, graham crackers, and other flavored crackers, December 2006
  • Figure 51: Foods eaten with breadsticks and oyster/soup crackers, December 2006
  • Figure 52: Foods eaten with crackers with fillings, December 2006
  • Figure 53: Foods eaten with specialty crackers, flatbread crackers, water crackers, melba toast, and matzoh/kosher crackers, December 2006
• Important attributes of crackers
  • Figure 54: Important attributes of crackers, by age, December 2006
  • Figure 55: Important attributes of crackers, by race/Hispanic origin, December 2006
  • Figure 56: Important attributes of crackers, by number of children in household, December 2006
• Opinions about kids and crackers
  • Figure 57: Opinions about kids and crackers, by age, December 2006
• General opinions about crackers
  • Figure 58: Opinions about crackers, by age, December 2006
  • Figure 59: Opinions about crackers, by race/Hispanic origin, December 2006
• Hispanics and cracker consumption
  • Figure 60: Types of crackers eaten, by Hispanic heritage, May 2005-June 2006
• Teenagers and crackers
• Children and crackers
• Future and Forecast
• Future trends
• Health issues: continued ins and outs
• Competition from other snack products
• The importance of marketing to children
• Market forecast
• Crackers
  • Figure 61: Forecast of total U.S. sales of crackers, at current and constant prices, 2006-11
• Saltine crackers
  • Figure 62: Forecast of U.S. FDM sales of saltine crackers, at current and constant prices, 2006-11
• Crackers with fillings
  • Figure 63: Forecast of U.S. FDM sales of crackers with fillings, at current and constant prices, 2006-11
• Graham crackers
  • Figure 64: Forecast of U.S. FDM sales of graham crackers, at current and constant prices, 2006-11
• Other crackers
  • Figure 65: Forecast of U.S. FDM sales of other crackers, at current and constant prices, 2006-11
• Forecast factors
• Appendix: Trade Associations
• Appendix: New Product Briefs
• Annie' s Homegrown: Annie' s White Cheddar Bunnies Baked Crackers
• Matter of Flax: Matter of Flax Flax Krisps
• Health Valley Company: Rice Bran Crackers
• Kellogg' s: Austin Cheddar Cheese Crackers
• Partners: Partners Wisecrackers
• Nabisco: Nabisco Honey Made Graham Crackers
• Roundy' s: Roundy' s Reduced Fat Snack Crackers
• Sunflower Market: Nature' s Best Organic Flatbread Crackers
• Pepperidge Farm: Pepperidge Farms Mega Size Goldfish
• Kraft Foods: Ritz Bits S' mores Cracker Sandwiches
• Specialty Brands of America: New York Flatbreads