Catch Up on Cracker Trends

The cracker category is (finally) starting to see some changes! For a long time, cracker innovation was stagnant, with many brands offering the same bases and the same flavors year after year with little innovation. Consumers’ expectations for cracker products have been shifting, though, and trends in the cracker category are starting to follow suit. Perhaps with the exception of cheese crackers, crackers have been perceived as a snack for older consumers. That’s simply not the case anymore, as cracker innovation has expanded to encompass a wider variety of flavor profiles, health and wellness claims, and better-for-you bases.

As cracker brands try to keep up with consumers’ ever-changing preferences, innovation is going to be all the more important to stand out in an already crowded category. Keep reading for our experts’ insights into the ways in which the cracker category is evolving – and how brands can capitalize on these trends.

Focusing on Flavor

For the longest time, flavors in the cracker category used to primarily feature herbs and/or cheese. Indeed, despite all of the flavor innovation happening in other snack categories, the cracker category has lagged behind. According to Mintel, almost half of consumers report being most likely to try new flavors in crackers as opposed to other snack categories. This presents a major opportunity for brands to step outside what is traditional and what is expected for cracker flavors.

Some innovation is already starting to happen in the cracker category, with bold, global, and unusual flavors starting to pick up steam in retail. Younger consumers gravitate towards more exotic flavors and unique, over-the-top sensory experiences. As such, brands should consider innovating with the bold ingredients, like super spicy peppers and global spice blends, that are starting to gain traction in other snack categories.

The global flavor trend is ubiquitous, but, for the most part, the cracker category has primarily featured Mediterranean inspired flavors. With increased interest in flavor innovation in the cracker category, as well as consumers’ obsession with global flavors, now is the perfect time for brands to look beyond the Mediterranean for flavor inspiration. Asian cuisines, like Korean and Indian, are especially trendy right now, so consider innovating with these popular global cuisines to grab consumers’ attention.

Sophistication is in right now, with many consumers looking to retail food and beverage products to elevate everyday life amidst inflation. The cracker category has long been perceived as more sophisticated than other snack categories, making it prime for innovating with premium ingredients and upscale flavors.

The Wonders of Health and Wellness

Crackers have benefitted from being perceived as a better-for-you alternative to potato chips and other salted snacks. With health and wellness being a top priority for consumers of all ages, the cracker aisle is being frequented by a wider range of consumers. In general, consumers have been expecting brands to innovate around their health and wellness priorities. Brands can capitalize on this trend by creating cracker products that can support consumers’ health goals.

Going into 2024, consumers’ health and wellness priorities include digestive health, immune support, and natural ways to boost energy. Cracker brands can innovate with trending functional ingredients, like spices, seeds, and botanicals, to get health-conscious consumers’ attention.

Plant-based products have been winning big with consumers, as they seek to support their health and wellbeing while also prioritizing sustainability. In terms of bases and ingredients, there’s a world of possibilities when it comes to innovating to create crackers that feature plant-based ingredients. Cracker brands can get in on this trend by getting creative with trending plant-based ingredients, like lentils, chickpeas, cauliflower, and more.

Hungry for more? Download our white paper, Getting Creative with Crackers, here.

Contact us today to see how Fuchs can help you make something special.