The crackers category continues to be versatile—it offers consumers a variety of bases (including gluten-free), novel flavors, and more. In addition to clean labels and other BFY benefits, producers are focusing on products that provide cracker snackers with value, convenience, and other appealing attributes to sink their teeth into.

Market data
The salty snacks category as a whole didn’t move much, taking in $41.9 billion (-0.3%) according to Circana (Chicago) data from the past 52 weeks, ending on April 20, 2025. The crackers category as a whole was responsible for almost a quarter of that number, bringing in $11 billion with a 1% uptick compared to the previous year. Kellanova led the category ($2.2 billion, same as the previous year), with Mondelēz International (maker of Ritz, Wheat-Thins, and others) responsible for $2.1 billion (a loss of 2.5%). Pepperidge Farm, owned by The Campbell’s Co., also took in $1.4 billion, a loss of 2.7% in sales.

The crackers with fillings subcategory showed $1.7 billion in sales, a healthy 9.6% uptick. Snyder’s Lance, another Campbell’s brand, nabbed $524.4 million of that pie (a 10.6% increase), and Mondelēz took in $502.8 million (a 19.1% increase). Ferrero USA came in third, with $253.5 million (10.1% growth compared to the previous year).

Finally, the saltine crackers subcategory brought in $660.4 million, staying flat compared to the previous period. Mondelēz topped the list ($404.4 million, a 1.2% decrease), followed by private label ($181.2 million, a 5.9% uptick) and Kellanova, with $35 million (a loss of 14.9% in sales).

Looking back
“Consumers continue to prioritize snacks made with whole, recognizable ingredients and clean labels,” says Michael Finete, CEO, Mary’s Gone Crackers. “We’ve also seen an increased appetite for value-driven formats, especially among families who prefer buying in bulk. Consumers want snacks that fit into their health-conscious lifestyle but also deliver on value, convenience, versatility, and flavor.”

Source: Circana OmniMarket™ Total Store View | Geography : Total US - Multi Outlet w/ C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club & Dollar Retailers) | Time : Latest 52 Weeks Ending 04-20-25

Like many brands, Mary’s has faced ongoing pressures in sourcing high-quality organic ingredients, along with broader labor and logistical challenges, he shares. “However, our vertically integrated facility in Reno, NV, and our strong operations team have allowed us to stay nimble. We operate 24/5 and build flexibility into our production lines so we can shift in real-time based on demand or distribution opportunities. That operational agility has been key to helping us add capacity and scale quickly, particularly as we ramp up production.”

This year, the brand expanded its product offerings with new flavor-forward innovations like the recently launched Mary’s Gone Cheezee Smoked Gouda crackers, and updated its packaging to make its shelf presence more modern and impactful, Finete notes.

“These innovations meet the evolving tastes of consumers looking for bold, globally inspired flavors without sacrificing nutrition. Our move into club formats, especially the debuts of the Original flavor at Sam’s Club, and BJ’s Wholesale, as well as the Super Seed Everything flavor at Costco, were also major product milestones. It’s the first time we’ve offered our crackers in an 18-oz size, which brings added value to consumers and answers a long-standing request from our loyal fan base,” he finishes.

Steven Saenen, VP, Ritz, observes that sales of crackers over the past year have shown mixed results. “While the cracker category and snacking in general experienced slower growth compared to FY 24, Mondelēz’s performance as a category leader remains robust. Our ambition goes beyond crackers as we look to ignite broader savory. We are committed to reigniting category growth by addressing shopper needs for affordability, on-the-go, and premium/better-for-you options.”

“We are also adapting to channel shifts, focusing on convenience and on-the-go solutions to meet consumers where they are. Flavor innovation has been pivotal in our product offerings over the past year. Consumers prioritize taste, making it a crucial factor in their purchasing decisions as they navigate the cracker aisle. This trend has prompted us to introduce unique and exciting flavors, capturing consumer interest, and enhancing brand engagement,” Saenen notes.

Consumers are increasingly price-conscious, seeking snacks that deliver genuine value, he adds: “Our strategy has focused on balancing quality with affordability, ensuring our products meet consumer expectations without compromising taste. This is evident in our pricing and packaging innovations, designed to resonate with value-focused shoppers. While there is an emphasis on products that speak to different lifestyles, like gluten-free, there is still a demand for premium products that deliver indulgence.”

Alex Fishman, senior brand director, Pure Protein, agrees, saying consumers are expecting "more" from their snacks while not wanting to sacrifice quality, taste, or texture: “This paved the way for us to launch our line of Cheesy Crackers with 10 g of protein per serving. Beyond that, consumers also are looking for big, bold flavors outside of traditional varieties.” Pure Protein launched a new flavor of its Pure Protein Cheesy Crackers, Hot 'n Spicy, in the past year online and in select retailers as a response to consumers' desires for bolder flavors, he expands.

Looking forward
“I anticipate that we are going to continue to see new and unique flavor innovations, plus some exploration into different cracker formats that dabble in different shapes, sizes, and textures,” Fishman theorizes. He shares that Pure Protein is going to continue to double down in the crackers category and in snacking more broadly: “Stay tuned for some exciting announcements from the brand in the next few months!” Fishman teases.

Finete says he expects continued growth in the better-for-you segment, as consumers demand more from their everyday snacks—more nutrition, more flavor, and more transparency: “Crackers are evolving from a side snack to a center-stage item in meals, charcuterie boards, ‘girl dinners,’ ‘adult Lunchables,’ and wellness routines. Brands that can balance clean ingredient profiles with bold taste and accessible formats will win. We believe our continued investment in high-quality ingredients that support small organic family farms and our expansion into new channels position us well for what’s next. Clean labels and functional ingredients remain top priorities, but flavor exploration is becoming just as important. We expect to see more demand for products that pair health benefits with adventurous or international flavor profiles. Sustainability will also remain a growing concern for consumers, influencing everything from packaging choices to brand loyalty.”

Balancing rising input costs with consumer expectations for value will be an ongoing challenge, Finete notes: “It’s critical for brands like ours to not only deliver premium products but to clearly communicate the value behind the price point. That means investing in education, storytelling, and transparency. Operationally, staying nimble in an unpredictable supply chain environment will continue to require strong internal alignment and proactive planning.”

Saenen says that consumers have many options when it comes to savory snacks, and he expects the market to remain competitive: “Value, on-the-go, and better-for-you are at the forefront of consumers’ minds and will continue to dominate the cracker market. Flavor combinations like sweet, spicy, and sweet and salty have been a major trend in the past year and will continue growing. There will be growth in the better-for-you and premium categories, as consumers evaluate more closely the products they are purchasing and the purpose they serve in their day.”

Affordability and delivering value, Saenen adds, will remain at the forefront as consumers continue to pinch wallets and evaluate where and how they are spending. However, innovation is a key tentpole for Ritz’s cracker portfolio.

“We look at how we can really accelerate the category to deliver products that [show] brand love and push the category in new and exciting ways,” he states. “Across all aspects of our business, we are focused on igniting the category and meeting the consumers’ needs. We’re going to continue pushing the envelope when it comes to finding new ways to reach consumers across key demographics.” SF&WB

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