Crackers are still a product that snackers often choose, whether they’re bought for standalone nibbling, featuring in a charcuterie tray, or serving as soup’s sidekick. However, with sales slightly down, producers are looking to bake up innovations that keep bringing consumers to the category.

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 05-17-25

Market data
Like the products themselves, most cracker producers saw flat sales, with subcategory numbers slightly down for the most part. In the all other cracker category, dollar sales hit $8.1 billion for the 52-week period ending May 17, 2026 (according to data from Circana). That figure represented a slim gain of 0.6% compared to the prior year. Leaders in this column:

• Kellanova: $2.3 billion, a 2.1% increase
• Mondelēz International: $2.1 billion, a drop of 0.2%
• Pepperidge Farm (a Campbell’s brand): $1.4 billion, a 1.9% decrease
• Private-label crackers brought in $674 million, 3% less than last year.

The filled crackers subcategory also saw a drop—its total take of $1.7 billion amounted to a loss of 2.6% compared to the previous year. Leaders here include:

• Mondelēz: $493.8 million, down 3.5%
• Snyder’s-Lance: $473.3 million, a 5.2% drop
• Ferrero: $267.3 million, up 5.5%
• Here, private-label products took in $87.8 million, a decrease of 9%.

Then, saltines also saw a slight decline of 1.4%, bringing the subcategory to $655.7 million. Results here were mixed. The top-ranked producers in this subcategory:

• Mondelēz: $402.5 million, down 0.3%
• Kellanova; $28.9 million, down 15.6%
• Grupo Gamesa: $22 million, a 10.1% increase

Private-label crackers sold $176.8 million during the 12-month period, which constitutes a 2.4% decrease compared to the previous period.

Looking back
A Kellanova spokesperson says while inflation and price increases have pushed consumers to become more price-conscious than ever before, they also are being mindful in their snack purchases.

“Consumers are looking for products that justify the purchase, whether that’s through exceptional taste, convenience, novelty or a memorable experience,” they note. “At the same time, we continue to see consumers balancing indulgence and wellness. Rather than choosing one over the other, many shoppers are looking for snacks that deliver on multiple needs, including flavor, satisfaction, comfort, convenience and even functional benefits.”

The Kellanova representative adds that certain demographic trends have had notable impacts.

“Gen Z and Gen Alpha remain important trendsetters, influencing flavor preferences and discovery, while snacking occasions continue to grow among consumers 35+ and Hispanic consumers,” they note. “These shifts are creating opportunities for brands to innovate around unique formats, bold flavors and culturally relevant experiences.”

Mirit Shalvi, SVP for marketing and strategic partnerships with Kayco (owner of Manischewitz and other food brands), says consumers are drawn to the flexibility of crackers.

“Crackers remain a resilient and highly versatile category,” she states. “They serve many roles: a standalone snack, a base for toppings, a companion to soups and salads, and an essential part of entertaining. Within our portfolio, matzo, Tam Tams, and Manischewitz Water Crackers each speak to different consumer needs, from tradition and comfort to crunch, convenience, and simple snacking.”

Rebecca Brady, Top Seedz CEO, says being in the BFY cracker space has led to bright spots.

“We've seen strong consumer demand for better-for-you snacks made with simple, recognizable ingredients and functional nutrition; for Top Seedz, this has translated into significant growth and exciting new partnerships,” she shares. “We were thrilled to onboard major new customers, including Costco and Maple Leaf Foods, which validates both our product quality and the growing appeal of seed-based snacking. These wins have expanded our reach and introduced the brand to many new consumers.”

The Kellanova representative notes a quartet of key consumer behaviors and desires have impacted crackers:

• Experience-driven snacking: Even in a cautious spending environment, shoppers continue to seek snacks that feel fun, memorable and worth the investment.
• Flavor exploration: Consumers have shown continued interest in bold, unexpected flavors and nostalgic taste experiences.
• Flexible usage occasions: Crackers are increasingly used across snacking, entertaining, lunch, and pairing occasions, reinforcing their versatility.
• Balancing indulgence and practicality: Consumers want products that satisfy cravings while fitting seamlessly into busy lifestyles.

Shalvi says crackers shares many common challenges with other snack categories, but there are still opportunities for producers to connect.

“The industry has continued to navigate cost pressures, shifting consumer spending habits, and the need to balance value with quality,” she observes. “Consumers are watching their budgets, but they still want products that deliver on taste, trust, and usefulness. For a brand like Manischewitz, the opportunity is to continue meeting those expectations while keeping our products relevant for both traditional and contemporary uses.”

According to the Kellanova spokesperson, innovation remains a solid way to attract consumer attention. The company’s cracker launches over the past year include three LTOs:

• Cheez-It Original Flags & Stars, which puts the cracker’s original flavor into festive shapes
• Cheez-It Chili Cheese Dog, which imparts the cheese cracker with the flavors of the meaty treat
• Town House Star Spangled Original Crackers, an item that features the classic cracker taste formed into a flag shape

Top Seedz announced several product innovations, including its Salt-Free Crackers, and its Black Pepper Turmeric Crackers. Brady says aligning with another clean-label brand led to a unique product partnership.

“Consumers continue to gravitate toward products made with clean, simple ingredients and minimal processing; they're seeking nutritious, transparent foods that fit their busy lifestyles,” she says. “This demand for convenient, better-for-you options inspired our partnership with Maple Leaf Foods' Greenfield Natural Meat Co. on a Protein Snack Kit—a quick, healthy, guilt-free alternative to traditional lunch kits. Brands that deliver on both nutrition and convenience continue to gain traction across the snacking category.”

Looking forward
Brady says she is optimistic about the future of the crackers category, especially for producers that deliver what snackers want.

Consumers continue to seek snacks that deliver nutrition, ingredient transparency, and unique flavors, but they're also becoming more intentional about who they buy from,” she states. “More shoppers want to support small businesses, understand where their food comes from, and connect with the brands behind the products. We believe this trend will continue to create opportunities for authentic, purpose-driven brands to stand out in the cracker and snacking category.”

Shalvi says regarding the future of Manischewitz, “Within crackers, we continue to focus on strengthening and modernizing the role of our core products, including Manischewitz Matzo, Tam Tams, and Manischewitz Water Crackers. These products are special because they combine heritage with everyday functionality. Matzo remains an iconic staple, Tam Tams deliver a flavorful, crunchy snack experience, and Water Crackers provide a clean, versatile base for toppings, cheeses, spreads and entertaining.”

Brady says although the company doesn’t have any new cracker products in the pipeline, Top Seedz is announcing a move that could appeal to consumers concerned about sustainability.

“We are excited to be launching upgraded premium packaging across our cracker line. The new packaging incorporates post-consumer recycled (PCR) materials, features an improved resealable barrier to better preserve freshness, and provides extended shelf life,” she says. “These enhancements deliver benefits for both consumers and distribution partners while supporting our ongoing sustainability efforts.”

Shalvi says she expects the challenges cracker makers currently wrangle with to continue, but the category also holds opportunities.

“We expect to see continued interest in snackable entertaining, easy pairings, elevated pantry staples, and products that offer both nostalgia and new usage occasions. Consumers are building more casual snack boards, pairing crackers with dips and cheeses, and using classic products in modern recipes,” she says. “For Manischewitz, that is an exciting space. Our crackers and matzo products have a strong traditional foundation, but they also lend themselves beautifully to contemporary eating occasions.”

Kellanova says crackers will continue to be put into shoppers’ carts in the coming year.

“Crackers remain one of the most versatile and beloved segments in snacking because they adapt so well to changing consumer needs,” they state. “As consumer preferences continue to evolve, we see significant opportunity for innovation that combines bold flavors, engaging formats, and meaningful value while staying true to the great taste that keeps consumers coming back.” SF&WB

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