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Crackers are small, crisp baked snacks which are generally made of grain, flour and dough. It is a popular snack as it can be eaten alone or with cheese, meat slices, cream cheese, fruits and dips or soft spreads. The crackers market can be segmented into four major categories on the basis of its ingredients and unique taste as cheese crackers, graham crackers, flaked soda crackers and others. In addition to it, we can segment crackers as flavored and plane (neutral taste) crackers. The market can also be segmented geographically into North America, APAC, Europe and RoW regions.
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The global crackers market is expected to growth with a single digit CAGR from 2013 - 2019. There is a considerable increase in the consumption of crackers as they come in different varieties and flavors. It is a healthy snack and people prefer it over other snacks in household consumption.
One of the key drivers of this market is higher consumption of crackers as snacks in restaurant industry and in household. People pair them with wine, cheese, sea-food, soups and salads to increase the taste in food. Trend of starters in home parties and corporate are fueling the demand of healthy and tasty crackers which goes with variety of toppings. Some of the restraining factors could be lesser awareness in the usage of crackers and shelf presence in retail.
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Major distribution channels include hypermarket/supermarket, convenience and departmental stores. The awareness of usage of crackers as snack is still in a niche markets in developing countries, however it is expected to grow faster in coming six years due to lifestyle changes in middle class people in emerging markets such as India and China.
Some of the key players in Crackers market are Kellogg's, Mondelēz International, M.Y.San, Nestle, Bremner Biscuit Company, Captain's Wafers, Natures Pear and Keebler Company.
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