CRACKERS STATE OF THE INDUSTRY TOP PRODUCT Total Crackers Cheez-It Pepperidge Farm Goldfish Nabisco Ritz Nabisco Triscuit Nabisco Wheat Thins Private Label Snack Factory Pretzel Crisps Stacy's Pepperidge Farm Flavor Blasted Goldfish Nabisco Ritz Fresh Stacks Keebler Club Keebler Townhouse Kellogg's Club Pepperidge Farm Goldfish Colors Nabisco Ritz Toasted Chips Total Crackers with Fillings Nabisco Ritz Lance Toast Chee Ferrero Nutella & Go Austin Lance Toasty Lance Captain's Wafers Nabisco Ritz Bits Lance Private Label Keebler All Lance Products Frito-Lay Munchies CRACKER SNACK BRANDS % Dollar Sales ($mil) $7,599.0 $876.7 $588.1 $570.3 $348.0 $321.5 $267.4 $237.2 $216.0 $197.5 $157.1 $142.6 $131.7 $113.4 $112.4 $102.0 $879.7 $153.8 $105.5 $87.8 $83.6 $65.7 $58.3 $52.9 $45.8 $42.7 $35.8 $25.3 $20.1 Change 0.6% 4.5% -2.2% 1.3% 0.9% 0.8% 3.2% 5.0% 4.3% 10.7% -2.4% -45.3% -8.1% -3.3% 9.8% -4.0% -8.2% -4.6% 20.6% -10.9% 0.1% -0.6% -4.7% -4.4% -17.7% -6.6% -2.9% 4.1% 2,606.2 268.0 187.7 185.1 122.2 109.0 132.6 68.8 58.3 63.7 57.1 45.7 46.4 38.1 36.3 35.7 353.7 48.6 43.0 29.5 35.5 23.4 24.5 19.7 13.1 28.5 17.2 7.5 11.1 Unit Sales (mil) % Change -2.5% -0.8% -1.2% -1.3% 0.3% -0.8% 1.2% 2.1% 3.2% 10.7% -3.0% -48.5% -11.8% -4.5% 11.0% -8.6% -12.1% -7.2% 4.3% -18.8% -5.1% -3.8% -2.3% -2.7% -13.1% -9.6% -5.0% 0.4% Volume Sales (mil lb) 1,882.0 224.4 133.4 182.1 69.8 73.3 84.1 40.9 36.0 44.7 42.0 42.6 35.0 32.7 24.1 18.1 228.8 35.6 37.2 8.3 30.4 22.3 17.1 10.7 13.1 12.3 9.3 7.6 6.8 Source: IRI Total US Multi-outlet | 52 Weeks Ending 5-16-21 | Note: Many companies may have multiple brand listings in the IRI data. 47a SNAC WORLD 2021 % Change -1.1% 2.7% -0.9% 1.1% 1.3% -0.2% 2.1% 4.9% 4.0% 12.1% -3.0% -45.9% -11.9% -2.8% 11.0% -5.9% -10.2% -5.7% 24.2% -11.5% -3.1% 0.0% -2.1% -3.9% -18.1% -4.3% -3.8% 4.5%