Snac World - Official State of the Industry 2024 - 51

STATE OF THE INDUSTRY
CRACKERS
TOP CRACKER BRANDS
PRODUCT
Total Crackers
Nabisco
Pepperidge Farm
Cheez-It
Private Label
Kellogg's
Triscuit
Stacy's
Crunchmaster
Blue Diamond
Keebler
Simple Mills
Milton's
Firehook
Carr's
Wasa
Dollar Sales
($mil)
$9,412.3
$1,517.5
$1,314.2
$1,241.4
$652.0
$530.4
$407.0
$237.7
$83.7
$83.0
$78.5
$68.1
$47.0
$43.1
$37.4
$34.0
%
Change
7.2%
6.8%
8.9%
2.1%
15.9%
11.0%
-1.4%
2.2%
12.6%
-8.9%
-5.6%
37.1%
3.8%
4.4%
-14.4%
-1.3%
Unit Sales
(mil)
2,437.6
381.9
288.9
281.7
231.7
130.1
106.2
47.9
18.5
21.7
13.5
13.4
12.2
5.6
8.1
8.6
%
Change
-3.3%
1.2%
-7.8%
-9.6%
4.2%
0.6%
-9.2%
-6.4%
7.9%
-15.2%
-24.2%
35.2%
-2.8%
-1.0%
-21.2%
-4.6%
Source: Circana
Total US - Multi-outlet | 52 Weeks Ending 1-28-24 | Note: Many companies may have multiple brand listings in the Circana data.
Broadening consumption of Goldfish to appeal to the entire
household is how I would define our ongoing strategy. "
Chris Foley, executive vice president, Campbell's Snacks
still think crackers that are growing are part of that.
... Charcuterie and boards are still alive and well so
reminding and getting your cracker as part of that
occasion, that social event, would be key. "
On the healthier side of the equation, launches
this past year included Simple Mills Cheddar Pop
Mmms, which are made from vegetable flour with
a focus on sustainable agriculture, and Kellanova
reduced plastic packaging on products like CheezIt
Puff'd.
-Michelle Smith
2024 SNAC WORLD
51

Snac World - Official State of the Industry 2024

Table of Contents for the Digital Edition of Snac World - Official State of the Industry 2024

Snac World - Official State of the Industry 2024 - Intro
Snac World - Official State of the Industry 2024 - 1
Snac World - Official State of the Industry 2024 - 2
Snac World - Official State of the Industry 2024 - 3
Snac World - Official State of the Industry 2024 - 4
Snac World - Official State of the Industry 2024 - 5
Snac World - Official State of the Industry 2024 - 6
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