KANSAS CITY — Overall dollar sales for the crackers category slipped below $7 billion in the 52 weeks ended June 11, according to the latest data from Information Resources, Inc., a Chicago-based market research firm. The slowdown in sales reflected a decline in several sub-categories, including crackers with fillings, graham crackers and saltines.
In the 52 weeks ended June 11, dollar sales in the crackers category totaled $6,926,245,888, down 0.57% from the same period a year ago, while unit sales fell 1.5% to 2,594,698,240, according to I.R.I.
A 3.4% decline in dollar sales in the saltine crackers category continues a trend that has seen demand slip as consumers look for alternative cracker options. Private label saltine crackers experienced the biggest decline in the period, falling 11% to $137,909,952. The Kellogg Co., Battle Creek, Mich., whose Keebler Zesta saltine crackers are the second biggest brand in the category, also sustained a sharp sales decline, falling 8% to $52,596,348.