Crackers
Cracker manufacturers search for ways to spur sales growth.
 

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.

Keebler Zesta saltine crackers
Keebler Zesta saltine crackers are the second biggest brand in the category.
 



Nabisco Honey Maid graham crackers and Teddy Graham crackers
Dollar sales in the graham crackers category were down 5.4% from the same period a year ago.
 



Snyder's-Lance Wholey Cheese! crackers
Snyder's-Lance recently launched its new Wholey Cheese! brand of crackers.
 





Pepperidge Farm Flavor Blasted Goldfish Crackers and Goldfish Colors
Dollar sales of Pepperidge Farm Flavor Blasted Goldfish crackers increased 5.5% and Pepperidge Farm Goldfish Colors rose 6.9% during the 52 weeks ended June 11.