Customized Report Services – Non-sweet biscuit and cracker trends in the United States

Note: This report includes forecasting data that is based on baseline historical data.

Market snapshot

In 2020, the United States (US) imported from the world a total of US$648.2 million (232,216 metric tonnes) in biscuits and other similar baked products, nowhere else specified (n.e.s.) and US$396.9 million (123,853 metric tonnes) in corn chips and similar crisp savory snack food products. Growing at a combined compound annual growth rate (CAGR) of 7.7% (2016-2020), Mexico was the largest supply market at a share of 34.8%, followed by Canada (19.9%), and Korea (4.4%) in 2020.

In 2021, North America represents the largest global region in terms of retail sales value for savory biscuit and cracker products sold, followed by Western Europe, and Asia Pacific areas. In 2020, the snacks category was the 2nd largest packaged food sector after staple foods in the US at a total retail sales value of US$131.8 billion, which included its leading sectorial category of savory snacks at sales of US$55.0 billion. Furthermore, savory biscuitsFootnote 1 and crackers (US$7.5 billion) was the 2nd largest sub-category in terms of sales in this sub-category, after salty snacks (US$27.3 billion) in 2020.

During the period of January 2016 and September 27th, 2021, Mintel indicated that the US launched 1,190 savory cracker and/or savory spread food products. These products were mainly claimed under the bakery food category at 1,101 new products (92.5%), followed by savory spreads at 64 products (5.4%), and the snacks category at 25 products (2.1%). The fastest growing flavors in the American savory cracker and savory spread sectors between quarters Q3-2019 and Q3-2021 were cheese, unflavored/plain, garlic, salt/salted, and black pepper/peppercorn.

 

Trade of baked biscuits or crisp chips and similar savory snack foods

In 2020, the US imported from the world a total value of US$1.0 billion (356,069 MT) in baked biscuits, nowhere else specified and crisp chips and similar savory snack food products. Mexico supplied the most amongst these products at a market share of 34.8%, followed by Canada (19.9%), and Korea (4.4%).

United States' imports from the world - other baked biscuits nowhere else specified, corn chips and similar crisp savory snack foods, 2020 measured values in US$ millions and volume in kilograms
Import description Volume (metric tonnes) Value (US$M) Top import markets and value share %
1 2 3
Total - global imports 356,069 1,045.1 Mexico: 34.8 Canada: 19.9 Korea: 4.4
1905901090 - biscuits and other similar baked products, n.e.s.[1] 232,216 648.2 Mexico: 25.2 Canada: 23.2 Thailand: 5.8
1905909030 - Corn chips and similar crisp savory snack foods 123,853 396.9 Mexico: 50.6 Canada: 14.6 India: 5.7

Source: Global Trade Tracker, 2021

1: nowhere else specified

In 2020, America's largest import market was for biscuits and other similar baked products, nowhere else specified at a total of US$648.2 million, growing at a CAGR of 5.0% between 2016 and 2020. After Mexico (US$163.3 million) in 2020, Canada was the 2nd largest market supplying these products to the US at a total of US$150.2 million (47,498 MT) with a 5-year CAGR of 5.4%. Other top markets included Thailand, Korea, and Israel in 2020.

United States' imports from top 10 markets - biscuits and other similar baked products, nowhere else specified measured values in US$ millions, 2016-2020
Country 2016 2017 2018 2019 2020 CAGR* % 2016-2020
Total - world (HS: 1905901090) 532.6 549.7 564.2 607.1 648.2 5.0
1. Mexico 128.3 138.6 141.4 150.3 163.3 6.2
2. Canada 121.7 133.5 138.5 154.3 150.2 5.4
3. Thailand 24.4 25.2 23.5 29.6 37.5 11.3
4. Korea 22.2 18.0 15.1 16.5 27.1 5.1
5. Israel 18.0 22.3 22.6 24.4 26.4 10.0
6. United Kingdom 16.2 18.6 19.3 17.5 20.6 6.1
7. Italy 17.5 17.4 19.8 22.0 20.5 4.1
8. Japan 20.3 17.8 19.4 21.0 20.0 −0.3
9. Colombia 12.6 13.9 14.7 15. 16.3 6.7
10. Taiwan 10.3 9.3 9.9 14.5 13.9 7.9
Source: Global Trade Tracker, 2021

In 2020, the US imported a total of US$396.9 million from the world in corn chips and similar crisp savory snack food products, growing at a CAGR of 13.0% between 2016 and 2020. After Mexico (US$200.6 million), Canada was the 2nd largest market supplying these products to the US at a total of US$57.9 million (14,269 MT) with a high 5-year growth at a CAGR of 26.1%. Other top markets included India, Korea, and Israel in 2020.

United States' imports from top 10 markets - corn chips and similar crisp savory snack foods measured values in US$ millions, 2016-2020
Country 2016 2017 2018 2019 2020 CAGR* % 2016-2020
Total - world (HS: 1905909030) 243.2 292.5 324.9 345.3 396.9 13.0
1. Mexico 128.6 162.3 179.3 172.8 200.6 11.8
2. Canada 22.9 26.8 45.4 50.5 57.9 26.1
3. India 14.9 14.7 14.9 16.6 22.4 10.7
4. Korea 10.6 11.6 13.8 18.2 18.5 14.9
5. Israel 6.7 8.7 8.7 13.7 15.7 23.9
6. El Salvador 5.8 7.3 8.1 9.6 13.0 22.5
7. Philippines 6.6 7.8 7.1 9.0 10.4 12.0
8. Costa Rica 3.4 5.5 7.7 7.6 8.8 26.8
9. Dominican Republic 5.1 5.6 6.3 6.7 7.6 10.2
10. Guatemala 1.8 2.1 3. 4.2 4.2 23.1
Source: Global Trade Tracker, 2021

Retail sales of non-sweet biscuits and crackers

In 2020, the US registered total retail sales value of US$460.8 billion in the packaged food sector, which increased at a CAGR of 4.5% (2016-2020) and is expected to reach US$502.6 billion in 2025 at a declined CAGR of 3.2% (2021-2025). Top individual packaged food categories with the largest sales were dairy at US$75.3 billion, followed by baked goods (US$66.8 billion), savory snacks (US$55.0 billion), processed meat and seafood (US$46.2 billion), and ready meals (US$45.4 billion) in 2020. Over the last year, the fastest growing packaged food categories were rice, pasta and noodles at an historic 5-year CAGR of 9.0%, processed meat and seafood (7.4%), and ready meals (6.8%).

Retail sales in the United States - packaged food products, historical and forecast using fixed 2020 exchange rate, US$ millions
Category 2016 2020 CAGR* % 2016-2020 2021 2025 CAGR* % 2021-2025
Total - packaged foods 386,056.7 460,775.0 4.5 443,844.5 502,596.5 3.2
Staple foods 126,512.2 154,559.2 5.1 142,719.7 160,176.4 2.9
Baked goods 58,217.2 66,873.1 3.5 63,705.5 71,819.2 3.0
Processed meat and seafood 34,808.1 46,235.7 7.4 41,234.9 45,790.8 2.7
Processed fruit and vegetables 14,733.7 17,530.0 4.4 17,021.0 19,544.5 3.5
Breakfast cereals 10,728.7 12,599.6 4.1 11,562.1 12,981.3 2.9
Rice, pasta and noodles 8,024.6 11,320.8 9.0 9,196.2 10,040.6 2.2
Snacks 114,633.2 131,759.6 3.5 132,111.9 153,566.5 3.8
Savory snacks 45,685.2 54,987.8 4.7 55,119.8 62,654.6 3.3
Confectionery 33,234.1 35,796.0 1.9 36,847.7 43,470.6 4.2
Sweet biscuits, snack bars and fruit snacks 19,885.2 22,412.3 3.0 22,463.4 27,374.1 5.1
Ice cream and frozen desserts 15,828.7 18,563.4 4.1 17,681.0 20,067.2 3.2
Cooking ingredients and meals 72,148.5 91,676.7 6.2 86,839.7 100,297.5 3.7
Ready meals 34,890.4 45,369.1 6.8 43,510.8 50,561.2 3.8
Sauces, dressings and condiments 24,688.4 31,043.2 5.9 29,329.5 34,274.7 4.0
Soup 4,590.2 5,546.3 4.8 5,113.4 5,532.0 2.0
Sweet spreads 4,391.4 5,180.2 4.2 4,818.0 5,296.2 2.4
Edible oils 3,588.2 4,537.8 6.0 4,068.0 4,633.3 3.3
Dairy products and alternatives 72,762.8 82,779.5 3.3 82,173.2 88,556.1 1.9
Dairy 65,878.9 75,348.4 3.4 74,911.8 80,668.0 1.9
Baby food 6,883.8 7,431.2 1.9 7,261.4 7,888.1 2.1

Source: Euromonitor, 2021

*CAGR: Compound Annual Growth Rate

In 2020, the snacks category was the 2nd largest packaged food sector in the US at a total retail sales value of US$131.8 billion, which included its leading sectorial category of savory snacks at sales of US$55.0 billion. Under the savory snack category, savory biscuitsFootnote 1 and crackers (US$7.5 billion) was the 2nd largest sub-category in terms of sales after the top sub-category of salty snacks (US$27.3 billion) in 2020.

Although snacks, along with the savory snacks segment registered high growth rates in 2020, this sector is predicted to see more subdued demand in 2021. Home seclusion trends during the COVID-19 pandemic resulted in gains for most snack types, as well as, we saw changes in eating habits as consumer mobility decreased, children stayed home from schools, and many employees switched to remote telework. Driving factors that helped increase sales over the years, included on-the-go snacking opportunities that pivoted towards the home, along with the indulgence trend, which spiked in 2020 as consumers reached more for sweets and savory snacks to fill the void and find comfort during a stressful period. Another earlier trend increasing sales was stockpiling, which along with the indulgence trend are expected to begin to wane or end completely around the middle of 2021, when the threat of further lockdowns begin to slightly subside and consumers begin to choose more healthy food or snack products.Footnote 2

Many snack categories are likely to retain growth in 2021, however, as consumers regain mobility and as pre-pandemic restriction and consumer apprehension levels begin to ease or normalize, foodservice volumes are predicted to experience a swift turnaround after devastating store closures in 2020. Although, the foodservice industry is not expected to completely recover in the first half of 2021 and is not expected to fully recover until the 2024/2025 period, greater opportunities for eating out over out-of-home consumption are likely to place future sales of snacks back to pre-pandemic expectations.Footnote 2

As the pandemic's sizeable shift from foodservice towards retail reverts back from home consumption to eating-out more again, some of the best performing snack segments over the pandemic will likely see the biggest declines as the market re-stabilizes. Ice cream is set to face the largest declines in 2021, while savory snacks, chocolate and sugar confectionery are likely to experience a similar outcome, albeit at a much more subdued rate as they did not face the same level of foodservice and retail trade-off. Gum, and mints (to a lesser extent), which acts as trends used towards breath-freshening occasions are expected to return to pre-pandemic values more quickly in 2021 (after masks are removed).Footnote 2

Retail sales in the United States - savory snack products, historical and forecast using fixed 2020 exchange rate, US$ millions
Category 2016 2020 CAGR* % 2016-2020 2021 2025 CAGR* % 2021-2025
Total - savory snacks 45,685.2 54,987.8 4.7 55,119.8 62,654.6 3.3
Salty snacks 22,197.6 27,255.2 5.3 27,426.3 31,424.9 3.5
Savory biscuits and crackers 6,597.2 7,500.1 3.3 7,448.8 8,199.0 2.4
Nuts, seeds and trail mixes 6,567.5 7,098.9 2.0 6,983.5 7,835.0 2.9
Popcorn 3,019.5 3,645.7 4.8 3,692.7 4,360.0 4.2
Pretzels 1,822.9 2,149.5 4.2 2,159.1 2,440.0 3.1
Other savory snacks 5,480.5 7,338.5 7.6 7,409.4 8,395.6 3.2

Source: Euromonitor, 2021

*CAGR: Compound Annual Growth Rate

Savory snack sales flattened as the need for indulgence wanes, and 2020 stockpiles continue to be consumed in 2021, making additional purchases unnecessary. In addition, many consumers are moving away from savory snacks due to health & wellness concerns that were perceived less of a priority in 2020, whereby the segment increased by a growth of +7.3% during the 2019/2020 period and only slightly increased by +0.2% (2020/2021).Footnote 3

Between 2019 and 2020, savory snacks such as pretzels (9.7%), popcorn (9.0%), salty snacks (7.8%), and savory biscuits (7.0%) showed the highest growth, while nuts, seeds and trail mixes (1.1%) had lower growth as the category is more skewed towards travel and had to compete with more indulgent savory snacks. As expected, sales flattened during the 2020/2021 period with slight growth in popcorn (+1.3%), salty snacks (+0.6%), pretzels (+0.4%) and slight declines in nuts, seeds and trail mixes (−1.6%), and savory biscuits (−0.7%).

Competitive landscape

According to Euromonitor, top company shares of savory snacks based on retail value sales were the Frito-Lay Company (39.7%), Mondelez International Inc. (4.9%), Campbell Soup Company (4.8%), Keebler Foods Company (3.6%), and Link Snacks Inc. (3.5%). The Frito-Lay company leads with its wide product portfolio offerings across multiple segments within the category and continues to launch new products with innovative solutions such as better-for-you brands, also expanding its presence within the e-commerce distribution channel.Footnote 3

Hilo Life under the global brand owner, PepsiCo Inc., is a new launch that focuses on providing keto-friendly chip options made with almond flour. PepsiCo has also entered into partnership with Beyond Meat to capitalize on developing plant-based protein snacks, a meat alternative trend. Takis (Barcel USA for Grupo Bimbo SAB de CV) is predicted to record the highest current value growth within savory snacks in 2021, most known for its spicy flavorings. Other top performers likely to succeed in 2021, include Skinny Pop (The Hershey Co.) with its strong health & wellness positioning and rice snacks (Quaker Rice Cakes).Footnote 3

In 2020, leading trademark retail companies (and top brands) in the savory biscuits and crackers sub-category in the US included Mondelez International Inc. (Ritz, Triscuit, Wheat Thins, Nabisco, Good Thins, Cheez Nips) at 31.8% value share, The Kellogg Company (Sunshine, Keebler, Austin) at 24.9%, The Campbell Soup Company (Pepperidge Farm, Lance) at 18.9%, Blue Diamond Growers (Blue Diamond) at 1.3%, and PepsiCo Inc. (Munchies) at 0.9%. Private label savory biscuit and cracker products held a 5.6% market value share in 2020.

Companies and associated brands in the savory biscuits and crackers sub-category in the United States, 2020 by main category, company share (%)
Company Brand Retail sales value (US$ million) Market share (%)
Kellogg Company Sunshine 1,238.4 17.1
Mondelez International Inc. Ritz 1,113.3 15.2
Campbell Soup Company Pepperidge Farm 1,047.5 14.1
Kellogg Company Keebler 538.0 6.7
Mondelez International Inc. Triscuit 403.0 5.3
Mondelez International Inc. Wheat Thins 372.2 5.1
Mondelez International Inc. Nabisco 350.8 4.8
Campbell Soup Company Lance 355.7 4.8
Blue Diamond Growers Blue Diamond 99.4 1.3
Kellogg Company Austin 93.5 1.1
Mondelez International Inc. Good Thins 70.3 0.9
PepsiCo Inc. Munchies 73.7 0.9
Kameda Seika Company Ltd. Mary's Gone Crackers 38.1 0.5
Mondelez International Inc. Cheese Nips 36.2 0.5
Private label Private label 419.4 5.6
Others Others 1,250.7 16.0
Total - market share 7,500.1 100.0

Source: Euromonitor, 2021

*CAGR: Compound Annual Growth Rate

Based on datagraphics provided by Euromonitor in 2021, North America is the leading region with the largest retail sales within the savory biscuits and crackers category at a global value share of 30.7%; followed by Western Europe (22.7%), Asia Pacific (18.6%), Latin America (16.3%), and Eastern Europe (4.9%).

Retail sales by region in the savory biscuits and crackers by region, US$ million, constant - 2021
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  • World: 26,443
  • Western Europe: 5,998
  • North America: 8,112
  • Middle Eastern and Africa: 1,034
  • Latin America: 4,301
  • Eastern Europe: 1,299
  • Australasia: 788
  • Asia Pacific: 4,912

Source: Euromonitor International, July 2021. Datagraphics: Savoury Biscuits in USA

Retail distribution channels in the savory snacks sector (off-trade)

It is estimated that sales in store-based retailer outlets in the US by Americans shopping for savory snacks will decrease by a 3-year CAGR of −0.04% (2019-2021), representing a market share decline of −1.5% from 93.4% in 2020 to 91.9% in 2021. In 2021, store-based distributors consisting of grocery (modern and traditional) retailers had a market share of 75.1%, followed by non-grocery specialists (4.0%), and mixed retailers (12.8%).

Between 2020 and 2021, the greatest decline in market share is expected to be within modern grocery retailer outlets (−1.5%) including super/hypermarkets, forecourt retailers, convenience stores, and discounters. Meanwhile, most American consumers will continue to support traditional grocers' with minimal or no change in outlet sales within small independents, food/drink/tobacco specialists, and other traditional grocery retailers. Over the last year, expenditure decreases in other non-grocery specialists like healthy and beauty specialists have experienced little to no change (−0.1%), while consumers utilized more mixed retailer outlets (+0.2%) to meet their broader shopping needs all in one location.

Influenced much by the pandemic, non-store retailer outlets distributing savory snacks in the US almost doubled in market share increasing from 4.5% in 2019 to 8.1% in 2021. In particularly, e-commerce sales grew by a CAGR of 1.4% with a market share increase of 3.9% over the 3-year period. The market share of non-store vending machines decreased by −0.3% between 2019 and 2021.

With high growth in non-store distribution retailers during the pandemic, it is still expected that these channels will experience declining and flat share, post-pandemic. Albeit, the e-commerce channel will further accelerate well past other non-store channels, as it is perceived as a highly convenient form of grocery shopping - remembering, however, that it does not appeal to on-the-go occasions. As consumers increasingly purchase snacks online, this trend could further hinder higher growth in other store/non-store channels such as convenience stores, forecourt retailers, and vendors. Supermarkets & hypermarkets are expected to continue to decline past the pandemic in share of savory snacks.

Retail distribution channels in the United States - savory snacks by outlet type (% breakdown), 2019 to 2021
Outlet type Market share % in 2019 Market share % in 2020 Market share % in 2021
Store-based retailing - grand total: 95.5 93.4 91.9
Total - grocery retailers 78.3 76.7 75.1
Sub-total - modern grocery retailers 75.9 74.5 73.0
Supermarkets 36.8 37.6 36.5
Hypermarkets 18.6 19.1 18.4
Forecourt retailers 15.2 13.1 13.3
Convenience stores 3.6 3.2 3.2
Discounters 1.6 1.6 1.6
Sub-total - traditional grocery retailers 2.5 2.1 2.1
Independent small grocers 1.3 1.1 1.1
Food/drink/tobacco specialists 1.0 0.9 0.9
Other traditional grocery retailers 0.2 0.1 0.1
Total - non-grocery specialists 4.7 4.1 4.0
Health & beauty specialist retailers 2.8 2.4 2.4
Other foods of non-grocery specialists 2.0 1.7 1.6
Total - mixed retailers 12.5 12.6 12.8
Non-store retailing - grand total: 4.5 6.6 8.1
E-commerce 2.7 5.1 6.6
Vending machines 1.8 1.5 1.5
Total - distribution channels 100.0 100.0 100.0
Source: Euromonitor, 2021

Product launch and trend analysis

Mintel indicated that there were 1,190 savory cracker and/or savory spread food products launched (including new variety/range extension, packaging, formulation or relaunched) in retail stores in the United States between the period of January 2016 and September 27th, 2021. In 2016, the number of new launches of these cracker/spread products were the highest at an item count of 243, which dropped from 199 in 2017 to 179 in 2019. Product count picked back up again to 195 products in 2020 with 186 new launches, thus far (January to September), in 2021.

Number of savory cracker and/or spread product launches in the United States, (January 2016 to September 27, 2021)
Total product item count (1,190)
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2016 2017 2018 2019 2020 2021 (January to September) Total
243 199 188 179 195 186 1190

Source: Mintel, 2021

According to Mintel, leading parent companies (out of the top 50) launching new savory crackers and/or savory spread products in the US over the 5.9-year period were Aldi Group/Nord (202), Mondelez Global/International (182), Kellogg/Kellogg Sales (115), AB Acquisition (57), and Kameda Seika (42). Top cracker & spread brands included Triscuit/Nabisco, Triscuit/Ritz Fresh Stacks (63), Keebler Club/Toasteds, Keebler Town House Flatbread Crisps/Pita Crackers/Flip Sides (61), Savoritz (36), Trader Joe's (27), and Crunchmaster (22). Private no-name brands in the top 50 products include Signature Select (29), Specially Selected (22), Great Value (14), and Private Selection (12). Newly launched cracker or spread brands released in the American market include 365 Whole Foods Market Organic (wheat squares crackers), Bob's Red Mill (classic oat crackers), ShopRite Bowl & Basket Specialty (original entertainment crackers), and Sutter Buttes (Porcini truffle tapenade).

Within the savory cracker and/or savory spread sector throughout the US over the 5.9-year period, the bakery category led in new launches at 1,101 (92.5%) products, followed by savory spreads at 64 (5.4%) products, and snacks at 25 (2.1%) products. However, the snacks category claims have grown the most by +300%, while the bakery category declined by −33.3% between Q3-2020 and Q3-2021.

The fastest growing flavors in the American market for savory cracker and spread products were cheese (+200%), unflavored/plain (+100%), garlic (+100%), salt/salted (+100%), and black pepper/peppercorn (+50%) [Q3-2019/Q3-2021]. New or popular ingredients included chili extract, blackcurrant, vegetable juice concentrates, rapeseed Lecithin, Capsicum extract, dried egg whites, resistant Tapioca starch, Cepe mushroom, and brandy (that is, Bazil Spread). Top growing claims on product packaging were ease of use (+400%), low/no/reduced lactose (+100%), high/added protein (+100%), free from added/artificial preservatives (+80%), and no additives/preservatives (+46.2%). Declining claims at −100% included vegetarian, on-the-go, premium, dairy free, and low/no/reduced saturated fat.

Brands of savory cracker and/or savory spread products launched in the United States, displaying number of products by top 50 brands (January 2016 to September 27, 2021)
Category Top 50 brands launched (product item count) Number of products
Bakery Savoritz (35), Signature Select (29), Keebler Town House Flatbread/Pita Crackers/Flip Sides (34), Trader Joe's (26), Crunchmaster (22), Triscuit (23), Specially Selected (22), Nabisco Ritz (21), Back to Nature (20), Simple Mills (19), Austin (16), Wasa (15), Open Nature (15), Great Value (14), Keebler Club (14), Meijer (12), Nabisco Triscuit (13), Private Selection (12), Kroger (11), Stop & Shop (8), O Organics (11), Market Pantry (11), Lance Toasty (9), Giant Eagle (9), Good & Gather (8), Doctor in the Kitchen Flackers (8), Rustic Bakery (8), Kashi (8), La Panzanalla (8), Manischewitz (8), Lance Toast Chee (7), Suzie's (7), Keebler/Toasteds (13), Blue Diamond Almond/Artisan Nut-Thins (14), 2S Company (7), Lidl (7), Simply Nature (7), Happy Belly (6), 365 Whole Foods Market (6), Milton's Craft Bakers (6), H-E-B Select Ingredients (6), Mary's Gone Crackers Super Seed (6), Schär (6), 1,101
Savory spreads Savoritz (1), Meijer (1), Kroger (1), Picnic Gourmet Spreads (7) 64
Snacks Trader Joe's (1), Crunchermaster (2), Stop & Shop (3) 25
Total sample size 1,190
Source: Mintel, 2021

Product examples

Sesame Savory Crisp

Source: Mintel, 2021
Company Ella's Flats
Brand Ella's Flats
Sub-category Bakery, savory biscuits/crackers
Country Manufactured in the United States, not imported
Related ingredients Pumpkin/sunflower/sesame/poppy seeds, flaxseed, psyllium, <2% of (black pepper, Himalayan pink salt)
Store name/type Metropolitan market, supermarket, Seattle 98116
Launch type New product
Date published June 2021
Price in US dollars 8.49
 

The vegan-, paleo- and keto-friendly snack is described as all seed, plant-based whole food made to an original recipe with pink Himalayan salt. The product is a good source of fibre and free from grain, sugar, gluten, preservatives, net carbs and GMO.

Sesame Flatbread

Source: Mintel, 2021
Company Wakefern Food
Brand ShopRite Bowl & Basket Specialty
Sub-category Bakery, savory biscuits/crackers
Country Manufactured in the United States, not imported
Related ingredients Enriched wheat flour, sesame seeds, expeller pressed canola oil, sugar, sea salt, yeast
Store name/type

ShopRite, supermarket, Wayne 07470

Launch type

New product

Date published August 2021
Price in US dollars 1.99
 

This kosher certified product is free from GMO, cholesterol, artificial flavors, colors or preservatives. It is said to be ideal for entertaining or as snack, and features a nutty flavor that pairs well with any cheese.

Super Seed Classic Crackers

Source: Mintel, 2021
Company Mary's Gone Crackers
Brand Mary's Gone Crackers
Sub-category Bakery, savory biscuits/crackers
Market United States
Related ingredients Brown rice, quinoa, pumpkin/sunflower/ sesame/poppy seeds, linseed, seaweed, spices
Store name/type Stop & Shop, supermarket, Eastchester 10709
Launch type New packaging
Date published June 2021
Price in US dollars 5.39
 

These Kosher certified crackers are suitable for vegans and said to offer plant based protein from real grown food and to always be non-GMO verified, organic and gluten free. This wholegrain product has been USDA organic certified, and contain whole quinoa, sunflower seeds, flax seeds and poppy seeds.

Spinach Artichoke Dip

Source: Mintel, 2021
Company Let Thy Food
Brand Let Thy Food
Sub-category

Sweet spreads/dips

Market United States
Related ingredients Organic spinach, cashews, artichoke herbs onion, lemon juice, nutritional yeast, sea salt, garlic, spices
Store name/type

Whole Foods Market, Natural/Health Food Store, El Paso 79912

Launch type New product
Date published October 2019
Price in US dollars 7.99
 

This dip is made from nut milk with whole ingredients, and is said to be nutrient-dense. It is described as a creamy dip with sun-filled spinach and a kiss of lemon, and can be enjoyed with crackers, pizza, pasta, baguettes, toasts, peppers, paninis, salads, cauliflower, chips, pitas and wraps. This vegan product is free from dairy, grains and GMO.

Definitions

Savory biscuits
Non-sweet biscuits and crackers often consumed with cheese and other savory foods. Also includes cream crackers, apéritif or small size savory biscuits and savory biscuits with cream filling. Dry savory biscuits used as bread substitutes are included here, for example, crisp breads, stick breads, etc. This also includes toasted bread (for example,biscottes) and tostados. Note: Also includes savory biscuits packaged alongside a savory spread (that is, processed cheese). Examples include: "Handy Snacks. Leading global brands include Ritz (Kraft Foods), Nabisco (Kraft Foods), Keebler (Kellogg Co), Cheez-It (Kellogg), Triscuit (Kraft), Wheat Thins (Kraft), TUC (Kraft), Lance (Lance Inc), Bimbo (Bimbo Grupo), Ryvita (Associated British Foods)"

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Resources

  • Euromonitor International, July 2021. Country Report: Savoury Snacks in the US
  • Euromonitor International, July 2021. Country Report: Snacks in the US
  • Euromonitor International, July 2021. Datagraphics: Savoury Biscuits in USA
  • Global Trade Tracker, 2021
  • Mintel Global New Products Database, 2021

Customized Report Services – Non-sweet biscuit and cracker trends in the United States
Global Analysis Report

Prepared by: Erin-Ann Chauvin, Senior Market Analyst

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