美國餅乾市場

Abstract

This report on the U.S. cracker market gives industry marketers, manufacturers and retailers what they need to know to make informed decisions in tailoring marketing messages to varied consumers, launch new products that are timely and “on trend,” and develop retail strategies to help invigorate sales in this mature market.

Topics covered by this report include:

• How the market is challenged by the increasing number of snack foods that compete with crackers on taste, health, and benefits
• Consumers' priorities and concerns about a number of health issues, including trans fat, whole grains, glycemic index, and gluten-free
• How consumer demand for convenience instigates packaging trends, helping the market to better position itself against competitive snack foods
• Which segments of the cracker market are growing sales and which are not- and more imperatively, why
• Positioning and promotion of various leading brands
• Who the cracker consumers in households are, and when they eat crackers
• How cracker consumers prioritize consumption, cracker choice, meal occasion and customization through toppings and companion foods
• Attitudes and opinions of cracker consumers, including product interest and opinions/beliefs regarding health claims

This report covers the following crackers:

• Saltines
• Graham crackers
• Flavored and unflavored crackers
• Cheese crackers
• Butter crackers
• Sandwich or filled crackers
• Breadsticks
• Matzoh crackers
• A variety of grain-based and water or table crackers

This report contains US IRI InfoScan data.

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Market at a glance
• Market trends important to growth
• Saltine crackers are biggest segment, but with worst track record over past two years
• Top four manufacturers account for 77% of market share
• Supermarkets command nearly all sales
• Consumers and the cracker market
• Types and brands
• Eating patterns
• Important attributes of crackers
• Opinions about crackers
• Hispanics and cracker usage
• Kids and teens
• Market Drivers
• Health issues: whole grains in, trans fat out
• Two potential market drivers: growing interest in glycemic index and gluten-free foods
  • Figure 1: New cracker releases: health claims, 2001-06
• Diet issues: portion control over low-carb
  • Figure 2: Types of diet plans used, April-May 2006
  • Figure 3: Interest in eating plans/diet trends, April-May 2006
• Competition from other snack products
  • Figure 4: U.S. sales of salty snacks, segmented by type, 2003 and 2005
• Kids' snacking habits: replacing chips with crackers?
  • Figure 5: Selected foods, what is eaten by kids as a snack vs. treat, July 2006
  • Figure 6: Prevalence of overweight and obesity among children aged 6-19, 1971-2002
• Market Size and Trends
• Market size
  • Figure 7: Total U.S. retail sales of crackers, at current and constant prices, 2001-06
• Market trends
  • Figure 8: New product releases in cracker category, 2001-06
• Market Segmentation
• Introduction
  • Figure 9: FDM sales of crackers, segmented by type, 2004 and 2006
• Saltine crackers
  • Figure 10: FDM sales of saltine crackers, at current and constant prices, 2001-06
• Crackers with fillings
  • Figure 11: FDM sales of crackers with fillings, at current and constant prices, 2001-06
• Graham crackers
  • Figure 12: FDM sales of graham crackers, at current and constant prices, 2001-06
• Breadsticks
  • Figure 13: FDM sales of breadsticks, at current and constant prices, 2001-06
• Matzoh crackers
  • Figure 14: FDM sales of matzoh crackers, at current and constant prices, 2001-06
• All other crackers
  • Figure 15: FDM sales of all other crackers, at current and constant prices, 2001-06
• Supply Structure
• Companies and brands
  • Figure 16: Manufacturer FDM sales of crackers in the U.S., 2004 and 2006
• Saltine crackers
  • Figure 17: Manufacturer brand FDM sales of saltine crackers in the U.S., 2004 and 2006
• Crackers with fillings
  • Figure 18: Manufacturer brand FDM sales of crackers with fillings in the U.S., 2004 and 2006
• Graham crackers
  • Figure 19: Manufacturer brand FDM sales of graham crackers in the U.S., 2004 and 2006
• Breadsticks
  • Figure 20: Manufacturer brand FDM sales of breadsticks in the U.S., 2004 and 2006
• Matzoh crackers
  • Figure 21: Manufacturer brand FDM sales of matzoh crackers in the U.S., 2004 and 2006
• All other crackers
  • Figure 22: Manufacturer brand FDM sales of all other crackers in the U.S., 2004 and 2006
• Major manufacturers
• Kraft/Nabisco
• Keebler (Kellogg)
• Campbell' s Soup Company/Pepperidge Farm
• Advertising and Promotion
• Media: Print vs. Television
• Kraft/Nabisco
  • Figure 23: Television ad for Ritz Chips, 2006
  • Figure 24: Television ad for Nabisco' s Wheat Thins Toasted Chips, 2006
  • Figure 25: Television ad for Nabisco' s Pita Thins Toasted Chips, 2006
  • Figure 26: Television ad for Nabisco' s Roasted Vegetable Ritz, 2006
  • Figure 27: Holiday television ad for Ritz Savory Crackers, 2006
  • Figure 28: Television ad for Nabisco' s Wheat thins crackers, 2006
• Pepperidge Farm (Campbell' s Soup Co.)
  • Figure 29: Television ad for goldfish, "Bon Voyage, Finn", 2006
  • Figure 30: Television ad for goldfish, "Flavor Blasted Goldfish", 2006
  • Figure 31: Television ad for goldfish, "Bedtime Story", 2006
  • Figure 32: Television ad for goldfish, "Goldfish at play", 2006
• Keebler (Kellogg)
  • Figure 33: Television ad for Cheez-It crackers, "How do they do it?", 2006
  • Figure 34: Television ad for Cheez-It Crisps, "How do they do it," 2006
  • Figure 35: Television ad for Keebler' s Town House Toppers, 2006
• Retail Distribution
• Introduction
  • Figure 36: U.S. retail sales of crackers, by channel, 2004 and 2006
• Supermarkets
  • Figure 37: U.S. supermarket sales of crackers, at current and constant prices, 2001-06
• The Consumer
• Introduction
• Summary
• Types and brands
• Eating patterns
• Important attributes of crackers
• Opinions about crackers
• Hispanics and cracker usage
• Kids and teens
• Cracker usage among adults
  • Figure 38: Household usage of crackers, January-September 2004 and May 2005-June 2006
• Brands of crackers eaten
  • Figure 39: Brands of crackers eaten by households, January-September 2004 and May 2005-June 2006
• Regular or low sodium/salt content
  • Figure 40: Types of crackers (regular or low salt/low sodium) eaten in household, January-September 2004 and May 2005-June 2006
  • Figure 41: Types of crackers (regular or low salt/low sodium) eaten in household, by race/Hispanic origin, May 2005-June 2006
• Types of crackers eaten
  • Figure 42: Types of crackers eaten, by gender, December 2006
  • Figure 43: Types of crackers eaten, by age, December 2006
  • Figure 44: Types of crackers eaten, by race/Hispanic origin, December 2006
  • Figure 45: Types of crackers eaten, by number of children in household, December 2006
• Number of bags of crackers eaten in past 30 days
  • Figure 46: Number of bags of crackers eaten per month, by households that use crackers, May 2005-June 2006
• Frequency of eating crackers
  • Figure 47: Frequency of eating crackers, by age, December 2006
  • Figure 48: Frequency of eating crackers, by number of children in household, December 2006
• When crackers are eaten
  • Figure 49: When specific cracker types are eaten, December 2006
• Foods eaten with crackers
  • Figure 50: Foods eaten with saltines, club crackers, cheese crackers, wheat crackers, graham crackers, and other flavored crackers, December 2006
  • Figure 51: Foods eaten with breadsticks and oyster/soup crackers, December 2006
  • Figure 52: Foods eaten with crackers with fillings, December 2006
  • Figure 53: Foods eaten with specialty crackers, flatbread crackers, water crackers, melba toast, and matzoh/kosher crackers, December 2006
• Important attributes of crackers
  • Figure 54: Important attributes of crackers, by age, December 2006
  • Figure 55: Important attributes of crackers, by race/Hispanic origin, December 2006
  • Figure 56: Important attributes of crackers, by number of children in household, December 2006
• Opinions about kids and crackers
  • Figure 57: Opinions about kids and crackers, by age, December 2006
• General opinions about crackers
  • Figure 58: Opinions about crackers, by age, December 2006
  • Figure 59: Opinions about crackers, by race/Hispanic origin, December 2006
• Hispanics and cracker consumption
  • Figure 60: Types of crackers eaten, by Hispanic heritage, May 2005-June 2006
• Teenagers and crackers
• Children and crackers
• Future and Forecast
• Future trends
• Health issues: continued ins and outs
• Competition from other snack products
• The importance of marketing to children
• Market forecast
• Crackers
  • Figure 61: Forecast of total U.S. sales of crackers, at current and constant prices, 2006-11
• Saltine crackers
  • Figure 62: Forecast of U.S. FDM sales of saltine crackers, at current and constant prices, 2006-11
• Crackers with fillings
  • Figure 63: Forecast of U.S. FDM sales of crackers with fillings, at current and constant prices, 2006-11
• Graham crackers
  • Figure 64: Forecast of U.S. FDM sales of graham crackers, at current and constant prices, 2006-11
• Other crackers
  • Figure 65: Forecast of U.S. FDM sales of other crackers, at current and constant prices, 2006-11
• Forecast factors
• Appendix: Trade Associations
• Appendix: New Product Briefs
• Annie' s Homegrown: Annie' s White Cheddar Bunnies Baked Crackers
• Matter of Flax: Matter of Flax Flax Krisps
• Health Valley Company: Rice Bran Crackers
• Kellogg' s: Austin Cheddar Cheese Crackers
• Partners: Partners Wisecrackers
• Nabisco: Nabisco Honey Made Graham Crackers
• Roundy' s: Roundy' s Reduced Fat Snack Crackers
• Sunflower Market: Nature' s Best Organic Flatbread Crackers
• Pepperidge Farm: Pepperidge Farms Mega Size Goldfish
• Kraft Foods: Ritz Bits S' mores Cracker Sandwiches
• Specialty Brands of America: New York Flatbreads