Global Crackers Market Size, Share, Opportunities And Trends By Product (Saltine Crackers, Graham Crackers, Sandwich Crackers), By Distribution Channels (Supermarkets/Hypermarkets, Independent Retail, Convenience Store), And By Geography - Forecasts From 2023 To 2028

  • Published : Mar 2023
  • Report Code : KSI061614500
  • Pages : 135

A cracker is a type of flat, flour-based biscuit that is cooked until it is dry. You can include flavorings or spices in the dough or sprinkle them on top before baking, such as salt, seeds, herbs, or cheese. A common claim made by the brands about crackers is that they are a tasty and practical way to eat a staple meal or cereal grain. Crackers can be consumed independently, but they can also be served with other foods like dips, soft spreads like jam, butter, pâté, peanut butter, or mousse, slices of cheese, fruits or meat, or veggies. While evaluating culinary products or flavors, mild crackers are occasionally employed as a palette cleanser in between samples. Crackers can be rectangular, round, triangular, or irregular, among other forms and sizes.

For the past few years, demand for cracker goods has been high. Crackers are manufactured with wholesome components such as millet, quinoa, and ragi, so they are becoming a preferred option to other household snacks. As a result consumer inclination towards healthy snacking options is propelling growth for the global market during the forecast period. Consumers' desire for healthful and immunity-boosting items, as well as increased disposable income, have all contributed to the recent dramatic increase in cracker consumption. Due to the growing retail and e-commerce boom, crackers categories have witnessed tremendous growth globally over the previous several years. Also, continuous product launches of various flavours and varieties by companies are spurring growth for the global market.

Yet, the worldwide crackers market is being constrained by a need for more understanding regarding the production and presentation of crackers as well as their scant shelf presence at retail outlets.

Consumer shift towards healthy snacking habits will spur growth for the global market during the projection period.

It is practically difficult to find any food trend without coming across terms like "healthier," "better for you," or "clean." It is now obvious that people want to shop for food in every area of the grocery store in a way that they believe is more intelligent. It's the same in the aisle with crackers. Consumers have been gravitating towards food items recently that have fewer ingredients and greater health advantages. For a few years now, the snack industry has contended with the rise in customers who are concerned about their health.

Since one of the healthiest snacks are crackers, as they are composed of ingredients like wheat, rice, and nut flour with multigrain and plant-based ingredients like soy, millets, quinoa, chia, and flax, as well as veggies like beet, sweet potato, mushroom, and kale. The healthiest snack of all is multigrain crackers since they are iron and vitamin B fortified, high in fibre, and low in salt. Therefore consumer inclination towards healthy snacking habits will spur demand for the global market during the projection period.

Various brands have also started to launch healthy crackers options with claims such as “low carb”, “sugar-free”, and “gluten-free” for growing consumer demand for snacks with health benefits. For instance, in November 2022, WHY? SNACKS, a cutting-edge CPG firm with a wellness emphasis that specializes in making low-carb, healthy replicas of the snacks from our youth, has recently released its first item: Keto Grain-Free Cheese Crackers. Indeed, these crackers meet all the criteria such as low-carb, keto-friendly, grain-free, gluten-free, no seed oils, 8g of protein, and only 2g of net carbs.

Asia Pacific is anticipated to hold a significant amount of the global cracker market share during the forecast period

The Asia Pacific region is anticipated to hold a significant amount of market share in crackers. With increased disposable income and consumer desire for healthful and immunity-boosting items during the epidemic, Asia Pacific has recently seen a significant increase in the demand for crackers. Due to the region’s recent retail and e-commerce boom, which was brought on by the pandemic, the crackers categories have witnessed tremendous growth. Moreover, crackers have entered many families because of the availability of bakery goods online and their mass sale in the preceding two years. Growing middle-class populations and increased disposable income in developing nations like China, South Korea and India are factors in the expansion of the crackers market. People are looking forward to choosing snacks with improved flavour and quality as their wages rise. Also, people are ready to pay more money since businesses now combine flavor and wellness. Additionally, the desire for food with strong flavors, an active lifestyle, the active involvement of women in business, less time spent cooking, and rising income levels is also driving demand in this region. Prime markets in the Asia Pacific region include China, Japan, South Korea, India, Thailand, Indonesia, and Taiwan.

Market Key Developments

  • In January 2023, with the introduction of Quest cheese crackers, The Simply Good Foods Co. is once more extending the reach of its Quest brand. The crackers come in a "Cheddar Blast" flavor and each serving has 10 grams of protein and 5 grams of net carbohydrates. The crackers are offered in 4-count multi-packs at stores including Amazon, Target, and Walmart as well as online at
  • In January 2023, a specialist in Japanese and organic fine foods, Clearspring has expanded its award-winning snack line with the addition of two tantalizing new flavors of gluten-free, vegan, and organic Japanese brown rice crackers: green nori & tamari and black pepper & tamari. The best organic wholefood components are used to make the brand-new Organic Japanese Brown Rice Crackers
  • In January 2023, three new baked cracker kinds are being added to the inventory of Pure Organic, a better-for-you snack division of the Kellogg Company. The crackers are created with USDA-certified organic ingredients and are available in garden ranch, parmesan garlic, and double cheddar tastes. A QR code on every box of baked crackers leads customers to the organization's website, which advocates for eradicating childhood hunger.


  • By Product
    • Saltine Crackers
    • Graham Crackers
    • Sandwich Crackers
  • By Distribution Channels
    • Supermarkets/Hypermarkets
    • Independent Retail
    • Convenience Store
  • By Geography
    • North America
      • USA
      • Canada
      • Others
    • South America
      • Brazil
      • Others
    • Europe
      • Germany
      • UK
      • France
      • Spain
      • Others
    • Middle East and Africa
      • Israel
      • Others
    • Asia Pacific
      • China
      • Japan
      • South Korea
      • India
      • Taiwan
      • Thailand
      • Indonesia
      • Others


1.1. Market Overview

1.2. Market Definition

1.3. Scope of the Study

1.4. Market Segmentation

1.5. Currency

1.6. Assumptions

1.7. Base, and Forecast Years Timeline


2.1. Research Data

2.2. Assumptions


3.1. Research Highlights


4.1. Market Drivers

4.2. Market Restraints

4.3. Porter’s Five Force Analysis

4.3.1. Bargaining Power of Suppliers

4.3.2. Bargaining Power of Buyers

4.3.3. Threat of New Entrants

4.3.4. Threat of Substitutes

4.3.5. Competitive Rivalry in the Industry

4.4. Industry Value Chain Analysis


5.1. Introduction

5.2. Saltine crackers

5.3. Graham crackers

5.4. Sandwich crackers


6.1. Introduction

6.2. Supermarkets and Hypermarkets

6.3. Independent Retailers

6.4. Convenience Store


7.1. Introduction

7.2. North America

7.2.1. United States

7.2.2. Canada

7.2.3. Mexico

7.3. South America

7.3.1. Brazil

7.3.2. Argentina

7.3.3. Others

7.4. Europe

7.4.1. United Kingdom

7.4.2. Germany

7.4.3. France

7.4.4. Spain

7.4.5. Others

7.5. The Middle East and Africa

7.5.1. Saudi Arabia

7.5.2. UAE

7.5.3. Israel

7.5.4. Others

7.6. Asia Pacific

7.6.1. Japan

7.6.2. China

7.6.3. India

7.6.4. South Korea

7.6.5. Indonesia

7.6.6. Thailand

7.6.7. Others


8.1. Major Players and Strategy Analysis

8.2. Emerging Players and Market Lucrativeness

8.3. Mergers, Acquisitions, Agreements, and Collaborations

8.4. Vendor Competitiveness Matrix


9.1. Intersnack Group

9.2. Kellogg

9.3. Mondel?z International

9.4. PepsiCo

9.5. Snyder's-Lance

9.6. Arnott's Biscuits

9.7. Bremner Biscuit Company

9.8. Britannia

9.9. Colussi

9.10. Mary’s Gone Crackers

Intersnack Group,


Mondel?z International



Arnott's Biscuits

Bremner Biscuit Company



Mary’s Gone Crackers