The crackers market attained a value of USD 25.01 Billion in 2025. The market is expected to grow at a CAGR of 5.30% during the forecast period of 2026-2035. By 2035, the market is expected to reach USD 41.92 Billion.
The need for crackers manufactured with whole grains, high fiber, and natural ingredients is being driven by consumers' growing preference for healthy snack options. In response, brands are focusing on organic, gluten-free, and non-GMO products while lowering artificial additives, sugars, and harmful fats. Cheez-It delighted gluten-intolerant snack fans worldwide in July 2025 by announcing its first-ever gluten-free crackers, which are scheduled to debut in 2026. Probiotics and more protein are also part of this wellness trend.
Premium goods with better ingredients, artisanal production techniques, and elegant packaging are becoming more and more popular in the cracker industry. In January 2025, Sunfeast launched ‘Wowzers’, a unique cracker with 14 layers of crunch and bold flavor for delivering an exciting snacking experience. Consumers are willing to pay more for crackers perceived as gourmet or crafted with care, often paired with wine or cheese. This trend reflects broader consumer desires for quality and indulgence in everyday snacks, encouraging brands to highlight provenance, craftsmanship, and authenticity in their offerings.
Base Year
Historical Period
Forecast Period
Compound Annual Growth Rate
5.3%
Value in USD Billion
2026-2035
*this image is indicative*
The cracker industry value is rising with busy lifestyles and the heightened demand for portable, easy-to-eat snacks. Crackers packaged in single-serve portions or resealable packs cater to on-the-go consumption at work, school, or travel. In May 2023, HP Hood debuted single-serve Cottage Cheese Medleys, including Strawberry with graham crackers, blending creamy, crunchy, and sweet flavors. This trend requires brands to innovate packaging and product formats that maintain freshness and convenience without compromising quality.
To captivate consumers, crackers brands are pushing boundaries with bold, unique flavors and international influences. Beyond traditional cheese or salted varieties, innovations include spicy, savory, herb-infused, and fusion flavors inspired by global cuisines. Limited editions and seasonal releases also stimulate excitement and trial. In April 2025, Ritz Crackers unveiled its limited time “Sunkissed” crackers, offering a bright, seasonal twist for snack lovers. This variety not only appeals to adventurous eaters but helps brands differentiate themselves in a crowded market, driving repeat purchases and brand loyalty.
Environmental concerns are driving demand for sustainable ingredients, ethical sourcing, and eco-friendly packaging in the crackers market. Companies are concentrating on sustainable agricultural methods and employing packaging options that are recyclable, compostable, or use less plastics. During June 2024, Jacob's Cream Crackers collaborated with DS Smith to unveil new packaging involving 78% less plastic per pack to enhance sustainability. Emphasizing these efforts helps brands stand out as they reduce their environmental footprint and attract eco-conscious customers.
Cracker recipes have been influenced by the rising popularity of plant-based diets; many companies have introduced vegan lines or added protein and texture-boosting ingredients including chickpeas, lentils, seeds, and nuts. Some customers have dietary requirements or preferences that are met by alternative flours like chickpea, coconut, or almond flour. Bisk Farm debuted the "So Sweet Coconut" cracker in March 2024, fusing rich coconut flavor with mild crispness to create a unique, tasty snack. These developments align with sustainability concerns and open up crackers to a larger customer audience.
The crackers market outlook is impacted by the addition of functional ingredients like vitamins, minerals, antioxidants, or probiotics to appeal to health-conscious consumers seeking added benefits beyond basic nutrition. Fortified crackers may target specific needs such as immunity support, digestive health, or energy boost. In February 2025, Pep & Lekker launched functional crackers, adding nutritious, health-focused options to the savory biscuit category for mindful snackers. This trend merges snacking with wellness, expanding crackers’ role in daily nutrition.
Read more about this report - REQUEST FREE SAMPLE COPY IN PDF
The EMR’s report titled “Crackers Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Market Breakup by Product Type
Key Insight: Sandwich crackers dominate the market due to their versatility and broad appeal. Popular brands have propelled this segment with innovative flavors and packaging. In June 2024, Mavericks launched sandwich crackers, offering flavorful, convenient snacks with creamy fillings between crisp layers for satisfying, on-the-go enjoyment. Their appeal spans both children and adults, often serving as lunchbox favorites or quick snacks. The combination of texture and taste drives repeat purchases. As consumer demand grows for on-the-go and portion-controlled snacks, sandwich crackers continue to be a strong market driver.
Market Breakup by Distribution Channels
Key Insight: Supermarkets and hypermarkets are adding to the crackers industry revenue by accounting for the largest share of sales. These large-format stores offer extensive product variety, competitive pricing, and promotional displays, making them the go-to choice for bulk and family-sized purchases. For instance, in August 2025, Tilray Brands launched The Humble Seed Whole Wheat Protein Crackers at Whole Foods, delivering nutritious, plant-based, high-protein snacking options. The wide shelf space and frequent discount campaigns in these outlets drive volume sales.
Market Breakup by Region
Key Insight: North America is the most dominant market for crackers, driven by high consumer demand for convenient, healthy, and specialty snack options. In April 2023, Mondelēz Canada launched snackable mini RITZ® Crackers, offering bite-sized, convenient portions perfect for on-the-go snacking and sharing. Additionally, consumer interest in plant-based and clean-label snacks is strong, encouraging innovation in ingredients and sustainable packaging. Online grocery platforms further fuel growth by offering wide product assortments and doorstep delivery.
Read more about this report - REQUEST FREE SAMPLE COPY IN PDF
Surging Consumption of Saltine & Graham Crackers
Saltine crackers industry holds a significant position, due to their mild flavor and light crunch. They are commonly consumed with soups, cheese, or spreads and valued for their neutral taste that complements many dishes. Their value and multiuse design make them readily available. Although they don't have the strong flavors of other crackers, their timeless popularity and versatility ensure consistent demand. Saltines hold a significant position in the marketplace, particularly for consumers looking for comforting, uncomplicated snacks or side dishes.
Graham crackers constitute a niche segment, which is related to sweet and dessert-based uses. Used for their lightly sweet, honey or cinnamon-flavored taste, graham crackers are favorite snacks. Graham crackers have been popularized by brands, and they are a preferred option for families and bakers. In September of 2024, Once Again introduced gluten-free graham crackers, offering a delicious, allergen-friendly alternative. Growth in the segment is also encouraged by growing demand for do-it-yourself desserts and snack innovation.
Convenience Stores & Online Channels to Boost Cracker Sales
Convenience stores share an expanding portion of the crackers market. Highlighting quick grab-and-go buying, the stores carry smaller pack sizes suitable for snacking while on the go. Value convenience chains offer primary cracker brands with appeal to busy shoppers looking for convenient snacks or healthier choices. In January 2024, 7-Eleven added Pea Stick and Black Pepper crackers to its offerings, providing intense, savory snacks with exciting flavors for bold snackers. Convenience stores benefit from their strategic urban locations, serving office workers, students, and commuters.
Online sales of crackers are rapidly growing, accelerated by the convenience of home delivery and subscription snack boxes. E-commerce platforms like RedMart, Shopee, and Lazada offer consumers access to a wide range of brands, including niche and artisanal crackers often unavailable in physical stores. Online also enables easier access to bulk purchases, specialty dietary products and sustainable packaging options. While currently smaller than brick-and-mortar channels, online retail is expected to gain more market share through personalized marketing and direct-to-consumer brand websites.
Europe & Asia Pacific to Favor Cracker Consumption
Europe has a mature crackers market characterized by diverse consumer preferences across countries. Major brands dominate supermarket shelves, with an increasing focus on artisanal, whole grain, and organic crackers. Sustainability initiatives are prominent here, with many brands adopting recyclable packaging and sourcing from sustainable farms. European consumers also value regional flavors and heritage recipes, giving rise to localized product variants. The rise of health-conscious snacking and vegan options drives innovation across Western and Northern Europe.
Asia Pacific is the most rapidly expanding regional market. China, Japan, India, South Korea, and Australia depict increasing demand due to growing urban populations and a rise in snack culture. In August 2025, India's Anmol Industries introduced 'Anmol Top Royale,' a high-end cracker combining cheese and butter, offering luxury snacking. Convenience stores and online channels are key here, and consumers prefer single-serve packs and new flavors such as seaweed or wasabi crackers. Sustainability trends are also creating opportunities for green brands.
Major players of the crackers industry are adopting a range of initiatives to consolidate their market position and respond to changing consumer tastes. Product innovation continues to be a key priority, with manufacturers formulating whole grain, gluten-free, organic, and reduced-sodium crackers to entice health-conscious consumers. Flavor diversification is also important, adding distinctive and local flavors to appeal to broader populations. Marketing and branding campaigns are more digital, utilizing social media campaigns and influencer collaborations to target younger viewers.
Packaging innovations, such as green and convenient resealable packs, enhance product popularity and shelf life. Distribution channel expansion is essential, with players extending distribution via supermarkets, convenience stores, online sites, and specialty health food stores. Partnerships with online giants have enhanced accessibility, particularly post-pandemic. Competitive pricing strategies and promotional sales assist in attracting price-conscious customers, with premium product ranges targeting niche markets looking for gourmet experiences.
Established in 1968, Intersnack Group has its headquarters in Düsseldorf, Germany and is well known for its innovative snack offerings and significant European market presence. Intersnack Group has grown through acquisitions and emphasizes sustainable sourcing and product diversification, such as healthier and organic snack products.
Founded in 1906 and headquartered in Michigan, the United States, Kellogg is a global cereal and snack leader. The company has led the way with fortified cereals and makes significant investments in innovation, focusing on plant-based and better-for-you options to address evolving consumer health trends globally.
Mondelez, established in 2012 with a global headquarters in Chicago, the United States, operates in the snacks and confectionery segments and is known for iconic brands such as Oreo and Cadbury. It leads the way in innovation through sustainability in ingredient sourcing and building its portfolio through healthier snack options.
Established in 1898, PepsiCo has its headquarter in Purchase, the United States. It is a beverage and snack food giant on a global scale, renowned for product innovation in both categories. PepsiCo places a lot of emphasis on sustainability efforts and diversifies healthy product offerings to keep up with changing consumer tastes.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other players in the crackers market are Campbell Soup Company (Lance), Arnott’s Biscuits Limited, Britannia Industries Limited, Westminster Cracker Company Inc., Galbusera S.p.A, and Mary’s Gone Crackers, Inc., among others.
Discover the latest crackers market trends 2026 with our detailed report, featuring expert analysis, growth drivers, and competitive insights. Download your free sample today to gain valuable data on emerging flavors, consumer preferences, and sustainability impacts shaping the crackers industry. Stay ahead in the market with trusted, actionable information to inform your strategic planning and product innovation. Don’t miss out—access the comprehensive crackers market report now!
Upto 15% Off
USD
$2499 $2249
$3999 $3599
$4999 $4249
$5999 $5099
*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
Get in touch with us for a customized solution tailored to your unique requirements and save upto 35%!
In 2025, the market reached an approximate value of USD 25.01 Billion.
The market is projected to grow at a CAGR of 5.30% between 2026 and 2035.
The market is estimated to witness a healthy growth in the forecast period of 2026-2035 to reach about USD 41.92 Billion by 2035.
Key strategies driving the market include product innovation with healthier ingredients, aggressive marketing campaigns, expanding distribution channels, and catering to diverse consumer preferences. Companies focus on packaging improvements, introducing gluten-free and organic options, and leveraging digital platforms to boost brand visibility and capture growing demand for convenient snacks.
The key trends of the market are rising health consciousness, introduction of various flavours, easy availability, and sustainability initiatives.
The major regions in the market are North America, Europe, Asia Pacific, Latin America, and the Middle East and Africa.
The various distribution channels for crackers are supermarkets and hypermarkets, convenience stores, and online, among others.
The key players in the market report include Intersnack Group GmbH & Co. KG, Kellogg Company, Mondelez International, Inc. (Mondelez Global LLC), PepsiCo, Inc, Campbell Soup Company (Lance), Arnott’s Biscuits Limited, Britannia Industries Limited, Westminster Cracker Company Inc., Galbusera S.p.A, and Mary’s Gone Crackers, Inc., among others.
Sandwich crackers dominate the market due to their versatility and broad appeal.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
|
| Breakup by Product Type |
|
| Breakup by Distribution Channels |
|
| Breakup by Region |
|
| Market Dynamics |
|
| Competitive Landscape |
|
| Companies Covered |
|
Datasheet
One User
USD 2,499
USD 2,249
tax inclusive*
Single User License
One User
USD 3,999
USD 3,599
tax inclusive*
Five User License
Five User
USD 4,999
USD 4,249
tax inclusive*
Corporate License
Unlimited Users
USD 5,999
USD 5,099
tax inclusive*
*Please note that the prices mentioned below are starting prices for each bundle type. Kindly contact our team for further details.*
Flash Bundle
Small Business Bundle
Growth Bundle
Enterprise Bundle
*Please note that the prices mentioned below are starting prices for each bundle type. Kindly contact our team for further details.*
Flash Bundle
Number of Reports: 3
20%
tax inclusive*
Small Business Bundle
Number of Reports: 5
25%
tax inclusive*
Growth Bundle
Number of Reports: 8
30%
tax inclusive*
Enterprise Bundle
Number of Reports: 10
35%
tax inclusive*
How To Order
Select License Type
Choose the right license for your needs and access rights.
Click on ‘Buy Now’
Add the report to your cart with one click and proceed to register.
Select Mode of Payment
Choose a payment option for a secure checkout. You will be redirected accordingly.
Gain insights to stay ahead and seize opportunities.
Get insights & trends for a competitive edge.
Track prices with detailed trend reports.
Analyse trade data for supply chain insights.
Leverage cost reports for smart savings
Enhance supply chain with partnerships.
Connect For More Information
Our expert team of analysts will offer full support and resolve any queries regarding the report, before and after the purchase.
Our expert team of analysts will offer full support and resolve any queries regarding the report, before and after the purchase.
We employ meticulous research methods, blending advanced analytics and expert insights to deliver accurate, actionable industry intelligence, staying ahead of competitors.
Our skilled analysts offer unparalleled competitive advantage with detailed insights on current and emerging markets, ensuring your strategic edge.
We offer an in-depth yet simplified presentation of industry insights and analysis to meet your specific requirements effectively.
Share