This Packaged Facts report defines the market for crackers based upon the following major product types: crackers with fillings, or sandwich crackers; graham crackers; saltines; and “all other crackers,” a category including a wide range of cracker types such as cheese-flavored crackers, crackers made with various grains, flatbreads and crackers fashioned as crisps. The report also analyzes consumer behavior related to the categories of crackers tracked by Experian Marketing Services’ National Consumer Study (NCS): butter-
One source of primary data used in this report is IRI InfoScan Reviews for the 52 weeks ending September 8, 2013. Another primary data source is Experian’s Spring 2013 NCS, which was fielded between January 2012 and March 2013. In addition, Crackers: U.S. Market Trends includes data from Experian’s Spring 2004 Simmons NCS. The report is also based upon data collected from field surveys of food retailers in various channels as well as a wide range of industry sources, including company websites, trade publications, business newspapers and magazines, consumer blogs, and annual reports, 10Ks and other releases from public companies.
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