Dive Brief:
- Crackers with savory flavors have traditionally been marketed as way to serve cheese and meats -- sort of like mini pieces of sandwich bread for tiny snacks.
- But savory crackers have developed a new appeal for consumers, according to innova Market Insights. The market has responded. In a 12-month period ending in July, some 10 percent of all new baked products globally -- or roughly one-quarter of all cookie and biscuit launches -- were savory crackers.
- Part of the appeal is the perception that savory crackers are healthier than the alternative. "Clean" labels that advertise organic ingredients and gluten-free production abound in the space.
Dive Insight:
Our experience tends to validate the research. We see savory crackers everywhere these days. One area where we've been surprised is in school lunches. Parents in our neighborhood are teaming different high-end brands of savory crackers with artisanal cheeses and tiny, reusuable tubs of organic spreads. The result is akin to a "Lunchables" meal, but with higher-end products and a touch of Mommy love.
