July 8, 2026 – It is a tough US spending environment, but the US crackers and savory biscuits market is quite resilient and continuing to expand. Nearly all US homes have crackers and are in the habit of eating them. Crackers also are suitable for various needs, including snacking, indulgence, meal, and health.
Positioning Crackers and Savory Biscuits for the Young
Younger generations will be the key to growth of the US cracker market. They are the most frequent snackers and are not yet set into snacking patterns. Flavor excitement, transparency in ingredients, food pairing opportunities, and functional nutrition appeal to younger generations.
It is essential to capture Generation Z consumers in the US as a path to future success. This young adult generation snacks more often than other generations do but is not yet locked into a habit of eating crackers. This makes them a high risk and also a great opportunity. Because their decisions and actions are more connected with occasions, personal identity, and discovery of new experiences, cracker platforms of convenience and value may not be as effective. What could win over the US Gen Z consumer are single-serve formats, formats for on-the-go, and a strong presence in gas stations and convenience stores. These younger consumers often shop at gas station mini-marts and convenience stores as part of their lifestyle on the move. They are impulse shoppers looking for variety, and they don’t yet have an established default snack. Crackers and savory biscuits need a more visible presence in gas station mini-marts and convenience stores.
Cracker Packaging for On-the-Go
US Gen Z and Millennial consumers are a target audience for on-the-go cracker packaging suitable for away-from-home because they can take crackers to work and other snacking occasions. In contrast, work and school doesn’t apply to Boomers, who are the biggest buyers of crackers but eat them mainly at home. The top option is single-layer plastic packaging that it can be resealable, the most important quality to the US consumer. US consumers want functionality and also sustainability. However, resealable cracker packaging that also is compostable or bioplastic is not yet available.
Private Label and Co-branding Gain
Private label is gaining share in the US cracker market. To maintain share, brands are moving toward co-branding for expanded options in cracker format, cultural influences, and ingredients.
Opportunities for the US Cracker Market to Be Flexible
To improve their performance against competitors, crackers have the opportunity to be more flexible in promoting themselves for indulgence, functionality, meals, and snacks. This gives them an edge over snack bars and chips. Crackers in the US cracker market can up their game in terms of pairings with other foods. Ideas can be communicated on packaging, in suggested combinations of flavors, and in connections with eating occasions. This can turn cracker eating into a distinct ritual that can be unique to crackers.
Crackers Can Be Eaten More Often
In the US cracker market, crackers could be eaten more often. Innova consumer trends research shows that respondents tend to eat crackers once a week. To increase US cracker sales, existing cracker eaters could be eating them more often. This is easier than seeking new consumers. Respondents in Innova’s consumer trends surveys say that have crackers most often at home in the afternoon and evening. Crackers could be paired with protein since US consumers want high-protein snacks. Alternatives like chips are harder to pair with high protein snack options like cheese, deli meat, hummus, or nut butters, while these pairings are perfect for crackers. Some chip brands have expanded into higher protein options, but these are more suitable for impulse eating. Crackers could be the foundation of an at-home pairing with protein and an occasion to start eating crackers more often.
Spreads present another pairing opportunity for crackers, especially for Millennials. Millennials like bold flavors in spreads and this is a perfect complement to crackers. Crackers could evolve with a broader range of flavors that would support interesting flavor pairing with spreads. Some examples are freshness plus heat, sweet plus spicy, and types of umami.
Another way to increase cracker consumption and therefore sales is to encourage cracker eating occasions in the evening. US consumers typically eat crackers in the afternoon. However, snacking in the evening and late at night is on the rise, especially among the younger generations that are top targets for the US cracker industry. The opportunity is wide open since no cracker brand has positioned itself for crackers later in the day. US cracker innovators can look at flavors, formats, and portions sizes that are particularly well-suited for evening and late night enjoyment.
Clean Ingredient Lists for Crackers
A cleaner and shorter ingredient list may be a better tool than front-of-pack claims and certifications to attract current and potential cracker eaters. Innova consumer trends surveys show that US consumers in all generations care more about ingredients than about certifications and front-of-pack health claims. But a solid majority of US consumers surveyed by Innova say that they have cut back on snacks to improve their health. US cracker brands need to demonstrate that their products are healthy and support good health, and a clean ingredient list can help.
What’s Next for Crackers and Savory Biscuits in the US?
With growing use of GLP-1 drugs and users on and off the drugs, consumers seek portion-controlled, protein-rich products that are satiating and help manage appetite. This is a reformulation opportunity for crackers. Crackers can be paired with other items, promoted as limited-edition, or personalized to better reach and connect with consumers. Another strategy is to appeal to who consumers are today in terms of their identity, connection with the digital world, and interactions with culture. Co-branding may create bigger, highly successful partnerships, but fewer of them. Watch for Mediterranean flavors to surpass cheese flavors in crackers, especially premium crackers.
This article is based on Innova’s Crackers & Savory Biscuits in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.