First Take: Crackers
Healthy, bold flavors and convenience. Crackers are trending similarly to other categories, such as dough. Consumers want whole-grain, high-fiber, plant-based, and gluten-free choices. But they are also exploring exciting flavors like rosemary, pistachio, and spicy blends. Built for busy lifestyles, is this the year the cracker moves beyond the snack and makes its way into consumers’ meals?
Here’s what leaders are seeing trending in all things cracker.
“We continue to see ingredient and flavor innovations along with functional benefits driving the category,” reported Cara Figgins, President of Partners, a tasteful choice company. “Protein has crept into crackers, and consumers increasingly think of crackers as a healthier part of their diets and not just a quick, convenient snack. Crackers that add functional value along with taste and texture will be interesting to shoppers.”
Ahmad Islam, CMO of Venus, stated, “Flavor still matters, clean labels still matter, but intention is what’s breaking through. Consumers want snacks that fit real life: everyday eating, real flavor, no nonsense. The brands that win won’t chase trends—they’ll understand how people actually snack and build from there.”
“Recent 2025 industry reporting indicates the overall cracker category is growing modestly,” reported Phil Taylor, Director of Sales for Effie’s Homemade, “While specialty and better-for-you segments continue to outpace the broader category—reflecting strong consumer demand for elevated, clean-ingredient offerings. Circana commentary highlights that while the total category remains steady, faster-growing subsegments—including filled crackers—are outperforming the average.”
Pam Pollack, Co-Owner, Z Crackers, previously shared, “Z Crackers Everything Good Crackers continues to be a great seller. I think ‘everything’ is trending now and we were the first ones to bring this taste of Sunday mornings to the specialty world in a cracker form!”
Where are cracker companies focusing in 2026? “We will continue to create products using high-quality ingredients with a focus on improving our sustainability practices by incorporating regenerative ingredients into our ongoing product development,” said Figgins of Partners, a tasteful choice company.
“Execution and expansion—in that order,” shared Islam of Venus. “We’re expanding the playbook with new formats and deeper flavor development, and real connection, but we’re doing it with discipline. 2026 is about building a platform brand that moves beyond the aisle and into culture: great products, real differentiation, and a story that supports long-term growth.”
Last year, the category’s dollar sales increased 1.8 percent to $10.98 billion, according to market research data. That’s good news for leaders and why many are optimistic about the year ahead.
“Crackers are becoming an accepted all occasion product, not just for snacks or entertaining, they are now a staple part of any meal with increasing use as a functional food to boost nutrition,” replied Figgins of Partners, a tasteful choice company.
Islam of Venus relayed, “Consumers are more curious and more discerning at the same time. They want bold flavors, but they also want trust. That’s a good thing. It rewards companies that take product development seriously and don’t cut corners. If you’re willing to do the work, there’s real opportunity.”
“Effie’s, as a biscuit, offers a differentiated consumer experience that aligns well with premium snacking and pairing occasions—cheese, charcuterie, entertaining—allowing us to participate in the category’s evolution without competing directly with traditional crackers or cookies,” said Taylor. Effie’s Homemade, which recently introduced two new flavors—Hazelnut and Gruyere—was also named one of the 14 best travel snack companies in a 2025 Forbes article.
Where else are there opportunities?
“As a cracker manufacturer, we have to be able to meet retailer needs for shelf differentiation to bring more consumers to the category for more buying opportunities. Adding new flavor and texture experiences as well as functional elements to the category serves this purpose,” said Figgins of Partners, a tasteful choice company.
She continued, “Broader consumption occasions—snack, entertaining and meals—along with additional functional benefits—high-protein, high-fiber, gluten-free—expand the consumer base for crackers. Pairing crackers with a wider assortment of ethnic dips and spreads also opens up the category to new consumers and opportunities for more pairing for premium artisan positioning.”
Manufacturers will have a better chance of uncovering opportunities “by staying grounded. Retailers want partners who execute reliably. Consumers want products that fit their routines. The brands that win will respect both. Crackers aren’t just for special occasions anymore—they’re everyday food—and relevance comes from understanding that reality, not talking past it,” expressed Islam of Venus.
As crackers continue to stretch beyond the snack aisle, brands that balance flavor, function, and everyday relevance will be best positioned to capture growth in the years ahead.
