As we move into the new year, it’s important to stay ahead of the curve when it comes to food trends. Crackers are versatile snacks you can enjoy in many settings, so it’s no surprise that they continue to be popular. However, with a product so beloved by consumers, it can be challenging to keep up with the latest need states. So, we leveraged our AI White Space tool to round up the cracker need states we predict will perform best in 2023.
Nourishing
Nourishing captures the only “very high” total score on our predicted winner’s list. With an ever-growing list of cracker flavors and variations, it’s no surprise that this need state is on the rise. Consumers are looking for nourishing options that will satisfy their hunger and provide them with the nutrients they need.
Nothing Artificial
Consumers are tossing artificial ingredients from every corner of their pantries, and crackers are no exception. Consumers are increasingly interested in clean-label options and willing to pay a premium for them. In fact, natural and organic crackers sales have grown by double digits in recent years.
Travel
On-the-go snacks are more popular than ever, and crackers are the perfect option for consumers looking for a quick and easy snack to take on the go. While consumer passion for this need state is negative, demand is very high, making it a top pick for 2023.
Want more data insights and predictions? Check out our other blog posts here.
Simply Crafted
Consumers are simplifying their lives, including their favorite foods. They will be looking for snacks made with recognizable ingredients so they can feel good about eating. Simply Crafted crackers are the perfect solution for consumers looking for a delicious and nutritious snack. Brands that want to stay ahead of the competition should focus on marketing the simplicity of their ingredients and how they fit into a busy lifestyle.
Made with Real Ingredients
Made with real ingredients will continue to capture the attention of cracker lovers in 2023. In a world where “fake news” is all too common, consumers are looking for brands they can trust to provide them with accurate information. When it comes to the food they eat, they want to know exactly what’s in it and where it comes from.
Mary’s Gone Crackers is well-known for its transparency regarding its ingredients, and they have built a loyal following as a result. As consumers become more interested in the food they eat, brands that are open and honest about their ingredients have a better chance at success.
No Artificial Preservatives
Crackers, often made with shelf-stable ingredients, have long been a target of the clean-label movement. In recent years, we’ve seen an increase in demand for crackers made without artificial preservatives. As consumers become more interested in the ingredients in their food, we expect this trend to continue to grow in popularity. Brands should follow in the footsteps of brands like Annie’s, who have gained broad appeal by using only natural ingredients.
The team here at Simporter predicts that consumer demand will be very high and competition low for this consumer need state in 2023. Ensure your marketing message clearly communicates that your crackers are made with real ingredients and no artificial preservatives to stay ahead of the competition.
Keto-Friendly
More and more consumers will buy keto-friendly products for their overall health in 2023. Our analysis predicts keto-friendly crackers (very high demand, low competition) will be especially popular as people look for low-carb, high-fat options that are also nutritious.
As keto-friendly products become more mainstream, we expect to see more brands enter the market and competition to increase. To be successful in this category, brands need to make sure their products are genuinely keto-friendly and that their marketing message is clear.
No Artificial Colors
While no artificial colors falls within the “nothing artificial” above, brands must be aware of how consumers are talking about and searching for this need state. In recent years, we’ve seen a growing interest in food with no artificial colors (very high demand, low competition) as consumers become more aware of the potential health risks associated with these ingredients.
The often colorful Goldfish from Pepperidge Farm are made with no artificial colors or preservatives, making them a good option for consumers looking for a healthier cracker. As more brands enter the market, competition will increase, and it will be necessary for brands to communicate their commitment to using only natural ingredients.
Lactose-Free
While many consumers don’t consider crackers a dairy product, some contain milk or milk products. For these consumers, it’s crucial to have lactose-free options (high demand) available. As the lactose-free movement continues to grow in popularity, we expect to see more brands enter the market while competition remains very low. Industry giants like Ritz Originals are already ahead of the curve with a line of classic vegan crackers that are also lactose-free. Adding a lactose-free label to your crackers is a simple way to strengthen your marketing message and appeal to this growing group of consumers.
Key Takeaways
To succeed in the cracker category in 2023, brands should dial in on clean labels and transparency. Consumers are interested in knowing exactly what’s in their food and are willing to pay more for brands they trust. Tap into these consumer needs while competition is still low to gain a competitive advantage before the market gets crowded.
Check out our blog for more on the latest cracker trends for 2023. If you’re ready to see Simporter AI in action and learn what it can do for you, request a demo on our website for more insights on key flavored water trends. Predicting need trends is just one way Simporter can help brands grow their business, so to learn more about how we can help you, please visit us at simporter.com.
