As the cracker category continues to grow in popularity, there’s an opportunity to cater to changing consumer needs by offering products with specific ingredients. Timeless classics like saltine crackers will always have a place in the market, but there’s also room for new and innovative products incorporating fresh ingredients. So, we asked ourselves, what ingredients will consumers crave next year? We leveraged our AI White Space tool, and here are our predictions for trending ingredients in the cracker category.
Club & Cheddar
A very high demand score paired with a very low competition score indicates that this is an excellent opportunity for brands to enter the market. There’s a growing interest in crackers made with real cheese, and only some brands currently offer this option. Consumers are passionate about club and cheddar crackers and willing to pay more for a premium product.
The classic Keebler’s Club & Cheddar Crackers are an excellent example of a brand meeting this consumer ingredient preference. These crackers are made with real cheddar cheese and have a bold, cheesy flavor that consumers love. As more brands enter the market, competition will increase, so it will be necessary for brands to keep differentiating their products.
Rosemary Extract
Because of its many benefits, we predict Rosemary Extract will be a trending ingredient in 2023. Rosemary is known to improve digestion, relieve stress, and boost the immune system, among other things. This ingredient is already being used in some cracker products on the market, like this one from Mary’s Gone Crackers, but there’s still room for growth. As consumers become more interested in functional foods, we expect to see more brands incorporating ingredients like Rosemary Extract into their products.
Cheese & Peanut Butter
According to our data, cheese and peanut butter are poised to make a comeback in the cracker category. This flavor combination was popular in the past but fell out of favor for a while. However, we’re seeing a resurgence in interest, and we expect this flavor to be big in 2023 with considerably low competition.
There are already some cheese and peanut butter crackers on the market, but most are aimed at kids (like these). As the trend grows, we expect to see more brands targeting adults with this flavor combination.
Everything Flavor
Commonly found on bagels, crackers with an everything flavor are becoming more and more popular (partially thanks to the virality of the Everything But the Bagel Seasoning Blend from Trader Joe’s). These crackers are typically made with a combination of sesame seeds, poppy seeds, garlic, onion, and salt, and they have a savory flavor that pairs well with cheese or dips.
Consumer demand will be high for these crackers, so brands should consider entering the market as soon as possible. To stand out from the competition, brands could experiment with different flavor combinations or add an extra element of crunch.
Poppy
Next up is poppy, an ingredient poised for high demand with very few competitors on the market. Poppy is often used in baking and has a nutty flavor that pairs well with sweet or savory dishes. Brands should move quickly to enter the market with this flavor, as there is very little competition at the moment. Only major companies like Carr’s are offering Poppy crackers with any level of credibility and brand recognition, so there’s an opportunity to step in and take some market share. If you already have a product that contains poppy, consider promoting it more heavily or featuring it more prominently on packaging.
Cheddar & Sour Cream
This combination of rich cheddar and tangy sour cream is a classic flavor that is beloved by many. With consumer passion holding steady, this ingredient is a safe bet for any brand looking to cash in on flavor trends. Cheddar & sour cream crackers would pair well with a variety of dips.
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Caraway
Caraway is one of those ingredients that people either love or hate, but there’s no denying that it has a strong flavor. This spice is often used in rye bread and has a slightly sweet taste with hints of anise. Consumer demand will be medium while holding on to very low competition, which is a good option for brands looking to experiment with new flavors.
Take advantage of marketing opportunities by promoting the fact that your product is one of the few on the market with this flavor profile. But, make sure your branding is still relatable to a wide audience to avoid alienating potential customers by using familiar terms like “rye” or “sourdough” in your messaging. FinnStyle’s Sourdough Rye Thins is a great example of a product that does this well.
Sour Cream & Onion
This flavor combo is a classic for a reason — people love it! And with sour cream and onion crackers, you get the perfect balance of savory and tangy flavors. There is little competition at the moment, and consumer demand is growing, so this is a great option for brands looking to enter the market. Consider packaging your product in a resealable bag to keep the rich flavors fresh.
Toast & Peanut Butter
While toast isn’t exactly a single ingredient your brand can infuse into a cracker, it is a flavor trend worth noting. Toast & peanut butter is a classic combo that people can enjoy at any time of day, and people are always looking for new ways to enjoy it. Similarly to sour cream and onion, strategize on how to highlight toast flavors in your product without getting too specific (i.e., “toasted wheat” or “toasted oats”). Again, consider packaging as a way to stand out.
Sweet & Salty
Last but certainly not least is sweet & salty, an ingredient combination that satisfies multiple cravings. When crafting your product, be careful not to overload the sweet or salty flavors — strike a balance to create a genuinely crave-able cracker like these graham crackers. Promote your sweet & salty crackers as a perfect snack for any time of day or as a unique party favor. Think about how a sweet & salty flavor profile fits into the daily lives of your consumers and refine your messaging accordingly while competition remains low and demand is only beginning to rise.
Conclusion
While many flavor combinations could be successful in the cracker category, these are a few that stand out as particularly popular and with minimal competition. As always, be sure to do your research and understand your target market before investing in any new product. From there, you can strategize the best way to package and promote your product to make it a success in 2023 and beyond.
Simporter is dedicated to helping brands succeed in the ever-changing world of e-commerce, and we’re always here to offer guidance and support. If you’re considering entering the cracker category or expanding your product line, we can help you navigate the market and find the right solution for your business. Check out the latest cracker trends for 2023 on our blog.
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.
