Savory Crackers Heralding New Flavor Profiles

Savory crackers with more sophisticated flavor profiles are increasing in popularity, according to a recent Innova Market Insights report.

“The sector is also moving away from relatively plain biscuits used as an accompaniment for products such as cheese, savory spreads and wine, and into products positioned as snacks in their own right, suitable for consumption straight from the box or with dips,” says Lu Ann Williams, director of innovation at Innova Market Insights.

"Savory biscuits product activity is characterized by the relatively high level of interest in healthy options, with over 40% of launches positioned on a health platform of some kind," the report notes. "This includes both passive claims, such as low fat, organic, natural, gluten-free, etc., and active claims, such as with added calcium or protein or featuring specific benefits such as heart health or digestive health. This figure rises to over 80% for US launches and nearly 60% in Europe, but falls to just 20% in Asia."

Other items of note in the report:

  • Clean labels are hot, particularly in developed markets, featuring natural, additive-/preservative-free or organic claims.
  • "Other key health claims featuring strongly in crackers and savory biscuits include the use of whole grains, featured on 10% of global launches, and source of fiber/high-fiber and gluten-free, both featuring on 8%."
  • Novel products include the use of brown rice, sweet potato, red beans, almonds and seeds in composite products.


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