Specialty Food Magazine

Summer 2016

Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.

Issue link: https://specialtyfoodmagazine.epubxp.com/i/691740

Contents of this Issue

Navigation

Page 92 of 187

The Trends While thin and healthful are in—with many legacy brands catch- ing up to specialty and reformulating their classics to conform to a healthier snacking culture—texture, flavor, and lifestyle options rank high with consumers. Flour alternatives, crackers made with chickpea, nut, potato, or coconut flours, continue to be consistent sellers catering to the gluten-free and health and lifestyle-conscious consumer across the country. Healthier Snack Perception. "There is heavy interest in whole grains across the category," says Rich Proctor, purchasing director at Hart's Local Market, Rochester, N.Y., a crossover retailer specializ- ing in both conventional and natural foods. Proctor says whole-grain and natural crackers such as Back to Nature are taking over the conventional brands. "There will always be that consumer who wants a box of cheap saltines, but right now crackers with an organic and natural profile sell equally well, if not better than conventional," says Proctor. Better versions of the classics are trending up because of their more healthful make-up. "Flavor variety staples like "Classic Rounds" that are like a Ritz Cracker or a Keebler Townhouse but are either organic or all natural, is what our customers are buying," notes Lucky's Zimmer who also likes Back to Nature's innovation for success in this category. Innovative Formulations. Specialty and natural brands lead in alternative base innovation in crackers, according to Mintel. Ingredients such as almonds, black rice, dates, and corn are not only familiar to consumers but also help boost crackers' nutritional profile. Incorporating alternative bases can also expand cracker fla- vor profiles beyond just savory or sweet varieties. According to the report, the majority of consumers are open to seeing more crackers with savory (37 percent) or sweet flavors (34 percent). As more consumers are eating crackers by themselves, there is opportunity for increasing the amount of sweet and indulgent varieties with health- ful, gourmet flavor profiles while keeping a positive perception of the category and offering a permissible indulgence. Fancier Flavors. "Crackers do tend to be associated with benign flavors," notes Proctor, "However a more gourmet and artisan side to crackers is evolving and is definitely a trending niche with consum- ers." He says Firehook Baked Crackers in flavors such as Cinnamon, Za'atar, and Sweet Potato Chive are getting attention and have a good repeat purchase pattern. Sweet, Salty, 'Everything' (as in bagel), Rosemary, and fruit and veggie flavors are also ones to watch. Dried fruit cracker maker Simple & Crisp has been a good sell- er at Woodstock Farmers Market in Woodstock, Vermont. "Flavors like Dried Apple Crisp, Dried Pear, and Dried Blood Orange make a fantastic cheese partner," says Amelia Rappaport, lead buyer, while Everything bagel f lavors from Baked in Brooklyn intrigue custom- ers, along with any cracker with sea salt or herbs. "Adding 'Sea Salt' and/or 'Rosemary' is practically a guarantee that something will be popular," she adds. Kelsey Gillan, retail and purchasing manager at Feast, Charlottesville, Va., says customers like Effie's Oatcakes for their sweet and salty taste, and crackers with thinner textures are starting to catch on. Thin is In. As for texture, thin is definitely becoming more preva- lent. "Thin, crispy crackers are big this year," notes Cheri Scolari, market and lifestyle specialist at Sickles Market. Some popular category spotlight Blue Star Farms Organic Sprouted Lentil & Ancient Grains Crackers 90 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com

Articles in this issue

Links on this page

Archives of this issue

view archives of Specialty Food Magazine - Summer 2016