Profile
respondents. Over 35s are the core
users in this segment, with 39% eating
them compared to 35% of those aged
below 35 years.
Cracker flavor innovations are somewhat limited in Latin America, including Brazil, with traditional/plain cream
crackers, water and salt crackers being
the most prevalent.
Flavor plays an important role in deciding what type of cookie/cracker to
purchase, influencing 49% of the respondents. This makes it the top priority,
ahead of any health benefit such as
low sodium or high fiber.
Cookies and crackers that are already
being sold in the market can benefit
from launching new varieties/extensions with different flavors, as 29% of
the respondents say that they are likely
to buy a new flavor of a product that
they have had before, according to the
research company.
LOOKING FOR A DISCOUNT
Another factor involving money is discount/promotional deals, such as
two-for-one deals, which 21% of the
“Operators should focus on increasing the
quantity consumed in each occasion.
Cracker flavor innovations are somewhat
limited in Brazil, with traditional/plain
cream crackers and water and salt
crackers most prevalent.”
respondents consider have an influence on their purchasing process. This
type of deal is suited to pushing sales
of less frequently consumed products,
as well as new varieties.
Mature consumers are more likely to
purchase cookies and crackers with
health claims. Low sodium, the main
claim among health factors, is an important quality in cookies and crackers
for 18% of the respondents.
These products are more likely to appeal to consumers aged 55 and over.
Health concerns pose a major barrier
to the cookies and crackers market,
as 24% of the respondents who eat
cookies/crackers think that they are
not as healthy as other snacks. This
was a particular worry for women
aged 25-34 (30%). Healthier innovative products are necessary to increase usage in this category. As well
as unhealthy connotations, this category can be seen as expensive, especially among DEs.
BETWEEN MEALS
Of the respondents, 25% say that they
like to eat cookies and crackers between their main meals, rising to 27% >