Crackers, Pretzels & Extruded Snacks

Consumers are actively dictating trends in the industry and manufacturers are answering the call by producing better-for-you items that promote longevity, strength and mental well-being.

By Sharmila Rajah

Old habits die hard. Snacking, a timeworn activity among consumers, has taken up a much larger role in recent times, extensively bolstered by the pandemic. Fragmented eating has replaced traditional meals through lockdowns globally. In a post-COVID 19 world, healthy snacking enjoys prominence, strongly driven by consumers’ need for convenience, comfort and nutrition. The pandemic has transformed the industry and affected long-term trends that are heightening the focus on wellness and health. Grocery aisles are stocked with healthier savory snacks in localized flavors that are fast outpacing traditional deep-fried and extruded snacks. 

Taste, pleasure and nutrition are powering snack development with savory inclusions such as chia seeds, quinoa and crisped rice. Sustainability is all the rage. Last year’s Sustainable Market Share Index reported that products carrying a sustainability claim had gained momentum, capturing 16% of the market across all CPG categories, up from 14% in 2015. Healthy snacking is likely to drive the demand for pretzels, a healthier alternative. According to Global Data, the Asia Pacific savory snack market, led by China and India, accounts for 39.3% of the global market in terms of value and is expected to grow at 7.1% CAGR by 2023 to USD73.9bn. The region’s growth is fuelled by rising income levels and health awareness trends. 
Crackers, pretzels and extruded snacks find their way into homes in the Asia Pacific market with the aim to delight. Savor M&S Made Without Wheat and Gluten Free Cheese Crackers; baked to perfection Gratify Pretzel Sea Salt Twists Gluten Free; plant-base Ape Snack Puffs that are full of flavor yet suitable for those with special dietary requirements; the Meiji range of crackers that employ a traditional long fermentation process; and Ritz crackers, ranked highly in Taiwan, Thailand, Australia and Indonesia. The global crackers market is growing steadily with key players such as Nestle, Kellogg’s, Mondelez International and PepsiCo. Likewise, the global pretzel market is expected to grow at a CAGR of around 4% between 2021-2026. Pretzels are increasingly preferred by younger consumers drawn by the market’s new products in different shapes and sizes such as pretzel sticks, sandwiches, poppers and minis. Manufacturer’s have begun developing all-natural cholesterol-free and gluten-free pretzels, fortified with essential vitamins and minerals.

You can read the rest of this article in the Summer Issue of Asia Pacific Baker & Biscuit magazine, which you can access by clicking here.