Biscuits & Crackers In The United States [2026]

Data: October 2026

Table Of Contents

1. Summary

2. Definitions And Methodology

3. Disclaimer

4. Industry Landscape

   1. Market Structure

   2. Segmentation: Variant

   3. Segmentation: Better-For-You

   4. Segmentation: Store Brand

   5. Price Positioning

   6. Flavor Preferences

5. Recent Developments

   1. Product Launches (Year To Date)

6. Competitive Landscape

   1. Brand Market Share By Origin Country/Region

   2. Brand Market Share

   3. Brand Market Share By Segment: Variant

   4. Brand Market Share By Segment: Better-For-You

   5. Brand Market Share By Segment: Store Brand

   6. Brand Market Share By Segment: Price Positioning

   7. Competitor Profiles

Summary

Industry Landscape

1. There are over 200 biscuit and cracker brands in the United States.

2. Major variants include regular biscuits, crackers, wafers, and sandwich biscuits & crackers, of which crackers account for the biggest share.

3. The better-for-you (BFY) segment is meaningful.

4. Store brand presence is meaningful, accounting for nearly a tenth of the market.

5. Brands positioned in the first quartile (Q2) of the price spectrum lead in terms of market share.

6. Chocolate is the top flavor profile.

Recent Developments

1. New launch activity to date has centered on adventurous flavor combinations and protein enrichment.

Competitive Landscape

1. Brands from America are most popular.

2. Oreo is the overall market leader.

3. Pepperidge Farm leads the regular biscuits segment, Cheez-It leads the crackers segment, Oreo leads the sandwich biscuits segment while Loacker is the top brand in wafers.

4. Good Thins is the top brand in gluten-free, Annie’s is the top brand in organic.

5. Great Value is the top store brand.

6. Across the pricing spectrum, Oreo leads in the first quartile, Triscuit in the second, Glicoo in the third, and Rip Van in the fourth quartile.

Competitor Profiles

1. Cheez-It

2. Great Value

3. Oreo