Crispy Minis Competitive Analysis: Ritz Baked Chips, Goldfish, Triscuit Thin Crisps, Good Thins
Ritz Crisp & Thin, Good Thins, and Triscuit Thin Crisps cater to the health-conscious consumer across a variety of age ranges, while Goldfish crackers focus on middle- to high-income, Caucasian parents. The research compiled on the marketing efforts of these four brands is presented in the attached spreadsheet.
I've searched brand websites and media sources, as well as company press releases, in search of the requested data. To find advertising for the requested brands, the following advertising databases were consulted: Ads of the World, Coloribus, WARC, WeLoveAd, and MOAT (online analytics). However, few ads were found at these sources. In terms of demographics data, very little data relevant to the Canadian market was publicly available. However, InfoScout offers some overarching demographics information, so I have provided this information in lieu of more specific Canadian information, where available, in an attempt to offer some insight into the possible target market.
Ritz Baked Chips
I was unable to find a product called Ritz Baked Chips. The baked crackers offered by Ritz are actually called Ritz Crisp & Thins. This cracker appears to have been introduced in 2017, so there is very limited information about the product. The Ritz Canada YouTube page features a TV ad introducing Ritz Crisp & Thins in both English and French versions. Aside from this commercial, I found few Canadian references to the product. It appears that it may be sold under the Christie brand in Canada, but I did not find many references to this product, either.
Goldfish Canada has its own Facebook page, which is very active and is among the top five brands in terms of engagement, according to SocialBakers. The most recent ads feature Goldfish crackers playfully engaged in everyday child activities, such as going to school or playing in the snow. Demographic specific to Canada were not available, but overall demographics for the product are primarily 35-44-year-old, middle- to high-income, well-educated, Caucasian parents.
Triscuit Thin Crisps
Of the four brands I researched, Triscuit Thin Crisps had by far the least information available regarding advertising. Virtually no advertising has been done, in Canada or elsewhere, for Triscuit Thin Crisps during 2016 or 2017. The product does not even appear on the Canadian product page for Triscuits. While no data specific to Canada demographics for Triscuit Thin Crisps was available, InfoScout suggests that the overall demographics for the product trend toward very wealthy, senior, Caucasian consumers.
Good Thins, sold under the Christie brand in Canada, advertises primarily through TV and online display ad channels. Marketing to a health-conscious consumer, each variety of the product touts its healthy attributes. For instance, the potato variety touts low calories, while the rice version is gluten free.
In conclusion, while Ritz Crisp & Thin, Good Thins, and Triscuit Thin Crisps compete for the health-conscious, adult consumer, the Goldfish brand targets moderately wealthy parents. The full details of the research can be found in the attached spreadsheet.