Pretzel Market

Pretzel Market Share & Analysis – Industry Overview

Base Year: 2023 Historical Data: 2020-22
  • Report ID: TBI-14147
  • Published Date: Feb, 2024
  • Pages: 237
  • Category: Food & Beverages
  • Format: PDF
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Segment Analysis

Regional segmentation analysis

The regions analyzed for the market include North America, Europe, South America, Asia Pacific, the Middle East, and Africa. North America emerged as the most prominent global Pretzel market, with a 42.61% market revenue share in 2023.

Pretzels have a long history in North America. German immigrants who presented them to the region date back to the 18th century. This early introduction laid the foundation for the widespread popularity of pretzels in North America, particularly in the United States. Furthermore, pretzels are deeply ingrained in North American culture and are often associated with sporting games, festivals, and social gatherings. This cultural value has contributed to the ongoing popularity of pretzels in the region. North America has one of the largest global snack markets, driven by busy lifestyles, on-the-go consumption habits, and various snack options. Pretzels, with their convenience, portability, and versatility, appeal to consumers looking for quick and satisfying snack choices. The North American pretzel market also offers various product varieties, flavours, and formats to cater to diverse consumer preferences. This factor includes traditional salted pretzels, flavoured pretzel twists, rods, chips, and even gourmet or artisanal pretzels, providing options for every taste and occasion. Besides, North American pretzel manufacturers have been at the forefront of product innovation and marketing strategies. They continually introduce new flavours, shapes, and packaging formats to captivate consumers and differentiate their brands in the competitive market.

North America Region Pretzel Market Share in 2023 - 42.61%

 

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Content Segment Analysis

The content segment is divided into salted pretzels and unsalted pretzels. The salted pretzels segment dominated the market, with a share of around 62.48% in 2023. Salted pretzels have a long history and are considered a classic snack. Their simplicity and familiar taste appeal to a broad range of consumers, from children to adults, making them a staple snack choice for many. Unlike flavoured or speciality pretzels, which may cater to specific tastes or preferences, salted pretzels have a universal appeal that transcends cultural and demographic boundaries. They are widely enjoyed across different regions and demographics, contributing to their dominance in the market. Furthermore, salted pretzels are readily available in convenience stores, supermarkets and hypermarkets, vending machines, and other retail outlets, making them efficiently accessible to buyers. Their widespread availability ensures high visibility and consistent demand in the market.

Type Segment Analysis

The type segment is classified into hard pretzels and soft pretzels. The hard pretzels segment dominated the market, with a share of around 63.29%. Hard pretzels have a longer shelf life than soft pretzels or other snack options like chips or crackers. This extended shelf life makes them a convenient and practical snack choice for consumers, contributing to their popularity. Additionally, hard pretzels have a sturdy and compact structure, making them ideal for on-the-go snacking. Their durability ensures they withstand handling and transportation without crumbling or breaking, appealing to consumers looking for convenient snack options. Besides, hard pretzels have a satisfying crunchy texture that appeals to consumers seeking snacks with a satisfying crunch. This unique texture sets them apart from softer snack options and enhances the snacking experience.

Packaging Type Segment Analysis

The packaging type segment includes bags, boxes, containers and others. The bags segment dominated the market, with a share of around 44.39% in 2023. Bag packaging offers convenience and portability, allowing consumers to grab a serving of pretzels for on-the-go snacking easily. The resealable nature of many bagged pretzel products also enables consumers to seal the bag and save the remaining pretzels for later consumption, maintaining freshness and crunchiness. Most importantly, bag packaging provides protection and preservation for pretzels, shielding them from external factors such as moisture, air, and light that can compromise their quality and freshness. These features help extend the shelf life of pretzels and ensure they remain crispy and flavorful until consumed. In addition, bag packaging comes in various sizes, ranging from single-serve snack packs to family-sized bags. This flexibility allows pretzel manufacturers to cater to different consumer needs and preferences, whether an individual snack for one person or a larger quantity for sharing or stocking up.

Distribution Channel Segment Analysis

The distribution channel segment is split into supermarkets and hypermarkets, convenience stores, specialist retailers, online retailers and others. The supermarkets and hypermarkets segment dominated the market, with a share of around 34.27% in 2023. Supermarkets and hypermarkets typically offer various pretzel brands, flavours, and packaging sizes, giving consumers ample choices to suit their preferences and needs. This extensive product selection allows shoppers to compare options and conveniently find their preferred pretzel products under one roof. Moreover, supermarkets and hypermarkets are widely distributed and easily accessible to consumers in urban, suburban, and rural areas. Their convenient locations and extended operating hours make it convenient for shoppers to purchase pretzels during their regular grocery shopping trips or whenever needed. Additionally, supermarkets and hypermarkets serve as one-stop shopping destinations where consumers can fulfil all their grocery needs, including pretzels and other snacks. The convenience of purchasing pretzels along with other food and household items in the same location enhances the overall shopping experience for consumers.

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This study forecasts revenue at global, regional, and country levels from 2020 to 2033. The Brainy Insights has segmented the global pretzel market based on below-mentioned segments:

Global Pretzel Market by Content:

  • Salted Pretzels      
  • Unsalted Pretzels

Global Pretzel Market by Type:

  • Hard Pretzels        
  • Soft Pretzels        

Global Pretzel Market by Packaging Type:

  • Bags                   
  • Boxes
  • Containers
  • Others

Global Pretzel Market by Distribution Channel:

  • Supermarkets and Hypermarkets 
  • Convenience Stores
  • Specialist Retailers
  • Online Retailers
  • Others

Global Pretzel Market by Region:

  • North America
    • U.S.
    • Canada
    • Mexico
  • Europe
    • Germany
    • France
    • U.K.
    • Italy
    • Spain
  • Asia-Pacific
    • Japan
    • China
    • India
  • South America
    • Brazil
  • Middle East and Africa  
    • UAE
    • South Africa

Methodology

Research has its special purpose to undertake marketing efficiently. In this competitive scenario, businesses need information across all industry verticals; the information about customer wants, market demand, competition, industry trends, distribution channels etc. This information needs to be updated regularly because businesses operate in a dynamic environment. Our organization, The Brainy Insights incorporates scientific and systematic research procedures in order to get proper market insights and industry analysis for overall business success. The analysis consists of studying the market from a miniscule level wherein we implement statistical tools which helps us in examining the data with accuracy and precision. 

Our research reports feature both; quantitative and qualitative aspects for any market. Qualitative information for any market research process are fundamental because they reveal the customer needs and wants, usage and consumption for any product/service related to a specific industry. This in turn aids the marketers/investors in knowing certain perceptions of the customers. Qualitative research can enlighten about the different product concepts and designs along with unique service offering that in turn, helps define marketing problems and generate opportunities. On the other hand, quantitative research engages with the data collection process through interviews, e-mail interactions, surveys and pilot studies. Quantitative aspects for the market research are useful to validate the hypotheses generated during qualitative research method, explore empirical patterns in the data with the help of statistical tools, and finally make the market estimations.

The Brainy Insights offers comprehensive research and analysis, based on a wide assortment of factual insights gained through interviews with CXOs and global experts and secondary data from reliable sources. Our analysts and industry specialist assume vital roles in building up statistical tools and analysis models, which are used to analyse the data and arrive at accurate insights with exceedingly informative research discoveries. The data provided by our organization have proven precious to a diverse range of companies, facilitating them to address issues such as determining which products/services are the most appealing, whether or not customers use the product in the manner anticipated, the purchasing intentions of the market and many others.

Our research methodology encompasses an idyllic combination of primary and secondary initiatives. Key phases involved in this process are listed below:

MARKET RESEARCH PROCESS

Data Procurement:

The phase involves the gathering and collecting of market data and its related information with the help of different sources & research procedures.

The data procurement stage involves in data gathering and collecting through various data sources.

This stage involves in extensive research. These data sources includes:

Purchased Database: Purchased databases play a crucial role in estimating the market sizes irrespective of the domain. Our purchased database includes:

  • The organizational databases such as D&B Hoovers, and Bloomberg that helps us to identify the competitive scenario of the key market players/organizations along with the financial information.
  • Industry/Market databases such as Statista, and Factiva provides market/industry insights and deduce certain formulations. 
  • We also have contractual agreements with various reputed data providers and third party vendors who provide information which are not limited to:
    • Import & Export Data
    • Business Trade Information
    • Usage rates of a particular product/service on certain demographics mainly focusing on the unmet prerequisites

Primary Research: The Brainy Insights interacts with leading companies and experts of the concerned domain to develop the analyst team’s market understanding and expertise. It improves and substantiates every single data presented in the market reports. Primary research mainly involves in telephonic interviews, E-mail interactions and face-to-face interviews with the raw material providers, manufacturers/producers, distributors, & independent consultants. The interviews that we conduct provides valuable data on market size and industry growth trends prevailing in the market. Our organization also conducts surveys with the various industry experts in order to gain overall insights of the industry/market. For instance, in healthcare industry we conduct surveys with the pharmacists, doctors, surgeons and nurses in order to gain insights and key information of a medical product/device/equipment which the customers are going to usage. Surveys are conducted in the form of questionnaire designed by our own analyst team. Surveys plays an important role in primary research because surveys helps us to identify the key target audiences of the market. Additionally, surveys helps to identify the key target audience engaged with the market. Our survey team conducts the survey by targeting the key audience, thus gaining insights from them. Based on the perspectives of the customers, this information is utilized to formulate market strategies. Moreover, market surveys helps us to understand the current competitive situation of the industry. To be precise, our survey process typically involve with the 360 analysis of the market. This analytical process begins by identifying the prospective customers for a product or service related to the market/industry to obtain data on how a product/service could fit into customers’ lives.

Secondary Research: The secondary data sources includes information published by the on-profit organizations such as World bank, WHO, company fillings, investor presentations, annual reports, national government documents, statistical databases, blogs, articles, white papers and others. From the annual report, we analyse a company’s revenue to understand the key segment and market share of that organization in a particular region. We analyse the company websites and adopt the product mapping technique which is important for deriving the segment revenue. In the product mapping method, we select and categorize the products offered by the companies catering to domain specific market, deduce the product revenue for each of the companies so as to get overall estimation of the market size. We also source data and analyses trends based on information received from supply side and demand side intermediaries in the value chain. The supply side denotes the data gathered from supplier, distributor, wholesaler and the demand side illustrates the data gathered from the end customers for respective market domain.

The supply side for a domain specific market is analysed by:

  • Estimating and projecting penetration rates through analysing product attributes, availability of internal and external substitutes, followed by pricing analysis of the product.
  • Experiential assessment of year-on-year sales of the product by conducting interviews.

The demand side for the market is estimated through:

  • Evaluating the penetration level and usage rates of the product.
  • Referring to the historical data to determine the growth rate and evaluate the industry trends

In-house Library: Apart from these third-party sources, we have our in-house library of qualitative and quantitative information. Our in-house database includes market data for various industry and domains. These data are updated on regular basis as per the changing market scenario. Our library includes, historic databases, internal audit reports and archives.

Sometimes there are instances where there is no metadata or raw data available for any domain specific market. For those cases, we use our expertise to forecast and estimate the market size in order to generate comprehensive data sets. Our analyst team adopt a robust research technique in order to produce the estimates:

  • Applying demographic along with psychographic segmentation for market evaluation
  • Determining the Micro and Macro-economic indicators for each region 
  • Examining the industry indicators prevailing in the market. 

Data Synthesis: This stage involves the analysis & mapping of all the information obtained from the previous step. It also involves in scrutinizing the data for any discrepancy observed while data gathering related to the market. The data is collected with consideration to the heterogeneity of sources. Robust scientific techniques are in place for synthesizing disparate data sets and provide the essential contextual information that can orient market strategies. The Brainy Insights has extensive experience in data synthesis where the data passes through various stages:

  • Data Screening: Data screening is the process of scrutinising data/information collected from primary research for errors and amending those collected data before data integration method. The screening involves in examining raw data, identifying errors and dealing with missing data. The purpose of the data screening is to ensure data is correctly entered or not. The Brainy Insights employs objective and systematic data screening grades involving repeated cycles of quality checks, screening and suspect analysis.
  • Data Integration: Integrating multiple data streams is necessary to produce research studies that provide in-depth picture to the clients. These data streams come from multiple research studies and our in house database. After screening of the data, our analysts conduct creative integration of data sets, optimizing connections between integrated surveys and syndicated data sources. There are mainly 2 research approaches that we follow in order to integrate our data; top down approach and bottom up approach.

Market Deduction & Formulation: The final stage comprises of assigning data points at appropriate market spaces so as to deduce feasible conclusions. Analyst perspective & subject matter expert based holistic form of market sizing coupled with industry analysis also plays a crucial role in this stage.

This stage involves in finalization of the market size and numbers that we have collected from data integration step. With data interpolation, it is made sure that there is no gap in the market data. Successful trend analysis is done by our analysts using extrapolation techniques, which provide the best possible forecasts for the market.

Data Validation & Market Feedback: Validation is the most important step in the process. Validation & re-validation via an intricately designed process helps us finalize data-points to be used for final calculations.

The Brainy Insights interacts with leading companies and experts of the concerned domain to develop the analyst team’s market understanding and expertise. It improves and substantiates every single data presented in the market reports. The data validation interview and discussion panels are typically composed of the most experienced industry members. The participants include, however, are not limited to:

  • CXOs and VPs of leading companies’ specific to sector
  • Purchasing managers, technical personnel, end-users
  • Key opinion leaders such as investment bankers, and industry consultants

Moreover, we always validate our data and findings through primary respondents from all the major regions we are working on.

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