The global pretzel market generated USD 7.24 billion revenue in 2023 and is projected to grow at a CAGR of 3.06% from 2024 to 2033. The market is expected to reach USD 9.79 billion by 2033. The rising disposable personal income of the middle-class population and a growing consumer awareness, particularly in developing regions, emphasizing the significance of maintaining good health, are driving the growth of the pretzels market. In addition, continuous product innovation that introduces novel forms and flavours further augments the market's expansion.

Market Introduction:

A pretzel is a traditional baked snack typically made from a dough of flour, water, yeast, and salt. The dough is rolled, twisted into a distinctive knot shape, and then briefly boiled in water with baking soda before being baked. This process gives pretzels their characteristic chewy interior and crisp, golden-brown exterior. Pretzels come in various sizes and shapes, from small bite-sized twists to larger traditional forms. They are usually sprinkled with coarse salt before baking, adding a savoury flavour and enhancing the texture. However, pretzels can also be seasoned with various toppings, including sesame, poppy, or cheese. Historically, pretzels were associated with religious symbolism and were often given to children as rewards for learning prayers. Today, they are a popular snack enjoyed around the world. In addition to their classic savoury flavour, pretzels can be found in sweet variations, such as cinnamon sugar-coated pretzel bites or chocolate-dipped pretzel rods. Pretzels are commonly served as a standalone snack or paired with dips like mustard, cheese sauce, or hummus. They are available in bakeries, grocery stores, and specialty shops and are often sold at sporting games, festivals, and fairs. Whether enjoyed on their own or as part of a larger spread, pretzels remain a beloved treat appreciated for their versatility and satisfying crunch.

Get an overview of this study by requesting a free sample

Recent Development

• In October 2023: Frito-Lay North America has unveiled its latest offering: Cheetos Pretzels. Leveraging the enduring popularity of Cheetos and pretzels, the company taps into a market where 63% of Cheetos consumers also indulge in pretzels. According to the company's analysis, the flavoured pretzel segment is the driving force behind 58% of the category's overall growth. Cheetos Pretzels promise to encapsulate the beloved Cheetos flavour experience in every bite, carefully crafted to deliver the perfect texture. Each pretzel is coated on one side with the iconic Cheetle seasoning, while the other side retains the classic pretzel taste. These new offerings aim to captivate taste buds nationwide, available in two tantalizing flavours, Cheetos Pretzels Cheddar and Cheetos Pretzels Flamin' Hot.
• In October 2023: J&J Snack Foods, renowned for its SUPERPRETZEL soft pretzels, is expanding its beloved pretzel line by introducing SUPERPRETZEL Bavarian Soft Pretzel Sticks (untwisted). These delectable pretzel sticks are now gracing the freezer aisles of grocery stores nationwide, bringing the authentic taste of restaurant-style pretzels directly to consumers' homes. Available at major retailers (Walmart, Ingles, Harris Teeter, Schnuck's, Stop & Shop, Publix, and Others), SUPERPRETZEL continues to deliver premium soft pretzels for every occasion and through every distribution channel. The SUPERPRETZEL Bavarian Soft Pretzel Sticks boast a savoury, flavorful profile with an added crispiness, perfect for savouring alongside various dips like warm, creamy beer cheese or zesty mustard. With its arrival coinciding with the onset of fall, there's no better time to indulge in the comforting taste of these restaurant-favourite pretzels in the cosy home atmosphere.
• In July 2023: Snyder’s of Hanover is proud to unveil its latest creation: Nashville Hot Pretzel Pieces. Infused with the fiery essence of chilli pepper and a zesty hint of pickle flavour, Nashville Hot Pretzel Pieces perfectly capture the bold and distinctive taste of Nashville Hot seasoning. This signature flavour has quickly become a beloved choice among Gen Z, Millennials, and Gen X. It is now available at leading retailers nationwide, including Target, Walmart, Kroger, and others. Snyder’s of Hanover Nashville Hot Pretzel Pieces offers a tantalizing snack experience that delivers a satisfying kick of heat with every bite.
• In September 2022: Snyder's of Hanover, a brand under the umbrella of the Campbell Soup Company, has unveiled its latest creation: limited edition Beer Cheese Pretzel Pieces. Crafted with the indulgent taste of rich and creamy beer cheese flavour, these Beer Cheese Pretzel Pieces offer a satisfyingly savoury snack experience. Available exclusively in convenience stores, consumers can now indulge in the irresistible combination of pretzel crunch and delectable beer cheese goodness.

Market Dynamics:

Drivers

Changing Consumer Preferences - Consumers/buyers are looking for healthier snack options, and pretzels are perceived as a better alternative to chips and other fried snacks due to their lower fat content and simpler ingredients. This shift towards healthier eating habits is driving the demand for pretzels.

Growth in the Snack Industry - The global snack industry is experiencing significant growth caused by rising urbanization, busy lifestyles, and disposable personal incomes. Pretzels, with their convenience and variety of flavours, are well-positioned to capitalize on this trend.

Innovations in Flavours and Varieties - Manufacturers constantly innovate to cater to diverse consumer preferences. This factor includes introducing new flavours, shapes, and textures to appeal to tastes and demographics. The availability of gluten-free and organic options also expands the market reach.

Restraints:

Price Sensitivity - Pretzels are often priced higher than other snack options, which may make them less appealing to price-sensitive consumers, particularly in times of economic downturn or recession. Price competition from private label brands and discount retailers could further impact profitability for pretzel manufacturers.

Competition from Alternative Snacks - The pretzel market faces stiff competition from various snack options, including chips, crackers, popcorn, and nuts. Consumers have diverse preferences, and the availability of these alternatives may limit the growth potential of the pretzel market.

Opportunities:

Health and Wellness Marketing - Emphasizing the nutritional benefits of pretzels, such as their low-fat and low-calorie content, can appeal to health-conscious consumers. Marketing campaigns promoting pretzels as a guilt-free snack option can help drive sales and brand loyalty.

Expanding Distribution Channels - As consumer preferences and shopping habits evolve, pretzel manufacturers are looking for new distribution channels to reach a wider audience, which includes online retail, vending machines, convenience stores, and specialty snack shops.

Snack Subscription Services - The rise of subscription-based snack services allows pretzel manufacturers to reach consumers directly. Companies can tap into the growing subscription market by offering curated snack boxes featuring a variety of pretzel flavours and styles.

Challenges:

Seasonality and Demand Fluctuations - The demand for pretzels may vary seasonally, with peak periods coinciding with holidays, sporting events, and other occasions. Managing production schedules, inventory levels, and promotional activities to match fluctuating demand patterns can be challenging for manufacturers.

Supply Chain Complexity - The pretzel manufacturing process involves multiple stages, from sourcing raw ingredients to packaging and distribution. Managing a complex and often globalized supply chain presents challenges related to quality control, supply chain visibility, and logistics efficiency.

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.

Check the geographical analysis of this market by requesting a free sample

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.

Some of the Key Market Players:

• Auntie Anne's
• Cargill, Incorporated
• Conagra Brands, Inc.
• Campbell Soup Company
• Frito-Lay North America, Inc.
• General Mills Inc.
• Herr Foods Inc.
• Intersnack Group GmbH & Co. KG
• J&J Snack Foods
• Jamba Juice Franchisor SPV LLC
• Kellogg Co.
• Kettle Brand
• Pretzels
• Mars, Incorporated
• Old Dutch Foods, Inc.
• Pretzels, Inc.
• PepsiCo. Inc.
• Quinn Foods LLC
• Real Food From The Ground Up
• Soft Pretzel Franchise Systems Inc.
• The Kraft Heinz Company
• Tyson Foods, Inc.
• The J.M. Smucker Company
• The Hershey Co.
• Utz Brands, Inc.
• Wetzels Pretzels LLC
• We're Rolling Pretzel Company

Report Description: