Pretzel Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The Pretzel Market is segmented by Product Type (Salted and Unsalted), Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Food Specialty Stores, Online Channels, and Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle East & Africa). The report offers market size and forecast of the pretzel market in value (USD million) for all the above segments.

Market Snapshot

pretzel market
Study Period: 2016 -2027
Base Year: 2021
Fastest Growing Market: Asia Pacific
Largest Market: North America
CAGR: 2.7 %

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Market Overview

The pretzel market is projected to record a CAGR of 2.7% during the forecast period (2022 - 2027).

The COVID-19 crisis had a significant effect on the pretzel market. Companies have observed a change in the buying behavior of consumers. Due to the pandemic, there was continuous closure of retail stores and other offline shopping chambers. But the consumers were elevating the market of nutritious and low-calorie food through online shopping. Eventually, some consumers stocked certain snacky items, including pretzels, which resulted in the increasing demand for the product during the pandemic.

Pretzels are often considered a healthier snack alternative compared to some other salty snacks, making better-for-you strategies resonate with shoppers. The health beneficial factor of the product is eventually dragging the focus of consumers toward this particular market.

The rapid change in tastes and preferences and the busy lifestyles of consumers have created a high dependency on convenient snacks such as pretzels. Besides this, with the expanding food industry, pretzels are increasingly being sold through numerous foodservice establishments and retail outlets.

Scope of the Report

Pretzel is a dough-based, baked bread food product, which is usually twisted knot shaped, crisp, and brittle in nature. The global pretzel market is segmented based on type and distribution channel. On the basis of product type, the market is segmented into salted and unsalted, and the distribution channel is segmented into hypermarkets/supermarkets, convenience stores, food specialty stores, online channels, and other distribution channels. The report also covered a detailed geographical analysis, which includes North America, Europe, Asia-Pacific, South America, and Middle East & Africa. The report offers market size and forecast in value terms (USD million) for all the above segments.

By Product Type
By Distribution Channel
Convenience Stores
Speciality Store
Online Retail Stores
Other Distribution Channels
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle East & Africa
South Africa
United Arab Emirates
Rest of Middle East & Africa

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Key Market Trends

Consumers Looking for Convenient Healthy Snack Options

The increasing popularity of snacks among the young population boosted the necessity for healthy and convenient eating habits and is likely to drive the demand for pretzels. According to the National Library of Medicine, 50% of the Brazilian population was suffering from overweight and obesity in 2020. Thus, consumers are engaging with healthy foods to gain a healthier lifestyle. Pretzels are considered to be a healthier alternative due to the presence of healthier ingredients. For healthier snacking purposes and reduced use of artificial starch, ingredients such as tapioca, potato, sweet potato, wheat, and corn are used in the pretzel market based on the availability of raw materials. The growing usage of ingredients that comparatively absorb less percentage of oil is addressing the demand for healthier snacking and is driving the market studied globally. Growing demand from developing countries is also a factor boosting the global market.

Pretzel Market 1

North America is the Largest Market

North America is the major region in the global pretzel market as pretzels are considered a healthier snack alternative compared to other traditional snacks in the region. They have low-fat content and are high in nutrients. The majority of the flour used is fortified with vitamins and iron, which helps to stimulate the process of digestion and boost metabolism. The United States is one of the leading countries in terms of the consumption and production of pretzels in North America. This is because consumers demand healthy snacks as, according to the Centers for Disease Control and Prevention (CDC), in 2020, the country witnessed 34% of the population suffering from obesity in 20 different states, which can even lead to severe cardiac diseases. The introduction of healthy variants of pretzels in a wide range of flavors has been a key factor driving the growth of the market in this region.

pretzel market

Competitive Landscape

The market studied is competitive in nature. This is due to the presence of various local and international players around the world. The major players in the market include Johnson Auntie Anne's, Boulder Brands, ConAgra Foods, Frito-Lay, Herr Foods, Intersnack, J & J Snacks, Mars, Mr. Pretzel, Old Dutch Foods, Philly Pretzel Factory, and Pretzels Inc. The key strategy that major players are engaged with is product innovation. This particular strategy enables the company to meet the consumer's preferences on a daily basis. Some players also follow mergers and acquisitions as their key strategy because acquiring some local players will eliminate the competition and fix the company on the list of dominant players.

Recent Developments

  • In 2021, Auntie Anne's announced the launch of its beloved frozen At Home Classic Pretzel Nuggets in Canada at Walmart. The At Home Pretzel Nuggets provide a convenient way to recreate the irresistible taste and smell of fresh-baked Auntie Anne's pretzels in your own kitchen by grabbing a pack from the frozen food aisle.
  • In 2020, J&J Snack Foods Corp. announced the launch of a new product, the soft pretzel. Superpretzel Soft Pretzel Fries is the newest addition to the Superpretzel brand within the foodservice segment.
  • In 2020, Utz Brands acquired H.K Anderson, which is a subsidy of ConAgra Foods. H.K Anderson is a well-established brand that offers peanut butter-based pretzels in the market. The strategy behind the acquisition is to expand the company's product portfolio.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Type

      1. 5.1.1 Salted

      2. 5.1.2 Unsalted

    2. 5.2 By Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Speciality Store

      4. 5.2.4 Online Retail Stores

      5. 5.2.5 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Spain

        2. United Kingdom

        3. Germany

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle East & Africa

        1. South Africa

        2. United Arab Emirates

        3. Rest of Middle East & Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Mr. Pretzels

      2. 6.4.2 Focus Brands (Auntie Anne's)

      3. 6.4.3 PepsiCo. Inc.

      4. 6.4.4 Pretzels Inc.

      5. 6.4.5 Intersnack

      6. 6.4.6 Old Dutch Foods

      7. 6.4.7 Utz Brands

      8. 6.4.8 The Campbell Soup Company

      9. 6.4.9 Conagra Foods

      10. 6.4.10 J & J Snacks

    5. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Pretzel Market market is studied from 2016 - 2027.

The Pretzel Market is growing at a CAGR of 2.7% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2021- 2026.

North America holds highest share in 2021.

Focus Brands, PepsiCo, Inc., Pretzels Inc., Mr.Pretzels, Campbell's Soup Company are the major companies operating in Pretzel Market.

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