Pretzel Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

The Report Covers Packaged Pretzels Market Analysis and it 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 The Market Size and Values Are Provided in Terms of (USD Million) During the Forecasted Years for the Above Segments.

Pretzel Market Size

Pretzel Market Summary
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Study Period 2017-2027
Base Year For Estimation 2022
CAGR 2.70 %
Fastest Growing Market Asia Pacific
Largest Market North America
Market Concentration Low

Major Players

Pretzel Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Pretzel Market Analysis

The pretzel market is projected to register a CAGR of 2.7% over the next five years.

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. Because of urbanization, industrialization, and busy lifestyles, consumers are opting for quick on-the-go snacks to save time. Consumers prefer ready-to-eat products that are portable and easy to carry.

The rapid change in consumer tastes and preferences has resulted in a high reliance on convenient snacks such as pretzels. Besides this, with the expanding food industry, pretzels are increasingly being sold through numerous food service establishments and retail outlets. Online retailing has grown in the last few years due to convenience and product availability. Additionally, due to health problems like obesity and being overweight, consumers are opting for healthy snack options. The market players are entering the new market and launching new products according to consumer demand. For instance, in August 2021, Pecan Deluxe launched new pretzel pieces. The new crushed pretzel pieces are available in three variants: regular uncoated, milk chocolate coated, and barrier coated with cocoa butter.

Pretzel Market Trends

This section covers the major market trends shaping the Pretzel Market according to our research experts:

Consumers Looking for Convenient Healthy Snack Options

The increasing popularity of snacks among the young population has boosted the necessity for healthy and convenient eating habits and is likely to drive the demand for pretzels. Problems like obesity and being overweight are on the rise among consumers. The World Obesity Atlas 2022, published by the World Obesity Federation, predicts that one billion people globally, including 1 in 5 women and 1 in 7 men, will be living with obesity by 2030. Thus, consumers are engaging with healthy foods to gain a healthier lifestyle. Pretzels are considered a healthier alternative due to the presence of healthier ingredients. For healthy 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 increasing use of ingredients that absorb less oil is meeting the demand for healthier snacking and driving the global market studied. Growing demand from developing countries is also a factor boosting the global market.

Pretzel Market - Unit Sales of Leading Pretzel Vendors, in Millions, United States, 2021

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 stimulate the digestion process and boost metabolism. The United States is one of the leading countries in terms of the consumption and production of pretzels in North America. 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. Trust for America's Health's (TFAH) 19th annual report on the nation's obesity crisis found that 19 states have obesity rates over 35 percent, up from 16 states in 2021. Therefore, the trend of replacing meals with healthy snacks is growing in the region due to changes in lifestyles. Considering the trends and consumer requirements, companies are launching new products with added nutrients. Hormel Foods, for example, introduced Hormel Pretzel Bites and Cheese Tray in February 2021. The tray comes with 4 ounces of soft pretzel bites, 4 ounces of cheddar cheese sauce, and a packet of sea salt.

Pretzel Market - Market Size (%), By Region, Global, 2021

Pretzel Industry Overview

The market studied is competitive. This is due to the presence of various local and international players around the world. The major players in the market include The Campbell Soup Company (Snyder's of Hanover), J&J Snack Foods, Pretzels Inc. (Harvest Road), PepsiCo. Inc. (Stacy's, Rold Gold), and Utz Brands (Zap's, Utz, Bachman). The key strategy that major players are engaged with is product innovation. This particular strategy enables the company to meet the consumer's preferences daily. 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.

Pretzel Market Leaders

  1. The Campbell Soup Company (Snyder’s of Hanover)

  2. J&J Snack Foods

  3. Pretzels Inc. (Harvest Road)

  4. PepsiCo. Inc. (Stacy's, Rold Gold)

  5. Utz Brands (Zap's, Utz, Bachman)

*Disclaimer: Major Players sorted in no particular order

Pretzel Market Concentration

Pretzel Market News

  • September 2022: Snyder's of Hanover, a Campbell Soup Company brand launched a limited edition Beer Cheese Pretzel Pieces. The pretzel pieces are made with rich and creamy beer cheese flavor. The Pretzel pieces are available in convenience stores for consumers.
  • April 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 kitchen by grabbing a pack from the frozen food aisle.
  • March 2021: Pretzels Inc. launched Almond Butter Filled Pretzels in the United States under its brand Harvest Road. The products are made with no artificial ingredients, are low in sodium, and are non-GMO products.

Pretzel Market Report - 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 Product Type

      1. 5.1.1 Salted

      2. 5.1.2 Unsalted

    2. 5.2 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 Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Mr. Pretzels

      2. 6.3.2 Focus Brands (Auntie Anne's)

      3. 6.3.3 PepsiCo. Inc. (Stacy's, Rold Gold)

      4. 6.3.4 Pretzels Inc. (Harvest Road)

      5. 6.3.5 Intersnack Group GmbH & Co.

      6. 6.3.6 Old Dutch Foods (Old Dutch Project Nice)

      7. 6.3.7 Utz Brands (Zap's, Utz, Bachman)

      8. 6.3.8 The Campbell Soup Company (Snyder's of Hanover)

      9. 6.3.9 Conagra Foods

      10. 6.3.10 J & J Snacks

    4. *List Not Exhaustive

**Subject to Availability

Pretzel Industry Segmentation

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. For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).

Product Type
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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Pretzel Market Research FAQs

The Pretzel Market is projected to register a CAGR of 2.7% during the forecast period (2023-2027).

The Campbell Soup Company (Snyder’s of Hanover), J&J Snack Foods, Pretzels Inc. (Harvest Road), PepsiCo. Inc. (Stacy's, Rold Gold) and Utz Brands (Zap's, Utz, Bachman) are the major companies operating in the Pretzel Market.

Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2023-2027).

In 2023, the North America accounts for the largest market share in the Pretzel Market.

Pretzels Industry Report

Statistics for the 2023 Pretzels market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Pretzels analysis includes a market forecast outlook to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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