Pretzel Market Size (2024 – 2030)

The Pretzel Market was valued at USD 7.7 Billion in 2023. Over the forecast period of 2024-2030, it is projected to reach USD 9.47 Billion by 2030, growing at a CAGR of 3%.

A pretzel is a type of baked bread product made from dough, typically characterized by its twisted knot shape and crisp, brittle texture. Available in various shapes and sizes, pretzels often have a glossy exterior. The most common flavoring for pretzels combines salt and washing soda. Additionally, pretzels can be seasoned with sugars, glazes, seeds, chocolate, and nuts.

Key Market Insights:

The World Obesity Atlas 2022, released by the World Obesity Federation, forecasts that by 2030, one billion individuals worldwide, including 1 in 5 women and 1 in 7 men, will be affected by obesity. Consequently, consumers are increasingly turning to healthier food options to achieve a healthier lifestyle. Pretzels are regarded as a healthier alternative owing to their use of more nutritious ingredients.

Pretzel Market Drivers:

Convenient Healthy Snack Options drive market growth.

The rising popularity of snacks among the younger population has increased the need for healthy and convenient eating habits, likely driving the demand for pretzels. Issues like obesity and being overweight are becoming more prevalent. The World Obesity Atlas 2022, published by the World Obesity Federation, forecasts that by 2030, one billion people globally, including 1 in 5 women and 1 in 7 men, will be living with obesity. Consequently, consumers are increasingly opting for healthier foods to achieve a better lifestyle. Pretzels are seen as a healthier choice due to their nutritious ingredients. For healthier snacking and reduced use of artificial starch, ingredients like tapioca, potato, sweet potato, wheat, and corn are utilized in the pretzel market, depending on raw material availability. The increasing use of ingredients that absorb less oil caters to the demand for healthier snacks and is driving the global market. Additionally, growing demand from developing countries is further boosting the global market.

Pretzel Market Restraints and Challenges:

Competition from other snacks restrains the market growth.

The pretzel market encounters significant competition from a variety of snack alternatives, such as chips, and crackers, and healthier options like veggie sticks. Persuading consumers to select pretzels over these alternatives can be a challenging endeavor.

Supply chain disruptions hinder market growth.

Pretzel production is highly dependent on a consistent supply of ingredients, especially flour and salt. Any disruptions in the supply chain can result in production delays and increased costs, posing challenges to market stability and pricing.

Health concerns regarding ingredients slow down market growth.

While pretzels are often regarded as healthier snacks compared to chips or cookies, some consumers have concerns about certain ingredients. One common issue is the high sodium content found in many pretzel varieties. Excessive sodium intake has been linked to various health problems, including high blood pressure and cardiovascular issues. Additionally, some consumers are cautious about artificial additives and preservatives commonly present in processed snacks, including certain types of pretzels. Transparent labeling is essential in addressing these consumer concerns. This transparency allows consumers to make informed choices about the products they purchase, enabling them to avoid ingredients they wish to limit or exclude from their diet.

Pretzel Market Opportunities:

Additionally, rising disposable incomes, changing lifestyles, and the increasing trend of snacking are creating a favorable outlook for the pretzel market. The growing demand for premium and gourmet snacks, along with a shift in consumer preference towards organic food products, is driving the demand for high-quality pretzels made from natural ingredients without artificial preservatives and additives. This shift is contributing significantly to market growth. Other factors supporting this growth include the expansion of organized retail channels, the development of modern distribution networks, the proliferation of e-commerce platforms, and the convenience of online purchasing.

PRETZEL MARKET REPORT COVERAGE:

Pretzel Market Segmentation: By Type

• Hard

• Soft

Hard pretzels accounted for the largest market share. Their 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, which appeals to consumers seeking convenient snack options. Moreover, hard pretzels offer a satisfying crunchy texture that attracts consumers who enjoy snacks with a satisfying crunch. This unique texture distinguishes them from softer snack options and enhances the overall snacking experience.

Pretzel Market Segmentation: By Packaging Type

• Bags

• Boxes

• Containers

• Others

Bags accounted for the largest market share. Bag packaging offers convenience and portability, allowing consumers to easily grab a serving of pretzels for on-the-go snacking. Many bagged pretzel products feature resealable closures, enabling consumers to seal the bag and save the remaining pretzels for later, 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, ensuring they remain crispy and flavorful until consumed. Additionally, bag packaging is available 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 for individual snacking or for sharing and stocking up.

Pretzel Market Segmentation: By Product Type

• Salted

• Unsalted

The salted pretzels segment dominated the market, holding the largest share. Salted pretzels boast a rich history and are revered as a classic snack. Their simplicity and familiar taste attract a broad spectrum of consumers, spanning from children to adults, establishing them as a staple snack choice for many. Unlike flavored or specialty pretzels, which may cater to specific tastes or preferences, salted pretzels possess a universal appeal that transcends cultural and demographic boundaries. They are widely enjoyed across various regions and demographics, contributing to their market dominance. Additionally, salted pretzels are readily accessible in convenience stores, supermarkets, hypermarkets, vending machines, and other retail outlets, ensuring efficient accessibility for buyers. Their widespread availability guarantees high visibility and consistent demand in the market.

Pretzel Market Segmentation: By Distribution Channel

• Supermarkets/Hypermarkets

• Convenience Stores

• Food Specialty Stores

• Online Channels

• Other Distribution Channels

Supermarkets and hypermarkets held the largest market share. These retail outlets typically offer a wide range of pretzel brands, flavors, and packaging sizes, providing consumers with ample choices to meet their preferences and requirements. Furthermore, supermarkets and hypermarkets are widely dispersed and conveniently accessible to consumers across urban, suburban, and rural areas. Their strategic locations and extended operating hours make it convenient for shoppers to purchase pretzels during their regular grocery trips or whenever necessary. Additionally, supermarkets and hypermarkets function as comprehensive shopping destinations where consumers can fulfill all their grocery needs, including pretzels and other snacks. The convenience of buying pretzels alongside other food and household items in a single location enhances the overall shopping experience for consumers. In recent years, online retailing has experienced significant growth, driven by its convenience and the wide availability of products.

Pretzel Market Segmentation- by Region

• North America

• Europe

• Asia Pacific

• South America

• Middle East & Africa

North America emerges as the primary region in the global pretzel market, with pretzels being perceived as a healthier snack option compared to traditional snacks in the region. They boast low-fat content and are rich in nutrients. Additionally, the majority of the flour utilized is fortified with vitamins and iron, which aids in digestion and metabolism. The United States is prominently positioned as one of the primary countries driving pretzel consumption and production within North America. The introduction of healthier pretzel variants in a diverse range of flavors has been instrumental in propelling market growth in this region.

Europe has historically held the largest share of the pretzel market. Factors such as evolving consumer preferences, increased awareness of healthier snack choices, and growing demand for convenient, on-the-go snacks have contributed to the growth of the pretzel market in Europe.

Asia-Pacific is anticipated to witness significant growth owing to factors such as rapid urbanization, westernization, expansion of the food and beverage industry, and rising personal disposable income levels. These trends are expected to drive the demand for pretzels in the region.

COVID-19 Pandemic: Impact Analysis

The Pretzel industry saw a slight positive impact during the pandemic period, mainly attributed to heightened demand for healthy food choices. While the COVID-19 pandemic disrupted Pretzel exports to Western countries, it concurrently stimulated increased local demand within the Asia-Pacific and African regions, leading to a surge in sales.

Latest Development:

In September 2023, Auntie Anne's unveiled an exciting addition to its menu with the introduction of the unique Confetti Pretzel Nuggets. These freshly baked pretzel nuggets are generously topped with a delightful blend of sweet cookie crumble and vibrant rainbow sprinkles, finished with sugar crystals for an extra touch of sweetness.

In April 2023, Wetzel's Pretzels, the renowned pretzel chain based in California, launched an innovative store concept tailored specifically for Gen Z and millennials. Known as "Twisted by Wetzel's," these new stores offer a fresh spin on traditional pretzel offerings. The menu features a diverse array of both savory and sweet options, showcasing inventive creations such as pretzel chimney cakes—ice cream nestled inside a cone crafted from sugar-coated pretzel dough, complete with tantalizing toppings ranging from crispy bacon to delectable s'mores ingredients.

In September 2022, Snyder's of Hanover, a Campbell Soup Company brand, introduced a limited edition of Beer Cheese Pretzel Pieces. These pretzel pieces are crafted with a rich and creamy beer cheese flavor. Available in convenience stores for consumers, these pretzel pieces offer a unique twist on the classic snack, perfect for those seeking a savory indulgence.

Key Players:

These are the top 10 players in the Pretzel Market: -

1. Boulder Brands

2. Johnson Auntie Anne’s,

3. Mr. Pretzel

4. Frito-Lay North America

5. Conagra Brands Inc.

6. Philly Pretzel Factory

7. J&J Snacks Foods Corporation

8. Intersnack Group GmbH & Co. KG

9. Old Dutch Foods,

10. Pretzels Inc.