Pretzel Market Analysis Europe, North America, APAC, South America, Middle East and Africa - US, Canada, China, Germany, UK - Size and Forecast 2024-2028

Pretzel Market Forecast Forecast 2024-2028

The Global Pretzel Market size is projected to increase by USD 1.59 billion and the market size is estimated to grow at a CAGR of 3.74% between 2023 and 2028. The evolving taste preferences of consumers is the key factor driving market growth. Market players strive to meet the growing demand through product innovation, brand extension, and the introduction of new brands. Continuous development and innovation of products are essential for the sustainability of any industry, and the market is no exception. Therefore, manufacturers have been focusing on launching several product varieties in terms of ingredients and flavors. Furthermore, new product innovations with new flavors and varieties are expected to drive the growth of the market. Thus, product innovations by key market players, considering the evolving taste preferences of consumers, are expected to drive the growth of the market during the forecast period.

Market Overview

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The market is experiencing notable growth, fueled by the rising demand for low-calorie snacks and cholesterol-free variants. With the surge in E-commerce Industry platforms, consumers have greater access to a diverse range of pretzel products, driving market expansion. Pretzels, known for their crunchy texture and savory flavor, are gaining popularity as a convenient and satisfying snack option. As concerns over cardiovascular diseases grow, the food and beverage industry is witnessing increased demand for healthier snack alternatives, further boosting the market. Additionally, product innovations such as gluten-free variants cater to diverse dietary preferences, contributing to the market's growth trajectory. With continuous advancements and evolving consumer preferences, the Global Pretzel Market is poised for sustained expansion in the coming years.

Market Segmentation

In the market, they emerge as a popular snack alternative amidst the fast-paced urbanization and industrialization trends. With busy lifestyles becoming the norm, consumers seek quick on-the-go snacks that are both convenient and health-conscious. Salted pretzels offer a health-beneficial factor, providing a satisfying crunch with minimal guilt. Rich in carbohydrates and fiber, pretzels offer a portable snack option that can be enjoyed anywhere, anytime. Their ready-to-eat nature makes them a favorite choice for consumers looking for quick and convenient snacks to fuel their busy schedules. Crafted from simple ingredients like water, yeast, salt, and flour, pretzels provide essential nutrients such as folate and niacin, contributing to a well-rounded diet. As consumers prioritize health and convenience, the salted segment of the market continues to thrive, offering a delicious and wholesome snack option for all occasions.

The market presents a wide array of delectable options, ranging from classic pretzel twists to innovative pretzel sandwiches. These twisted treats are found in various retail outlets, including convenience stores, supermarkets, and hypermarkets, catering to consumers' diverse tastes. Made from quality flour and baked to perfection, pretzels offer a satisfying mix of soft interiors and crunchy exteriors, often paired with savory mustard or melted cheese toppings. Available in different sizes and flavors, pretzels are a popular snack choice for people on the go, whether they're grabbing a quick bite from a pretzel shop or adding them to their grocery shopping list. As consumer demand for convenient and tasty snacks continues to rise, the market remains a prominent player in the food industry.

By Type 

The market share growth by the salted segment will be significant during the forecast period. Salted pretzels are a classic and beloved snack renowned for their irresistible combination of a unique twisted shape and a savory, salty flavor. These iconic treats are crafted from a yeasted dough that is briefly boiled in a baking soda solution before being baked, resulting in their golden-brown, slightly crisp exterior. 

The salted segment was valued at USD 4.37 billion in 2018.

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Salted pretzels come in a range of sizes and textures, from the soft and chewy traditional Bavarian pretzels to the thin and crunchy pretzel crisps. Examples of salted pretzels include the classic pretzel knot, pretzel rods, pretzel twists, and pretzel nuggets. These snacks are readily available in supermarkets and convenience stores. Hence, the increasing popularity of salted pretzels will drive the growth of the salted pretzels segment of the market in focus during the forecast period.

Key Regions 

Europe is estimated to contribute 35% to the growth of the global market during the forecast period

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Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. In Europe, countries such as the UK, Germany, Russia, and France are the top consumers of pretzels. Factors such as a cultural association with the product, increasing demand for private labels, and a focus on healthy ingredients are the major driving forces for the growth of the market in the Europe region. 

Furthermore, the number of quick-service restaurants is increasing in the region, which helps improve the visibility of soft pretzels, including rolls, sticks, and soft pretzel buns, which are often sold at food service outlets. This is an opportunity for pretzel makers to open more stores in the region and enhance their customer base. In addition, new packaging solutions and new flavors are targeted at the affluent and young population base. These trends will have a positive impact on the growth of the market in the region during the forecast period.

Market Dynamics

The market is witnessing a surge in demand, especially with the rising popularity of low-calorie snacks in the food and beverage industry. Consumers are increasingly seeking cholesterol-free and gluten-free variants, which are readily available on e-commerce platforms, catering to busy lifestyles, changes in lifestyles, healthier lifestyles and healthier food and urbanization trends. As a snack alternative, pretzels offer health-beneficial factors, driving their consumption across various demographics. With the packaged pretzels market expanding rapidly to meet consumer preferences, this sector is poised for continued growth, propelled by the convenience and health-conscious choices of consumers amidst the backdrop of urbanization and industrialization.

Significant Market Trends

Growing focus on developing new products is the primary trend shaping market growth. Manufacturers of pretzels are focusing on developing new products to cater to the growing demand from customers. For example, in September 2022, a limited-edition line of Beer Cheese Pretzel Pieces was introduced by Campbell Soup Company Snyder of Hanover brand. Rich and creamy beer cheese flavor permeates the pretzel bites. Convenience businesses sell pretzel pieces to customers.

Likewise, in April 2021, Auntie Anne announced that Walmart in Canada will carry its much-loved frozen At Home Classic Pretzel Nuggets. Pick up a pack of At Home Pretzel Nuggets from the frozen food section for a quick and easy way to replicate the delicious aroma and flavor of freshly baked Auntie Anne pretzels in your kitchen. Thus, such initiatives adopted by key market players will drive market growth and trends during the forecast period.

Major Market Challenge 

Fluctuations in the price of raw materials used in the production of pretzels is a challenge that affects market growth. Raw materials used in the production of pretzels are especially flour, yeast, leavening agents, and shortening. Manufacturers are keen to manage the raw material costs, as it is one of the top priorities. In recent years, due to the widening gap between demand and supply, the cost of raw materials has increased substantially. The rise in the price of raw materials increases the manufacturing cost and leads to reduced profit margins for market players.

In addition, the changes in the price and availability of sugar can increase or decrease the production cost of pretzels because sugar is used to grow and ferment yeast, which is one of the major raw materials for pretzels. External calamities such as rainfall, drought, and freeze impact the production of raw materials. Thus, the fluctuations in the price of raw materials are expected to impede the growth of the market during the forecast period.

Company Overview

Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.

• Key Offering- Campbell Soup Co.:  The company offers pretzel sticks in various flavors such as Sour cream and Onion, Jalapeno ranch, and seasoned sticks, under the brand called Twisted and KETTLE BRAND.
• Key Offering- General Mills Inc.: The company offers various types of pretzels-such as peanut butter and chocolate flavors, under the brand Muddy Buddies.
• Key Offering- Herr Foods Inc.: The company offers various types of pretzels-such as milk chocolate-pretzels, jalapeno cheddar, and honey mustard-pretzels.

The market research and growth report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including:

• Focus Brands LLC
• Intersnack Group GmbH and Co. KG
• J and J Snack Foods Corp.
• Jamba Juice Franchisor SPV LLC
• Kellogg Co.
• Mars Inc.
• Mr.Pretzels
• Old Dutch Foods Ltd.
• PepsiCo Inc.
• Quinn Foods LLC
• Real Food From The Ground Up
• Soft Pretzel Franchise Systems Inc.
• The Hershey Co.
• Tyson Foods Inc.
• Utz Brands Inc.
• WE RE ROLLING PRETZEL CO.
• Wetzels Pretzels-LLC

Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

Market Analyst Overview

The pretzel market reflects evolving consumer dynamics influenced by health-beneficial factors amid urbanization and industrialization. As on-the-go lifestyles demand quick snacks, ready-to-eat pretzels stand out as portable and convenient options, available in food service establishments, retail outlets, and online retailing. In response to concerns about obesity, overweight issues, and the World Obesity Atlas 2022, the industry explores healthier ingredients like tapioca, potato, sweet potato, wheat, and corn, reducing fat content while enhancing nutrients and vitamins. Variants like milk chocolate-coated and barrier-coated with cocoa butter capitalize on the popularity of snacks, aligning with the demand for added nutrients. In the United States, Trust for America's Health monitors obesity rates, emphasizing the importance of incorporating healthier pretzel options, including Hormel Pretzel Bites and Cheese Tray, as part of balanced meals and lifestyles.

Consumer preferences, offering a wide range of options from traditional pretzel knots , pretzel braids to innovative pretzel sandwiches, pretzel dogs, and pretzel rolls. Found in various retail outlets including hypermarkets, grocery stores, and food specialty stores and street food, pretzels are a popular choice for snacking, boasting a satisfying crunch and flavorful toppings like mustard. With the rise of health-conscious consumers, pretzel vendors offer options such as low-fat and low-sodium varieties, appealing to those seeking healthier lifestyles.

The market is witnessing steady growth, driven by factors such as busy lifestyles and the rising demand for quick on-the-go snacks. Pretzels, available in both Salted and Unsalted variants, serve as a popular snack alternative, offering convenience and satisfaction. These ready-to-eat products are enriched with essential nutrients like Water, Carbohydrates, Fiber, Folate, and Niacin, making them a wholesome option for consumers. Moreover, their cholesterol-free composition aligns with health-conscious preferences. As consumer preferences evolve, the Packaged Pretzels Market continues to innovate, offering a variety of flavors and packaging formats to cater to diverse tastes and convenience needs.

Segment Overview

The market growth and forecasting report covers revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2018 to 2028. 

• Type Outlook
  • Salted
  • Unsalted

• Distribution Channel Outlook
  • Offline
  • Online

• Region Outlook
  • North America
    • The U.S.
    • Canada
  • Europe
    • The U.K.
    • Germany
    • France
    • Rest of Europe
  • APAC
    • China
    • India
  • South America
    • Chile 
    • Brazil 
    • Argentina
  • Middle East & Africa
    • Saudi Arabia
    • South Africa
    • Rest of the Middle East & Africa

Market Forecasting Scope
Market Report Coverage	Details
Page number	164
Base year	2023
Historic period	2018-2022
Forecast period	2024-2028
Growth momentum & CAGR	Accelerate at a CAGR of 3.74%
Market Growth 2024-2028	USD 1.59 billion
Market structure	Fragmented
YoY growth 2023-2024(%)	2.92
Regional analysis	Europe, North America, APAC, South America, and Middle East and Africa
Performing market contribution	Europe at 35%
Key countries	US, Canada, China, Germany, and UK
Competitive landscape	Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks
Key companies profiled	Campbell Soup Co., Focus Brands LLC, General Mills Inc., Herr Foods Inc., Intersnack Group GmbH and Co. KG, J and J Snack Foods Corp., Jamba Juice Franchisor SPV LLC, Kellogg Co., Mars Inc., Mr.Pretzels, Old Dutch Foods Ltd., PepsiCo Inc., Quinn Foods LLC, Real Food From The Ground Up, Soft Pretzel Franchise Systems Inc., The Hershey Co., Tyson Foods Inc., Utz Brands Inc., WE RE ROLLING PRETZEL CO., and Wetzels-Pretzels LLC
Market dynamics	Market trends and analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the forecast period.
Customization purview	If our market analysis and report has not included the data that you are looking for, you can reach out to our analysts and get segments customized.

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What are the Key Data Covered in this Market Research Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the growth of the market between 2024 and 2028
• Precise estimation of the market size and its contribution to the market in focus on the parent market
• Accurate predictions about upcoming trends and changes in consumer behavior
• Market growth analysis across Europe, North America, APAC, South America, and Middle East and Africa
• A thorough analysis of the market’s competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the growth of market companies

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