crunching the numbers global pretzel market set for soaring growth by 2028 146

Market Trends

Crunching the Numbers: Global Pretzel Market Set for Soaring Growth by 2028


Benjamin Hughes

May 15, 2024 - 14:25 pm


Global Pretzel Market Poised for Growth with Emerging Trends and Opportunities

NEW YORK, May 15, 2024 /PRNewswire/ -- The pretzel industry is witnessing a notable expansion with the global pretzel market estimated to increase by USD 1.59 billion from the period of 2024 to 2028. According to a comprehensive report by Technavio, a leading market research company, the market is projected to grow at a compound annual growth rate (CAGR) of approximately 3.74% during the forecast period.

Technavio has announced its latest market research report titled Global Pretzel Market 2024-2028

An Insight into Market Dynamics

The packaging aspect plays a crucial role in the pretzel market, significantly affecting brand image and consumer perceptions. Manufacturers are investing in packaging that not only secures the product but also amplifies its visibility on shelves and contributes to the prolongation of its shelf life. In an industry driven by consumer demand for portable and healthier snack options, the focus on portion-controlled packaging is evident.

The rise of e-commerce platforms and convenience stores has facilitated the availability of pretzels in a variety of sizes and flavors, responding to regional tastes and the trend of on-the-go consumption. To cater to health-conscious consumers, advancements in pretzel ingredients have led to healthier options such as whole-grain, low-sodium, and gluten-free products. Likewise, snack production is adapting to consumer predilections for salty, easily transportable snacks, expanding beyond traditional chips and crackers to include veggie sticks and innovative pretzel forms.

Navigating Challenges in the Pretzel Market

Manufacturers are contending with the cost volatility of essential raw materials such as flour, yeast, leavening agents, and shortening. These ingredients are fundamental to pretzel production; thus, controlling their costs is of paramount importance due to their significant impact on overall production costs.

The imbalance between the demand and supply of these materials has led to a substantial price surge. Increasing costs lead to higher production expenses, which in turn can shrink the profit margins for manufacturers. As competition grows fiercer, companies are propelled to seek cheaper alternatives to these raw materials. Suppliers wield significant pricing power, adding to the complexities faced by manufacturers.

Sugar, a crucial ingredient for the growth and fermentation of yeast, highlights an additional production cost factor. Price fluctuations and availability can have notable repercussions for the industry. External elements like weather conditions can profoundly affect sugar production, as seen in the sugar shortage faced by the US in February 2020 due to unfavorable weather in various regions.

Understanding Market Segmentation

Breaking down the market, the pretzel industry is categorized based on type (salted and unsalted), distribution channels (offline and online), and geographical areas (Europe, North America, APAC, South America, and Middle East and Africa). These segments offer valuable insights into consumer buying patterns and market performance across diverse regions.

The salted pretzels category has captured the interest of consumers due to the array of flavors and varieties available both in retail spaces and online. Changing lifestyles and Western cuisine influences have invigorated the snacking culture, paving the way for gourmet and premium snack attributes. Organic offerings, devoid of artificial preservatives and additives, are also gaining ground.

Manufacturers such as Old Dutch Foods are innovating with low-calorie snacks, and gluten-free variations are becoming increasingly prevalent. E-commerce platforms further complement market growth by granting easy access to a myriad of healthy snack options.

Key Companies Making Waves

The global pretzel market is home to many key players, such as Campbell Soup Co., Focus Brands LLC, General Mills Inc., and Herr Foods Inc. With the addition of companies like Intersnack Group GmbH Co. & KG, J and J Snack Foods Corp., and Kellogg Co., the industry is bustling with competition and innovation.

Mars Inc., Mr. Pretzels, Old Dutch Foods Ltd., and PepsiCo Inc. further populate the landscape, along with emerging contenders like Quinn Foods LLC and Real Food From The Ground Up. The market is enriched by the presence of Soft Pretzel Franchise Systems Inc., The Hershey Co., Tyson Foods Inc., and Utz Brands Inc. These companies, together with WE'RE ROLLING PRETZEL CO. and Wetzels Pretzels LLC, are collectively shaping the future of the pretzel industry.

Segment Analysis: The Salted Pretzel Phenomenon

Delving into the segment of salted pretzels specifically, it’s evident that the retail sector, supplemented by online platforms, serves as a significant distribution channel for this snack category. Flavor diversity and product variations extend the reach of salted pretzels beyond their savored traditional taste. Evolving consumer preferences underscore the demand for premium and gourmet snacks, with health-oriented products gaining significant momentum.

E-commerce platforms effortlessly cater to the increased preference for portable snacking, featuring a broad spectrum of health-conscious pretzel options. Regional tastes are not left behind, as manufacturers continuously adapt to create regional and healthier alternatives in line with consumer expectations.

For comprehensive market segmentation analysis with geographical insights inclusive of forecast data from 2024 to 2028 and historic data from 2018 to 2022, interested parties can Download a Sample Report.

The Vast Array of Pretzel Products

The pretzel market is abundant with variations: from classic twisted and baked delicacies relished as street food to the delightful contrast they offer with their soft exteriors and crunchy interiors. An assortment of toppings like mustard and cheese augment their desirability. Pretzel sticks, bites, dogs, rolls, sandwiches, twists, knots, and braids provide a rich diversity catering to a variety of consumer preferences and occasions.

Market Research Summary

Guiding through the expanse of the Pretzel Market, this industry represents the global production, supply, and consumption of these savory twisted dough snacks. The pervasive appeal of pretzels, attributable to their unique taste and versatility, intersects various consumer segments. Supermarkets, convenience stores, foodservice outlets, and online retailers all contribute to the distribution of pretzels, which can be enjoyed as solo snacks or paired with various dips, spreads, and beverages.

The market's momentum is sustained by an escalating consumer penchant for convenient, delightful snacking options, a burgeoning health awareness trend, and an expanding foodservice sector. Furthermore, ongoing flavor innovation and diverse product offerings act as catalysts for continued market growth.

Table of Contents Overview

For those seeking to delve deeper into the detailed dynamics of the pretzel market, the report offers a structured breakdown. The contents include:

  1. Executive Summary
  2. Market Landscape
  3. Market Sizing
  4. Historic Market Size
  5. Five Forces Analysis
  6. Market Segmentation by Type, Distribution Channel, and Geography

The further sections cover:

  1. Customer Landscape
  2. Geographic Landscape
  3. Drivers, Challenges, and Trends
  4. Company Landscape
  5. Company Analysis
  6. Appendix

About Technavio: The Pioneers of Market Research

Technavio stands at the forefront as a global technology research and advisory firm. Their cutting-edge research zeroes in on burgeoning market trends, yielding actionable insights that buttress businesses in pinpointing market opportunities and honing their competitive stances. Their research arsenal encompasses over 17,000 reports, addressing 800 technologies across 50 countries.

With a clientele ranging from SMEs to over 100 Fortune 500 companies, Technavio's in-depth coverage, scrupulous research, and insightful market analyses assist clients in navigating and triumphing in fluctuating market landscapes.

Contacts & Further Information

For any press inquiries or additional information regarding this market research, contact Technavio Research:

Jesse Maida, Media & Marketing Executive US: +1 844 364 1100 UK: +44 203 893 3200 Email: [email protected] Visit the Technavio website at for further details.

Final Takeaways

As encapsulated in Technavio's expansive research, the pretzel market embodies a dynamic and continuously advancing domain. Through a meticulous examination of market trends, segmentation, and challenges, it is evident that opportunities for growth and innovation are abundant. The progressive movement towards more health-conscious options, coupled with technological advancements in e-commerce and packaging, position the global pretzel market on a trajectory poised for significant expansion in the foreseeable future.

(SOURCE Technavio)

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