Global Pretzel Market

Pretzel Market Summary

The Global Pretzel Market Size Was Estimated at USD 6.57 Billion in 2024 and is Projected to Reach USD 9.43 Billion by 2035, Growing at a CAGR of 3.34% from 2025 to 2035. The market for pretzels is booming because of the growing need for ready-to-eat, convenient snacks, the preference for baked over fried snacks due to health concerns, the development of new flavours for products, the expansion of distribution channels, and the growing appeal of pretzels among Gen Z and millennial consumers globally.

Key Regional and Segment-Wise Insights

• In 2024, the North American pretzel market held the largest revenue share of 40.56% and dominated the global market.
• In 2024, the salted segment held the highest revenue share of 61.4% and dominated the global market by product.
• With the biggest revenue share of 75.1% in 2024, the hard segment led the worldwide market by type.

Global Market Forecast and Revenue Outlook

• 2024 Market Size: USD 6.57 Billion
• 2035 Projected Market Size: USD 9.43 Billion
• CAGR (2025-2035): 3.34%
• North America: Largest market in 2024

The pretzel market includes multiple baked snack products which start from dough and form into special knots or sticks that offer both savoury, sweet, and salty taste options. The snacks have gained global popularity because of their crunchy texture and their easy-to-carry packaging. This makes them suitable for eating while travelling. The market shows potential for growth because consumers choose baked snacks instead of fried ones, while snacking frequency increases, and they seek out new taste experiences. The expansion of retail outlets, including supermarkets, convenience stores, and online marketplaces, leads to higher sales numbers and better product availability. The market receives its power from Gen Z and millennials who want to try different, delicious snack choices.

The pretzel market has undergone a major transformation because of technological progress, which has resulted in better baking techniques, flavour development, and packaging solutions that enhance product quality and extend shelf life. The production process maintains standard operational efficiency and hygienic standards through its use of automated systems and modernised equipment. The market for health-conscious consumers exists because whole grains and reduced-sodium products meet their dietary requirements. The government maintains consumer confidence through its enforcement of food safety regulations and its oversight of product quality standards and labelling requirements. The worldwide market expansion depends on programs that back clean-label and sustainable products. These programs motivate companies to adopt environmentally responsible practices.

Product Insights

The salted segment led the pretzel market in 2024 with the largest revenue share of 61.4%. Salted pretzels maintain their position as the top snack because they deliver crunchy and savoury flavours that consumers continue to enjoy. Salt content at the right level creates a better taste while maintaining the basic classic taste, which works for most people. Salted pretzels have a wide distribution through supermarkets, convenience stores, and vending machines. This makes them easily accessible to consumers. The segment gains further market share because it holds a major position in snack mixes and ready-to-eat snacks. The salted pretzel market continues to grow because producers develop new products that offer different salt levels and taste combinations, which maintain customer interest.

The flavored segment of the pretzel market is expected to grow at the fastest CAGR during the forecast period because consumers want to try new and different taste experiences. The increasing need for snacks that go beyond traditional flavours has caused Pretzel Market and other companies to create numerous flavored pretzel options, which include salty, sweet, spicy, and gourmet selections. The trend exists because people want delicious on-the-go snacks that match their evolving taste requirements. These include young consumers and health-minded people who want indulgent yet nutritious foods. The expansion of worldwide snacking occasions drives companies to achieve market dominance through strong marketing and product differentiation strategies.

Type Insights

The hard segment led the pretzel market with the largest revenue share of 75.1% in 2024. The popularity of hard pretzels results from their extended shelf life and their universal appeal as a crispy snack, which people enjoy. Hard pretzels are a mainstay in both retail and foodservice channels because they are well-liked as portable snacks and frequently paired with dips and drinks. The market receives innovative products from manufacturers who deliver various taste options, design choices, and health-conscious alternatives to boost consumer interest. Hard pretzels maintain their market dominance because they prove their worth through their adaptable nature and durable quality. Marketers keep promoting through their marketing and distribution activities. The category generates most of the revenue, which proves its market dominance in pretzel sales.

The soft segment of the pretzel market is expected to grow at the fastest CAGR during the forecast period because consumers seek chewy, fresh, bakery-style snacks. Soft pretzels, as opposed to hard pretzels, provide a more decadent and adaptable snacking experience. The food is normally served hot with various dips and toppings. Foodservice establishments, including bakeries, cafes, and quick-service restaurants, drive the increasing demand for soft pretzels. The market now offers a diverse range of soft pretzel products, which include stuffed varieties and flavoured options and healthier alternatives to attract more customers. The soft pretzel market segment experiences rapid growth because consumers prefer premium artisanal products that fit their active eating habits.

Regional Insights

The pretzel market is dominated by the North America region by holding the largest revenue share of 40.56% in 2024. The region leads the market because of its strong brand presence and extensive distribution systems, and its consumers desire innovative and convenient snack solutions. The snack reaches many people because pretzels come in hard and soft varieties, which attract both kids and adults. The market growth has been supported by the rising popularity of tasty and health-conscious snack products. The pretzel market in North America experiences strong growth because of its mature retail and food service sectors and increasing snack consumption, and busy daily routines. The current market dominance will continue to exist throughout the forecast period.

Asia Pacific Pretzel Market Trends

The Asia Pacific pretzel market is expected to grow at a significant CAGR during the forecast period because of increasing urbanisation, rising disposable incomes, and shifting consumer habits. Younger populations have started snacking more, which creates a growing demand for pretzels and other fast, tasty, innovative snack choices. The region's market growth receives support from its increasing number of organised foodservice chains and expanding retail network. Businesses create healthier regionalised flavours to fulfil various customer needs. This helps them reach wider market segments. The Asia Pacific pretzel market experiences rapid growth because consumers learn about Western snacks and international food trends spread across the region, which makes it a major global expansion opportunity.

Europe Pretzel Market Trends

The European pretzel market experiences consistent growth because of the strong snack culture and customer demand for numerous innovative snack choices. The market maintains stability because German pretzels enjoy enduring popularity in their native country. This established pretzels as a traditional German food. The increasing number of consumers who care about their health drives companies to make tasty yet nutritious pretzel varieties, including whole grain, low-fat, and gluten-free options. The growth of modern retail outlets and foodservice establishments across Europe improves market reach and product distribution capabilities. The frequency of snacking has increased because of shifting daily routines and urban growth. The European pretzel market will experience ongoing expansion throughout the forecast period because of premiumization, together with product development.

Key Pretzel Companies:

The following are the leading companies in the pretzel market. These companies collectively hold the largest market share and dictate industry trends.

• PepsiCo, Inc.
• Herr Foods Inc.
• J&J Snack Foods
• Mars Inc.
• Conagra Foods
• Focus Brands
• Pretzels Inc.
• Conagra Foods
• Wetzel's Pretzels
• Mr. Pretzels
• General Mills Inc.
• Utz Brands
• Wise Foods
• Others

Recent Developments

• In August 2025, in the UK, Snyder's of Hanover launched its Pretzel Pieces, which came in four varieties: Jalapeño, Hot Buffalo Wing, Honey Mustard & Onion, and Cheddar Cheese.  At retail, each 110g bag costs GBP 2.50.
• In April 2025, The Hershey Company launched a product called Reese's Filled Pretzels into the US market.  This product featured a crunchy pretzel exterior together with the brand's distinctive peanut butter.  Three handy pack sizes of Reese's Filled Pretzels were introduced: 5-ounce bags for on-the-go eating, 9-ounce pouches for individual indulgence, and 18-ounce jars for sharing.

Market Segment

This study forecasts revenue at global, regional, and country levels from 2020 to 2035. Decision Advisors has segmented the pretzel market based on the below-mentioned segments:  

Global Pretzel Market, By Product

• Salted
• Unsalted
• Flavored

Global Pretzel Market, By Type

• Hard
• Soft

Global Pretzel Market, By Regional Analysis

• North America
  • US
  • Canada
  • Mexico
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • Russia
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Rest of Asia Pacific
• South America
  • Brazil
  • Argentina
  • Rest of South America
• Middle East & Africa
  • UAE
  • Saudi Arabia
  • Qatar
  • South Africa
  • Rest of the Middle East & Africa