United States Pretzel Market Size, Share, and COVID-19 Impact Analysis, By Product (Salted, Unsalted, and Flavored), By Type (Hard and Soft), and United States Pretzel Market Insights, Industry Trend, Forecasts to 2035

United States Pretzel Market Insights Forecasts to 2035

• The US Pretzel Market Size Was Estimated at USD 2,257.9 Million in 2024
• The Market Size is Expected to Grow at a CAGR of around 3.20% from 2025 to 2035
• The US Pretzel Market Size is Expected to Reach USD 3,193.9 Million by 2035

According to a research report published by Spherical Insights & Consulting, the United States Pretzel Market Size is anticipated to reach USD 3,193.9 Million by 2035, Growing at a CAGR of 3.20% from 2025 to 2035. The growing need for quick and healthful snacks propels the expansion of the United States' pretzel market. As worries about obesity and associated health problems grow, consumers are looking for more nutrient-dense snack options.

Market Overview

A pretzel is a baked bread product that is most often made out of dough shaped to form a knotted or twisted loop. Importantly, a brief boiling of the dough before baking is a key aspect of providing the specific flavors and qualities of pretzels. Pretzels are generally considered by consumers to be a healthy snack food since they are a relatively low-fat and low-cholesterol source of fibre and also provide useful minerals and vitamins (iron and niacin). These attributes are in line with what consumers are looking for in inexpensive and convenient nutrition in a take-and-go snacking mode, especially targeting a younger audience in this market. The U.S. pretzel market grew into a dominant position due to cultural association with pretzels, along with strong manufacturing supply chain capabilities. Pretzels are culturally prevalent in the U.S. context, using pretzels used as a purchase item, purchased at sporting events, in movie theaters, or consumed every day as an important snack item. The U.S. has many pretzel brands that have many different kinds of pretzel products, including hard and soft pretzels, flavored pretzel products, gluten-free pretzel products, and more, serving many different types of consumers. Distribution infrastructure in the U.S. has sophisticated the pretzel industry, with supermarkets, specialty store segments, and online leverage, enabling easy access to pretzel products through all retail outlets. The development of healthier varieties of pretzel products with nutritious components has resonated with consumers who are interested in one more healthful option in snacking. Manufacturers frequently use innovation with new flavors, shapes, and sizes to supply more facets to the category with new consumers. Pretzel consumers may show an inclination toward gluten-free, organic, vegan, or specialty pretzel varieties that target the health-conscious consumers. Pretzels are available in unique formats, such as sweet or savoury pretzels or at a premium snack level, and can enhance appeal for various consumer segments. Each new variety of pretzel helps increase the attractiveness of the pretzel, while helping maintain current customers or attract new ones.

Report Coverage

This research report categorizes the market for the United States pretzel market based on various segments and regions, and forecasts revenue growth and analyzes trends in each submarket. The report analyses the key growth drivers, opportunities, and challenges influencing the United States' pretzel market. Recent market developments and competitive strategies such as expansion, product launch, development, partnership, merger, and acquisition have been included to draw the competitive landscape in the market. The report strategically identifies and profiles the key market players and analyses their core competencies in each sub-segment of the United States pretzel market.

Driving Factors

The growth of the United States' pretzel market is fueled as disposable incomes rise, and urbanization has contributed to marked changes in consumer habits. More people are choosing premium snack options, including pretzels, in response to these shifts. In the US, growing middle-class populations are increasingly health-oriented and willing to spend more of their disposable income on nutritious options of food products. With this trend, the pretzel industry's growth potential increases. Wealthy consumers will typically look for higher quality snacks that engage taste while incorporating nutrition, driving higher consumer demand to purchase pretzels.

Restraining Factors

The United States pretzel market faces obstacles, like the continuous demand for innovation in the pretzel market can result in high fixed costs to manufacturers, as creating new flavors or healthier types typically requires significant costs on research and development.

Market Segmentation

The United States' pretzel market share is classified into product and type.

• The salted segment held the largest market share in 2024 and is expected to grow at a remarkable CAGR during the forecast period.

The United States pretzel market is segmented by product into salted, unsalted, and flavored. Among these, the salted segment held the largest market share in 2024 and is expected to grow at a remarkable CAGR during the forecast period. The coarse salt that is placed on top of the dough before baking gives it a salty flavour that drives the section. Salt is the flavor enhancer, salt is the textural sensation, and salted pretzels are a pleasurable snack for many consumers of all ages. Salted pretzels are multi-functional pieces of food for various occasions, from watching TV at home, informal snacking, to eating with beer at festivals and cultural occasions. The convenience of being ready-to-eat and a simple ingredient list, water, salt, flour, and yeast make salted pretzels a quick snack that is relatively healthy compared to other high-calorie snacking options. Third, an increase in demand for low-fat nutrient nutrient-dense snacks strengthens the rising pretzel example, especially considering there are more potential consumers in the U.S. health-conscious consumer market who see pretzels as a healthier snack alternative to potato chips or other fried snacks.

• The hard segment held the highest revenue share in 2024 and is expected to grow at a significant CAGR during the forecast period.

Based on the type, the United States pretzel market is segmented into hard and soft. Among these, the hard segment held the highest revenue share in 2024 and is expected to grow at a significant CAGR during the forecast period. Hard pretzels are gaining more popularity because of their convenience and practicality. Hard pretzels have a longer shelf life than soft pretzels, which means less space and time is needed for storage because soft pretzels do not have as durable a shelf life. The durability is similar to the user demand for food products that can be stored longer at home with no loss of quality. Additionally, hard pretzels have a known crunchy bite, which further elevates the status of pretzels as the go-to snack. Because they just contain a few basic ingredients (flour, water, yeast, and salt), hard pretzels are known to be a healthier snack alternative than fried and other high-calorie snacks, as an alternative to modern eating, and the consumer's need for healthy eating. Furthermore, customers now have greater access to hard pretzels than ever before because of the growth of organised retail and e-commerce outlets.

Competitive Analysis:

The report offers the appropriate analysis of the key organizations/companies involved within the United States pretzel market, along with a comparative evaluation primarily based on their product offering, business overviews, geographic presence, enterprise strategies, segment market share, and SWOT analysis. The report also provides an elaborate analysis focusing on the current news and developments of the companies, which includes product development, innovations, joint ventures, partnerships, mergers & acquisitions, strategic alliances, and others. This allows for the evaluation of the overall competition within the market.

List of Key Companies

• Wise Foods
• Wetzel’s Pretzels
• Pretzel's Incorporated
• J&J Snack Foods Corp
• MARS
• PepsiCo, Inc.
• The Campbell Soup Company (Snyder’s of Hanover)
• Utz Brands (Zap's, Utz, Bachman)
• Others

Key Target Audience

• Market Players
• Investors
• End-users
• Government Authorities 
• Consulting and Research Firm
• Venture capitalists
• Value-Added Resellers (VARs)

Market Segment

This study forecasts revenue at the United States, regional, and country levels from 2020 to 2035. Spherical Insights has segmented the United States pretzel market based on the below-mentioned segments:

United States Pretzel Market, By Product

• Salted
• Unsalted
• Flavored

United States Pretzel Market, By Type

• Hard
• Soft