Pretzel sales in the US witness a 5.5% surge
Innovation has helped hoist pretzel sales over the past year.
USA – In the 52 weeks ended March 23, sales in the pretzel category totaled $2.75 billion, up 5.5% from the same period a year ago, while unit sales grew 1.5% year over year, according to Chicago-based market research firm Circana.
Snyder’s-Lance, Inc., a snack manufacturer based in Charlotte, North Carolina, and a subsidiary of The Campbell’s Co., is the largest player in the pretzel category, with sales of US$617.26M over the course of the 52-week period. The firm’s dollar and unit sales decreased by 4.7% and 4.6%, respectively, from the previous year.
In late 2024, the snack manufacturer introduced a new pretzel line called Pop’ums, which the company described as a snack that combines “the munchability of popcorn and the crispy crunch of pretzels into a fun-to-eat, craveable new snack.”
Pop’ums, offered in sea salt, golden mustard BBQ, and white cheddar variations, were first introduced under the Snack Factory pretzel brand, which accounted for almost half of Snyder’s-Lance’s pretzel dollar sales (US$344.80M) during the 52-week period.
Dot’s Pretzels was another top pretzel performer in the previous year. Dot’s was established in 2012 and has been expanding its product line since being purchased by The Hersey Co. in 2021.
Dot’s introduced a barbecue flavor in January. Prior to being distributed to other US retailers during the month, the pretzels were initially introduced at Target.
According to Circana, Dot’s dollar sales throughout the 52-week period came to US$536.17M, a 29% increase over the same period last year. Sales of units rose by 28%.
Another key player is Utz Brands Inc. which saw pretzel dollar sales rise 1.7% to $196.39 million from the previous year, while unit sales for the category ticked up 2.8%, according to Circana data.
This year, Utz has introduced two new pretzel products: Zapp’s Big Cheezy Sinfully-Seasoned Pretzel Stix and Utz Sour Cream & Onion Mixed Minis Pretzels.
The newest product in Zapp’s Pretzel Stix lineup, which already includes Voodoo, Jazzy Honey Mustard, and Spicy Cajun versions, is the Big Cheezy Pretzel Stix.
They feature twisted pretzels covered in Cajun flavor and cheddar cheese and come in in 1.5-oz and 16-oz packs.
Utz’s sour cream and onion mixed mini pretzel adds the “bold, acidic flavor” of the company’s sour cream and onion potato chips to its range of mixed mini pretzels, which also includes Mike’s Hot Honey and garlic butter, according to Utz.
The new product is packaged in 12-oz packets with bite-sized pretzels in waffle, ring, and twist shapes.
Unique Snacks, a company based in Reading, Pennsylvania, that specializes in creating snack products that satisfy particular dietary requirements, is another company innovating the pretzel market.
During the 52-week period, Unique Snacks’ dollar sales in the pretzel category came to $26.15 million.
Demand was noteworthy, since dollar sales increased 17% from the prior year, despite the company’s dollar sales being much lower than those of its rivals’ pretzel dollar sales, according to Circana.
Pretzel sales at Unique Snacks increased by double digits, or 15%, during that time.
Knead ‘Ems, a line of small pretzels from Unique Snacks that are vegan-friendly, Non-GMO Project-verified, and free of preservatives, were introduced in March.
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