Global Soft Pretzel Market Size, Share, and COVID-19 Impact Analysis, By Type (Twist, Roll, Bun, Stick, Others), By Application (Ambient and Frozen), and By Region (North America, Europe, Asia-Pacific, Latin America, Middle East, and Africa), Analysis and Forecast 2023 - 2033

Global Soft Pretzel Market Insights Forecasts to 2033

• The Global Soft Pretzel Market Size Was Estimated at USD 4.16 Billion in 2023
• The Market Size is Expected to Grow at a CAGR of around 3.63% from 2023 to 2033
• The Worldwide Soft Pretzel Market Size is Expected to Reach USD 5.94 Billion by 2033
• Asia Pacific is Expected to Grow the fastest during the Forecast period.

The Global Soft Pretzel Market Size Was Worth around USD 4.16 Billion in 2023 and is predicted to Grow to around USD 5.94 Billion by 2033 with a compound annual growth rate (CAGR) of 3.63% between 2023 and 2033. The soft pretzel market is fueled by growing consumer demand for convenient, on-the-go snacks, the growing popularity of gourmet and flavored varieties, health-oriented trends such as gluten-free and low-calorie options, and the expansion of food service channels such as food trucks and kiosks. Urbanization and changing snack habits also fuel market growth.

Market Overview

The soft pretzel industry is the business of manufacturing, distributing, and selling soft pretzels, a form of baked bread product known for their knot twist shape and usually topped with coarse salt. Soft pretzels are made from raw materials consisting of warm water, yeast, sugar, salt, flour, and melted butter. The dough is ready to be shaped into cookies and then rolled into the knot. A critical step during the preparation involves soaking the rolled dough in hot water to which baking soda is added to enhance flavor and texture and create a soft interior and a crispy surface. They are brushed with food glaze when cooked and served golden brown. These are typically accompanied by coarse salt on top and also taken separately or with mustard or cheese sauce hence serving as a favorite snack for various events. Moreover, soft pretzels are deemed to be more of a nutritional value by the day since they contain very little fat and cholesterol but plenty of carbohydrates, a basic source of energy. To fulfill the changing needs and demands of customers, manufacturers are adding new and more unique varieties of peanuts and special flavors such as gluten-free food containing exquisite taste enhancers and energizing spices. Though this diversification maintains the health component for food-loving customers, the brands can open up their markets to different items to fulfill the needs of multi-diverse citizens.

Report Coverage

This research report categorizes the soft pretzel market based on various segments and regions forecasts revenue growth and analyzes trends in each submarket. The report analyses the key growth drivers, opportunities, and challenges influencing the soft pretzel market. Recent market developments and competitive strategies such as expansion, type 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 soft pretzel market.

Driving Factors

Soft pretzels are convenient to carry, eat, and indulge in while on the move, and hence a popular snack option in fast-paced, urban lives promoting its demand. They are bite-sized, perfectly mouth-feeling, and delicious for those with hectic working schedules who require an excellent snack to munch. With faster-paced daily lifestyles, demand for snacks that match these lifestyles increases. Soft pretzels, which can be found in different formats like ambient or frozen products, meet this trend, providing a convenient and tasty snack for busy consumers. The innovation of distinctive flavors and high-quality ingredients has widened the popularity of soft pretzels beyond the traditional salted ones. The growth in food trucks, kiosks, and quick-service restaurants that offer freshly baked pretzels has added to broader availability and greater consumer visibility further driving the expansion of the soft pretzel market.

Restraining Factor

Keeping quality and standardization batch to batch is always an issue as testified by manufacturers of soft pretzels due to variations in ingredients and processing methods. It poses difficulty in maintaining the ingredients' quality, which has a direct effect on pretzels' texture, taste, and appearance constraining the demand for soft pretzels market. Additionally, freshly baked soft pretzels have limited shelf life, which may pose difficulty in distribution and generate potential loss, particularly for retailers and food service operators.

Market Segmentation

The soft pretzel market share is classified into type and application.

• The twist segment dominated the market in 2023 and is projected to grow at a substantial CAGR during the forecast period.

Based on the type, the soft pretzel market is divided into twist, roll, bun, stick, and others. Among these, the twist segment dominated the market in 2023 and is projected to grow at a substantial CAGR during the forecast period.  The growth is attributed to the twisted shape is the most familiar and conventional shape of soft pretzels. Twisted pretzels are readily combinable with a range of dips, which makes them more desirable to a wider audience. They can also be produced in various sizes, ranging from mini pretzels to huge, soft, snack-sized twists.

• The frozen segment accounted for a significant share in 2023 and is anticipated to grow at a remarkable CAGR during the forecast period.

Based on the application, the soft pretzel market is divided into ambient and frozen. Among these, the frozen segment accounted for a significant share in 2023 and is anticipated to grow at a remarkable CAGR during the forecast period. The segmental growth is due to frozen soft pretzels providing unmatched convenience to consumers. They can be conveniently stored at home, have a long shelf life, and can be reheated whenever needed, enabling consumers to enjoy a fresh-tasting pretzel without having to go to a food stand or bakery. Frozen soft pretzels enjoy a far longer shelf life than ambient or fresh ones, which makes them suitable for retailers and consumers alike.

Regional Segment Analysis of the Soft Pretzel Market

• North America (U.S., Canada, Mexico) 
• Europe (Germany, France, U.K., Italy, Spain, Rest of Europe)
• Asia-Pacific (China, Japan, India, Rest of APAC)
• South America (Brazil and the Rest of South America) 
• The Middle East and Africa (UAE, South Africa, Rest of MEA)

North America is anticipated to hold the largest share of the soft pretzel market over the predicted timeframe.

North America is anticipated to hold the largest share of the soft pretzel market over the predicted timeframe. Soft pretzels possess a rich cultural heritage, particularly in American cities such as Philadelphia, where the city's famous pretzels are located. Soft pretzels are often linked with sporting events, festivals, and street food, hence a universally recognized and highly sought-after snack. Soft pretzels can be found extensively in supermarkets, particularly frozen pretzels, which provide ease of use and longer shelf life. This provides consumers with an opportunity to enjoy soft pretzels at home, furthering their popularity.

Asia Pacific is expected to grow at a rapid CAGR in the soft pretzel market during the forecast period. The increasing popularity of Western culture, particularly among young people in metropolitan cities, is fueling demand for global foods, such as soft pretzels. International food chains, cafes, and global snack companies are opening stores in Asia, exposing the market to soft pretzels. The rising number of international and local food service units that provide soft pretzels is deepening their penetration in the country. Mall food courts, snack bars, and quick-service restaurants are riding on this trend.

Competitive Analysis:

The report offers the appropriate analysis of the key organizations/companies involved within the soft pretzel market along with a comparative evaluation primarily based on their type of offering, business overviews, geographic presence, enterprise strategies, segment market share, and SWOT analysis. The report also provides an elaborative analysis focusing on the current news and developments of the companies, which includes type 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

• Philly Pretzel Factory
• Mr. Pretzel
• Snyder's-Lance
• Pretzelmaker
• Auntie Anne's
• Wetzel's Pretzels
• Valora Group
• J and J Snack Food
• Big Apple Pretzels
• Intersnack Group
• Doughboy's Pretzels
• Others

Key Target Audience

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

Recent Development

• In March 2025, Trader Joe's introduced Soft Pretzel Twists to their bakery department. It is prepared using a mix of barley and wheat flour, but it's quite slightly sweet. With a packet of salt accompanying each, people are asked to oven-heat before consumption.

• In March 2025, Little Caesars reintroduced its Pretzel Crust Pizza, a buttery soft pretzel crust topped with creamy cheddar cheese sauce, mozzarella, and Muenster cheese. A new stuffed crust featuring melted cheese has also been launched.

Market Segment

This study forecasts revenue at global, regional, and country levels from 2023 to 2033. Spherical Insights has segmented the soft pretzel market based on the below-mentioned segments: 

Global Soft Pretzel Market, By Type

• Twist
• Roll
• Bun
• Stick
• Others

Global Soft Pretzel Market, By Application

• Ambient
• Frozen

Global Soft 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