Pretzels frequently get toted to parties as a nosh to share with other guests. Over the past 12 months, the snack category had a bit of a party of its own, it turns out. Sales of the salty snack were up for the year, with some of the leading producers experiencing impressive dollar growth. What’s more, company leaders expect the success to continue in the near future.

Market data
Pretzels had a fairly good year, judging by a rundown of the market data from Circana (Chicago) for the 52-week period ending May 18, 2025. With $2.8 billion in dollar sales, the figure represents a gain of 5.5% for the year. While unit sales were lower, indicating that inflation still has a hold on prices for the category (an ongoing challenge common to nearly every CPG food category these days), the increase of 1.8% for the same time range shows consumers are purchasing the snacks at a greater frequency.

While the performances among the top-ranked pretzel players were mixed, most were on the positive side. The companies that, unfortunately, experienced declines, were:

• Snyders Lance, the category-leading producer: $610.3 million, down 5.3%
• Frito-Lay: $149 million, a drop of 2.3%
• Mars: $101.8 million, down 20.4%

Conversely, the other ranked companies experienced increases in dollar sales for the period, ranging from slight (under 1%) to impressive and enviable. Private-label makers, for instance, took in $522.1 million, an increase of just 0.1%. Then, the other gainers included:

• Utz: $196.6 million, up 1.9%
• Unique Snacks: $26.7 million, an increase of 16.6%
• Dot’s Homestyle Pretzels: $552.5 million, up 26.1%
• King’s Hawaiian: $65.6 million, up 1,968.2%

Source: Circana OmniMarket™ Total Store View | Geography : Total US - Multi Outlet w/ C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club & Dollar Retailers) | Time : Latest 52 Weeks Ending 05-18-25

One lone producer ended up breaking even—at $22.5 million in dollar sales, Herr Foods ended up taking the exact same dollar sales figure that it did last year.

Looking back
Justin Spannuth, COO of Unique Snacks, says his company (like the pretzel category overall) has enjoyed success in previous years, though the past year was a highlight.

“Unique Snacks has seen growth year over year, every year, although 2024 has seen a higher increase than in the past,” he says. “Higher quality and flavors have driven the category.”

As has been the case across the CPG food landscape, better-for-you brands in this category typically have been seeing stronger results than their conventional snack counterparts. One of those companies is relatively new Kindling, which offers pretzels with a protein punch.

“The growth of high-protein snacking had a major influence on the snack landscape,” notes Cameron Smith, CEO and co-founder. “We’re seeing all types of consumers from busy parents to those on GLP-1 medications and adolescents managing ADHD looking for snacks that satisfy hunger, not just cravings. People want something familiar, like a pretzel, but they’re also demanding more from that snack in terms of ingredients and functionality. This intersection is where Kindling fits right in.”

Hershey’s 2021 acquisition of Dot’s Homestyle Pretzels seems to have paid off—the company has gained popularity and sales in the four years since the purchase, currently ranking second among the top-listed players in the category.

“Our pretzel strategy is grounded in a deep understanding of consumer trends, including the desire for more permissible snacking options and unmet demand for palate spaces focused on bold, complex flavors,” reveals Natalie Perera, senior director for pretzels and bold snacking with Hershey. “Consumers are also looking for ways to spend more time with friends and family, and Dot's is a strong fit for group snacking occasions.”

Companies operating in the pretzel category, notes Spannuth, have seen many of the same categories that other producers have faced in recent years, including weathering increasing business expenses, navigating challenging regulations, and tariff headaches.

However, innovation has helped companies like Unique stay on the bright side—the company recently introduced Knead ‘Ems, a line of mini pretzels.

“Understanding our company strengths and the white space in the market, we saw we could fill it with mini pretzels being one of the largest subcategories, bridging fewer, clean ingredients and higher quality baking,” he says.

When looking at ever-evolving consumer trends, Perera says, shoppers are seeking pretzels that offer variety, portion control, and convenience.

“To meet these demands, we’ve ramped up our multipack offerings, switching from bags to boxes to improve visibility and accessibility on the shelf,” she says. “Multipacks are the fastest-growing pack type in salty snacks and across total snacking, and Dot’s Homestyle Pretzels plays a key role in our multipack strategy. We recently launched new variety packs featuring Dot's Original, Parmesan Garlic, and Honey Mustard.”

Looking forward
Spannuth says the Unique team tends toward the optimistic, especially so for the upcoming year.

“Unique is always optimistic,” he states. “The category as a whole should continue to thrive for at least the next 12 months.” Spannuth adds producers looking to succeed in the coming year should look at incorporating different types of oils and keep an eye out for current and emerging challenges, although he says, “The economy seems to have stabilized, so we don’t see consumer buying habits changing too much.”

Going forward, brands like Dot’s are betting on an increasing preference for flavor variety and adventure in their product mix.

“This year, we’re introducing new bold flavors like BBQ and Buffalo, increasing brand awareness through media behind our Original flavor, and launching retail activations including March Madness and Fall Football,” she shares.

Smith surmises pretzel performance will continue to be positive—especially when it comes to snacks that offer BFY benefits.

“We expect to see a continued push toward snacks that can do more—fill you up, fuel your day, and fit your lifestyle,” he says. “The overall snacking aisle is experiencing attrition due to the fact that it lacks nutritional value and clean ingredients. We hope to play a major role in changing that and adding some category growth for our retail partners.”

While most companies foresee a bright future, that does not mean they see a road free from obstacles.

“Finding the right balance between pricing, quality, and scale will continue to be a challenge, especially for emerging brands,” Smith advises. “Costs continue to rise across the supply chain and for smaller brands without scaled margins, it will be challenging to navigate.” SF&WB

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