Pretzels are on a roll—while many snack categories have seen dollar sales flat or slightly down in recent years, pretzels have been up for several months in a row. While sales acceleration slowed this year compared to the previous 12-month period, producers are optimistic about the future.

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 05-17-25

In last year’s State of the Industry: Pretzels coverage, we shared that the category enjoyed notable growth. The most recent 52-week period ending May 17, 2026 as reported by Circana also brought good news for pretzel producers, though with a smaller percentage gain of 2.6%, bringing the category to $2.9 billion total sales.

Top-ranked producers in the category mostly saw gains, with a few losses—the highest-positioned companies were:

• Dot’s Homestyle Pretzels (a Hershey company): $627.7 million, a 13.5% gain
• Snyders-Lance: $576.7 million, a loss of 9.1%
• Clearview Foods: $509.1 million, same as the previous year

Private-label pretzels took in $509.1 for the year, a modest decrease of 1.8%.

In the related “chocolate-covered salted snack” category, news was even better—the total dollar sales of $559.2 million for the year amounted to a 11.8% increase. Leaders here were:

• DeMet’s Candy Co.: $154.5 million, up 3.5%
• General Mills: $93.6 million, up 13.5%
• Hershey: $80.2 million, an increase of 4%

The private-label products in this subcategory were up by double digits—23.1%, reaching a total of 23.1% for the period.

Looking back
Natalie Perera, senior director of marketing for pretzels and bold snacking with Hershey, says overall, savory snacks had a positive year.

“Over the past 12 months, the snack landscape has remained dynamic, shaped by continued consumer pressure on value, evolving eating behaviors, more on-the-go snacking, and a growing demand for variety, flavor, and function,” she observes. “Across salty snacks, we’ve seen resilience in the category overall, with pockets of growth led by segments that deliver bold taste, differentiated textures and strong brand identity.”

With Hershey-owned Dot’s Homestyle Pretzels topping the list of producers in the category, the brand especially had reason to celebrate among producers in the category. However, Perera says while there have been bright spots in pretzels, pretzel makers had their share of obstacles.

“One of the biggest challenges has been navigating a value-conscious consumer,” she states. “Shoppers remain highly discerning, seeking products that deliver on taste, quality and perceived value in the right pack sizes and price points.”

Yemeni Mesa, president and COO of Crisp Power Protein Pretzels, says one of the biggest impacts on snacking has been the increasing health consciousness of consumers.

“On one side, a growing segment of consumers is more nutritionally sophisticated than ever: reading labels closely, comparing macros deliberately, and holding products accountable to what they actually deliver,” she observes. “On the other side, the majority of shoppers are still moving fast through the aisle, reading the front of the package, and making decisions in seconds…not because they don't care, but because the information environment they're navigating is genuinely exhausting.”

Justin Spannuth, COO of Unique Snacks, states that various cost considerations have been pressing down and likely will continue.

“Costs and regulatory matters have been the key challenges across the board,” he notes. “Transportation costs, energy cost increases, and insurance are costs on the rise, and the regulatory landscape is quite difficult at the moment.”

Mesa also says Crisp Power has resonated well with consumers, thanks to the brand’s BFY benefits. However, that growth led to its own issues.

“The most pressing challenge was operational: scaling manufacturing fast enough to keep up with demand,” she confides. “We launched in the U.S. operating on an import model, bringing product over from our production facility abroad. That model served us well in the early stages, but as retail distribution accelerated and DTC and Amazon volume grew simultaneously, the limitations became clear: flexibility, lead times, and the ability to respond quickly to market signals.”

To help deal with those challenges Mesa discusses, Crisp Power recently opened a $15 million production facility in the U.S.

Perera says the Dot’s brand came out with a number of items over the past year, in both flavors and pack sizes.

“Dot’s Homestyle Pretzels launched new innovations this year to deliver what consumers want most: bold, dynamic flavors and satisfying textures to elevate salty snacking experiences while continuing to extend the brand into new salty snack categories. Consumers also seek snacks they can easily pack for on the go, and Dot’s now offers a smaller, single-serve 3.3-oz pack in our core. Dot’s Homestyle Pretzels Buffalo Flavored and Seasoned Twists mix buttery richness and satisfying heat, a go-to for game days, movie nights, or day-to-day snacking.”

As for Unique, the company (which has been around for about 100 years) keeps innovating. In addition to giving its brand a refresh, its Knead ‘Ems mini pretzels are a recent item introduction that is aligned with current trends.

“Sourdough is on trend and provides a different flavor and crunch than others on the market,” Spannuth observes.

Looking forward
Perera says that despite the challenges pretzel producers likely will continue to face, there are many reasons to be rosy about the future.

“We’re optimistic about the pretzel category as it continues to grow,” she says. “Bold flavors will continue to matter, with consumers also gravitating toward salty snacks that feel both bold and elevated for their favorite moments with family and friends.”

Mesa says pretzel producers have an opportunity to connect with consumers going forward by addressing their health concerns.

“Users are restructuring their snacking habits around nutritional density and smaller portions, and that population is no longer niche,” she says. “Snacks that deliver meaningful protein and fiber per bag are well-positioned here, particularly as this consumer becomes more deliberate about every eating occasion.”

Mesa continues, “What connects all three of these consumers is an underlying desire for snacks that actually do what they say—the brands that will earn lasting loyalty are the ones building products so honest and nutritionally consistent that it doesn't matter where you start reading.

I like to say that we sell health food disguised as junk food. Most of the products entering the high-protein salty snack space are selling junk food disguised as health food.”

Perera says consumers can expect to see innovation from the Dot’s brand in coming months.

“Dot’s Homestyle Pretzels Chipotle Honey will be available in fall 2026 as a limited-time offering,” she shares. “The flavor combines savory, smoky Chipotle spices with a touch of sweetness, and will roll out just in time for the fall football season.”

Mesa says Crisp Power has new flavors, new formats, and other innovations in the works. While she cannot yet reveal what the brand has in store, “What I can say is that the framework stays consistent: every new product we bring to market has to clear a high bar on nutrition—the protein, fiber, and net carb profile that Crisp Power is known for—before we even consider the flavor story. That discipline is what keeps the brand credible with the consumer segments we’re building for.” SF&WB

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