Snac World - Official State of the Industry 2022 - 40

PRETZELS
STATE OF THE INDUSTRY
THE SLEEPER
HEALTHY SNACK
New flavors allow pretzels to gain attention from
consumers looking for a healthier crunch.
T
The pretzel category has held strong to
the growth it gained during the coronavirus
(COVID-19) pandemic despite the fact that
sales are volatile within the category. The entire
category grew 5.4% in the 52 weeks ending
Dec. 26, 2021. Campbell Snacks' Snyder's of
Hanover brand continues to lead the category
with $471.1 million in sales and 4% growth for
that period.
It's in the smaller brands, however, that have positioned
themselves as the future of the category.
Dot's Homestyle Pretzels, recently acquired by The
Hershey Co., grew 37.5% from 2020 to 2021 to be
the third largest brand in the country, behind only
Snyder's and private label brands, according to
IRI. Dot's position as a leader in seasoned pretzels
indicates consumers want flavorful options when
it comes to pretzels. As pretzel companies market
themselves as a healthier alternative to
fried salty snacks, flavors will be key.
" Flavor is at the forefront of the
pretzel category's growth, " said
Valerie Oswalt, executive vice president
and president of Campbell
Snacks, which owns Synder's of
Hanover. " In the pretzel aisle, flavors
are growing four times faster than unflavored.
So in early 2020, we doubled
down on our flavors. "
Utz also saw substantial growth
for its pretzel products with an 8%
increase in dollar sales and a 5% increase
in unit sales. Much of this can
be attributed both to the company's
aggressive expansion across the
United States and its focus on developing
products that hit on major consumer
trends: filled pretzels, seasoned
pretzels and premium pretzels like
sourdough. Unique Splits saw 2.2%
dollar growth.
- Charlotte Atchley
40
SNAC WORLD 2022
CATEGORY INNOVATIONS
 Pretzels' healthier profile has gotten lost a bit in the
noise made by other snack products. Reclaiming that
messaging will offer pretzel companies an opportunity for
growth.
 Seasoned pretzels empower this category to compete
with categories that rely on frying for their crunch.
 Consumers have proven that they are willing to pay
more for higher quality in this category.
 While innovative flours are gaining ground in pretzels,
wheat-based pretzels will always anchor this category.

Snac World - Official State of the Industry 2022

Table of Contents for the Digital Edition of Snac World - Official State of the Industry 2022

Snac World - Official State of the Industry 2022 - Intro
Snac World - Official State of the Industry 2022 - 1
Snac World - Official State of the Industry 2022 - 2
Snac World - Official State of the Industry 2022 - 3
Snac World - Official State of the Industry 2022 - 4
Snac World - Official State of the Industry 2022 - 5
Snac World - Official State of the Industry 2022 - 6
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Snac World - Official State of the Industry 2022 - 12
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Snac World - Official State of the Industry 2022 - 31
Snac World - Official State of the Industry 2022 - 32
Snac World - Official State of the Industry 2022 - 33
Snac World - Official State of the Industry 2022 - 33a
Snac World - Official State of the Industry 2022 - 33b
Snac World - Official State of the Industry 2022 - 34
Snac World - Official State of the Industry 2022 - 35
Snac World - Official State of the Industry 2022 - 35a
Snac World - Official State of the Industry 2022 - 35b
Snac World - Official State of the Industry 2022 - 36
Snac World - Official State of the Industry 2022 - 37
Snac World - Official State of the Industry 2022 - 37a
Snac World - Official State of the Industry 2022 - 37b
Snac World - Official State of the Industry 2022 - 38
Snac World - Official State of the Industry 2022 - 39
Snac World - Official State of the Industry 2022 - 40
Snac World - Official State of the Industry 2022 - 41
Snac World - Official State of the Industry 2022 - 41a
Snac World - Official State of the Industry 2022 - 41b
Snac World - Official State of the Industry 2022 - 42
Snac World - Official State of the Industry 2022 - 43
Snac World - Official State of the Industry 2022 - 43a
Snac World - Official State of the Industry 2022 - 43b
Snac World - Official State of the Industry 2022 - 44
Snac World - Official State of the Industry 2022 - 45
Snac World - Official State of the Industry 2022 - 45a
Snac World - Official State of the Industry 2022 - 45b
Snac World - Official State of the Industry 2022 - 46
Snac World - Official State of the Industry 2022 - 47
Snac World - Official State of the Industry 2022 - 48
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Snac World - Official State of the Industry 2022 - 64
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