When the hunger for a salty snack strikes, a U.S. consumer is more likely to reach for a pretzel these days than they are any other product in the category. Producers say a combination of factors—flavor innovations, clean-label benefits, a taste for familiar treats—are helping the twisted treats perform the rest of the pack.

Market data

Overall, salty snacks have been holding steady—according to data from Circana for the 52-week period ending December 28, 2025, the category brought in $42.5 billion. That’s an impressive number, but it represents a slight dip for the period of 0.2%. The price per unit for the category was down the same percentage, and unit sales dropped 0.1%.

However, the sale of pretzels fared better than the rest of savory snacks. With sales of $2.9 billion for the year, the twisted treats sold 3.9% more than the year before. What’s more, the average price of a pretzel purchase also increased, by 2%; also, unit sales went up 1.8%. These increases indicate snackers continue reaching for pretzels when hunger strikes.

As for the top-ranked pretzel producers, results for the period were mixed—some downs, several ups, and then some big increases. The best-selling producers were:

• Hershey-owned Dot’s Homestyle Pretzels: $606.1 million, a significant increase of 17.5%
• Snyder’s-Lance: $595.4 million, a drop of 8.7%
• Clearview Foods: $363.2 million, a 4.3% increase
• Utz Quality Foods: $199.6 million, an increase of 3%
• Frito-Lay: $152.2 million, a loss of 1.4%

Then, private-label pretzels nearly held steady for the year-long period—with sales of $519.3 million, PL brands experienced a drop of just 1.2%.

Courtesy of Uncle Jerry’s Pretzels

Looking back 

Misty Skolnick, co-owner of Uncle Jerry’s Pretzels, observes that with consumers increasingly interested in clean-label snacking, pretzels often hold an advantage for having typically short ingredient lists.

“Given the growing backlash against ultra processed food, shoppers are gravitating toward snacks that feel familiar and trustworthy, with simple ingredients and flavors they instantly recognize,” she shares. “At Uncle Jerry’s Pretzels, all of our sourdough pretzels are hand rolled, using only basic ingredients--water, flour, sourdough starter, yeast, and salt. They are baked daily, so we don’t need to use stabilizers or other additives to store them in warehouses for extended periods of time. 

Quinn specializes in filled pretzel nuggets and sticks. Recently the brand announced expansion of its products into select Costco stores. Kristy Lewis, founder and chief visionary officer of Quinn, notes the appearance in the club store’s locations speaks to the particular preferences of shoppers that prowl the aisles.

Courtesy of Hershey

“Costco shoppers are looking for snacks that deliver on taste, value, and ingredients—and they want them in formats that fit real life,” she says. “Bringing our first-of-its-kind Filled Pretzel Sticks to Costco Northeast lets us introduce more families to a snack that’s bold, satisfying, and made with real food you can feel good about.”

Many pretzel producers are playing around with flavorful launches, such as Snack Factory’s Pumpkin Spice White Crème Pretzel Crisps, and spicy Dot’s Homestyle Pretzels Buffalo. 

“As we head into a busy fall, filled with snacking moments at every turn, our new bold Buffalo flavor brings a spicy addition to the Dot’s Homestyle Pretzels lineup—perfectly timed for football season and already becoming the go-to snack for watch parties,” remarks Natalie Perera, senior director of pretzels at Hershey.

Skolnick, however, says she believes consumers gravitate toward the tried-and-true tastes they remember from days gone by.

“Nostalgia, balance, and ingredient transparency matter more than novelty right now,” she states.

What’s more, Skolnick says, pretzels—even those that are more on the high-quality end—offer consumers an appealing value for their snacking dollar.

“Despite rising food prices, the pretzel category has remained resilient as consumers look for value in the snacks they buy,” she says. “This means that consumers are moving away from cheap, mass-produced pretzels, to products that might cost them a bit more, but taste better and use better-for-you ingredients.”

Unique Snacks has been producing pretzels in a number of configurations for several generations. To bring its pretzel portfolio into the 21^st century, it recently refreshed its packaging to give it a bold, brash new look.

“Our Daringly Different branding celebrates our unwavering, century-long commitment to crafting premium, better-for-you snacks with higher quality ingredients and unmatched flavor in every bite,” says Justin Spannuth, COO at Unique Snacks. “While the packaging is getting a sharp, modern refresh, the heart of the brand remains exactly the same: deep baked-in flavor and superior crunch our loyal customers love and the competition envies.”

Looking ahead

Skolnick says Uncle Jerry’s is working on a number of things in the coming 12 months, including expanding its reach and introducing new items.

“We’re focused on thoughtful growth—expanding retail availability, leaning into seasonal assortments, and introducing new takes on our core pretzel products,” she reveals. “We’re especially excited about building out gift-friendly options and strengthening partnerships with retailers who value simple, nostalgic snacks.”

Pretzels companies also are looking to bring their products into new places and reaching consumers in alternative snacking occasions. For example, Pretzelized is introducing two of their Pretzel Snackers products (Sea Salt and Cheddar) in 2-oz bags for foodservice.

"We're excited to introduce our unique snacking experience to a new audience and are committed to providing convenient, high-quality snack options that fit today's fast-paced lifestyle,” says Sammy Kestenbaum, co-founder and CEO of Pretzelized.

Pretzel producers often incorporate advanced software tools, armloads of market data, and intensive consumer studies to keep track of what snackers prefer in their pretzels. However, Skolnick says Uncle Jerry’s also turns to something decidedly more low-tech and personal.

“We stay closely connected to our customers through partner feedback, in-store performance, and direct conversations with customers,” she reports. “In fact, my dad—Uncle Jerry—still delivers pretzels to customers in the Philadelphia area, so he gets firsthand feedback straight from the source. As a family-owned business, we rely heavily on this real-time feedback—what people are reaching for, gifting, and coming back to buy again.”