SNAC World - Official State of the Industry 2020 - 26
PRETZELS
STATE OF THE INDUSTRY
Healthy
BALANCE
A
A solid ba
base of pretzel lovers remains loyal to their
brands, and the category has seen minimal
favorite br
change in
i recent years. With the onset of coronavirus
(COVID-19), consumer snack preferences and pur(COVID-1
(COVID-19
behaviors shifted. Demand for pretzels and
chasing be
other salty snacks spiked during March, as consumers
looked to foods that were comforting and familiar.
"In the early and moderate stages of COVID-19,
we saw a consumer base in heavy stock-up mode for
their favorite snack foods and a general trend toward
more indulgence," said Mark Schreiber, executive vice
president and chief customer officer, Utz Quality Foods,
Hanover, Pa.
Pretzels posted more than $11 million in sales for the
week of March 15 alone, and sales increased by 10.1%
for the 52 weeks ending June 14, 2020, according to IRI's
quarterly report of retail sales for snacks.
Health or indulgence? Consumers want both, according to Mintel's "Salty Snacks: Impact of Covid-19 April
2020" report. They want to satisfy cravings for salty,
crunchy indulgence with lower-guilt snack options that
contribute to healthier eating.
Pretzels have historically been considered a "healthy"
snack since they are baked and not fried. However, the
increasing availability of popped or puffed snacks creates
competition. Emphasizing pretzels' health attributes and
innovation with bases and flavors can engage consumers
and keep them interested.
"Pretzels may be positioned as both an indulgent and
healthy snack," said Karl Brown, president and founder,
Pretzel Pete, Inc., Hatboro, Pa. "Trying to play both sides
is tricky, but I believe that is what many brands have been
trying to do."
Reading, Pa.-based Unique Pretzel Bakery offers its
100% Whole Grain Organic Sprouted Wheat products,
which have shown in a test performed at the University
of Scranton to have more than double the bio-availability
DOT'S HOMESTYLE PRETZELS 2018-2019
Dollar sales this 52-weeks compared
to the same period last year ($mil)
An increase of
26
SNAC WORLD 2020
$24.4
2019-2020
$69.0
183.4%
SNAC World - Official State of the Industry 2020
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