Pretzel Sales Benefit From Pandemic Shopping Trends, But Also From Healthy Halo

October 13, 2020: 12:00 AM EST

Market data from industry researcher IRI confirm the huge impact the coronavirus has had on stay-at-home snacking generally, and surprisingly on pretzels, which trailed some other snack categories in previous years. Heading into 2020, dollar sales of pretzels grew as volumes declined, mainly because of price increases. That trend was altered heading into May 2020, however, with dollar sales growing 20 percent. IRI projects that the category will grow 13 percent in the remainder of the year. After a lot of stockpiling, consumers are no longer facing shortages, and have added pretzels – soft and hard, large and bite-size – into their snacking mix as a more healthful alternative. Opportunities to keep pretzel sales growing beyond the pandemic may lie in that perceived healthier halo, IRI says.

Nico Roesler, "Consumers have renewed interest in soft and hard pretzels", Supermarket Perimeter, October 13, 2020, © SOSLAND PUBLISHING COMPANY

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Pretzel Sales Benefit From Pandemic Shopping Trends, But Also From Healthy Halo

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