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Pretzel Statistics and Trends

Compiled by the Staff of the Ruth Emerson Research Library (2013 and previous years by the American Institute of Baking).

The following document is a compilation of general information on white bread market statistics and trends and related topics. These citations were recovered from AIB in-house databases, and represent original work by AIB personnel. Every effort is made to ensure accuracy, but AIB accepts no liability for content of this resource list.

Sources of information on publicly held companies
The EDGAR database provides access to company documents filed with the U.S. Securities and Exchange Commission (SEC). Its primary purpose is to increase the efficiency and fairness of the securities market for the benefit of investors, corporations, and the economy by accelerating the receipt, acceptance, dissemination, and analysis of time sensitive corporate information filed with the agency. Please note that EDGAR filings are posted to the SEC site 24 hours after the date of filing.

Economic Census Reports
The Economic Census report are published every five years by the U.S. Census Bureau.   The most recent Economic Census is for 2007 available at: The 2012 Economic Census will not be avialable until  2014 or later.

2002  Industry Series Reports on Manufacturing available from this link.   The Economic Census report replaced the Census of Manufacturers Report.  Topics for reports include:  Flour Milling, Rice Milling, Wet Corn Milling,  Soybean Processing, Other Oilseed Processing, Breakfast Cereal Manufacturing, Chocolate and Confectionery Mfg From Cacao Beans, Confectionery Manufacturing From Purchased Chocolate, Nonchocolate Confectionery Manufacturing, Retail Bakeries, Commercial Bakeries, Frozen Cakes, Pies, and Other Pastries Manufacturing, Flour Mixes and Dough Manufacturing From Purchased Flour, Dry Pasta Manufacturing, Tortilla Manufacturing, and Other Snack Manufacturing. 

The most recent Economic Census is for 2007 available at: The 2012 Economic Census will not be avialable until  2014 or later.

Previous years census reports can also be found at the following links:


Monthy "Market Trends" in Snack Food & Wholesale Bakery.  Recent reports include:
    "Pretzels," August 2010, p. 41, 42, 44
    "Pretzels," March 2008, p. 20-22.

Monthly "Market Sweep Reports" in Snack Food & Wholesale Bakery (previously Snack Food). Recent reports include:
    "Pretzels," December 2004, 12, 13
    "Pretzels and Crackers," December 2003, p. 14, 16
    "Pretzels," April 2001, p. 18, 20
    "Pretzels," December 2000, p. 14
    "Pretzels," January 1999, p. 20, 22

"Pretzels: Crispy and Crackery, " by Shane Whitaker in Snack World, Vol. 6, No. 2 (May 2013), p. 22-24. Part of the 2013 State of the Snack Food Industry report that focuses on the cracker segment of the snack food market. In 2012, pretzel sales grew 0.5% to 696.1 million with volume sales decreasing 2.2% to 22.9 million lbs. Includes a chart entitled "Top Pretzel Brands" which includes: dollar sales, unit sales, and volume sales (Infoscan Reviews, Total U.S. FDMX, 52 weeks ending Feb. 24, 2013). Special trends covered in this article include: flat pretzels, flavors, and health profile.

"Pursuing the Perfect Pretzel," by Romy Schafer in  Snack Food & Wholesale Bakery, July 2012 (Vol. 101, No. 7). p. 36-38.  Part of the 2012 State of the Industry report focusing on the pretzel market.

2012 Pretzel Statistics

"Pretzel Party of Fun," by Hartman, Lauren R. in  Snack Food & Wholesale Bakery, July 2011 (Vol. 100, No. 7), p. 32, 34, 36, 38-39.

2011 Pretzel Statistics

"Twist and Shout,"by Deborah Cassell in Snack Food & Wholesale Bakery, June 2007 (Vol. 96: No. 6) p. SOI-51-SOI-52, SOI-54.  Part of the 2007 State of the Industy report.  According to data obtained from market research companies, 2006 sales of pretzels were $1,334.3 million.  New introductions in the pretzel category include products that are all-natural, organic and low sodium. Highlights new products introduced by Kettle Foods, Snyder's of Hanover, Benzel's Bretzel Bakery, Utz Quality Foods, The Snack Factory, and Frito Lay.  Includes a table with the dollar sales and dollar shares of the top 5 brands of pretzels.

2007 Pretzel Statistics

"Don't vote them off the island," in Snack Food & Wholesale Bakery's Annual State of the Snack Food Industry Report, June 2001 (Vol. 90, No. 6), p. SI-52-SI-53. 
      The pretzel segment of the snack food market has decline 2.2% from the same time period a year ago.  The decline has dollar sales for pretzels at $561.4 million on unit sales of  281.4 million according to data obtained from Information Resources Inc.  The article includes a table listing sales of the top 20 brands of pretzels. 

"Branded pretzel category records outstanding growth" by Ketih Seiz in Baking Management, March 2003 (Vol. 7, No. 3), p. 16, 18. 
      Gives sales of the top 10 pretzel brands for the 52 week period that ended December 29, 2002.  Total sales for the pretzel category during this time period was $564 million dollars and unit sales of $334 million. 

Top 10 pretzel brands
Brand Name Dollar Sales Unit Sales
Rold Gold (Frito Lay) 174,402,720 97,705,144
Snyder's of Hanover 148,023,888 78,962,216
Private Label 59,662,232 47,22,696
Utz 24,452,742 13,955,025
Combos 15,948,509 9,749,940
Bachman 13,432,080 7,756,475
Herrs 12,410,893 7,991,214
Jays 9,938,104 5,631,347
Old Dutch 9,488,135 5,081,851
Pepperidge Farm Goldfish 9,170,594 5,368,210

"Twist & Shout," by Molly Strzelechi in Snack Food & Wholesale Bakery, December 2003 (Vol. 92, No. 12).   This market sweep report focuses on pretzels and crackers.   According to data from the market research company Information Resources Inc., dollar sales of pretzels for the 52 week period that ended October 5, 2003, were $574.8 million or an increase of 0.9%   Crackers sales for the same time period were $3,423 million.   Sales are from supermarkets, drug stores and mass merchanders (not including Wal-Mart). 

Top Ten Pretzel Brands

Brand Name

Dollar Sales (in millions)
Rold Gold $176.1
Snyders of Hanover 153.1
Private Label 61.3
Utz 28.2
Combos 20.6
Bachman 15.5
Herrs 13.2
Pepperidge Farm Goldfish Pretzels 10.4
Jays 8.6
Anderson 7.6

Source: Information Resources Inc., supermarkets and mass merchandisers
excluding Wal-Mart
in Snack and Wholesale Bakery, December 2003, p. 14

Last update June 5, 2013

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