Category
Lifestyle
Assisted Choices
Trend cluster
Category
Pretzel
Popularity
The German baked bread is revamped in various forms.
3.0
Trend score
Trend
What is the Pretzel Popularity trend?
Pretzel Popularity: A recent revamp of the humble pretzel is seen in both sweet and savoury forms, across varying types of -- and industries related to -- food and snacking. Products that feature this ingredient benefit from its perceived rusticness as well as its familiarity.
Insight
The consumer insight behind the Pretzel Popularity trend
Many familiar food items -- from turmeric to coconut -- have been revamped and repositioned as star ingredients in recent years. Those that do well in North American markets tend to have origins in other continents, invoking a sense of authenticity separate from the over-processed perception of, namely, American cuisine. This is why the pretzel, with its German origins, is such a popular choice among packaged foods and within CPG, where authenticity is most needed.
Trend themes
Themes within the Pretzel Popularity trend
Three behaviours holding the trend together01
Revamped Comfort Foods
Traditional comfort foods like pretzels are being revamped and repositioned as star ingredients in various types of food and snacking products, with a focus on authenticity and innovation.
02
Flavor Cross-Pollination
Combining savory and sweet flavors such as the salty taste of peanuts and pretzels with sweet and creamy notes of caramelized creme presents opportunities for companies to push the boundaries of traditional dessert products.
03
Seasonal Flavor Offerings
Offering seasonal flavors like pumpkin spice with popular snack foods like pretzels gives consumers new ways to enjoy familiar tastes during specific times of the year.
Industry implications
What the Pretzel Popularity trend means for industry
Where the trend changes the playbookFor
Food and Snacking
The food and snacking industry is seeing a trend in revamping traditional comfort foods and flavor cross-pollination to create new innovative products.
For
CPG
CPG companies are leveraging authenticity and nostalgia to drive innovation, especially in the snack foods category.
For
Fast Food
Fast food chains like Burger King are finding success in offering familiar comfort foods like burgers served on innovative pretzel buns, especially around seasonal events like Octoberfest.
Workshop question
What is one familiar, yet exotic ingredient you can use in your brand or product?
Trend signals
Trend signals for Pretzel Popularity
Trend score 3.0 out of 10, from popularity 48%, activity 33%, freshness 9%.
Popularity48%
Activity33%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Pretzel Popularity trend
5 featured examples from Apr 5 to Oct 8, 2019CategoryLifestyle
Meaty Pretzel Bun Burgers
Culver’s Pretzel Haus Pub Burger is Here for Oktoberfest
Fast food chains can leverage the trend of pretzel bun burgers by adding them to their menus and promoting them as a unique and indulgent option for burger lovers.
CategoryLifestyle
Pretzel Crust Pastries
The Pop-Tarts Pretzel Has a Salted Pretzel Crust and a Sweet Filling
The bakery industry can capitalize on the salty-sweet trend by creating innovative pretzel-based pastries, desserts, and snacks.
CategoryLifestyle
Hefty Pretzel Bun Burgers
Burger King is Selling a New Pretzel Bacon King in Canada
The fast food industry can benefit from the trend of incorporating unique burger buns and international flavors by introducing innovative menu items that differentiate themselves…
CategoryLifestyle
Salty-Sweet Caramelized Bars
HERSHEY'S GOLD Bar Mixes Flavors and Textures for the Ultimate Treat
Opportunity for confectionery companies to create and market innovative dessert bars with unique flavor combinations.
CategoryLifestyle
Autumnal Pumpkin Spice Pretzels
Pretzelmaker is Serving Up Pumpkin Spice Pretzel Bites This Fall
Opportunity for food and beverage industry to capitalize on consumer demand for seasonal and innovative flavors.
