# Pretzel Popularity The German baked bread is revamped in various forms. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Oct 8, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/pretzel-popularity ## Key Figures - Trend score: 3.0/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Apr 5 to Oct 8, 2019 - Published: Oct 8, 2019 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Pretzel Popularity trend ### 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. ### 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. ### 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. ## What the Pretzel Popularity trend means for industry ### For 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 for Pretzel Popularity Trend score 3.0 out of 10, from popularity 48%, activity 33%, freshness 9%. - Popularity: 48% - Activity: 33% - Freshness: 9% ## Examples of the Pretzel Popularity trend 5 featured examples from Apr 5 to Oct 8, 2019. - [Meaty Pretzel Bun Burgers](https://www.trendhunter.com/trends/pretzel-haus-pub-burger): Culver’s Pretzel Haus Pub Burger is Here for Oktoberfest (Category: Lifestyle) Implication: 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. - [Pretzel Crust Pastries](https://www.trendhunter.com/trends/pop-tarts-pretzel): The Pop-Tarts Pretzel Has a Salted Pretzel Crust and a Sweet Filling (Category: Lifestyle) Implication: The bakery industry can capitalize on the salty-sweet trend by creating innovative pretzel-based pastries, desserts, and snacks. - [Hefty Pretzel Bun Burgers](https://www.trendhunter.com/trends/pretzel-bacon-king): Burger King is Selling a New Pretzel Bacon King in Canada (Category: Lifestyle) Implication: 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… - [Salty-Sweet Caramelized Bars](https://www.trendhunter.com/trends/hersheys-gold): HERSHEY'S GOLD Bar Mixes Flavors and Textures for the Ultimate Treat (Category: Lifestyle) Implication: Opportunity for confectionery companies to create and market innovative dessert bars with unique flavor combinations. - [Autumnal Pumpkin Spice Pretzels](https://www.trendhunter.com/trends/pumpkin-spice-pretzel-bites): Pretzelmaker is Serving Up Pumpkin Spice Pretzel Bites This Fall (Category: Lifestyle) Implication: Opportunity for food and beverage industry to capitalize on consumer demand for seasonal and innovative flavors. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)