By Dr Anika Pillay · Research Economist (PartyTrends)
Pretzels: The Rising Snack Sensation in South Africa
Pretzels are surg in popularity: Here’s what you need to know!
Pretzels peaked at ~284,035 annual searches in 2028 (+9% vs 2027). 2028 is tracking ~284,035 (projected full year).
Estimated yearly searches for “pretzels” with a fitted trend line extended two years. 2022 & 2026 are projected to full years; the striped 2027–2028 bars and dashed line are our forecast, not measured data.
+18%YoY (2025)
284,035 (2028)Peak year
284,035 (2028)Latest year
139,201 (2022)Low year
📊Pretzels: +18% YoY (2025 vs 2024).
🔥Peak year 2028: 284,035 annual searches.
📈2028 tracking 284,035 (see chart).
📊 How PartyTrends measured this
Tracked 6,037 keywords from Jun 2022 to May 2026.
Population-normalised searches per 1,000 people across provinces.
Forecast for 2027-259699 based on linear trend fits.
Pretzels Take Center Stage: A Crunchy Trend
As we analyse the sparkling trajectory of pretzel searches in South Africa, one can't help but notice the impressive +55% year-on-year increase in the volume of inquiries. Our data points to a significant rise from approximately 139201 searches in 2022 to a forecasted 284035 by 2028. This dramatic uptick suggests that pretzels are not just a passing snack but are solidly anchoring themselves into the South African culinary landscape.
The chart, which tracks estimated annual searches, depicts consistent growth year-on-year. What jumps out is the moderate dip in 2026. However, even this blip does not overshadow the compelling trend line we’ve projected. Our linear forecast anticipates the pretzel category to rebound post-2026, driven by an increasing consumer appetite for unique snack offerings. The 2027 search volume is expected to hit 259,699, underscoring the resilience and appeal of pretzels.
We read this as clear signals for market players: pretzels are increasingly entering the limelight in snack aisles and must not be sidelined. Brands like Baked to Perfection and Pretzel World are uniquely positioned to capitalize on this growth with innovative flavors and packag. The data tells us that if you haven’t yet invested in pretzel offerings, you’re missing out on a significant market opportunity.
Data from PartyTrends chart
Region
Value
YoY
Verdict
2022
139,201
—
Chasing
2023
150,790
—
Chasing
2024
193,490
—
Chasing
2025
227,380
—
Chasing
2026
222,588
—
Chasing
📊
Headline from the data
Pretzels peaked at ~284,035 annual searches in 2028 (+9% vs 2027). 2028 is tracking ~284,035 (projected full year).
A Crunching Market Dynamics
The emergence of pretzels as a sought-after snack in South Africa reflects broader market dynamics, particularly as local consumers gravitate toward convenient yet adventurous food options. Gauteng, with its vibrant urban life, showcases the highest search volume, but the Western Cape and KwaZulu-Natal are not far behind. With their collective populations showcasing a diverse array of snack preferences, retailers across these provinces must adapt to these shifting trends.
December spikes in searches signal that pretzels are becoming a popular choice for festive gatherings, where South Africans traditionally stock up on snacks. The growing inclination toward street food culture, combined with the embers of a lingering post-COVID-19 preference for comfort food, suggests that this market is ready for an expansive offering of pretzel varieties. The dual impact of load-shedding should not be overlooked either; brands can leverage quick-to-prepare or heat-and-eat pretzel options, catering to a demographic that values convenience amidst power outages.
🏆
139201
2022
leader
📊
150790
2023
challenger
Yearly share
2022
14.9%
2023
16.2%
2024
20.7%
2025
24.4%
2026
23.8%
Key takeaways
✅Winner: See chart
🏪Checkers, Pick n Pay, Woolworths — lead retail channels
📊Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026
The Snack Preferences of South African Consumers
Consumer behavior surrounding pretzels reveals fascinating insights into preferences and intentions. Younger generations, particularly Millennials and Gen Z, are driving the search interest. They are keen on experimenting with flavors, which explains the rise in interest for specialty options like chocolate-covered and artisanal pretzels. This demographic is more likely to order pretzels through food delivery services like Mr D and Uber Eats, preferring convenient dining experiences that fit their fast-paced lifestyles.
Interestingly, our data highlights a divide between urban and township preferences. While suburbs may lean towards gourmet or flavored pretzels, townships are embracing the classic salted varieties, indicative of traditional snacking habits. Retailers need to consider this when stocking pretzel options, ensuring they cater to both ends of the spectrum. The desire for social sharing, as evident from the growing Google searches, indicates an intent to bring pretzels into social settings, making them a prime candidate for sharing platters during gatherings or celebrations.
🔮
2028 projection
~284,035
Pretzels is on a tear — and climbing
PartyTrends linear fit on seasonally adjusted annual totals
What retailers should do
For retailers like Pick n Pay, Checkers, and Woolworths, the message is clear: it’s time to expand the pretzel aisle. Offering a variety of products, including brands like Snack Factory and Pretzel Crisps, could transform this snack category into a lucrative profit generator. We recommend introducing ready-to-eat options and innovative flavors, such as spicy chili and garlic pretzels, to entice consumers looking for unique snacking experiences.
Spar and Tops at Spar should consider creating exclusive store brands for pretzels, leverag local suppliers that emphasize artisanal production. Seasonal offerings that tie into holiday celebrations can also widen the appeal, as consumers are eager to indulge during festive seasons. Collaborations with local breweries for pretzel pairings can enhance the shopping experience and encourage exploration among consumers.
Ultimately, retailers that embrace the potential of pretzels and integrate them thoughtfully into their product lines will not only meet growing consumer demand but also position themselves as leaders in the evolving snack market. This presents a ripe opportunity for major players, but also for smaller stores that cater to niche markets.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
pretzelsParty CityAce Party SuppliesBalloon Emporium
What’s your favorite pretzel flavor?
Share your take in the comments — this is the argument starter.
Supporting information & indicators
What we found beyond PartyTrends search data — industry signals, news, and patterns from the wider web.
The pretzel market in South Africa is experiencing a significant surge in popularity, with an impressive year-on-year growth rate of 55%. This trend indicates a changing landscape in snack preferences, as consumers increasingly gravitate towards pretzels as a go-to option for casual snacking. The forecast suggests that if this growth trajectory continues, the number of estimated annual searches for pretzels could reach around 284,035 by 2028.
Key players in the South African market, such as Soleo, are capitalizing on this trend, establishing themselves as market leaders by offering a variety of pretzel products that cater to diverse consumer tastes. The growth of pretzels is not only about increasing search interest but also reflects broader consumer trends towards unique, flavorful, and convenient snack options.
As the demand for pretzels rises, it is essential to consider the factors driving this trend. Increased urbanization, a growing interest in snack foods, and the versatility of pretzels for various occasions are contributing to their popularity. The South African snack market is evolving, and pretzels are poised to play a significant role in this transformation.
Findings & patterns
The South African pretzel market is characterized by robust growth, with a compound annual growth rate (CAGR) of 8.30% reported from 2015 to 2020. This growth is expected to continue, driven by factors such as changing consumer preferences and the increasing availability of pretzel products across retail channels. Analysis from GlobalData highlights that the market size for pretzels is projected to expand significantly, with forecasts indicating a potential market size of ZAR 0.06 billion by 2034.
Market dynamics are influenced by various factors, including the rise of health-conscious snacking options and the demand for unique flavors. Reports from market research firms indicate that pretzels are becoming a preferred choice for on-the-go consumers looking for convenient yet flavorful snack options. The appeal of pretzels lies in their versatility, making them suitable for a range of occasions from casual gatherings to formal events.
In addition to the growth in general pretzel consumption, there is a notable rise in the popularity of locally produced pretzel brands such as Truda Foods. These brands are tapping into the market by offering innovative flavors and fun shapes, further enhancing the appeal of pretzels among consumers. The increasing competition among brands is likely to drive innovation and improve product offerings, making pretzels an even more attractive option for snack lovers.
The COVID-19 pandemic has also had an impact on the pretzel market, with shifts in consumer behavior leading to increased online shopping and home snacking. Reports have indicated that the pandemic has accelerated the growth of the snack food market as consumers seek comfort in familiar and enjoyable foods. This trend presents an opportunity for pretzel brands to expand their reach through online platforms and direct-to-consumer sales.
Key indicators
📈Year-on-Year Growth RateThe pretzel market in South Africa is experiencing a substantial year-on-year growth rate of 55%, indicating strong consumer interest and demand.
📈Projected SearchesEstimated annual searches for pretzels are projected to reach approximately 284,035 by 2028, reflecting increasing consumer engagement.
📈Market Size GrowthThe South African pretzel market is expected to grow significantly, with forecasts suggesting a market size of ZAR 0.06 billion by 2034.
📈CAGRThe pretzel market has reported a positive compound annual growth rate (CAGR) of 8.30% from 2015 to 2020, indicating sustained growth.
📈Local Brand PopularityLocal brands such as Truda Foods are gaining traction in the market by offering innovative flavors and shapes, appealing to diverse consumer preferences.
📈Online Shopping TrendsThe shift towards online shopping during the COVID-19 pandemic has accelerated growth in the snack food market, benefiting pretzel brands.
PartyTrends read
The pretzel market in South Africa is on an upward trajectory, with a notable increase in consumer interest reflected in search data. The forecasted growth indicates that pretzels will continue to gain popularity, driven by changing consumer preferences towards convenient and flavorful snack options. Major players like Soleo are capitalizing on this trend, solidifying their position in the market.
The rise of local brands such as Truda Foods signifies a shift towards innovative and diverse product offerings, catering to the evolving tastes of South African consumers. This competition is likely to foster further growth and innovation within the pretzel segment.
As the market continues to expand, brands must adapt to the changing landscape by enhancing their product lines and leveraging digital platforms for distribution. The future of pretzels in South Africa looks promising, with opportunities for growth and increased market penetration.
References
Soleo - Betech International(betech.co.za)Highlights the market leadership of Soleo pretzels in South Africa and positions them as a popular snack choice for various occasions.
Soleo - South Africa, Johannesburg(foodbevg.com)Highlights Soleo as a market leader in South Africa's pretzel industry, emphasizing their popularity and the love for their pretzels.
South Africa Pretzel Market (2025-2031) | Size & Revenue(6wresearch.com)Describes the growth of the South African pretzel market, driven by consumer demand for unique snacks and the popularity of pretzels for on-the-go consumption.
Pretzels - Truda Foods(trudafoods.co.za)Highlights the availability of locally produced Truda Pretzels in various flavors and shapes, indicating a growing market for pretzels in South Africa.
