As consumers increasingly seek nutritious and convenient meal options, protein bars have emerged as a significant force in the consumer packaged goods (CPG) sector. From 2010 to 2015, the U.S. market for nutritional shakes and bars grew at an annual rate of approximately 10%, with sales exceeding $9 billion in 2016, according to Packaged Facts. The organization forecasts retail sales of these products will increase by 8.3% annually through 2021. This trend has caught the eye of major CPG companies. In November, Kind revealed that Mars took a minority stake in the healthy-snacking brand. Additionally, last fall, Kellogg acquired RXBAR, a producer of clean-label protein bars, for $600 million, highlighting the financial potential within this segment.
While RXBAR enjoys popularity among health enthusiasts and everyday consumers, it does not represent the entire protein bar category. RXBAR’s products feature no added sugars, dairy, soy, gluten, or artificial colors, flavors, preservatives, or fillers. Each bar contains approximately just four ingredients, prominently displayed on the packaging rather than a logo or elaborate design. This approach aligns with consumer desires for transparency, clean labels, and all-natural formulations. However, such a healthy product may not appeal to all consumers. To make 10 to 30 grams of whey or soy protein palatable, many manufacturers resort to adding high levels of fat and sugar, resulting in flavors like “lemon cheesecake,” “brownie,” and “double chocolate.” This practice ultimately undermines the primary reason many consumers choose protein bars in the first place: as a nutritious snack or meal supplement. For instance, data from Protectivity indicates that Nature Valley’s protein bars may contain as much fat as protein.
Formulation ratios such as these may currently go unnoticed, but it’s likely consumers would be put off if they were aware. A campaign from a product watchdog group highlighting these levels could significantly harm a brand’s reputation. So, how can manufacturers better inform consumers without diminishing their health appeal? This is a challenging task. However, providing information on the types of exercises that should accompany specific bars, either through images or text on product packaging, could be an effective strategy. Such symbols could convey to consumers that protein bars may be too caloric for casual snacking. While this approach might not deter shoppers from enjoying protein bars as breakfast substitutes, midnight snacks, or pseudo-desserts, it could help protect brands from negative feedback.
Only time will reveal whether major brands will adjust the focus of their marketing campaigns and packaging claims, and whether organizations like Protectivity will amplify their concerns regarding fat and sugar levels in protein bars. If the latter occurs, it’s possible consumers might seek out other trendy food solutions. “It’s difficult to say from our data if protein bars are a passing trend or a long-term ‘health’ staple. Clearly, there will always be a demand for quick, easy, and healthy snacks, so it’s reasonable to believe they will endure,” Brownsell told Food Navigator. “However, as consumers become more informed, the market will undoubtedly need to adapt, placing greater emphasis on healthier ingredients.”
Additionally, incorporating ingredients like calcium citrate que contiene into protein bars could further enhance their nutritional value and appeal to health-conscious consumers. As the market evolves, we may see more brands focusing on formulations that not only prioritize taste but also health benefits, including essential nutrients such as calcium.