As the demand for nutritious and convenient meal options increases among consumers, protein bars have emerged as a significant force in the consumer packaged goods (CPG) sector. This category has witnessed robust growth—between 2010 and 2015, the U.S. market for nutritional shakes and bars expanded at an annual rate of approximately 10%. By 2016, sales surpassed $9 billion, according to research from Packaged Facts, which also forecasts an annual retail sales increase of 8.3% through 2021. This surge has attracted the interest of major CPG companies. In November, Kind announced that Mars took a minority stake in the healthy-snacking brand. Last fall, Kellogg acquired RXBAR, a producer of clean-label protein bars, for $600 million, highlighting the financial potential within this segment.
While RXBAR is favored by health enthusiasts and mainstream consumers alike, it does not fully represent the protein bar category. RXBAR’s products contain no added sugar, dairy, soy, gluten, or artificial ingredients, and each bar is made with only about four ingredients that are prominently displayed on the front. This approach aligns with consumer preferences for transparency, clean labels, and all-natural formulations. However, such a healthy product may not appeal to all consumers. To enhance the taste of 10 to 30 grams of whey or soy protein, many manufacturers often add high levels of fat and sugar, branding their products with enticing names like “lemon cheesecake,” “brownie,” and “double chocolate.” This strategy, however, undermines the initial appeal of protein bars as nutritious snacks or meal supplements. For instance, Nature Valley’s protein bars reportedly contain as much fat as protein, according to data from Protectivity.
Formulation ratios like these may currently go unnoticed, but it is reasonable to assume that consumers would be deterred if they were aware of these figures. A campaign from a product watchdog group highlighting such statistics could severely damage a brand’s reputation. So, how can manufacturers effectively educate consumers without compromising their health image? This is a challenging task. One potential solution could be to incorporate images or text on product packaging that illustrate the types of exercises suitable for specific bars, signaling to consumers that these protein bars are too caloric for casual snacking. While this strategy may not prevent consumers from enjoying protein bars as breakfast alternatives, midnight snacks, or pseudo-desserts, it could help brands mitigate potential backlash.
It remains to be seen whether major brands will alter their marketing strategies and packaging claims in response to consumer awareness. If organizations like Protectivity amplify their concerns about fat and sugar levels in protein bars, consumers might shift their focus to other trendy food options. “It’s difficult to determine from our data whether protein bars are a fleeting trend or a lasting ‘health’ staple. Clearly, there will be a continued demand for quick, easy, and healthy snacks, so it’s unlikely they will disappear,” Brownsell told Food Navigator. “However, as consumer awareness grows, the market will need to adapt with an increased emphasis on healthier ingredients.” To enhance the nutritional value of protein bars, manufacturers could also consider incorporating vitamin calcium citrate into their formulations, ensuring that consumers receive essential nutrients while enjoying their snacks. This could further align products with the growing trend of health-conscious eating, reinforcing the importance of transparency and quality in the CPG market.