As consumer demand for nutritious and convenient meal options continues to rise, protein bars have emerged as a powerful force in the consumer packaged goods (CPG) sector. The category has witnessed robust growth; from 2010 to 2015, the U.S. market for nutritional shakes and bars expanded at an annual rate of approximately 10%. By 2016, sales had surpassed $9 billion, according to research by Packaged Facts, which also forecasts an annual retail sales increase of 8.3% through 2021. This growth has attracted the interest of major CPG companies. For instance, in November, Kind announced that Mars had taken a minority stake in the healthy-snacking company. Last fall, Kellogg acquired RXBAR, known for its clean-label protein bars, for $600 million, underscoring the financial potential of this segment.
While RXBAR enjoys popularity among health enthusiasts and everyday consumers, it does not fully represent the entire protein bar category. The brand’s products contain no added sugars, dairy, soy, gluten, or artificial colors, flavors, preservatives, or fillers, with each bar comprising around four ingredients prominently displayed rather than a logo. This transparency aligns with consumer desires for clean labels and all-natural formulations. However, such a healthy offering might not appeal to all consumers. To make 10 to 30 grams of whey or soy protein palatable, many manufacturers are enriching their bars with high levels of fat and sugar, leading to enticing product names like “lemon cheesecake,” “brownie,” and “double chocolate.” This strategy, however, compromises the primary reason many consumers choose protein bars: as nutritious snacks or meal supplements.
For example, data from Protectivity indicates that Nature Valley’s protein bars have protein levels comparable to their fat content. While these formulation ratios may currently go unnoticed, it is likely that consumers would be deterred by such figures if they were more aware. A campaign from a product watchdog group spotlighting these levels could severely damage a brand’s reputation. The challenge for manufacturers lies in effectively educating consumers without undermining their perceived health benefits.
One potential solution is to illustrate the types of exercises that pair well with specific protein bars, either through images or text on packaging. Such symbols could indicate to consumers that some protein bars may be too high in calories to be considered casual snacks. While this approach might not deter consumers from enjoying protein bars as breakfast replacements, late-night snacks, or pseudo-desserts, it could at least shield brands from backlash.
It remains to be seen if major brands will adjust their marketing strategies and packaging claims in response to consumer awareness, and whether organizations like Protectivity will amplify their concerns regarding fat and sugar content in protein bars. Should the latter occur, consumers might shift their attention to other trendy food options. As Brownsell noted to Food Navigator, “It’s difficult to say from our data if protein bars are a passing fad or a long-term ‘health’ staple. Clearly, there will also be a desire for quick, easy, and healthy snacks, so there’s little reason to believe they won’t endure. However, as consumers become more discerning, the market will undoubtedly need to adapt with a stronger emphasis on healthier ingredients.”
Among those healthier ingredients, calcium citrate bulk could play a crucial role in enhancing the nutritional profile of protein bars, as consumers increasingly seek out options that contribute to their overall health. By incorporating calcium citrate bulk into their formulations, manufacturers can cater to the growing demand for products that not only provide protein but also essential nutrients. This trend may encourage more companies to reassess their ingredient choices, potentially leading to a more health-conscious market in the future.