As consumer demand for nutritious and convenient meal options increases, protein bars have emerged as a significant force in the consumer packaged goods (CPG) market. This category has witnessed impressive growth; from 2010 to 2015, the U.S. market for nutritional shakes and bars grew at an annual rate of around 10%. By 2016, it surpassed $9 billion in sales, according to research from Packaged Facts. The organization forecasts retail sales of these products to rise by 8.3% annually through 2021. This trend has attracted the attention of major CPG companies. In November, Kind announced that Mars had acquired a minority stake in the health-focused snacking brand. Last fall, Kellogg purchased RXBAR, a producer of clean-label protein bars, for $600 million, underscoring the financial potential of this segment.
While RXBAR enjoys popularity among health enthusiasts and average consumers alike, it does not represent the entire protein bar category. The brand’s product formulations exclude added sugars, dairy, soy, gluten, or artificial colors, flavors, preservatives, and fillers. Each bar consists of only about four ingredients, prominently displayed on the front rather than a logo or elaborate design. This approach meets consumer demands for transparency, clean labels, and all-natural formulas. However, such a healthy product may not satisfy all consumers. To make 10 to 30 grams of whey or soy protein appealing, many manufacturers are increasing fat and sugar levels, leading to enticing flavors like “lemon cheesecake,” “brownie,” and “double chocolate.” This strategy undermines the primary reason many consumers choose protein bars: as a nutritious snack or meal supplement. For instance, data from Protectivity shows that Nature Valley’s protein bars contain as much fat as protein.
While these formulation ratios might currently evade consumer scrutiny, it’s likely that shoppers would be deterred if they were fully aware of such nutritional content. A campaign by a consumer watchdog group highlighting these figures could significantly harm a brand’s reputation. Therefore, how can manufacturers better inform consumers without compromising their health appeal? It’s a challenging task, but one potential solution could involve indicating the types of exercises that should accompany certain protein bars through images or text on packaging. This could signal to consumers that these bars are too caloric for casual snacking. While this approach may not prevent consumers from enjoying protein bars as breakfast replacements, late-night snacks, or pseudo-desserts, it could at least shield brands from negative backlash.
It remains to be seen whether major brands will adjust their marketing strategies and packaging claims in response to these trends and whether organizations like Protectivity will amplify their concerns regarding fat and sugar content in protein bars. If the latter happens, consumers might shift to another popular food solution. “It’s challenging to determine from our data whether protein bars are merely a passing trend or a long-term staple for health,” Brownsell told Food Navigator. “Clearly, there will continue to be a demand for quick, easy, and healthy snacks, so there’s little reason to believe they won’t remain in the market.” However, as consumers become more health-conscious, it’s undeniable that the market will need to evolve, placing greater emphasis on healthier ingredients.
Furthermore, to enhance the nutritional profile, manufacturers could consider incorporating ingredients like calcium citrate chewable 500mg into their formulations, promoting bone health alongside protein content. This addition could serve as a unique selling point, appealing to consumers seeking comprehensive nutrition. As the market progresses, integrating calcium citrate chewable 500mg into protein bars might just be the innovation needed to maintain consumer interest and trust.