As consumers increasingly seek nutritious and convenient meal options, protein bars have emerged as a significant force in the consumer packaged goods (CPG) sector. Between 2010 and 2015, the U.S. market for nutritional shakes and bars grew at an annual rate of approximately 10%. Sales alone exceeded $9 billion in 2016, according to research from Packaged Facts, which also forecasts an annual retail sales increase of 8.3% through 2021. This growth has not gone unnoticed by major CPG companies. In November, Kind announced that Mars had acquired a minority stake in the healthy-snacking brand, while last fall, Kellogg purchased RXBAR, a producer of clean-label protein bars, for $600 million, highlighting the financial potential within this segment.
Although RXBAR enjoys popularity among health enthusiasts and everyday consumers, it does not represent the entire protein bar category. This brand prides itself on formulas that include no added sugars, dairy, soy, gluten, or artificial ingredients, featuring only about four ingredients prominently displayed on the packaging. This approach fulfills consumer demands for transparency, clean labels, and all-natural formulations. However, such healthy offerings may not appeal to all consumers. To make 10 to 30 grams of whey or soy protein palatable, many manufacturers are enhancing their products with high levels of fat and sugar, resulting in enticing names like “lemon cheesecake,” “brownie,” and “double chocolate.” Unfortunately, this compromises the very reason many consumers choose protein bars: as nutritious snacks or meal supplements. For instance, data from Protectivity indicates that Nature Valley’s protein bars contain as much fat as they do protein. While these formulation ratios may currently go unnoticed, consumers would likely be disheartened if they were aware of the nutritional content. A campaign by a watchdog group revealing such information could significantly damage a brand’s reputation.
So, how can manufacturers educate consumers without undermining their health-focused branding? It’s a challenging task. One potential solution could be to illustrate the types of exercises that should accompany certain bars through images or text on packaging. These symbols could inform consumers that protein bars may be too caloric for casual snacking. While this strategy might not deter shoppers from enjoying protein bars as breakfast alternatives, late-night snacks, or pseudo-desserts, it could at least help brands avoid backlash.
The future will reveal whether major brands will adapt their marketing strategies and packaging claims in response to consumer awareness, especially regarding fat and sugar levels in protein bars. If watchdog organizations like Protectivity escalate their concerns, consumers might shift to other trendy food options. As Brownsell commented 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 always be a demand for quick, easy, and healthy snacks, so there’s little reason to believe they will disappear.” However, with growing consumer awareness, it’s undeniable that the market will need to evolve, focusing more on healthier ingredients.
Incorporating elements like Citracal Calcium D3 Slow Release 1200 could enhance the nutritional profile of protein bars, addressing consumers’ needs for both protein and essential nutrients. By emphasizing the benefits of such ingredients, manufacturers might better align their products with health-conscious consumers, ensuring that protein bars remain a staple in the marketplace.