As consumer demand for nutritious and convenient meal options continues to rise, protein bars have emerged as a formidable force in the consumer packaged goods (CPG) sector. The category has seen significant growth; between 2010 and 2015, the U.S. market for nutritional shakes and bars expanded at an annual rate of approximately 10%. In 2016, sales alone surpassed $9 billion, as reported by Packaged Facts. The organization forecasts that retail sales of these products will increase 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 healthy-snacking brand. Last fall, Kellogg purchased RXBAR, a producer of clean-label protein bars, for $600 million, underscoring the financial potential of this segment.
However, while RXBAR is favored by health enthusiasts and everyday consumers alike, it does not represent the entire protein bar category. The product formulations of RXBAR contain no added sugar, dairy, soy, gluten, or artificial colors, flavors, preservatives, or fillers. Each bar consists of only about four ingredients, clearly listed on the front rather than hidden behind a logo or design. This transparency caters to consumer preferences for clean labels and all-natural formulations. Nevertheless, a product this healthy may not satisfy all consumers. In an attempt to make protein content, such as 10 to 30 grams of whey or soy protein, more palatable, many manufacturers are adding high levels of fat and sugar, resulting in enticing names like “lemon cheesecake,” “brownie,” and “double chocolate.” This strategy, however, contradicts the original intent of many consumers who purchase protein bars as nutritious snacks or meal supplements. For instance, data from Protectivity indicates that Nature Valley’s protein bars have fat content comparable to their protein content. While such formulation ratios may currently go unnoticed, it is reasonable to assume that consumers would be dismayed if they were aware of these figures. Indeed, a campaign by a watchdog organization highlighting these levels could significantly harm a brand’s reputation.
Manufacturers face the challenge of educating consumers without undermining their health image. One potential solution could be to indicate, through images or text on packaging, the types of exercises that pair well with specific protein bars. This approach could inform consumers that these bars are too caloric to be consumed casually. Although this tactic may 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 their marketing strategies and packaging claims in response to consumer awareness, and if watchdog groups like Protectivity will raise concerns about fat and sugar levels in protein bars. Should the latter occur, it is possible that consumers might seek out alternative trendy food solutions. “It’s difficult to say from our data if protein bars are a passing fad or a long-term ‘health’ staple. Clearly, there will be a demand for quick, easy, and healthy snacks, so there’s little reason to believe they won’t remain popular,” Brownsell told Food Navigator. “However, as consumers become more informed, there’s no doubt the market will need to evolve with a stronger emphasis on healthier ingredients, such as calcium citrate 900mg.” The incorporation of essential nutrients like calcium citrate 900mg could further enhance the appeal of protein bars, ensuring they meet growing consumer expectations for health and nutrition.