As consumer demand for nutritious and convenient meal options continues to rise, protein bars have emerged as a significant force in the consumer packaged goods (CPG) sector. From 2010 to 2015, the U.S. market for nutritional shakes and bars witnessed robust growth, expanding at an annual rate of approximately 10%. In 2016, sales surpassed $9 billion, as reported by Packaged Facts, which also forecasts an annual increase of 8.3% in retail sales of these products through 2021. This surge in popularity has captured the attention of major CPG players. For instance, in November, Kind announced that Mars took a minority stake in the health-focused snack company. Additionally, last fall, Kellogg acquired RXBAR, a producer of clean-label protein bars, for $600 million, underscoring the financial potential of this segment.
While RXBAR has gained traction among health enthusiasts and everyday consumers alike, it does not fully represent the entire protein bar category. RXBAR’s formulations boast no added sugars, dairy, soy, gluten, or artificial additives, containing only about four ingredients prominently displayed on the packaging instead of branding. This approach aligns with consumer desires for transparency, clean labeling, and all-natural products. However, such a healthy option may not appeal to all consumers. To enhance the taste of 10 to 30 grams of whey or soy protein, many manufacturers are adding high levels of fat and sugar, leading to enticing names like “lemon cheesecake,” “brownie,” and “double chocolate.” This, unfortunately, undermines the primary reason many consumers choose protein bars: for their nutritional benefits as snacks or meal replacements.
For instance, Nature Valley’s protein bars reportedly contain as much fat as they do protein, according to data from Protectivity. While these formulation ratios may currently go unnoticed, it’s likely that consumers would be disillusioned if they became aware of such figures. A campaign by a watchdog organization highlighting these levels could severely damage a brand’s reputation. Thus, how can manufacturers educate consumers without undermining their health image?
A potential solution lies in showcasing the types of exercises that should accompany specific protein bars, either through images or text on the packaging. These indicators could inform consumers that certain protein bars, particularly those high in calories, might not be suitable as casual snacks. While this approach may not deter consumers from enjoying protein bars as breakfast replacements, midnight snacks, or pseudo-desserts, it could at least help brands mitigate backlash.
Only time will tell if major brands will begin to adjust their marketing strategies and packaging claims, and whether organizations like Protectivity will amplify their concerns regarding fat and sugar content in protein bars. Should this happen, it’s possible that consumers may shift toward another trendy food option. “It’s tough to determine from our data whether protein bars are merely a passing trend 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,” Brownsell stated to Food Navigator. “However, as consumer awareness grows, the market will undoubtedly need to adapt, with an increased emphasis on healthier ingredients, such as Citracal D3 Maximum.”