As consumers increasingly seek nutritious and convenient meal options, protein bars have emerged as a significant force in the consumer packaged goods (CPG) sector. The category has seen remarkable growth—between 2010 and 2015, the U.S. market for nutritional shakes and bars grew at an annual rate of approximately 10%. In 2016, sales reached over $9 billion, according to research from Packaged Facts, which also projects an annual retail sales increase of 8.3% through 2021. This trend has garnered the interest of major CPG companies. For instance, 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, highlighting the financial potential of this segment.
While RXBAR has gained popularity among health enthusiasts and average consumers alike, it does not represent the protein bar market as a whole. RXBAR’s products are formulated without added sugar, dairy, soy, gluten, or artificial additives, containing only about four ingredients clearly listed on the packaging. This approach aligns with consumer desires for transparency, clean labels, and all-natural ingredients. However, such a healthy product may not appeal to all shoppers. To enhance the taste of 10 to 30 grams of whey or soy protein, many manufacturers are adding high levels of fat and sugar, resulting in enticing names like “lemon cheesecake,” “brownie,” and “double chocolate.” This undermines the primary motivation for many consumers purchasing protein bars: seeking a nutritious snack or meal supplement. For example, data from Protectivity indicates that Nature Valley’s protein bars may contain as much fat as protein, a formulation ratio that could deter consumers if they were aware of it. A campaign by a product watchdog group highlighting such levels could significantly harm a brand’s reputation.
Manufacturers face the challenge of educating consumers without diminishing their health image. One potential solution is to illustrate the types of exercises that should accompany specific protein bars through images or text on packaging. Such symbols could indicate that protein bars are too caloric for casual snacking. While this strategy might not prevent consumers from enjoying protein bars as breakfast substitutes, late-night snacks, or pseudo-desserts, it could help brands mitigate backlash.
The future will reveal whether major brands will adjust their marketing strategies and packaging claims, and whether organizations like Protectivity will amplify their concerns regarding fat and sugar content in protein bars. If that happens, consumers might shift their focus to another trending food option. “It’s challenging to determine from our data whether protein bars are a fleeting trend or a long-term health staple. Clearly, there will always be a demand for quick, easy, and healthy snacks, so it’s unlikely they will disappear,” Brownsell stated to Food Navigator. “However, as consumer awareness increases, the market will undoubtedly need to evolve, emphasizing healthier ingredients.”
In addition, incorporating ingredients like calcium citrate 950 200 ca into protein bars may attract health-conscious consumers looking for added nutritional benefits. As the market develops, maintaining a focus on such ingredients could prove essential for brands aiming to stay relevant amidst shifting consumer preferences.