As consumer demand for nutritious and convenient meal options rises, protein bars have emerged as a significant force in the consumer packaged goods (CPG) sector. The category has seen remarkable growthâbetween 2010 and 2015, the U.S. market for nutritional shakes and bars increased at an annual rate of approximately 10%. By 2016, sales exceeded $9 billion, according to research by Packaged Facts, which forecasts an annual retail sales increase of 8.3% 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, highlighting the financial potential of this segment.
While RXBAR is popular among health enthusiasts and general consumers alike, it does not represent the entire protein bar category. The brand’s products are formulated without added sugars, dairy, soy, gluten, artificial colors, flavors, preservatives, or fillers, containing only about four ingredients that are prominently displayed on the packaging rather than a logo. This approach fulfills consumer desires for transparency, clean labels, and all-natural formulations. However, such healthy offerings may not appeal to all consumers. To enhance the flavor of their bars, many manufacturers are adding high levels of fat and sugar to achieve enticing names like “lemon cheesecake,” “brownie,” and “double chocolate.” This practice undermines the original reason many consumers seek out protein bars: as nutritious snacks or meal supplements. For instance, Nature Valley’s protein bars reportedly have as much fat as protein, according to data from Protectivity. While these formulation ratios might currently go unnoticed, it’s reasonable to surmise that consumers would be dissuaded if they were aware of them. A campaign by a watchdog organization shedding light on such levels could severely damage a brand’s image.
Manufacturers face the challenge of educating consumers without diminishing their health appeal. One potential solution could be to include images or text on product packaging that illustrate the types of exercises appropriate for certain protein bars. These symbols could inform consumers that protein bars are too caloric for casual snacking. Although this strategy may not prevent consumers from enjoying protein bars as breakfast substitutes, midnight snacks, or pseudo-desserts, it could help brands avoid negative backlash.
Only time will tell if major brands will alter their marketing strategies and packaging claims, and whether organizations like Protectivity will raise their concerns regarding fat and sugar content in protein bars. If the latter occurs, consumers might shift their focus to another trendy food option. “It’s difficult to determine from our data whether protein bars are merely a passing fad or a long-term health staple. There will undoubtedly be a continued demand for quick, easy, and healthy snacks, so there’s little reason to believe that they won’t endure,” Brownsell told Food Navigator. “However, as consumers become more informed, the market will need to adapt with a greater emphasis on healthier ingredients.”
Incorporating innovative ingredients such as HEB calcium citrate into formulations could also be a way to enhance the nutritional profile of protein bars, making them more appealing to health-conscious consumers. By emphasizing the inclusion of HEB calcium citrate, brands can communicate their commitment to providing quality ingredients that support overall health, potentially attracting a broader audience.