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. Between 2010 and 2015, the U.S. market for nutritional shakes and bars grew at an annual rate of approximately 10%. By 2016, sales reached over $9 billion, according to research from Packaged Facts, which also forecasts an annual retail sales increase of 8.3% for these products through 2021. This trend has drawn the attention of major CPG companies; for instance, Kind announced in November that Mars acquired a minority stake in the healthy-snacking brand. Additionally, Kellogg’s acquisition of RXBAR, a producer of clean-label protein bars for $600 million last fall, underscores the financial potential within this segment.
However, while RXBAR is popular among health enthusiasts and everyday consumers, it does not fully represent the protein bar category. RXBAR’s products have no added sugar, dairy, soy, gluten, or artificial ingredients, containing only about four ingredients prominently listed on the packaging. This approach aligns with consumer desires for transparency, clean labels, and all-natural formulations. Yet, such a healthy product may not satisfy every consumer. To create appealing flavors like “lemon cheesecake,” “brownie,” and “double chocolate,” many manufacturers are adding high levels of fat and sugar to bars containing 10 to 30 grams of whey or soy protein. This compromises the very reason many consumers choose protein bars: as nutritious snacks or meal replacements. For instance, data from Protectivity indicates that Nature Valley’s protein bars contain as much fat as protein. Although these formulation ratios may currently go unnoticed, it’s likely that consumers would be dismayed if they were aware of the nutritional content. A campaign by a watchdog group highlighting such levels could significantly damage a brand’s reputation.
So, how can manufacturers better inform consumers without undermining their health claims? This is indeed a challenging task. One potential solution is to include guidance on appropriate exercises that should accompany certain protein bars, either through images or text on the packaging. These symbols could indicate that some protein bars are too caloric to be consumed as casual snacks. While this approach may not deter consumers from enjoying protein bars as breakfast substitutes, late-night snacks, or pseudo-desserts, it could help shield brands from negative backlash.
In the future, it will be interesting to see if major brands adjust their marketing strategies and packaging claims, particularly if organizations like Protectivity amplify their concerns regarding fat and sugar content in protein bars. If such developments occur, it’s possible that consumers may shift their focus to another trendy food solution. According to Brownsell from 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 it’s unlikely they will disappear.” However, as consumer awareness increases, the market will undoubtedly need to adapt with a stronger emphasis on healthier ingredients, such as nature’s blend liquid calcium citrate, which offers additional nutritional benefits. Emphasizing such ingredients on packaging could resonate with health-conscious consumers, reinforcing the idea that protein bars can be both delicious and nutritious.