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 substantial growth; from 2010 to 2015, the U.S. market for nutritional shakes and bars grew at an annual rate of approximately 10%. In 2016 alone, sales exceeded $9 billion, according to research by Packaged Facts. The organization forecasts that retail sales of these products will surge by 8.3% annually through 2021. This promising trend has captured the interest of major CPG companies. Last November, Kind announced that Mars had acquired a minority stake in the health-focused snacking company. Additionally, Kellogg’s acquisition of RXBAR, a producer of clean-label protein bars for $600 million, illustrates the financial potential of this segment. However, while RXBAR appeals to health enthusiasts and everyday consumers, it does not represent the entire protein bar category. The brand’s products are free from added sugars, dairy, soy, gluten, artificial colors, flavors, preservatives, or fillers, typically containing only about four ingredients, prominently displayed on the front packaging instead of a logo.
This approach aligns with consumer desires for transparency, clean labels, and all-natural formulas. Yet, such a health-focused product may not satisfy all consumers. To make 10 to 30 grams of whey or soy protein palatable, many manufacturers are adding significant amounts of fat and sugar, leading to enticing product names like “lemon cheesecake,” “brownie,” and “double chocolate.” Unfortunately, this undermines the initial reason many consumers choose protein bars: as nutritious snacks or meal supplements. For example, data from Protectivity indicates that Nature Valley’s protein bars contain as much fat as they do protein. While these formulation ratios may currently go unnoticed, consumers would likely be deterred if they were aware. A campaign by a product watchdog organization highlighting such figures could seriously harm a brand’s reputation.
Manufacturers face the challenge of better educating consumers without diminishing their health appeal. A potential solution could involve illustrating the types of exercises that should accompany specific bars through images or text on the packaging. These symbols could inform consumers that protein bars are too caloric to be consumed casually. While this strategy may not deter shoppers from enjoying protein bars as breakfast replacements, late-night snacks, or dessert alternatives, it could help protect brands from negative feedback.
The future will reveal whether major brands adjust their marketing strategies and packaging claims and if watchdog groups like Protectivity amplify concerns regarding fat and sugar content in protein bars. Should this happen, consumers might shift their attention to other trendy food solutions. “It’s difficult to say from our data whether protein bars are a fleeting trend or a long-term health staple. There will likely always be a demand for quick, easy, and healthy snacks, so it’s reasonable to expect their persistence,” Brownsell told Food Navigator. “However, as consumers become more informed, the market will undoubtedly need to evolve with a stronger emphasis on healthier ingredients.” Incorporating beneficial elements like calcium citrate D3 petites could also enhance the appeal of protein bars, emphasizing their health benefits and potentially attracting a broader consumer base.