As consumer demand for nutritious and convenient meal options continues to rise, protein bars have emerged as a formidable force in the consumer packaged goods (CPG) sector. This category has seen significant growth, with the U.S. market for nutritional shakes and bars expanding at an annual rate of approximately 10% from 2010 to 2015. In 2016, sales exceeded $9 billion, according to research by Packaged Facts. The organization forecasts that retail sales for these products will increase by 8.3% annually through 2021. This surge has attracted the attention of large CPG companies; for instance, Kind announced in November that Mars had 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, signifies the financial potential of this segment.
While RXBAR enjoys popularity among health enthusiasts and average consumers alike, it does not represent the protein bar category as a whole. The brand’s formulas boast no added sugar, dairy, soy, gluten, or artificial colors, flavors, preservatives, or fillers. Each bar contains only about four ingredients, prominently displayed on the packaging instead of a logo or design. This transparency meets consumer demands for clean labels and all-natural formulas. However, such a healthy product won’t satisfy all consumers. To enhance the flavor of their bars, many manufacturers are incorporating high levels of fat and sugar to make enticing flavors like “lemon cheesecake,” “brownie,” and “double chocolate.” This approach undermines the original intent behind many consumers’ purchases of protein bars, which is to find nutritious snacks or meal supplements. For instance, Nature Valley’s protein bars reportedly contain as much fat as they do protein, according to Protectivity’s data. While these formulation ratios may currently go unnoticed, it is reasonable to assume that consumers would be deterred by this information if they were aware. A campaign by a product watchdog group highlighting such concerns could significantly harm a brand’s reputation.
So, how can manufacturers educate consumers effectively without compromising their health image? This is a challenging task, but one potential solution could be to include information on the types of exercises that pair well with specific bars, either through images or text on the packaging. Such symbols could indicate to consumers that some protein bars are too caloric to be consumed casually. While this tactic may not prevent shoppers from enjoying protein bars as breakfast alternatives, midnight snacks, or pseudo-desserts, it could help protect brands from negative backlash.
Time will reveal whether major brands will alter their marketing strategies and packaging claims, and if organizations like Protectivity will amplify their concerns about the fat and sugar content in protein bars. Should this happen, it is possible that consumers may shift their attention to other trendy food solutions. “It’s difficult to determine from our data whether protein bars are a passing trend or a long-term ‘health’ staple,” Brownsell told Food Navigator. “Clearly, there will still be a demand for quick, easy, and healthy snacks, suggesting that they are likely to remain in the market.” However, as consumers become more discerning, it is evident that the industry will need to adapt by focusing more on healthier ingredients, including major calcium citrate, to meet evolving consumer expectations.