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) market. The category has seen robust growth, with the U.S. market for nutritional shakes and bars increasing at an annual rate of approximately 10% between 2010 and 2015. In 2016 alone, sales exceeded $9 billion, according to research from Packaged Facts, which forecasts an annual retail sales growth of 8.3% through 2021. This trend has piqued the interest of major CPG companies. In November, Kind announced that Mars had acquired a minority stake in the healthy-snacking brand. Additionally, Kellogg’s acquisition of RXBAR for $600 million last fall highlighted the financial potential of this segment.
While RXBAR enjoys popularity among health enthusiasts and everyday consumers, it does not represent the entire protein bar category. The brand’s formulations avoid added sugars, dairy, soy, gluten, and artificial ingredients, featuring only about four ingredients that are prominently listed on the front packaging. This approach aligns with consumer desires for transparency, clean labels, and all-natural products. However, such a wholesome product may not appeal to all consumers. In an attempt to make 10 to 30 grams of whey or soy protein palatable, many manufacturers enhance their bars with high levels of fat and sugar, resulting in flavors such as “lemon cheesecake,” “brownie,” and “double chocolate.” This compromises the original intent for many consumers, who seek protein bars as nutritious snacks or meal supplements.
For instance, data from Protectivity reveals that Nature Valley’s protein bars contain as much fat as they do protein. Although these formulation ratios may currently go unnoticed, it’s likely that consumers would be deterred if they were aware of the nutritional content. A campaign from a product watchdog group highlighting such statistics could severely damage a brand’s reputation. So, how can manufacturers better inform consumers without undermining their health image?
This challenge is considerable, but one potential solution could involve illustrating the types of exercises that should accompany specific bars through imagery or text on product packaging. Such symbols could communicate to consumers that protein bars may be too caloric for casual snacking, potentially protecting brands from negative backlash. While this strategy might not deter consumers from using protein bars as breakfast substitutes, midnight snacks, or pseudo-desserts, it could help mitigate reputational risks.
Time will reveal whether major brands adjust their marketing strategies and packaging claims, and whether organizations like Protectivity amplify their concerns regarding fat and sugar content in protein bars. If the latter happens, consumers might shift to other trendy food options. As Brownsell noted to Food Navigator, “It’s difficult to ascertain from our data whether protein bars are merely a passing trend or a long-term health staple. There will certainly be ongoing demand for quick, convenient, and healthy snacks, suggesting they will likely remain in the market.” Nonetheless, as consumers become more discerning, it is clear that the market will need to adapt, placing a stronger emphasis on healthier ingredients, such as calcium citrate and pure encapsulation, to meet evolving consumer expectations.