As consumer demand for nutritious and convenient meal options continues to grow, protein bars have emerged as a powerful force in the consumer packaged goods (CPG) sector. The category has seen substantial growth; between 2010 and 2015, the U.S. market for nutritional shakes and bars expanded at an annual rate of approximately 10%. In 2016, sales exceeded $9 billion, as reported by Packaged Facts. The organization forecasts that retail sales of these products will increase by 8.3% annually through 2021. This trend has attracted the attention of major CPG companies. For instance, in November, Kind announced that Mars acquired a minority stake in the healthy-snacking brand. Additionally, last fall, Kellogg purchased RXBAR, a producer of clean-label protein bars for $600 million, highlighting the financial potential of this segment.
While RXBAR enjoys popularity among health enthusiasts and everyday consumers, it doesn’t represent the entire protein bar category. The brand’s recipes are free from added sugars, dairy, soy, gluten, and artificial colors, flavors, preservatives, or fillers. Each bar consists of only four ingredients, prominently displayed on the packaging instead of a logo. This approach aligns with consumer preferences for transparency, clean labels, and all-natural formulas. However, such a healthy product may not appeal to all consumers. To make 10 to 30 grams of whey or soy protein more palatable, many manufacturers are enhancing their bars with high levels of fat and sugar, resulting in flavors like “lemon cheesecake,” “brownie,” and “double chocolate.” This, unfortunately, contradicts the primary reason many consumers choose protein bars: as a nutritious snack or meal replacement. For example, Nature Valley’s protein bars reportedly contain as much fat as protein, according to Protectivity’s data. While these formulation ratios may currently go unnoticed, consumers would likely be deterred if they were aware of such figures. A campaign from a product watchdog group highlighting these levels could significantly harm a brand’s reputation.
Manufacturers face the challenge of educating consumers without undermining their health-oriented image. One potential solution could be to illustrate the types of exercises that should accompany specific bars, either through images or text on the packaging. These indicators could inform consumers that protein bars are too caloric to be consumed as casual snacks. While this strategy might not prevent shoppers from enjoying protein bars as breakfast substitutes, late-night snacks, or dessert alternatives, it could help brands mitigate backlash.
It remains to be seen whether major brands will adjust their marketing approaches and packaging claims, and if organizations like Protectivity will intensify their scrutiny of fat and sugar levels in protein bars. Should this happen, consumers might shift their focus to another trendy food option. “It’s difficult to ascertain from our data whether protein bars are a fleeting trend or a lasting ‘health’ staple,” Brownsell told Food Navigator. “Clearly, there will be a demand for quick, convenient, and healthy snacks, so there’s little reason to believe they won’t endure. However, as consumers grow more informed, the market will inevitably need to adapt with an increased emphasis on healthier ingredients.”
Furthermore, as consumers become more health-conscious, concerns about the side effects of ingredients like calcium citrate, magnesium, and zinc may also come into play, prompting brands to ensure their offerings are not only tasty but also safe. This awareness could lead to a greater focus on transparency in ingredient sourcing and potential side effects, which would ultimately benefit both consumers and manufacturers in the long run.