As consumer demand for nutritious and convenient meal options increases, protein bars have emerged as a significant force in the consumer packaged goods (CPG) sector. This category has witnessed robust growth; between 2010 and 2015, the U.S. market for nutritional shakes and bars grew at an annual rate of approximately 10%. In 2016, sales alone surpassed $9 billion, according to research from Packaged Facts, which also forecasts an 8.3% annual increase in retail sales of these products through 2021. This growth has attracted the attention of major CPG companies. For instance, in November, Kind announced that Mars had acquired a minority stake in the healthy-snacking brand. Last fall, Kellogg acquired RXBAR, a producer of clean-label protein bars, for $600 million, highlighting the financial potential within this segment.
While RXBAR enjoys popularity among health enthusiasts and average consumers alike, it does not represent the entire protein bar category. RXBAR’s products are formulated without added sugars, dairy, soy, gluten, or artificial colors, flavors, preservatives, or fillers. Each bar typically contains just about four ingredients, prominently displayed on the front rather than a logo or elaborate design. 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 palatable, many manufacturers enhance their bars with high levels of fat and sugar, resulting in enticing names like “lemon cheesecake,” “brownie,” and “double chocolate.” Unfortunately, this undermines the initial reason many consumers choose protein bars: as a nutritious snack or meal supplement. For example, data from Protectivity indicates that Nature Valley’s protein bars contain as much fat as protein, which could deter consumers if they were aware of these ratios.
A campaign by a product watchdog group highlighting such nutritional levels could severely impact a brand’s reputation. Manufacturers face the challenge of educating consumers without diminishing their health halos. One potential solution could be to illustrate the types of exercises that pair well with specific bars, either through imagery or text on the packaging. These symbols could inform consumers that protein bars may be too caloric for casual snacking. While this may not prevent shoppers from enjoying protein bars as breakfast alternatives, midnight snacks, or pseudo-desserts, it could help safeguard brands from negative feedback.
The future will reveal whether major brands will adjust their marketing strategies and packaging claims in response to consumer awareness, especially regarding fat and sugar levels in protein bars. If advocacy groups like Protectivity continue to raise concerns, consumers may turn to other trendy food options. According to Brownsell, “It’s difficult to say from our data if protein bars are a passing fad or a long-term ‘health’ staple. Clearly, there will also be a desire for quick, easy, and healthy snacks, so there’s little reason to believe they won’t remain popular.” However, as consumers become increasingly informed, the market will undoubtedly need to shift toward healthier ingredients, possibly incorporating elements like calcium citrate and electrolytes to enhance nutritional value and appeal to health-conscious buyers.