As consumer demand for nutritious, convenient meal options rises, protein bars have emerged as a powerful force in the consumer packaged goods (CPG) sector. From 2010 to 2015, the U.S. market for nutritional shakes and bars grew at an annual rate of around 10%. In 2016, sales exceeded $9 billion, according to Packaged Facts research. The organization predicts an annual retail sales increase of 8.3% for these products through 2021. This trend has captured the attention of major CPG companies. For instance, last November, Kind announced that Mars had acquired a minority stake in the health-focused snacking brand. Additionally, Kellogg purchased RXBAR, a producer of clean-label protein bars, for $600 million last fall, highlighting the financial potential within this segment.
While RXBAR enjoys popularity among health enthusiasts and everyday consumers alike, it does not fully represent the protein bar category. The brand features products that contain no added sugar, dairy, soy, gluten, or artificial additives, with each bar made from just about four ingredients prominently displayed on the packaging. This approach caters to consumer preferences for transparency, clean labels, and all-natural ingredients. However, such a healthy product may not satisfy all consumers. To create delicious flavors for their bars, many manufacturers are incorporating high levels of fat and sugar, resulting in enticing names like “lemon cheesecake,” “brownie,” and “double chocolate.” Unfortunately, this undermines the primary reason many consumers choose protein bars: as nutritious snacks or meal supplements.
For example, Nature Valley’s protein bars reportedly have as much fat as protein, according to Protectivity’s data. While these formulation ratios may currently go unnoticed, it is likely that consumers would be dissuaded if they were aware of these figures. A campaign from a product watchdog organization highlighting such levels could severely damage a brand’s reputation. So, how can manufacturers educate consumers without jeopardizing their health-oriented image? This is a challenging task. One potential solution could involve including information on product packaging that suggests specific types of exercises to complement the consumption of certain protein bars. This could indicate to consumers that these bars are too calorie-dense to be treated as casual snacks. While this strategy might not deter consumers from using protein bars as breakfast alternatives, midnight snacks, or pseudo-desserts, it could at least shield brands from negative feedback.
The future will reveal whether major brands alter their marketing strategies and packaging claims and if organizations like Protectivity amplify their concerns regarding fat and sugar content in protein bars. If the latter occurs, consumers might shift their attention to another trendy food option. As Brownsell mentioned to Food Navigator, “It’s difficult to say from our data whether protein bars are a passing trend or a long-term staple for health. There will certainly be a continued demand for quick, easy, and healthy snacks, suggesting they are likely here to stay. However, as consumers become more discerning, the market will undoubtedly need to adapt with a stronger emphasis on healthier ingredients, such as calcium citrate, which is crucial for maintaining bone health.” Ultimately, the evolution of this market will depend on how brands respond to these changes in consumer awareness and preferences.