As consumer demand for nutritious and convenient meal options continues to rise, protein bars are establishing themselves as a significant force in the consumer packaged goods (CPG) sector. The category has seen remarkable growth; between 2010 and 2015, the U.S. market for nutritional shakes and bars expanded at an annual rate of around 10%. By 2016, sales exceeded $9 billion, according to research from Packaged Facts. The organization forecasts that retail sales of these products will increase by 8.3% annually through 2021. This surge has attracted the attention of major CPG companies. In November, Kind announced that Mars had acquired a minority stake in the healthy-snacking brand. Last fall, Kellogg purchased RXBAR, a manufacturer of clean-label protein bars, for $600 million, underscoring the financial potential of this segment.
However, while RXBAR appeals to health enthusiasts and average consumers alike, it does not represent the protein bar market as a whole. RXBAR’s formulation excludes added sugars, dairy, soy, gluten, artificial colors, flavors, preservatives, or fillers, featuring only about four simple ingredients prominently displayed on the front. This approach aligns with consumer preferences for transparency, clean labels, and all-natural formulas. Nevertheless, such a healthy product may not satisfy all consumers. To enhance the taste of 10 to 30 grams of whey or soy protein, many bar manufacturers are increasing fat and sugar content, resulting in enticing product names like “lemon cheesecake,” “brownie,” and “double chocolate.” This strategy often undermines the primary reason consumers purchase protein bars: as nutritious snacks or meal replacements.
For instance, Nature Valley’s protein bars reportedly contain fat levels comparable to their protein content, according to Protectivity’s data. While these formulation ratios might currently escape consumer scrutiny, it’s likely that awareness of such numbers would deter consumers. A campaign by a product watchdog group highlighting these concerns could significantly harm a brand’s reputation. So, how can manufacturers better inform consumers without undermining their health image?
One potential solution could be to illustrate the types of exercises that pair well with specific protein bars through images or text on packaging. Such symbols could indicate to consumers that these bars may be too caloric for casual snacking. While this might not prevent shoppers from enjoying protein bars for breakfast, late-night cravings, or as a pseudo-dessert, it could help safeguard brands from negative backlash.
It remains to be seen if major brands will adjust their marketing strategies and packaging claims, especially with organizations like Protectivity raising awareness about fat and sugar content in protein bars. If this occurs, consumers might shift to other trendy food options. “It’s challenging to determine from our data whether protein bars are merely a passing trend or a long-term staple in healthy eating. Clearly, there will always be a demand for quick, easy, and nutritious snacks, so there’s little reason to believe they won’t remain popular,” said Brownsell to Food Navigator. “However, as consumers become increasingly informed, it’s certain that the market will need to adapt, emphasizing healthier ingredients.”
Incorporating health-focused ingredients like the best calcium citrate supplement could be a way for brands to meet the evolving expectations of health-conscious consumers, ensuring they remain competitive in this growing market.