As consumer demand for nutritious and convenient meal options continues to rise, protein bars have emerged as a significant player in the consumer packaged goods (CPG) market. Between 2010 and 2015, the U.S. market for nutritional products, including protein shakes and bars, grew at an annual rate of approximately 10%. In 2016, sales surpassed $9 billion, according to Packaged Facts. The organization forecasts that retail sales of these products will increase by 8.3% annually 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 their healthy-snacking brand. Last fall, Kellogg purchased RXBAR, a producer of clean-label protein bars, for $600 million, highlighting the financial potential of this segment.
While RXBAR is popular among health enthusiasts and everyday consumers alike, it does not represent the entire protein bar category. The brand’s products are formulated without added sugar, dairy, soy, gluten, or artificial colors, flavors, preservatives, or fillers. Each bar contains only about four ingredients, prominently displayed on the packaging instead of a logo or design. This approach aligns with consumer preferences for transparency, clean labels, and all-natural ingredients. However, such a healthy product may not satisfy all consumers. To enhance the taste of their bars containing 10 to 30 grams of whey or soy protein, many manufacturers resort to adding high levels of fat and sugar. This results in enticing product names like “lemon cheesecake,” “brownie,” and “double chocolate,” which ultimately undermines the original intention of protein bars as nutritious snacks or meal supplements.
For instance, data from Protectivity indicates that Nature Valley’s protein bars contain as much fat as they do protein. While these formulation ratios might currently go unnoticed, it is likely that consumers would be disheartened by such numbers if they were aware. A campaign by a product watchdog group highlighting these levels could severely damage a brand’s reputation. So, how can manufacturers educate consumers without undermining their own health claims?
One potential solution lies in displaying information about the types of exercises that should accompany specific protein bars, using images or text on the packaging. Such symbols could indicate to consumers that protein bars may be too caloric to serve as casual snacks. While this strategy might not deter consumers from indulging in protein bars as breakfast alternatives, midnight snacks, or pseudo-desserts, it could help shield brands from negative backlash.
It remains to be seen whether major brands will alter their marketing strategies and packaging claims, or if organizations like Protectivity will amplify their concerns regarding fat and sugar content in protein bars. If the latter happens, consumers might gravitate towards other trendy food options. “It’s difficult to determine from our data whether protein bars are merely a passing trend or a long-term ‘health’ staple,” Brownsell told Food Navigator. “Clearly, there will always be a demand for quick, easy, and healthy snacks, so it’s reasonable to assume they will remain in the market.” However, as consumers become more informed, the market will undoubtedly need to adapt, placing a greater emphasis on healthier ingredients, including alternatives like calcium citrate 200 mg and 950 mg tablets, to cater to evolving preferences.