As consumer demand for nutritious and convenient meal options continues to rise, protein bars have become a significant force in the consumer packaged goods (CPG) sector. The category has seen remarkable growth, with the U.S. market for nutritional shakes and bars increasing at an annual rate of around 10% between 2010 and 2015. According to research by Packaged Facts, sales surpassed $9 billion in 2016 alone. The organization forecasts that retail sales of these products will rise by 8.3% annually through 2021. This trend has not gone unnoticed by major CPG companies. In November, Kind announced that Mars had taken a minority stake in the healthy-snacking brand. Last fall, Kellogg acquired RXBAR, a producer of clean-label protein bars, for $600 million, underscoring the financial potential of this segment.
However, while RXBAR enjoys popularity among fitness enthusiasts and everyday consumers alike, it does not represent the protein bar category in its entirety. The brand’s products are distinguished by their lack of added sugars, dairy, soy, gluten, artificial colors, flavors, preservatives, or fillers. Each bar contains only about four ingredients, prominently displayed on the packaging rather than a logo or elaborate design. This approach meets consumer desires for transparency, clean labels, and all-natural formulas. Yet, such health-focused products may not satisfy all consumers. To enhance the taste of 10 to 30 grams of whey or soy protein, many manufacturers are adding high levels of fats and sugars, resulting in enticing flavors like “lemon cheesecake,” “brownie,” and “double chocolate.” Unfortunately, this undermines the primary reason many consumers purchase protein bars: as a nutritious snack or meal supplement.
For instance, 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, it’s reasonable to assume that consumers would be deterred if they were aware. In fact, a campaign by a product watchdog group highlighting such levels could significantly harm a brand’s reputation. The challenge for manufacturers is to educate consumers without diminishing their health appeal. One potential solution could be to display symbols or text on product packaging indicating the types of exercises that should accompany certain bars. These symbols could inform consumers that some protein bars are too caloric to be considered casual snacks. Although this might not prevent consumers from indulging in protein bars as a breakfast alternative, late-night snack, or pseudo-dessert, it could help brands avoid backlash.
Only time will reveal whether major brands will adjust their marketing strategies and packaging claims, and whether groups like Protectivity will amplify their concerns regarding fat and sugar content in protein bars. If the latter occurs, consumers might shift to another trendy food option. “It’s challenging to determine from our data whether protein bars are a fleeting trend or a long-term ‘health’ staple. Clearly, there will always be a demand for quick, easy, and healthy snacks, so it’s unlikely they will disappear,” Brown said to Food Navigator. “However, as consumers become more informed, the market will undoubtedly need to adapt, placing greater emphasis on healthier ingredients.”
Additionally, as consumers evaluate ingredients, questions may arise about whether is calcium citrate a laxative. This highlights the need for transparency regarding all components in food products. Overall, the protein bar market must evolve to accommodate health-conscious consumers while maintaining its appeal.