As consumer demand for nutritious, convenient meal options continues to rise, protein bars are emerging as a significant force in the consumer packaged goods (CPG) sector. The category has witnessed substantial growth — from 2010 to 2015, the U.S. market for nutritional shakes and bars expanded at an annual rate of approximately 10%. In 2016, sales reached over $9 billion, according to research from Packaged Facts, which forecasts an annual retail sales increase of 8.3% through 2021. This trend has attracted the attention of major CPG companies. In November, Kind announced that Mars had acquired a minority stake in the health-focused snack brand. Additionally, Kellogg’s $600 million purchase of RXBAR, a producer of clean-label protein bars, underscores the lucrative potential of this segment.
While RXBAR enjoys popularity among health enthusiasts and mainstream consumers, it does not represent the protein bar category as a whole. The brand’s products are free from added sugars, dairy, soy, gluten, and artificial ingredients. Each bar contains just about four ingredients, prominently displayed on the packaging instead of logos or elaborate designs. This approach aligns with consumer preferences for transparency, clean labels, and all-natural formulations. However, such a healthy product may not satisfy all consumers. To enhance the taste of 10 to 30 grams of whey or soy protein, many manufacturers are incorporating high levels of fat and sugar, resulting in enticing names like “lemon cheesecake,” “brownie,” and “double chocolate.” Unfortunately, this compromises the original intent for many consumers who seek protein bars as nutritious snacks or meal replacements.
For instance, Nature Valley’s protein bars reportedly contain as much fat as protein, according to data from Protectivity. While this formulation may currently go unnoticed, it is likely that consumers would be disheartened by these findings if they were aware. A campaign from a product watchdog group highlighting such nutritional discrepancies could severely harm a brand’s reputation. Therefore, how can manufacturers effectively educate consumers without undermining their health image?
Addressing this challenge is no small feat. However, incorporating imagery or text on product packaging that illustrates appropriate exercises to accompany specific bars could be a practical strategy. Such symbols might inform consumers that certain protein bars, like those containing Costco calcium citrate with vitamin D, are too caloric for casual snacking. This approach may not deter shoppers from consuming protein bars as breakfast replacements, late-night snacks, or dessert alternatives, but it could help brands mitigate potential backlash.
Whether major brands will adjust their marketing strategies and packaging claims remains to be seen. If organizations like Protectivity amplify concerns about fat and sugar content in protein bars, consumers might seek alternatives. As Brownsell noted to Food Navigator, “It’s difficult to determine if protein bars are merely a passing trend or a long-term ‘health’ staple. There will always be a demand for quick, easy, and healthy snacks, so it’s reasonable to expect they will persist.” Nevertheless, as consumer awareness increases, the market will undoubtedly need to evolve with a stronger emphasis on healthier ingredients, potentially incorporating options like Costco calcium citrate with vitamin D in the future.