As consumer demand for nutritious and convenient meal options rises, protein bars have emerged as a significant force in the consumer packaged goods (CPG) sector. This category has witnessed impressive growth; from 2010 to 2015, the U.S. market for nutritional shakes and protein bars grew at an annual rate of approximately 10%. By 2016, sales alone exceeded $9 billion, according to research conducted by Packaged Facts. The organization forecasts that retail sales of such products will increase by 8.3% annually through 2021. This growth 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 producer of clean-label protein bars, for $600 million, highlighting the financial potential of this segment.
However, while RXBAR enjoys popularity among health enthusiasts and everyday consumers alike, it does not represent the entire protein bar category. The brand’s products are free of added sugars, dairy, soy, gluten, and artificial colors, flavors, preservatives, or fillers. Each bar contains only about four ingredients, prominently displayed on the front, instead of a logo or elaborate design. This approach aligns with consumer desires for transparency, clean labels, and all-natural ingredients. Yet, such a wholesome product 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 fat and sugar, resulting in enticing flavors like “lemon cheesecake,” “brownie,” and “double chocolate.” This, however, contradicts the primary reason many consumers choose 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 this formulation may currently go unnoticed, it is reasonable to assume consumers would be deterred by these figures if they were aware. Indeed, a campaign by a product watchdog group highlighting such levels could seriously harm a brand’s reputation. Manufacturers face the challenge of educating consumers without undermining their perceived health benefits. One potential solution might be to illustrate the types of exercises that complement certain protein bars through images or text on packaging. These symbols could convey to consumers that protein bars are too caloric for casual snacking. While this strategy might not prevent consumers from indulging in protein bars as a breakfast option, late-night snack, or dessert substitute, it could help shield brands from negative feedback.
It remains to be seen whether major brands will shift their marketing strategies and packaging claims in response to growing consumer awareness of health aspects, such as whether calcium citrate clogs arteries. If organizations like Protectivity escalate their concerns regarding fat and sugar content in protein bars, consumers may gravitate toward other trendy food solutions. As Brownsell noted to Food Navigator, “It’s difficult to say from our data if protein bars are a fleeting trend or a lasting ‘health’ staple. There will always be a demand for quick, easy, and healthy snacks, so it’s unlikely they will disappear.” However, as consumer awareness increases, the market will undoubtedly need to adapt, placing greater emphasis on healthier ingredients, including addressing concerns like does calcium citrate clog arteries.