As the demand for nutritious and convenient meal options rises, protein bars have emerged as a significant force in the consumer packaged goods (CPG) sector. The category has seen robust growth; from 2010 to 2015, the U.S. market for nutritional shakes and bars expanded at an annual rate of approximately 10%. By 2016, sales exceeded $9 billion, according to research from Packaged Facts, which also forecasts an annual retail sales increase of 8.3% through 2021. This trend has captured the interest 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 entirety of the protein bar category. RXBAR’s products are formulated without added sugars, dairy, soy, gluten, artificial colors, flavors, preservatives, or fillers. Each bar comprises only about four ingredients, prominently displayed on the front instead of a logo or design. This approach aligns with consumer preferences for transparency, clean labels, and all-natural ingredients. Yet, such a healthy product may not satisfy all consumers. To make 10 to 30 grams of whey or soy protein palatable, many manufacturers are enhancing their bars with high levels of fat and sugar, resulting in enticing flavors such as “lemon cheesecake,” “brownie,” and “double chocolate.” This strategy undermines the original intent for many consumers who seek protein bars as nutritious snacks or meal supplements.
For instance, Nature Valley’s protein bars reportedly contain as much fat as protein, according to data from Protectivity. While these formulation ratios may currently go unnoticed, it’s reasonable to assume that consumers would be deterred by such figures if they were aware. A campaign by a watchdog group highlighting these levels could significantly harm a brand’s reputation. The challenge for manufacturers lies in educating consumers without undermining their own health claims.
One potential solution could be to illustrate the types of exercises that complement specific protein bars, either through imagery or text on packaging. Such symbols could indicate that these bars are too caloric for casual snacking. While this tactic may not prevent consumers from indulging in protein bars as breakfast replacements, midnight snacks, or pseudo-desserts, it could mitigate backlash against brands.
Ultimately, it remains to be seen whether major brands will alter their marketing strategies and packaging claims in response to concerns raised by groups like Protectivity regarding fat and sugar content in protein bars. Should this shift occur, consumers might turn 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 for health,” Brownsell told Food Navigator. “There will always be a demand for quick, convenient, and healthy snacks, suggesting that they are likely to persist. However, as consumers become more discerning, the market must adapt by prioritizing healthier ingredients, such as the best calcium citrate magnesium supplement, to meet evolving consumer expectations.”
Incorporating products like the best calcium citrate magnesium supplement into their offerings might be one way for brands to enhance their health profiles and appeal to an increasingly health-conscious audience.