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 shakes and bars experienced impressive growth, with an annual increase of approximately 10%. In 2016 alone, sales exceeded $9 billion, according to research from Packaged Facts. The organization forecasts that retail sales of these products will soar by 8.3% annually through 2021. This trend has not gone unnoticed by major CPG firms. 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.
While RXBAR is favored by health enthusiasts and regular consumers alike, it does not fully represent the protein bar category. The brand’s products feature no added sugars, dairy, soy, gluten, or artificial ingredients, with each bar containing only around four ingredients prominently displayed on the packaging. This approach aligns with consumer preferences for transparency, clean labels, and all-natural formulations. However, such a healthy option may not satisfy all consumers. To achieve a great taste with 10 to 30 grams of whey or soy protein, many manufacturers are adding high levels of fats and sugars, resulting in enticing names like “lemon cheesecake,” “brownie,” and “double chocolate.” Unfortunately, this undermines the initial appeal for many consumers seeking nutritious snacks or meal replacements. For instance, data from Protectivity indicates that Nature Valley’s protein bars may contain as much fat as protein.
These formulation ratios might currently fly under the radar, but it’s likely that consumers would be dissuaded if they were aware of such figures. A campaign by a product watchdog group highlighting these fat and sugar levels could severely damage a brand’s reputation. So, how can manufacturers educate consumers without harming their health-focused image? It’s a challenging task. However, including visual or textual cues about the types of exercises associated with specific bars on packaging could be a practical solution. Such symbols might indicate to consumers that certain protein bars are too caloric to be seen as mere snacks. While this may not deter shoppers from enjoying protein bars as breakfast alternatives, midnight snacks, or pseudo-desserts, it could at least shield brands from potential backlash.
The future will reveal whether major brands adjust their marketing strategies and packaging claims, and if groups like Protectivity amplify their concerns regarding fat and sugar content in protein bars. If such scrutiny increases, consumers might turn to other trendy food options. “It’s challenging to determine from our data whether protein bars are a fleeting trend or a long-term staple in health,” Brownsell told Food Navigator. “However, with the growing awareness among consumers, the market will undoubtedly need to adapt and place greater emphasis on healthier ingredients.” As part of this evolving landscape, incorporating nutrient-rich options like bluebonnet liquid calcium magnesium citrate into protein bars could meet the demand for healthier snacks while maintaining taste and appeal.