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Here’s how to develop functional snacks that restore and sustain energy levels to support active lifestyle consumers from the gym to the office.
Functional snacks, particularly those enriched with protein or amino acids plus key micronutrients, such as electrolytes, iron, and B vitamins, play a vital role in post-exercise recovery. Among active European consumers aged 16-45, 66% use snacking to refuel after strenuous activity.1
Whether a functional nutrition bar or shake, these protein-enriched snacks offer dual benefits beyond traditional snacks by replenishing energy stores and supporting muscle recovery. Functional snacks are a powerful tool for active lifestyle consumers who need to transition from workout to workday seamlessly.
Functional snacks are designed for immediate recovery and to provide sustained energy that supports physical and mental performance throughout the day. Balanced nutrition is a key feature of these snacks, which helps consumers maintain their energy levels and focus, regardless of their activity.
Consumers already reach for snacks for this type of support—with 58% of active 16- to 45-year-olds managing their snacking to ensure they have sustained energy to get through the day and 48% snacking throughout the day to manage alertness or focus.2
Unlike a traditional snack, however, a snack specially formulated to restore and sustain energy levels contains the necessary nutrients, as well as functional ingredients, to optimally achieve these goals.
Advances in sports nutrition and ingredient science continue to drive innovation in functional snacks. High-quality protein, such as dairy protein, which is recommended for post-exercise recovery, is available in heat stable and soluble options for ready-to-mix hot beverage and food applications and in forms that resist gelation and sedimentation, even at high doses, in ready-to-drink beverages.
There are also proteins specifically developed for clarity or creaminess in beverages and soft texture and clean flavor in bars. Extruded high-protein crisps represent a significant innovation. Used as bar and snack inclusions, they can immediately boost total protein content while offering a crunchy texture consumers enjoy.
Among bioactive ingredients, lactoferrin is gaining attention for its role in maintaining healthy iron levels, which is essential for oxygen transport and maintaining energy levels. Lactoferrin works differently in the body than the standard sources of iron commonly associated with side effects, highlighting its potential in functional snacks for active women.
When developing products that cater to the needs of active consumers, efficacy matters—but it’s not enough in itself. Convenience is another must-have, with ready-to-eat and ready-to-drink formats often the best fit for an active lifestyle.
Taste is another attribute consumers have high expectations for in energy products and post-exercise snacks. Consumers even rate taste as more important than health for certain products, including protein bars, protein cereals, sports drinks, and energy drinks, and for functional snacks overall.3
| Type of Functional Snack | “Health is more important (% of Consumers) | “Taste is more important” (% of Consumers) |
|---|---|---|
| Protein bars | 28% | 36% |
| Protein cereals | 26% | 42% |
| Sports/electrolyte drinks | 21% | 39% |
| Energy drinks | 19% | 50% |
| Functional sodas/waters | 21% | 44% |
| Ready-to-drink protein shakes | 30% | 30% |
| Diet/weight loss bars | 36% | 28% |
Consumer preferences are shaping new product development in the sports nutrition and functional snack markets—with an increased focus on science-backed ingredients, an expansion of convenient formats (like protein cookies and liquid shots), and a renewed emphasis on bold, indulgent, and signature flavors.
Work with Glanbia Nutritionals on product innovation that meets the dual needs of recovery and sustained performance, with ingredients that deliver on nutrition, function, and flavor.
