Highlights:
- Consumers in the Netherlands are looking for healthier bars with cleaner labels.
- Bars positioned as better-for-the-planet are gaining popularity in the Dutch market.
- High protein bars are growing rapidly in the Netherlands.
What's Next for Nutrition Bars in the Netherlands?
Nutrition bars have become a go-to healthy snack for many Dutch consumers. Here’s a look at the market and the trends ahead for nutrition bars in the Netherlands.
Overview of Nutrition Bars Market in the Netherlands
The Netherlands’ protein and energy bar market reached €16 million in 2020.1 The top three brands—Isostar, Trek, and Dextro Energy—accounted for 60% of the retail market for bars.2 The Netherlands’ leading bar brand, Isostar, claimed 25% market share.3
Trek, the second largest brand, led in growth with a CAGR of 49% from 2017 to 2020, while Isostar and Dextro Energy held steady during that period.4 Besides Trek, new entrants PowerBar and Clif Bar have been driving growth in the category. Compared to other EU markets, the protein/energy bar market in the Netherlands is less consolidated.
Top Protein/Energy Bar Brands in the Netherlands
| Brands | 2020 Sales ( € millions) |
|---|---|
| Isostar | 4.0 |
| Trek | 3.0 |
| Dextro Energy | 2.5 |
| PowerBar | 1.2 |
| Maxim | 0.6 |
| Clif Bar | 0.5 |
| Pulsin' | 0.5 |
| Etixx | 0.4 |
| Private Label | 0.3 |
| Others | 2.9 |
Source: Euromonitor, December 2020
Trends to Watch in Nutrition Bars
The pandemic has been influencing consumer snacking in a variety of ways. This has included more at-home snacking, using snacks to replace meals, buying snacks online and in bulk, exploring new snack brands, and choosing snacks that can support overall health and immunity, as well as home workouts.
In the Netherlands, the data shows health and sustainability are becoming more important in the bar category, indicating key opportunities ahead. These are the trends to watch in bars:
1. Cleaner Bars
Bars with cleaner labels are gaining traction in the Netherlands. Allergen and gluten-free claims led in ingredient claims for new bar launches in 2020.5 41% of new bars claimed low, no, or reduced allergens, while 38% claimed gluten-free.6 These claims signal to consumers a healthier bar, while also expanding their suitability for different diets.
2. Sustainable
Like in many other European markets, sustainability claims are among the top claims being made on bars launched in the Netherlands. In 2020, 39% of new bar launches claimed they had environmentally friendly packaging, while 34% made organic and 33% made vegan claims.7 Bars positioned as better-for-you and better-for-the-planet are a growing segment.
3. High Protein
Another trend to watch in the Netherlands’ bar market is high protein bars. 26% of new bar launches in 2020 had claims of high or added protein, holding steady from the year before.8 In neighboring Germany, protein claims in new bar launches have grown significantly in a short time—from 22% in 2017 to 40% in 2020.9 High protein bars in the Netherlands may likewise be poised for rapid growth.
Ingredient Solutions to Succeed in the Bar Market
Tapping into the trends of healthier, more sustainable bars is easy with the right ingredients. Our bar solutions include plant-based and dairy proteins optimized for bars, as well as vitamins, minerals, and trending botanicals. We also have an extensive flavor portfolio through Foodarom (our flavor business), with flavoring and flavor masking expertise to support your team in developing bars that are as delicious as they are nutritious.
Download our guide to Healthy Snacking Trends in Europe to explore more trends.
