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Stay ahead in the fast-evolving nutrition bar industry with our nutrition bar market trends update, supported by our unique expertise in nutrition and health ingredients.
The $4.03 billion US protein bar market (3.0 billion bars annual volume) is experiencing the fastest growth in its high protein bar segment, which comprises bars containing at least 15 grams of protein.1 Over the past year, this segment reached nearly $1.5 billion in sales (+8%) and over 650 million in bars (+3%).2
Current bar shoppers have increased their purchase frequency of high protein bars and are buying larger pack sizes, such as multi-packs.3 High protein bar category shoppers are most likely to be Gen X and live in four-member households.4
Driving the category is consumers’ desire for sweet snacks with added protein. Americans are frequent sweet snackers (consuming sweet snacks an average of 6.4 times per week),5 and options high in protein offer greater permissibility due to protein’s health halo. Our consumer analysis shows that 56% of US consumers are trying to increase their protein intake, with one in three using protein-fortified foods to achieve this.6
The flavors represented by the top ten selling high protein bar SKUs—chocolate chip cookie dough, cookie crunch, cookies & cream, chocolate, and chocolate peanut butter combinations—show that protein bar consumers prioritize taste, with a preference for sweet and indulgent. It’s no surprise that FITCRUNCH, a brand gaining fans based on its great candy-bar-like taste, is the latest rising star, leading growth in sales (+41%) and volume (+45%) in the past year. 7
While great taste and high protein have become non-negotiables in the category, brands continue to innovate in ingredients to provide added value that can set their products apart. Innovative ingredients making headway in nutrition bars include high protein inclusions that add texture and nutritional value, and a wide variety of superfoods—from exotic berries (like acerola, acai, and goji) to leafy greens (like spinach and kale).
For more targeted health benefits, some brands are adding functional mushrooms, such as lion’s mane and chaga, which are promoted for immunity and brain health, respectively, while other brands are focusing on traditional bioactive botanicals like ashwagandha, an adaptogen used in Ayurvedic medicine for mood and sleep support for their bars.
An important consumer trend we’re seeing is protein bars as a common entry point to the protein-fortified snack category. Protein bar users are also consuming protein RTDs (23%),8 protein cereal (12%), and sweet protein snacks (8%).9 This consumption is typically additive, with protein consumption frequency increasing as consumers stack their protein formats.
There is a shift in perception from less healthy to more healthy when snacks contain protein, with sweet protein snacks and salty protein snacks rated healthier than traditional snacks.10 This points to growth opportunities in protein-fortified cookies, brownies, chips, pretzels, popcorn, and more. Consumers are also using protein bars and other protein snacks on a variety of occasions beyond the gym, including work and study breaks and while watching TV.11
Looking ahead, offering nutrition bars tailored to different usage occasions and need states will be key to driving category expansion. For example, the “pleasure” need space accounts for nearly four in ten healthy snacking occasions.12 Within this space, consumers are having a healthy snack either as a guilt-free treat or to enjoy a relaxing moment.13
For the guilt-free treat need state, taste is somewhat more important than health to consumers, with a preference for sweet indulgent taste, high protein, and low carbs, calories, and sugar.14 This need state skews toward evening, especially while watching TV (47%) but also when at home reading, listening to music, or scrolling online.15
The relaxing moment need state has similar usage occasions but is most relevant in both the afternoon and evening.16 Taste is far more important than health to fulfill the relaxing moment need state, with familiar taste (indulgent or savory), high protein, and crunchy or crispy texture preferred by consumers.17
In the nutrition bar category, high protein levels, delicious taste, and continued exploration with innovative healthful ingredients will be essential to holding consumers’ attention going forward, while addressing the more emotional need states of healthy snacking through targeted product development and marketing presents an exciting growth opportunity for brands.
For deeper category insights or to discuss how our nutrition bar solutions and services can help your brand navigate the nutrition bar market successfully, contact us.
