Insights

4 Trends Redefining The Global Nutrition Bar Market

Bars have experienced an uptick in consumption as a healthy and convenient snacking option with the increasingly busy lifestyles of consumers. 

01 Nov 2021

10 min

#Global #Insights #Active Lifestyle #Protein #Nutrition #SureProtein™

The rise of healthy snacking and protein bars

Driven by the increasingly busy lifestyles of consumers, grab-and-go convenience is experiencing rising demand among consumers. Modern eating styles have replaced traditional eating patterns, characterised by frequent snacking instead of having three structured meals a day. [1] In North America, the snacking category is experiencing one of the strongest sales growths with an estimated retail value of US$139bn and growing at 3.8% (2019-2024). [2]

Bars, in particular, have experienced an uptick in consumption as a healthy and convenient snacking option. Over the past 5 years, snack launches have been dominated by bars in the US, UK, German and Australian markets.[3] Convenience and the nutritional value of bars are top reasons for the rising bar consumption.[6]

79%

of US consumers have snacked on bars in the past 12 months. [4]

As manufacturers move to stay ahead of the competition, distinct bar formats that segment the market have emerged. These include: 

  • Muscle recovery bars
  • Energy bars
  • Indulgent bars 
  • Meal replacement bars
 

Our latest infographic covers these 4 trends: the quality of protein, the importance of taste and texture, the ability to generate additional appeal with complementing protein claims and consumer preferences of natural ingredients. 

 

High performing ingredients for bar applications

More than any other factor, the purchase decision driving bar purchases is the sensory experience.

To meet this need, NZMP offers a broad range of SureProtein™ Bar ingredient solutions that deliver improved taste, texture and superior functionality.

Two pieces chocolate flavour protein energy bar on end  isolated on white background

Maximizing appeal of protein bars

The focus has since shifted to the quality of protein, rather than just quantity. 48% of US bar consumers look for moderate amounts of protein (5-14g), with the source of protein as a key driver of bar choice.[5]

60%

of US consumers consider high protein claims to be important when purchasing healthy snacks.[8]

 

As the market moves beyond the realm of professional sports into mainstream active and healthy lifestyle snacking habits, protein remains the leading driver in bar choice. Since 2016, protein bar sales have overtaken cereal bars in the US. It now accounts for roughly half the retail value of the entire snack bar market, estimated at $3.9bn in 2019.[9]

Not sure what ingredient is right for you?

Do you need guidance on what ingredients to select when making your bar? Or are you trying to overcome a specific formulation challenges? Use our tool to find the best NZMP ingredients for your nutrition bar requirements.

User journey
Ingredients for Nutrition Bars
Question 1 of 8

Please indicate the region where you operate.

Our portfolio of ingredients may vary depending on the region where you operate; therefore to give you an accurate recommendation, we need to know where you are making your bars. Select one of the regions below:

North America
Europe
Asia Pacific
Other markets
Ingredients for Nutrition Bars
Question 2 of 8

What type of bar are you making?

Select one of the types below:

Granola/ Muesli bar
Crispy/ Crunchy bar
Nougat/ Whipped bar
Dough bar
Multi-layered bar
Type of protein
Protein content
Sugar content
Texture
Ingredients for Nutrition Bars
Question 3 of 8

Which stage of the formulation process are you at?

Select one of the options below:

Formulation not started - Need guidance on ingredients to select
Formulation refining - Need guidance to overcome a specific challenge
Ingredients for Nutrition Bars
Question 4 of 8

What type of ingredient/s do you want?

Select one or more of the types below:

Dairy proteins
Probiotics
Prebiotics
Ingredients for Nutrition Bars
Question 5 of 8

What type of dairy protein/s do you want?

Select all that apply:

Whey protein (isolate or concentrate)
Whey protein hydrolysate
Milk protein (isolate or concentrate)
Calcium Caseinate
Ingredients for Nutrition Bars
Question 6 of 8

What protein content are you targeting?

Select one of the choices below:

Up to

15%

protein
From

15% to 30%

protein
Above

30%

protein
Ingredients for Nutrition Bars
Question 7 of 8

What sugar content are you targeting?

Select one of the choices below:

Up to

0.5g

per bar
From

0.5g to 0.9g

per bar
From

1g to 3g

per bar
Sugar content is not important
Ingredients for Nutrition Bars
Question 8 of 8

What is the main texture attribute you are looking for when making your bar?

Select one of the choices below:

Softness
Short texture and/or easy chew
Crispiness/ Crunch
Chewiness
Aeration
Ingredients for Nutrition Bars
Question 8 of 8

Which texture challenge do you want to overcome?

Select one of the choices below:

Add aeration
Shorten texture/ Reduce cohesiveness/ Reduce chew
Soften
Increase cohesiveness/ chew
Add crispiness/ crunch
Build texture
Discover NZMP ingredients for nutrition bar applications

Your recommended ingredients based on the options you selected:

Types of Bar Edit

Types of Protein Edit

Protein Content Edit

Types of Ingredients Edit

Sugar Content Edit

Texture Edit

By blending the below ingredient(s) together or with other ingredients from our bar portfolio, it is possible to customise texture to deliver a desired consumer experience, and give stability over shelf life.

For more information on blending ratios, specifications and samples please Contact Us.

 
 
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Interested in finding out more?

  • [1] Mintel: Snacking Motivations and Attitudes, US, January 2019
  • [2] Euromonitor: Market Size - North America Snacking, March 2020
  • [3] Mintel GNPD: Q1 2020
  • [4] FMCG: Active Nutrition Survey, Q3 2019
  • [5] Mintel: Snack, Nutrition and Performance Bars, US, February 2019
  • [6] Mintel: Snack, Nutrition and Performance Bars, US, February 2020
  • [7] Mintel: Better for you Snacking, US, December 2019
  • [8] Euromonitor: US Snack Bar Sales 2005 to 2024

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