Innovation in the snack market reflects the growing concern of consumers for their health, looking for foods that reinforce their well-being, discarding labels with ingredients that are difficult to identify...
Undoubtedly, launches of high-protein bars have boomed and manufacturers are using the link between digestive health and mental health to help improve consumers' mood.
Also, the growing interest in plant-based eating is driving the launch of products with vegan and plant-based claims.
In this article, we will discuss in detail the main trends in the stick market and what business opportunities can help brands differentiate themselves.
3 TRENDS IN THE MARKET FOR STICKS
1. Protein bars continue to be attractive
The consumption of snack bars on-the-go was affected by the pandemic, when people were spending more time at home. However, as life returns to a more normal state, those more active occasions are returning.
This change in consumer behavior has led snack brands to expand usage occasions.
As consumers engage in physical activity to improve their overall health and fitness, the "better for you" proposition through added protein is reinforced. In fact, 38% of consumers are interested in high-protein breakfast bars, reflecting interest in satiety as well as protein's muscle-enhancing and performance-enhancing credentials.
All Stars - high protein and fiber bar (Germany)
Contains 25% protein and is high in fiber thanks to the added inulin.
"One in three snack launches in Europe features a protein content claim."
The most commonly used ingredients in protein bars include soy protein, milk protein and collagen protein. Soy remains the leading vegetable protein, but must contend with environmental and health concerns, as well as competition from new vegetable proteins.
2. The number of vegan and plant-based claims in bar launches is growing.
In recent years, plant-based, vegan and flexitarian diets have become increasingly popular in Europe, as more and more consumers recognize the benefits of limiting consumption of animal-based foods. These benefits are also resonating in the bar market, where consumers are interested in plant-based varieties and there is an increase in the number of launches.
These options often highlight the healthy and nutritional qualities of the product: they focus on taste, clean label, functionality and feature messages such as "low sugar", "gluten-free", "organic" or "paleo".
Source: Mintel GNPD
Vegan claims appeared on 31% of all bar launches in Europe in July 2022. While plant-based claims are quite specific in this sector, they are growing at a steady pace.
3. Brands position the bars as " mood boosters" or mood bosters.
The world remains physically and mentally exhausted as a result of the pandemic. Even with the advent of the new normal, consumer interest in foods and beverages designed to promote wellness is unlikely to wane.
For candy bar companies, the goal of helping consumers improve their mood and promote relaxation has become a relevant factor for permissible indulgence, especially since many people turn to sweets when anxiety strikes.
Source: Mintel GNPD
Nut and chocolate remain the top flavors among bar launches, reflecting the industry's dual nutritional and indulgent image.
There is a slight increase in berry and sugar flavors (such as caramel), relative to more indulgent flavors.
Some brands leverage the connection between a healthy gut microbiome and mental well-being when formulating probiotics. However, only a few make an overt digestive health claim on the packaging.
Opportunities for innovation in the bar market
These are the three main innovation opportunities for this market, according to Mintel experts.
1. Indulgence is promoted with ingredients that help reduce stress.
Bars can help consumers manage their anxiety issues by elevating indulgence cues and innovating with stress-relieving ingredients. There is also a need to make healthier, more sustainable products an easier option to connect with consumers who are concerned about their health and the health of the planet.
2. Upcycling is booming due to environmental challenges and cost of living.
The commitment to ucpycling is an area of expected growth. Therefore, bar brands will have to embrace this trend, including the use of waste ingredients and valorized by-products.
3. The use of insects in the development of snacks is increasingly likely because of their nutritional and environmental benefits.
To generate appeal among mainstream consumers, and also take advantage of meal snacking , insect-based sticks can pursue savory flavor profiles as a possible development route.
