Trendsin the snack bar market reflect consumers' growing concern for their health and well-being. Consumers are increasingly seeking products with recognizable ingredients, nutritional benefits, and formulations tailored to new consumption habits.
Without a doubt, the launch of high-protein bars has seen a huge boom. In addition, manufacturers are exploring the link between digestive health and mental health to develop products focused on well-being and mood.
At the same time, the growing interest in plant-based diets is driving the launch of products with vegan and plant-based claims.
In this article, we analyze the main trends in the snack bar market and the opportunities for innovation that can help brands stand out.
3 TRENDS IN THE MARKET FOR STICKS
1. Protein bars continue to be attractive
The consumption of snack bars as on-the-go snacks was affected by the pandemic, when people were spending more time at home. However, as life returns to a more normal state, those occasions of increased activity are making a comeback.
This shift in consumer behavior has led snack brands to expand the occasions for consumption.
As consumers engage in physical activity to improve their overall health and fitness, the“better for you”proposition is reinforced through added protein. In fact,38% of consumers are interested in high-protein breakfast bars, reflecting a desire for satiety as well as protein’s reputation for improving muscle and performance.
© All Stars – high-protein, high-fiber bar (Germany)
It 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.
Among the trends in the snack bar market, the growth of plant-based options stands out. In recent years, vegan, plant-based, and flexitarian diets have become increasingly popular in Europe, as more and more consumers recognize the benefits of limiting their consumption of animal-based foods.
These options often highlight the product’s health and nutritional benefits: they emphasize taste, clean labels, and functionality, and feature messages such as “low in 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.
In short, trends in the snack bar market point toward products that combine nutrition, wellness, and indulgence. Protein, plant-based options, digestive health, and the use of new ingredients are opening up opportunities for brands to develop solutions tailored to new consumer demands.
