Trends in cereal bars reflect shifting consumer priorities, as consumers seek healthier products without sacrificing taste or indulgence. Faced with this challenge, brands are working to strike a balance between these two aspects through formulations with less sugar, natural ingredients, and greater nutritional value.
In this context, innovation in ingredients plays a key role. Natural sweeteners, new flavor combinations, and functional formulations are driving the development of products that are more appealing to today’s consumers. These trends in cereal bars respond to a growing demand for nutritious snacks that still offer a distinctive sensory experience.
Next, we’ll take a look at the main trends in cereal bars that are driving innovation in this category.
Reduced sugar is one of the fastest-growing trends in cereal bars in Europe. Consumers are looking for healthier options without sacrificing flavor or texture. As reflected in a survey conducted by Mintel, consumers are learning to adopt new habits that are better for their health; in fact, 32% of consumers in the United Kingdom now rank the “low/reduced sugar” attribute as the most important factor when choosing a bar.
The challenge for brands lies in the fact that consumers are looking for options with these attributes, but do not want to sacrifice either the flavor or the nutritional quality of the product, since sugar not only adds sweetness, but also contributes to the texture, flavor potential and shelf life of the product.
Therefore, the strategies being adopted by manufacturers could be summarized in three ways:
As reflected in the graph below, launches of no-sugar-added bars increased throughout the year, accounting for a quarter of new launches in Europe during the month of July.
Although brands are making efforts to reduce the sugar content of their products, replacing sugar with natural sweeteners is a relatively unexplored area in this category.
Source: Mintel GNPD, August 2021- July 2023.
Cereal bars with carrot and curry Gerlinéa Paüse Dej © (France)
These bars are rich in protein, fiber, vitamins and minerals. It is said that two bars are equivalent to a balanced meal.
The supply of gluten-free bars is being driven both by people with gluten sensitivity and by those who perceive the absence of gluten as a healthier option. However, it is recommended that gluten-free food manufacturers develop products that go beyond the concept, incorporating attributes related to taste, price and the naturalness to which consumers are accustomed.
For this reason, it is common for this type of bars to be associated with diets such as ketogenic or vegetarian. This is because many of the ingredients used are common, as the objective is that the consumer perceives the bars in this way.
As can be seen in the graph below, gluten-free product launches in Europe have experienced growth over the last year.
In addition, 17% of UK adults are willing to buy a gluten-free food if it has health and functional claims. Brands can leverage this link in a number of ways; for example, by using and promoting ingredients such as fiber, prebiotics or probiotics, which are beneficial to digestive health.
Fermenti Bio Bites raspberry and coconut © (UK)
Fermenti, a UK-based company, recently introduced its organic raspberry and coconut snacks. These feature a cashew butter fondant center and are said to be the best snack for gut health. They are rich in fiber, antioxidants and short-chain fatty acids. They are also ketogenic and are dairy and gluten free.
Another trend in cereal bars is the rise of plant-based and vegan formulations, driven by consumers seeking more sustainable and nutritious alternatives.
In response to this demand, the category has seen a significant increase in plant-based product launches. Also, as nutrient-rich formulations are growing among health-conscious consumers, these plant-based options often highlight information about their health and nutritional qualities.
As seen in the graph below, the proportion of vegan and plant-based claims registered a significant increase in bars launched between July 2022 and July 2023. In addition, these launches tend to include claims such as "gluten-free", "non-GMO" and "organic".
Source: Mintel GNPD, August 2019 - July 2023.
Sun-Rype Good Bites © (Canada)
They are made with dates, seed butter, seeds, cocoa and chocolate. It is a delicious wellness snack that is made without ingredients with complex names.
Among the new trends in cereal bars, refrigerated varieties also stand out, reinforcing the perception of freshness and naturalness. About 44% of Americans say they eat bars at home, while nearly one in four of these consumers is willing to try refrigerated bars made with fresh ingredients. This presents a major opportunity, as brands can distance their bars from the negative connotations associated with overly processed ingredients.
Based on the growth experienced in refrigerated bars between 2021 and 2023, healthy ingredients that have been refrigerated show an improvement in their nutritional quality. Despite this, these bars represent only 4% of total bar launches in North America.
Almond Bar with Blueberries and Banana by Core © (United States)
It is a plant-based refrigerated bar. It contains 7 g of fiber, 6 g of protein, vitamin C and D, zinc, probiotics and prebiotics.
Trends in cereal bars show a clear shift toward healthier, more functional, and more sustainable products. Reduced sugar content, plant-based formulations, gluten-free options, and new formats represent an opportunity to innovate and meet new consumer expectations.
