Busy lifestyles and the rise of health concerns lead consumers to prefer snacks that fit their lifestyles, but with specific characteristics, such as high fiber content, reduced sugars, high protein content or the use of natural ingredients.
In this article, we share the most relevant health bar trends, the most important launches and consumer preferences.
TRENDS IN THE BAR MARKET: FREE FROM, NATURAL AND PLANT BASED
SUGAR REDUCTION IN STICKS
Sugar is a particularly contentious issue among snack bar consumers. In fact, in the UK, 32% of category users cite "low/reduced sugar" as the most important attribute when choosing a snack bar.
In this context, snack companies needing to reduce sugar content may face a challenge in reformulation, as key ingredients such as sugar influence taste and often contribute to product texture and shelf life, making it a more difficult ingredient to substitute.
Source: Mintel GNPD, Aug 2021 - Jul 2023.
This trend is becoming increasingly evident, as launches of bars with "no added sugar" claims increased last year to account for a quarter of total bar introductions in Europe.
While brands have made some efforts to reduce the sugar content of their products, replacing sugar with sweeteners remains a challenge, probably due to the perceived negative effects of their use.
Pep & Lekker (United Kingdom)
Baked cumin seed bites. Contain natural chicory inulin. Said to contain "zero teaspoons of added sugar" thanks to the use of fiber.
THE RISE OF GLUTEN-FREE BARS
The gluten-free diet became common when people without allergies chose not to consume gluten, due to the healthful perception of gluten-free foods. Lgluten-free alternatives are also often plant-based or low-carbohydrate, making them compatible with diets such as ketogenic and vegetarian.
Gluten-free claims alone may not be enough to stand out in a market with a lot of competition, gluten-free food manufacturers must develop products that, in addition to being gluten-free, can offer attributes related to taste, price and naturalness that consumers are used to.
Dig Organic (Sweden)
No-bake raspberry crumble bar.
It is described as a "junk-free" vegan snack, free of gluten and refined sugar.
Full report on the bar market
Download our free report to learn more about the bar market. It includes all the trends, ingredient selection and market concepts to inspire you.
FIBER-RICH SNACKS AND BARS
Most consumers understand the importance of incorporating fiber into their diet, but many struggle to meet the recommended daily intake. This is due, in part, to the difficulty in recognizing which foods are inherently rich in dietary fiber.
While snack bars appeal for their flavor diversity and convenience, health is a growing priority. With this, snack brands can highlight fiber-rich ingredients, such as cereals, nuts and grains, which presents a great opportunity for brands.
Wu Gu Mo Fang Xiao Tian Cai (China)
The manufacturer specifies that it provides more fiber than broccoli.
100% NATURAL BARS
Claims related to naturalness have gained share among bar and snack launches as consumers equate naturalness with health.
As a result, consumers expect brands to prioritize recipes with clean labels. This can be done, for example, by drawing up short lists of familiar ingredients or emphasizing naturalness on the packaging.
Source: Mintel GNPD, 2021 - Jul 2023
In Europe, launches with the claim "all natural" are maintained in 2023 with values equal to those of 2021. However, this claim is the one that has registered the most launches over the past year, despite remaining stable.
The "integral" and "additive-free" claims experience a boom in the percentage of launches in 2022, but return to similar values of 2021.
That's it (United Kingdom)
It is positioned as a very natural bar, with 1 apple and 20 blueberries. It contains 90 kcal per bar and does not contain the 14 main allergens, nor does it contain gluten, wheat or nuts.
VEGAN AND PLANT BASED BARS
In recent years, vegan, plant-based and flexitarian diets have become more common as consumers recognize the health and environmental benefits. However, these benefits also resonate among bar users, with 21% of U.S. adults saying they are interested in trying plant-based protein bars.
Source: Mintel GNPD, Aug 2019 - Jul 2023.
On the other hand, the bar category has seen an increasing number of plant-based product launches over the past 5 years. In addition, as nutrient-rich formulations are an increasing priority, plant-based options often highlight their healthful qualities.
What about plant based protein?
As for Plant Based protein, it is expected that by 2027, 75% of the demand for proteins will be of plant origin, with an expected annual growth of 11% for products that incorporate them, which positions this ingredient as a great opportunity for innovation for brands that want to serve this market.
On the other hand, in Spain, investments in sustainable proteins increased by 58% between 2021 and 2022, indicating a clear focus of companies on innovation in alternative protein
BARS WITH FUNCTIONAL CLAIMS
Consumers are looking for more nutritious options that can offer specific health benefits.
With this, ingredients such as proteins, fiber, vitamins, minerals, antioxidants and other bioactive compounds become more attractive to consumers and to brands that want to innovate in these ways.
On the other hand, the most prominent functional claims in Spain are those related to energy supply/concentration, followed by bone and joint health and immune system support, which shows that consumers are increasingly approaching their health from a holistic point of view, understanding that taking care of health from the digestion or cognitive system will also benefit overall health.
Did you miss the webinar on functional food?
Don't miss our webinar on functional food, where we discuss the main trends and present the most innovative ingredients and market examples.
