Consumers seek “health and indulgence balance” in protein bars, Glanbia Nutritionals exec details

07 Mar 2022 --- Protein bar and health snack formulators must step up their offerings to compete with less healthy options. This is according to Glanbia Nutritionals, which has launched its BarPro 100/120 and BarFlex 100 proteins, touted as delivering less of a chalky, powdery texture in health food formulations.

Sonja Matthews, senior manager of strategic insights EMEA at Glanbia Nutritionals, tells NutritionInsight: “Consumers are actively trying to balance both health and indulgence, and as a result are becoming more demanding of their snacks.”

She says Millennials are a significant driving force behind the interest in high protein bars. They not only support an active lifestyle but also provide satiety and work well as a meal replacement.

“As we experience a rise in demand for healthy food options, the food sector will have to continue investing in fortifying products to meet the surge in positive attitudes toward health-focused products, such as protein bars.”

Protein benefits without the issues
BarPro 100/120 and BarFlex 100 proteins are designed to offer all the benefits of proteins without traditional flavor and texture challenges. The proteins are designed for use in cereals, bars and snacks. 

Using BarPro 100/120 and BarFlex 100, Glanbia Nutritionals has also made Crunchie milk and whey protein crisps for use in bar and snack formulations. The formulation is crispy, delivers high levels of protein and has a clean flavor that requires no masking.

Crunchie crisps help health snack manufacturers overcome taste and texture challenges often found in traditional protein additives.

Most US consumers assume healthy foods are less tasty, indicating companies must keep fighting to shift consumer perceptions.Better-for-you, not best-for-you options
According to Glanbia Nutritionals, most US consumers still assume healthy foods are less tasty. 

Therefore, Matthews believes that consumer preference for tasty health options will intensify the trend toward candy-like health options.

“As we exit the pandemic, consumers are looking for better-for-you options, not best-for-you; however, they are not prepared to compromise on taste. Snacks need to be both indulgent and nutritious, and we expect continued innovation into the healthy confectionary space to meet these evolving consumer needs.”

Glanbia Nutritionals says that more consumers are looking at protein content (48%) than sugar content (45%). 

Consumers are also looking for more varied delivery formats. In particular, consumers are looking for convenient options that require little preparation and can be taken on the go.

Solutions needed to resolve plant-protein challenges
Based on a recent Glanbia Nutritionals survey, 64% of consumers rank texture as moderately important or very important in choosing a protein bar. Chewy ranks highest for preferred texture (42%), followed by crunchy (33%) and soft (28%).

Whipped textures, crunchy layers and “decadent coatings” also held appeal for consumers.

Protein can greatly impact the texture of a protein bar, with plant protein typically generating a gritty texture compared to dairy protein. Plant proteins also have a distinct, more bitter flavor that tends to be described as “grassy” or “beany,” keeping many consumers from purchasing plant protein-based products.

Glanbia Nutritionals recommends that plant proteins such as pea protein be formulated with more assertive flavors to mask off-putting notes. 

Attending to mind and body needs
Matthews says that consumers not only want to nourish their bodies; people are also on the lookout for healthy foods and dietary supports that benefit their emotional and cognitive well-being.

“The trend around ‘healthy body, healthy mind’ means consumers are seeking to support their holistic health through their diets. We are seeing an increased focus on areas such as immune health, gut health, bone and joint health and mood and sleep,” she adds.

Snacks including ingredients offering functional benefits will also continue to become more prominent, projects Matthews, in addition to keto and vegan-friendly options.

“Ingredients delivering a nutritional profile in line with these specific diets will become more available as these lifestyles become more prominent.”

Last year, Glanbia Nutritionals invested €1.4 million (US$1.52 million) to boost its R&D facility in Ireland, planning to create new F&B solutions for snacks, bars, beverages and baked goods.

In 2021, Glanbia Nutritionals noted that 54% of consumers expect snacks to offer a nutritional boost. 

The company recently flagged its rising profits despite inflation pressures. 

By Olivia Nelson