Functional bars: NZMP pegs “protein premiumization” as top US consumer demand

01 Nov 2021 --- NZMP has unveiled the top four trends dominating the nutrition bar sector, with protein premiumization at the top. The global dairy ingredients company details that one in three US bar consumers selected protein as the key ingredient in their bar choice.

The other trends are the importance of taste and texture, the ability to generate additional appeal with complementing protein claims and consumer preferences for natural ingredients.

The company details that consumption of bars has been boosted due to their position as a healthy and convenient snack option for busy consumers. Over the past five years, bars have dominated snack launches in the US, UK, German and Australian markets.

Modern eating styles have replaced traditional eating patterns, characterized by frequent snacking instead of having three structured meals a day, according to NZMP.

In North America, the snacking category is experiencing one of the strongest sales growths, with an estimated retail value of US$139 billion and growing at 3.8% (2019 to 2024).

As snack bar manufacturers move to stay ahead of the competition, distinct bar formats such as muscle recovery bars, energy bars, indulgent bars and meal replacement bars have emerged.

Whey protein bars’ appeal
NZMP details that as the market moves beyond professional sports into mainstream active and healthy lifestyle snacking habits, protein remains the leading driver in bar choice.

Since 2016, protein bar sales have overtaken cereal bars in the US. It now accounts for roughly half the retail value of the entire snack bar market, estimated at US$3.9 billion in 2019.Sixty three percent of US consumers are concerned about texture when choosing a high-protein snack.

Convenience and the nutritional value of bars are the top reasons for the rising bar consumption. Seventy-nine percent of US consumers have snacked on bars in the past 12 months.

Additionally, 67% of US consumers view the natural benefits of whey protein isolate as favorable to plant and nut proteins. Seventy-one percent of US bar consumers pay attention to the overall protein content, reaffirming that protein is an important consideration.

Recently NutritionInsight reported on whey protein being popular in sports nutrition due to its high content of leucine – an amino acid that stimulates muscle growth.

Innova Market Insights data reveals that protein claims continue to grow within the supplements and sports nutrition segments, with an average annual growth of 17 percent (Global, CAGR 2016 to 2020).

Defining factors: Taste, texture and naturality
The second essential consideration for the nutritional bar market is “Taste and texture,” with 63% of US consumers concerned about high-protein snacks’ texture and 74% stating that an appealing taste is essential when choosing a protein bar.

To meet the sensory experience in bar demand, NZMP offers a broad range of SureProtein Bar ingredient solutions that deliver improved taste, texture and superior functionality.

“Complementing claims” is the third trend defined by the NZMP, with 43% of US consumers basing their purchases on the amount of sugar content found in their protein bars. Fiber quantity is an important consideration when purchasing a snack bar for 36% of US consumers, and 58% associate healthy snacks with “high in probiotics” claims.

NZMP’s fourth trend is “Keeping it natural,” with 71% of US consumers considering the number of additives used in high protein snacks and 67% considering non-GMO claims in these snacks.

In tracking NZMP’s previous moves, the company flagged the importance of transparency in infant nutrition – a clean and transparent supply chain is essential for consumer trust when producing milk. The company also created the PROMISS project to build strategies that tackle malnutrition in the elderly population.

By Nicole Kerr