Protein bars have become a staple of everyday life

Protein bars have moved from the world of sport and fitness to become a staple of consumers’ daily routines.

According to a new study, many consumers today choose bars as part of their daily lives, where convenience, satiety and taste play a central role.

Around 70% of consumers prefer protein bars in their daily lives, and at the same time, the study shows an increasing trend towards combining enjoyment and nutrition. The bar must therefore not only provide protein but also serve as a reliable, trustworthy choice.

Breakfast on the go is changing the demands on the bar

Eating patterns are changing, particularly among younger consumers. Generation Z (born between 1997 and 2012) is increasingly using bars as a meal in themselves.

According to the survey, 39% of Generation Z use a bar as a substitute for breakfast, and this raises the bar for product development.

The bar must:

• Provide a lasting feeling of fullness.
• Be able to replace a meal, such as breakfast or a snack.
• Have a flavour that consumers will choose again.

Functional ingredients create added value

According to the survey, 45% of new protein and energy bars contain vitamin and/or mineral fortifications. This shows that many products are being developed with a focus on functional nutrition.

The study also shows that consumers are willing to pay more for products that offer specific benefits, such as increased energy, immune support, or support for bodily functions.

This makes it relevant to work systematically with fortification and ingredient composition. Read more here: Fortify with protein and fibres as a function and story.

Taste and texture determine whether the product is chosen again

Although function is important, taste and mouthfeel still determine whether consumers return to the bar, according to the study.

According to the study, consumers expect a protein content of 15-20 grams per bar. However, this level can present challenges with:

• A heavy consistency.
• A dry or gritty mouthfeel.
• Unwanted off-flavours.

Therefore, flavour masking via flavourings is crucial to reduce unwanted aftertastes and ensure a more recognisable taste experience.

At the same time, the high protein content affects the bar’s texture and places demands on how the ingredients are combined to achieve balance in both structure and mouthfeel. Starches are an example of an ingredient that can help build structure and improve the product’s overall mouthfeel.

Read more about snack product development in the guide from our partner Agrana Stärke: A guide to crisp product development.

From knowledge to product solutions in protein bars

The new study suggests that it is no longer a single factor that determines whether a protein bar succeeds in the market. It is the interplay between several elements that creates a product consumers choose time and again.

These include:

• The right protein content.
• A texture that is perceived as appetising.
• A flavour without an unwanted aftertaste.
• A desired and clearly communicated function that is easy to understand.

This places demands on product development, where ingredients, flavour and function must be considered together from the outset.

At Procudan, we assist with flavour, function and ingredients, taking your application and production as our starting point. With access to a range of functional ingredients and flavour solutions, we can help create the right balance in your development.

If you would like to discuss a product or learn more about the study, please feel free to contact us.