Protein Bars Market

Market Overview

The global protein bars market size was valued at USD 4.83 billion in 2023. It is projected to reach USD 8.26 billion by 2032, growing with a CAGR of 6.15% during the forecast period (2023–2032). Factors such as new variants and inclination toward active lifestyle, significantly drives the protein bars market demand by 2032.

Protein bars are nutritious foods that give the body essential protein supplements. Rising knowledge of the benefits of health and nutrition bars, such as helping to repair tissue, reducing rapid food cravings, regulating blood pressure, and aiding in weight reduction, is a significant factor in the increasing global demand for these bars. Increasing demand for convenience foods is propelling the global industry. In response to customers' increasingly hectic lifestyles, protein bar demand has surged as a healthy and handy snack option. Protein bars are made with plant or animal-extracted protein along with other nutrition as well.

The leaning trend towards a healthy & fit lifestyle and rising demand for healthy and convenient food among people are some of the vital factors driving the global protein bars market growth. Advertisements and marketing campaigns by new entrants are expected to play a major role in positively influencing the market growth. However, the high cost of protein bars and side effects associated with the excessive consumption of protein are some of the factors which are likely to affect the global market adversely. Entry of substitutes, including cereal bars and energy bars, is the other factor that is anticipated to hinder the market growth during the forecast period.

Market Dynamics

What are the factors driving the market growth?

New Variants

As people seek more natural, tasty, and easily available snacks, the popularity of protein-rich, nutritious bars is growing. Manufacturers also utilize technology to remove the majority of lactose to accommodate lactose sensitivity and provide protein-enriched food products for the younger generation. As product innovation plays a key role in protein bars market expansion, industry participants are releasing sustainable products with high protein content. Combining many functional meals can attract consumers. Dang Foods, for instance, has introduced the Dang Bar, a new plant-based bar comprised of almond butter,  cocoa butter, coconut, pea protein, sunflower seeds, and chia seeds. Therefore, the development of innovative products with unique protein sources and lower sugar content is anticipated to provide producers with growth prospects.

Inclination Toward Active Lifestyle

The protein bar is a newly developed product widely utilized as a dietary supplement. This simple, ready-to-eat protein source is gaining favor among health-conscious individuals due to the muscle-building properties of its primary constituent, proteins. It is an appropriate post-workout snack for gym-goers, athletes, and those whose jobs require intense physical exertion. Athletes and weight trainers must consume protein to sustain energy levels and improve performance. Therefore, increased global participation in fitness activities is anticipated to increase product demand. In addition, both major and small market participants have a strong propensity toward product innovation in order to suit the unique needs of athletes.

Regional Analysis

In terms of region, the global protein bars market share is divided into North America, Europe, Asia Pacific, the Middle East & Africa, and Latin America.

North America dominates the global protein bars market owing to the high number of health-conscious people in the region and the rising demand for healthy & convenient food. The U.S. is expected to account for the largest share, followed by Canada. Mexico is anticipated to account for the least share of the market owing to the lower per capita expensing power of people. North America's expanding number of gyms, fitness training facilities, and health clubs, combined with the rising number of fitness enthusiasts, is anticipated to drive the growth of the market. The population in the United States is focused on improving their health, and a high-protein diet is regarded as one of the probable strategies for achieving this goal. Cultures of snacking between meals are related to the growth of protein-rich bars. Consumers demand nutritious and portable foods that may also serve as a meal on the run. In addition, the healthy snacking movement is growing in North America to combat various health conditions, such as high cholesterol, obesity, and excessive blood sugar. As customer concern for health grows, bars with clean ingredient labels that are regarded to be healthier are increasingly in demand. Consequently, the demand for protein bars devoid of artificial flavors, colors, and preservatives,  is increasing.

Europe accounts for a significant share of the global market owing to the presence of major players in the region and the high demand for protein bars by health-conscious people. Demand for protein bars is rising among people who eat protein bars for general wellness. The Healthy & fit lifestyle trend has taken Europe by storm, and thus the demand for protein bars is increasing as it provides a high amount of protein nutrition with other nutrition. Europe is expected to experience tremendous expansion. The increasing working-class population is projected to increase demand for protein-enriched bars due to their compact and portable size, as well as their nutrient content, which can satisfy the body's energy needs amid demanding schedules. Protein derived from plants is gaining popularity because customers believe it is healthier than traditional animal proteins. A rise in vegan product consumption fuels this growth.

Asia Pacific is the fastest-growing market for protein bars, mainly owing to the huge population base coupled with a high number of overweight people. Protein bars are consumed for the completion of the dietary supplements and for supporting muscle gain activities as well. Due to the huge population base, major companies are targeting the region and utilizing persistent marketing and advertising to gain customers. With the increasing awareness of protein consumption in regions such as China and India, the market volume of protein bar products would increase, impacting the overall growth of the region.

The Middle East & Africa is expected to grow steadily owing to the growing number of health-conscious people and increasing per capita income. Major players in the market are targeting the Middle East & Africa for expansion due to rising tourist inflow. Latin America is expected to account for the least share of the global market owing to low per capita income and low expenditure capacity of people. Low per capita income of people directly affects the market as the cost of protein bars is comparatively higher than other healthy bars. However, in some countries in Latin America, bars are driving the protein trend, and consumers are actively trying to increase protein or are aware they should. Sugar and sodium reduction are big trends in Latin America as the local governments are taking a very active role in curbing sugar consumption. Thus, government support for low-sugar diets further propels the market.

Segmental Analysis

The global protein bars market share is segmented on the basis of protein content, product type, protein source type, and region.

Based on protein content, the global market is segmented into low protein (0-15 gm), medium protein (16 gm - 25 gm), and high protein (Above 25 gm).

Amongst protein content, high protein (above 25 gm) is expected to account for the major share of the market owing to the leaning trend towards a healthy and fit lifestyle. The medium protein bar (16 gm - 25 gm) segment accounts for a significant share of the market, followed low protein bar (0-15 gm).

Based on product type, the market is segregated into energy protein bars, women's protein bars, meal replacement bars, low-carb protein bars, and others.

Amongst product type, energy protein bars are expected to dominate the market. Meal replacement bars are expected to experience significant growth, followed by low-carb protein bars with the highest CAGR. Women’s protein bar is expected to experience swift growth during the forecast period.

On the basis of protein source type, the global market is segmented into plant protein and animal protein

Amongst protein source types, the animal protein segment dominates the market. Easy availability of the animal protein source is a vital factor for segmental growth. The plant protein segment is expected to account for a minimal share of the market owing to the high protein extraction cost for the production of protein bars.

On the basis of flavour ,the global market is segmented into chocolate, cranberry, choco almonds, fruit & nut bar and others. the fruit & nut bar segment dominates the market. Protein remains the most in-demand macronutrient in nutrition bars for consumers and addresses a broad range of needs, from satiety to muscle building to weight loss support.

On the basis of distribution channel, the global market is segmented into online, supermarkets/hypermarkets, retail shops, convenience stores, medical stores and others. 

Recent Developments

• September 2022- Arla Foods Ingredients has introduced a protein bar model that permits manufacturers to increase the protein content of their protein bars without sacrificing size, flavor, or texture. According to the business, the plug-and-play system allows producers to build rich bars with high protein content in each layer.
• March 2021- Mondelz International is strengthening its presence in high-growth well-being areas by acquiring a strong majority stake in Grenade, a U.K. performance nutrition firm in the rapidly developing high-protein bar segment. Mondelz is well-known for its chocolate, confectionery, and cookie portfolio, which includes brands such as Cadbury, Milka, Toblerone, and Oreo, but the Grenade acquisition supports the multinational's expansion into the healthy snacking market.