Bars: More than a snack

Bars remain a popular format for convenient snacking. According to Cargill (Minneapolis, MN) 7 in 10 consumers seek bars that contain meaningful levels of nutrients that can impart benefits. Protein and fiber are two of the most popular nutrient content claims consumers seek out. This is particularly true of active nutrition consumers.

“In our recent ActiveIntel research, we found these shoppers reach for bars for energy (84%), protein (81%) and fiber (75%),” says Bret Barhoover, senior marketing manager for specialized nutrition at Cargill. “Sugar and calorie reduction are also top of mind, with claims like ‘low sugar’ and ‘fewer carbs’ also influencing purchases.”

While dairy-based proteins are still dominant, plant-based options are growing more popular among younger consumers, particularly Gen Z and Millennial shoppers. Citing Innova Market Insights, Barhoover says that a third of Gen Z and Millennials actively seek plant-based protein in bars. However, taste and texture are critical for repeat purchases. Cargill, for its part uses an agglomerated pea protein that offers a high level of versatility, as well as ingredients like maltitol, as well as allulose and stevia to reduce sugar and calorie content with a minimal impact on taste and texture. Fiber, such as soluble corn fiber,says Barhoover, can also replace carbohydrates to reduce calories, as well as support sugar reduction, while providing the desired fiber content.

Consumer taste and texture preferences

According to Barhoover, taste is the primary driver for bar purchases, but flavor fatigue is a growing risk. “Cocoa and milk chocolate remain staples, especially with protein bars, granola bars and permissibly indulgent keto snack bars. But alongside the classics, flavors like blueberry and dark chocolate are tempting consumers, too,” he explains. “Other opportunities lie with seasonal and limited-edition launches, which can be tools to spark reengagement. Gingerbread, for example, was up nearly 50%, according to Innova. Global and fruit-forward flavors are also gaining attention.”

Barhoover also says that putting a modern twist on classic flavors can help break up the flavor monotony for consumers. “For example, reimagining chocolate as a s’mores-inspired bar, or updating peanut butter with a salted caramel swirl,” offers Barhoover. “Another route is leaning into indulgent-but-better-for-you flavors, such as pairing dark chocolate with acai or other superfruits, which deliver on both taste and health cues.”

Snack bar or protein bar?

According to a recent survey from the International Food Information Council (IFIC), one in four respondents who use protein information on food packaging have an ideal number of protein grams per serving. Of these consumers, seven in 10 said they prefer 30 grams or less of protein per serving.

“If a bar doesn’t deliver meaningful protein, it risks being overlooked,” says Barhoover. It used to be that there were snack bars and there were protein bars, with the former appealing more to the everyday consumers, and the latter appealing to athletes. Now, protein bars are a dominant force attracting a wide segment of consumers.

“Every performance protein bar is a snack, but not every snack bar is a protein bar,” explains Barhoover. “That said, there’s plenty of line blurring. Protein bars are becoming more indulgent, while snack bars are dialing up nutrition. They’re eyeing each other, but not quite overlapping—and consumers still recognize the differences.”

He adds that as a rule of thumb, most protein bars start at around 5-10 grams of protein per serving, while indulgent keto bars have around 10-20 grams, and serious workout bars start at 20 grams. “Taken together, this spectrum shows how bars are no longer confined to one occasion,” says Barhoover. “They’re evolving into versatile snacks that flex between everyday fuel, indulgence and performance nutrition.”