Beyond Protein: How Fiber, Gut Health, and Format Are Reshaping Snack Bars in 2026

While the familiar and reliable snack bar format has not changed much in design, there is still opportunity in ingredients and functional support for fulfilling consumers’ ever-evolving needs and preferences. Bars have been a steadfast staple in households, reported Mintel last year, with 80% of Americans having reported purchasing snack bars in the past 3 months.¹ Yet while they are a top choice for fulfilling a health need, they still fell behind other snacks such as chips, fruits and vegetables, and cookies in meeting needs for indulgence and enjoyment. There are other gaps present as well. Earlier this year, Innova Market Insights reported that though 3/5 of global consumers eat snack bars at least once per week, they do so mostly at breakfast or as a morning or afternoon snack.² Though ubiquitous, bars may not be as pervasive in consumers’ habits as possible.

Have Trends Changed Since Last Year?

A year ago, our coverage of the snack bar scene noted that for shoppers, protein in particular was a significant factor in choosing a bar, and the line between snack bars for everyday consumers and protein bars for active consumers was becoming a little less distinct as protein bars started to become more indulgent and snack bars refocused on nutrition.³ Additionally, flavor fatigue offered a space to spark interest from consumers.

Currently, the snack bar market is expected to grow to $9.6 billion by 2029, with consumers still navigating a desire for enjoyment and satiety. A product’s health potential is still top of mind for consumers, as noted in the Inova report, while protein remains a significant focus for consumers when searching for a snack bar, along with fiber and claims for low or reduced sugar.

What Opportunities Are Open Now?

To appeal to the consumers who consume bars less often, bars can be promoted as a dessert, breakfast replacement, or meal add-on, the Innova report summarizes. The report also suggests highlighting texture alongside indulgent ingredients such as chocolate. Tropical or exotic fruit flavors, spices, and lesser-used seeds could offer segues into new products as well. Though households with young children are the most frequent consumers of bars, Gen Z and Millennials do favor strawberry flavor for bars, as well as milk chocolate and cocoa.

What Are Some Recent Product Launches?

In the past few months, new bars have offered examples of innovative functionality in the snack bar format. In June, the JiMMYBAR! Functional Protein bar was introduced, becoming available at several locations, including GNC, Costco, and TikTok Shop.⁴ Going beyond a traditional protein bar, the bars are positioned as the first to combine creatine and collagen, with real fruit pieces in both the strawberry and blueberry lemon flavors, while stacking muscle, connective tissue, and skin benefits. The bars are highlighted as performance nutrition “for anyone who moves their body regularly.”

In the same month, the gut health research company ZOE launched its gut health bar in the United Kingdom, a product positioned as supporting gut microbiome, containing fiber and diverse plant material, and designed with a chewy texture.⁵ “We have designed The Gut Health Bar to prove that snacking doesn’t have to compromise on science or flavor—we’re delivering real, whole plant nutrition that works to improve your gut health, while keeping your tastebuds satisfied on the go,” stated Professor Tim Spector, scientific co-founder of ZOE.

Looking Beyond the Bar: What’s Next?

Though desires for nutrition and protein content are still significant focuses for consumers, major differentiators in this category may require more than hitting a minimum amount of the latest healthy ingredients. As noted in a recent Nutritional Outlook Peer Exchange covering formulation trends, functional food is expanding. “We’ve forever had protein bars, but now we’re starting to see slight variations into a protein donut, or a protein Pop-Tart, or protein chips,” stated Spencer Lynn, vice president at PricePlow and Bevlab.⁶ Genuine sensory experiences are also becoming more sought after, the panel agreed, with new flavors contributing to a satisfying experience.

With bars, becoming part of a consumer’s routine may mean a combination of conforming to certain preferences while still offering novelty and fulfilling growing health needs.

References

1. Mintel. US Snack, Nutrition and Performance Bars Market Report 2025. Accessed September 14, 2026. https://store.mintel.com/report/us-snack-nutrition-and-performance-bars-market-report-2025
2. Innova Market Insights. Consumer snack bar trends: global market overview. March 26, 2026. Accessed September 14, 2026. https://www.innovamarketinsights.com/trends/consumer-snack-bar-trends-global-market-overview/
3. Krawiec S. Bars: more than a snack. Nutritional Outlook. October 16, 2025. Accessed September 14, 2026. https://www.nutritionaloutlook.com/view/bars-more-than-a-snack
4. JiMMYBAR! Functional Protein. JiMMYBAR! does it again, launches the world’s first Creatine Collagen Protein Bar. PR Newswire. June 9, 2026. Accessed September 14, 2026. https://www.prnewswire.com/news-releases/jimmybar-does-it-again-launches-the-worlds-first-creatine-collagen-protein-bar-302794750.html
5. Food and Drink Network. The ZOE Gut Health Bar, designed by gut health scientists, proves snacking can be healthy as well as delicious. June 24, 2026. Accessed September 14, 2026. https://foodanddrinknetwork.co.uk/latest-news/product-development/the-zoe-gut-health-bar-designed-by-gut-health-scientists-proves-snacking-can-be-healthy-as-well-as-delicious/
6. Dicker S, Schall J, Samot L, Lynn S. Formats, flavors, and the push for sensory experience. Nutritional Outlook. September 2, 2026. Accessed September 13, 2026. https://www.nutritionaloutlook.com/view/formats-flavors-push-for-sensory-experience