And that’s where bars close the gap. A uniquely flexible format that accommodates fun and functionality in equal measure, they give consumers the best of both—if formulated right.
Ups and downs
As it did with other categories, the pandemic had its way with bars.
“For some segments of the space, COVID-19 put a temporary damper on things,” LeDrew recalls. “While bars at grocery sold well, sales for some sports-nutrition bars lagged—especially those sold through gyms.” And that, she says, stymied innovation. “But as gyms reopen and consumers attempt a return to normal, many of these brands are kick-starting product development.”
Shavon Jackson-Michel, naturopathic doctor and director of medical and scientific affairs, DolCas Biotech LLC, Landing, NJ, agrees. “Because bars offer a unique opportunity to blend macronutrients, micronutrients and functional ingredients in a shelf-stable, portable, neatly packaged format, the category will continue to grow—especially as away-from-home activities regain traction,” she believes.
The data already support those premonitions, with Euromonitor forecasting a CAGR of 6 percent between 2021 and 2025 for the protein-bar sector alone, says Joe Katterfield, sales development manager, health and performance nutrition, Arla Foods Ingredients, Basking Ridge, NJ. “And it’s an incredibly robust market,” he asserts, “with drivers that long predate the pandemic,” including demand for convenience and protein, disdain for excess sugars and carbohydrates and “the blurring of boundaries between functional foods and everyday products,” he adds.
Planet protein
The push for protein is particularly striking.
Mordor Intelligence dubbed the macronutrient the top ingredient in the wellness-bar category, notes Laura Gerhard, vice president, Blue Diamond Global Ingredients Division, Sacramento, CA. “So adding extra protein to your next bar creation is a major plus for health-conscious consumers.”
And though dairy-derived milk and whey proteins have set the gold standard for protein function and nutrition, plant-based options are developing a shine of their own.
Notes Jeff Casper, director of research and applications, Merit Functional Foods, Winnipeg, Manitoba, “Demand for plant-based bars is increasing, and formulators are searching for functional plant proteins comparable to whey protein isolates and milk protein isolates in taste, texture, and nutrition.”
Creating such ingredients has taken work. One reason, Casper notes, is that even in concentrate form, plant proteins pack less protein per gram than do dairy proteins—which makes meeting, let alone exceeding, the protein levels achievable with dairy that much harder.