Consumer Interest in Protein Expands Its Use in Bars
As consumers become more educated about the health benefits of protein, they’re becoming more interested in choosing bars with added protein. Nearly half (46%) of European consumers think protein bars are healthy, according to our recent Healthy Snacking U&A Study1, which includes 3,873 consumers in five European countries (France, Germany, Italy, Sweden, and the UK). Our study also shows that European consumers have been increasing their consumption of the snacks they consider healthy.
Watch our on-demand webinar for the latest consumer survey results on healthy snacking.
What Consumers Are Looking for in a Protein Bar
To better understand how brands can address the growing interest in protein bars, our study explored consumers’ perceptions, behaviors, and preferences around bars:
Top Need States Driving Protein Bar Purchase
We asked protein bar users why they chose a protein bar the last time they had one and found the most important reasons address satiety or energy. Most protein bar users in France and Germany wanted a hold-over between meals and to help them avoid bad choices, while those in the UK and Italy were looking for energy to refocus and refuel for the day. In Sweden, however, the top reason was for a better-for-you treat or reward.
Other top-five need states for protein bar consumption were to get the right balance of nutrients for the day (UK, Germany, and Sweden) and as a substitute for a meal (Germany and Sweden). In France, consumers are more likely to use protein bars to support physical activity, including preparing for a workout and improving sports performance.
