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Protein snacks are a top snacking trend, but when do consumers use them? Here’s a look at the most popular eating occasions for protein snacks and why timing matters.
Food companies big and small are investing in understanding consumer snacking behavior. From Mondelez’s State of Snacking report to Chomps’ Protein Study, research-based insights help manufacturers get into the minds of consumers so they can develop products that truly fit their needs.
Chomps’ study highlights the protein snack phenomenon, revealing protein snacks now account for 36% of total snacking occasions and that innovation is not keeping up with demand.1 It also highlights how protein snacks are outpacing the overall snacking category, growing three times faster between 2022 and 2024.2
Understanding consumption behaviors around snacking in general and healthy snacking, in particular, can guide product optimization and new product development to meet specific user needs and occasions. With protein snacks, there is an extra dimension to consider since the timing of protein consumption can influence factors like energy and recovery.
While protein snacks are most commonly associated with exercise—either pre-workout for fuel or post-workout for muscle recovery, our Healthy Snacking Usage & Attitude Study shows that protein snack users enjoy them across a wide range of situations. The typical US protein snack consumer actually uses protein snacks for 5–6 different occasions.3
Surprisingly, the top occasion for protein snacks is while using the computer at home (43%), followed closely by before or after gym or sports activities (42%).4 Additionally, 39% of consumers reach for protein snacks during work or school breaks, while 33% enjoy them when they spend the day out.5
For sweet protein snacks, such as protein cookies and brownies, the most popular occasions are watching TV or playing video games (39%) and taking work or study breaks (23%).6 Notably, emotionally driven healthy sweet snacking (e.g., for a treat or relaxation) peaks between 2 pm and midnight, while savory snacking for these reasons starts earlier, with two main windows: from 9 am to 2 pm and from 5 pm to midnight.7
Source: Glanbia Nutritionals, Health & Wellness Usage & Attitude Study, 2023
Research shows that protein snacking is heavily concentrated among young active consumers—those aged 18-44 who exercise at least three times a week.8 Nearly two in five (39%) of these consumers have used protein-fortified sweet snacks, bars, or cereals in the past three months.9
When it comes to healthy snacking, consumers are driven by three core needs: convenience, nutrition, and flavor. Brands that successfully meet these demands will be well-positioned to capture consumers’ attention in the fast-growing protein snacks market.
Busy lifestyles make easy, on-the-go snack options highly appealing. Individually wrapped bars, single-serve pouches, and resealable packs allow consumers to grab a quick protein boost between meetings, during commutes, or post-workout.
As consumers become increasingly health-conscious, they turn to protein snacks as nutritious alternatives to traditional, carb-heavy options. This includes low-sugar, protein-rich snacks that align with diet trends and snacks that incorporate healthy ingredients like whole grains, flax seeds, and veggies.
While convenience and nutrition are essential, flavor remains a key driver of purchase decisions, with “great tasting” ranked as the most important attribute in a protein snack.10 Brands are responding with new indulgent flavor blends, sweet and savory combinations, and global-inspired fusions that tap into authentic Mexican, Korean, and Indian flavors.
Protein is an important ingredient to 42% of consumers globally and is ranked #1 among Millennials and Gen Z.11 In the US, 56% of consumers are actively seeking more protein in their diets,12 a pattern extending to their snack choices.
Studies support what many consumers know from experience—that protein promotes satiety and sustained energy levels. Protein-rich foods seem to regulate appetite by increasing the production of hormones such as peptide YY and GLP-1, which promote feelings of fullness while also reducing levels of ghrelin, the hunger hormone.13
This effect can lead to a natural reduction in calorie intake, making protein a useful ingredient for weight management. Compared to carbohydrates, protein has a lower impact on blood sugar fluctuations, helping to maintain stable energy levels and prevent crashes. Brands can use messaging around sustained energy, satiety, and healthy weight to resonate with consumers.
Research on metabolism and protein absorption suggests the timing of protein intake can significantly influence muscle synthesis, energy levels, and overall metabolic efficiency. Studies indicate that consuming protein in the morning may enhance metabolism by increasing thermogenesis, the body's process of burning calories for energy.
In addition, spreading protein intake evenly throughout the day—rather than consuming a lot at one meal—may optimize muscle protein synthesis and absorption. Post-workout protein consumption is particularly beneficial since muscles are more receptive to amino acid uptake at this time, promoting recovery and growth. Educating consumers on the science behind protein timing is a key opportunity for protein snack manufacturers.
Consumers' lifestyles and interest in these and other health benefits influence the decision to choose protein snacks over other snacks. Sports performance and active lifestyle consumers prioritize high-protein options to support muscle recovery and energy levels, while healthy lifestyle consumers may seek protein snacks for satiety and overall health. Dietary preferences—such as plant-based, keto, or low-carb—are another factor in choosing protein snacks.
Many strategies can be used to create protein snacks that align with consumer timing preferences. Examples include developing brands or product lines positioned as a:
Clear messaging on packaging and marketing that emphasizes the product’s use for the specific timing and occasion can show consumers this is the best-fit product for their needs.
More brands are embracing timing strategies for protein snacks. Chobani helped reshape breakfast with its high-protein Greek yogurt, paving the way for products like Legendary Foods’ protein-packed toaster pastries and sweet rolls, along with high-protein cereals from Ghost and Catalina Crunch, which double as snack options.
Quest Nutrition, once focused on workout support, has expanded into craveable products—such as protein cookies, brownies, chips, and crackers—perfect for snack breaks. Similarly, while 5% Nutrition emphasizes traditional protein products for weightlifters, its Snack Time brand makes it clear this is the snack of choice when snack time comes.
There is tremendous opportunity in designing protein snacks to meet consumers’ needs at different times and occasions, especially with marketing that includes the science-backed benefits of protein timing for metabolism, absorption, and muscle synthesis. Delivering on flavor and convenience expectations will help ensure product success.
As you embark on developing your next innovative protein snack, explore the possibilities of our bar and snack solutions—from dairy and plant proteins to our unique extruded Crunchie™ Protein Bites and Crisps, which add protein and crunch to bars, snack mixes, cereals, and confections. Contact Glanbia Nutritionals to learn more.
Protein-fortified bars, bites, cookies, and brownies are all good protein snacks. Protein snacking is growing more and more popular, appealing to people on many fronts. Protein snacks are a healthy way to tide you over until mealtime; they provide satiety to help with weight management, and they support muscle recovery after a workout. The sweeter protein snacks like protein cookies and brownies also offer permissible indulgence.
Protein from any source can support weight loss and weight management by providing satiety. This occurs because protein triggers the release of appetite-suppressing hormones in the gut. The best type of protein for weight loss, however, is something researchers continue to investigate. Certain bioactive peptides in milk have shown benefits in increasing fat loss while maintaining lean muscle.
The best protein for muscle gain is a high-quality protein with a Protein Digestibility Corrected Amino Acid Score (PDCAAS) of 1.00. This shows it contains all the amino acids the body needs and is in the right proportion to build muscle. Dairy-based proteins have a PDCAAS of 1.00, with whey protein the best choice for right before or after a workout due to its fast absorption and casein, which is useful as an overnight slow-release protein.
The Recommended Dietary Allowance (RDA) for an adult with minimum physical activity is 0.8 grams per kilogram of body weight. This means that someone with a low activity level who weighs 150 lbs. should be sure to consume at least 55 grams of protein each day to prevent a protein deficiency. This can be calculated by dividing your weight in lbs by 2.2 (to convert to kg) and multiplying by 0.8 grams: 150/2.2 x 0.8 = 55 grams).
However, certain groups of people have higher protein needs. For example, starting in their 40s to 50s, people need to increase their protein to 1-1.2 grams per kilogram to prevent age-related muscle loss (sarcopenia). People with very high activity levels (especially those who regularly lift weights or engage in endurance sports) may require 1.1-1.7 grams per kilogram. The USDA’s Dietary Guidelines for Americans suggest that 10%-35% of our calories should come from protein.