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Manufacturers can tap the growing trend in protein snacking through innovation based on these key consumer insights.
Consumers worldwide are increasingly turning to protein-packed snacks, driving a shift toward healthier, more satisfying options that blend nutrition with convenience. Even major multinationals are embracing the protein snacking trend, with Mondelez acquiring Grenade and a majority stake in Perfect Snacks and Ferrero now acquiring Power Crunch.
In the US, the $7.7 billion ready-to-eat protein category, led by protein bars, continues to see strong growth.1 The category experienced an 8% sales increase over the prior year, with notable growth in protein bars (+3.8%), protein cereal (+10.3%), and protein snacks (+47.5%), which include salty, savory snacks like chips and pretzels.2
| Segment | 2024 Sales (billion) |
|---|---|
| Protein bars | $6.3 |
| Protein snacks | $0.4 |
| Protein cereal | $0.4 |
| Protein cookies | $0.3 |
| Protein confection | $0.2 |
| Protein all other | $0.1 |
Protein snacking is popular across generations, with most Gen Z (60%), Millennial (64%), Gen X (65%), and Boomer (58%) consumers specifically looking for protein in their snacks.3 One in five consumers had a protein bar in the past year, with a demographic split of 57% male and 43% female, highlighting strong engagement across genders.4
The interest in protein snacking is only slightly higher for extremely active consumers, indicating a clear mainstream demand for this key ingredient. Protein bars are used for many occasions, including before or after exercise (52%), during work or school breaks (31%), and while watching sports or concerts.5
| Activity Level | % US Consumers |
|---|---|
| Extremely active | 66% |
| Active across the week | 65% |
| Fairly active | 61% |
| Light activity | 60% |
Recent successful protein snack launches showcase brands expanding into new categories. Quest Nutrition introduced its Bake Shop line, marking its entry into baked goods with soft Chocolate Brownies, as well as Blueberry and Chocolate Chip Muffins. Meanwhile, Power Crunch debuted Protein Crisps, the brand’s first venture beyond protein bars, addressing the demand for high-protein savory snacks.
Developing innovative high-protein savory snacks like chips, pretzels, and puffs or sweet baked goods like cookies, muffins, and brownies relies on selecting the optimal protein ingredient, ideally tailored for these applications. Functional proteins, available in dairy and plant-based options, offer a neutral taste and texture benefits that enable high protein levels without sacrificing the sensory experience.
Aligning with the protein trend can help a brand to stand out as a healthier choice to consumers and boost brand recognition. With strong interest across generations, there is opportunity in developing protein-fortified savory snacks, sweet baked goods, snacking cereals, and confections, as well as innovative protein bars, using functional proteins, both dairy and plant-based.
Successful brands like Quest Nutrition and Power Crunch show that expanding into new formats and addressing consumer preferences for sweet and savory options can help companies build excitement, recognition, and loyalty in this growing market.
To learn more about adding protein to your snacks, contact Glanbia Nutritionals.
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.
Healthy snacks to eat at night are foods that are convenient, nutritious, and keep you full through the night. Snacks that contain protein or fiber are especially effective at providing satiety. Examples of healthy nighttime snacks are protein bars and bites, yogurts, and snacking cereals with added fiber or protein.
Healthy snacks for toddlers are foods that are convenient, easy to eat, often mild in taste, and meet the nutritional needs of toddlers. According to the USDA’s Dietary Guidelines for Americans, a toddler’s diet should be rich in vegetables, fruits, whole grains, dairy or fortified soy alternatives, and protein foods—and that includes snacks.
Since iron and zinc are especially important at this stage of life, healthy snacks for toddlers, as well as toddler meals, might be fortified with these and other essential nutrients. Today’s most popular healthy snacks for toddlers include fruit and vegetable purees, yogurts, cereals, cereal bars, and snack crackers.
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.
