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ASPAC Nutrition Bar Market Trends for 2022

Concerns over staying healthy combined with the need for convenient food options is supporting growth in Asia Pacific’s nutrition bar market. The 2022 nutrition bar market trends to know encompass both health and sensory appeal.


Current trends in the ASPAC nutrition bar market include:

  • Protein fortification
  • Added nutrients
  • Texture 

Overview of ASPAC Nutrition Bar Market

In Asia Pacific (ASPAC), Japan and Australia make up the largest markets in the region for both high-protein bars1 and snack bars.2 However, market dynamics are shifting due to the high growth in bars underway in China.

In China, consumers have become increasingly interested in snacks that offer a nutritional boost, such as added protein or vitamins. Even snack bar brands are catering to the demand for healthier options, with over one-third of ASPAC new product launches of cereal, energy, and snack bars making high or added protein claims.3

Download our Protein Guide to learn what consumers look for in protein products.

2022 Trends in ASPAC Nutrition Bar Market

A look at the current trends in the ASPAC nutrition bar market will help brands develop bars that address consumers’ top concerns and preferences.

1. High Protein

ASPAC’s high-protein retail bar market is forecast to reach $1.1 billion in 2025, up from $578 million in 2015 (CAGR 6.4%, 2015-2025).4 China, with a forecast CAGR of 22.8%, is expected to surpass Australia in sales in 2024, grabbing the number two spot.5 With 70% of Chinese adults saying protein helps improve immunity,6 bars with added protein directly address consumers’ pandemic concerns.

ASPAC High Protein Bars Market Growth Forecast by Leading Countries

Country Retail Value 2020 Est. Retail Value 2025 Est. CAGR 2015-2025
Japan $562 million $585 million 0.7%
Australia $252 million $291 million 2.9%
China $124 million $346 million 22.8%
South Korea $24 million $40 million 10.1%
Source: Euromonitor Passport, April 2021

2. Other Healthy Nutrients

Bars with other healthy nutrients such as vitamins and fiber are also in high demand in ASPAC. Besides protein, vitamins score high among Chinese consumers for supporting a healthy immune system.7 Due to the link between poor digestion and weakened immunity, fiber is another sought-after ingredient. Even bars positioned as protein bars (like ffit8’s new Mango and Orange Fitness Protein Bar) are making high-fiber claims.


3. Crunchy Texture

In looking at sensory appeal, crunchy is the most popular texture right now among ASPAC new product launches in the protein-fortified snacks and cereals category.8 This market preference for crunchy over soft, chewy textures represents an important shift that’s occurred over the past five years.

Building the Perfect Bar

To meet the expanding needs and expectations of ASPAC consumers and capitalize on the region’s growing nutrition bar market, see how Glanbia Nutritionals' bar solutions can position your brand for success. Our range of dairy and plant-based proteins can boost protein content with the clean flavor and stability you need. 

We also offer Crunchie Protein Crisps  as a high protein inclusion with a hearty crunch. From proteins to micronutrients to flavors, we carry the ingredients you need to make bars that are both nutritious and delicious.

Frequently Asked Questions

Protein contains essential amino acids that our bodies need to support a variety of functions—from muscle building to energy production to immune response. While most people get the bulk of their protein from a healthy diet, some groups of people are interested in the benefits of higher protein intakes—and protein powder helps them achieve this.

A protein powder offers a quick and easy way to take in more protein than one can usually get from foods. This is because a protein powder has been processed from the original food into a concentrated source of protein. Athletes, active lifestyle consumers, and seniors are just a few examples of people looking for extra protein for muscle support, satiety, weight management, and more.

A protein isolate is made by starting with a protein-rich animal or plant source like milk or yellow peas. The manufacturer then uses a separation technique to remove as much as possible of the non-protein components, which include carbohydrates and fat. 

The three main separation techniques used to make a protein isolate are precipitation, membrane filtration, and ion exchange. These processes substantially concentrate the protein to create a protein isolate with as much as 90% protein on a dry-weight basis.

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.


1. Euromonitor Passport, April 2021.
2. Mintel, A Year of Innovation in Bars, May 2021.
3. Mintel, A Year of Innovation in Snack Bars, May 2020.
4-5. Euromonitor Passport, April 2021.
6-7. Mintel, A Year of Innovation in Bars, May 2021.
8. Mintel / Glanbia Nutritionals Proprietary Data, April 2021.

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