Trends in High-Protein Post-Workout Snacks
The COVID lockdown has impacted consumers’ lifestyles in countless ways, including their workout routines. Gym closures, social distancing, and remote working have made maintaining exercise habits especially challenging. But there are signs that consumers are getting back on track. According to a recent Glanbia Nutritionals Consumer Survey, 22% of US consumers indicated they increased their time spent working out, with most indicating they're working out at home and/or outdoors.1
This renewed interest in fitness creates a key opportunity for food and beverage companies selling high-protein snacks aimed at exercise recovery. Companies that offer the right type of post-workout snacks that meet today’s unique needs can connect with consumers and encourage their efforts in achieving workout goals.
Here’s a look at the healthy snacking trends that can support consumers’ home workouts:
1. Conscious Indulgence
As consumers find ways to get back into their fitness groove, whether it’s by following live-streaming workout classes or jogging around the neighborhood, it’s very likely to be a departure from their prior workout routine. An indulgent treat to look forward to—as a reward for getting motivated and completing their workout—that can also deliver the post-workout protein they need is especially appealing.
Indulgent high-protein snacks like protein cookies, brownies, and snack cakes offer consumers exercise support in the form of comfort food. Protein bars in decadent flavors like chocolate raspberry, salted caramel, or cookie dough, especially those with crispy layers and creamy fillings, also meet the trend in conscious indulgence.
2. Functional Nutrition
High-protein snacks with functional benefits are also on-trend. For example, functional foods for exercise recovery may contain ingredients such as tart cherry, which has been studied for its potential to reduce muscle soreness and promote faster recovery in athletes. Adaptogens like ashwagandha and reishi are also in-demand post-workout ingredients due to their association with ancient healing traditions around fortifying the body against stress.