The grab-and-go convenience of nutrition bars became a lifesaver for consumers going back to work or school after the pandemic lockdown ended. But what consumers want from a bar is changing. For a growing number of consumers, weight loss goals are now playing a role in bar choice—whether it’s a keto-friendly bar or a “mini” sized bar.
Functional nutrition bars with stress relief ingredients like adaptogens are also on the rise, and new launches of immune-support bars show that immunity is still on people’s minds. Insights from Mintel and the International Food Information Council identify the types of bars consumers are choosing and the most sought-after nutrient.
Get the full story on the most important US nutrition bar trends.
Advances in sports nutrition science create new opportunities for sports nutrition companies to develop next-level, science-backed products that can give their consumers an edge. With consumers doubling down on their fitness efforts in the post-pandemic period, their interest in effective products for muscle gain, performance, and recovery is especially high.