NOVEMBER 2024
Raising the Bar
Wellness Bars, Trends and the Future of Functional Snacking
FOOD FOR THOUGHT
FOOD FOR THOUGH T: RAISIN G THE BA R
https://www.allrecipes.com/longform/coronavirus-cooking-and-grocery-shopping-one-year-later/
https://www.smartbrief.com/original/how-pandemic-shaping-home-cooking-trends
From stay-at-home to back-to-busy
Challenges to the Grocery industry have been neatly reflected in the Wellness Bar space. After years of disruption, it’s time to
reinvigorate this space for a consumer base that is hungry for convenience and innovation through this ever-popular format.
2024+2020
More cooking, less RTE
Pandemic /
Stay at Home Supply Chain
Disruption
Inflation Back to Busy
Gym Memberships
dropped ~22% in the
first year of Covid
Ingredient scarcity
challenging innovation
opportunity
Consumer enthusiasm
for health & wellness
ingredients &
functionality
Convenience through
RTE resurgence and
multipack popularity
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What drives sales success?
There is significant correlation between the increased sales volume and average retail price (ARP) increase, the largest discrepancy reflected
in sales during an economically challenged 2023. Though multi-packs have driven overall growth, single bars are necessary for
experimentation and innovation.
Total Category Sales
ARP: $3.85 | +15% $4.37 | +14% $4.49 | +3%
UNITS: 1.9 B | +19% 1.8 B | -6% 1.8 B | -4%
2022 2023 2024
$7.7 B $8.2 B $8.1 B
PACK COUNT Share of Sales
2024 Dollars vs 2022
Units vs 2022
ARP vs 2022
Single 24% +5% -12% +19%
5-6 Count 29% +6% -2% +9%
7+ 47% +5% -11% +9%
Single bars still make up nearly a quarter of total category sales, but the
Dollar sales increase has notably been driven by a hefty price increase of
+19%. The greatest sales success in this category comes from 5-6 count
multi-packs which make up nearly a third of category sales and have the
smallest unit sales decline.
While singles have not kept up with multi-pack sales, they continue to be
table stakes in the category. This presents a white space that is ripe for
disruption through innovation. Brands can get creative so that consumers
can take a risk through this relatively affordable indulgence.
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The Evolution of Bars
We’re observing parallel trends in the snack bar market, with natural snack & granola bars gaining popularity for their wholesome ingredients
and sustainability focus. At the same time, “macro” nutrition bars are emerging, offering better-for-you versions of candy bar flavors,
catering to those seeking indulgence without compromising their nutrition goals.
Wave 3
Allow for intentional indulgence
while helping consumers meet
their macronutrient goals,
particularly protein.
Specialty + Conventional
Wellness & Nutrition Bars
+6.9%
Wave 2
Often feature decadent flavors
without being high calorie or carb,
high-protein, and high-fiber
options.
Specialty
Granola & Snack Bars
+2.5%
Wave 1
Prioritize taste and convenience
for a broad audience.
Conventional
Granola & Snack Bars
-15.0%
Wave 4
Offer better-for-you and planet-
friendly claims, delivering great
taste while excluding
controversial ingredients.
Natural
Snack & Granola Bars
+14.8%
We are currently in waves 3 & 4
Unit % Chg vs YA
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What’s a Wellness Bar? What’s a Snack?
While snack bars offer quick, convenient energy, wellness bars are outperforming the market, driven by rising
consumer demand for better-for-you options and a continued focus on health and wellness.
SUBCATEGORY Share of
Sales
Share of Sales
Change
Dollars, % Change
Units, % Change
ARP
Wellness Bars 53% +1 pt +2% -1% $4.97
Snack Bars 47% -1 pt -5% -7% $4.04
Despite the nearly $1 higher price point and 33% of sales coming from
single bars, the Wellness Bars Subcategory outperforms Snack Bars in year
over year volume sale.
Additionally, Wellness Bars have been taking share of sales away from
Snack Bars, showing that consumers are willing to pay extra to buy
products that are more health-goal focused in this format.
Wellness & Nutrition bars are health-focused snacks designed to support
specific wellness goals, often containing functional ingredients like protein,
vitamins, and adaptogens.
In contrast, Granola & Snack bars are simpler, convenient options made
with whole-food ingredients, typically serving as quick energy boosts or
meal replacements without a specific health claim.
Single Bars Share of sales:
12%
Single Bars Share of sales:
33%
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Protein Popularity
Despite the growth outside of Wellness & Nutrition Bars, protein and performance remain top of mind on shelf.
Shoppers are prioritizing Performance and Flavor when looking for bars that fuel active lifestyles.
Wellness & Nutrition Bars free of Artificial Flavors, Colors, & Preservatives
have stalled out. Shoppers are being driven towards products with a
primary commitment to macronutrients, performance, and targeted
nutrition goals
This is evident in the growth of protein call outs in Wellness & Nutrition
Bars. Bars with a protein range between 25 and 30g are up 280% as
shoppers seek taste + performance as their primary purchase driver,
irrespective of Clean Label considerations
Non-Clean Label Wellness &
Nutrition Bars
Dollars, % Chg, Yago
+2.7%
Clean Label Wellness &
Nutrition Bars
Dollars, % Chg, Yago
-7.5%
32g Protein
+6.8%
28g Protein
EMERGING
20g Protein
+261%
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Proliferation of protein snacks outside of bars
Wellness bars used to be one of the only snacks that delivered high protein but not anymore
High Protein Product Examples Across Multiple
Categories
TOASTER
PASTRIES
SHELF STABLE
CHIPS
CEREAL
20g Protein 18g Protein 13g Protein
High protein products are top of mind for the American
consumer as trends like ‘30g of protein for breakfast’ and the
obsession of eating protein over carbs or fats takes hold.
In the snack aisle, wellness bars used to be the only way to get a
fair amount of protein but that is no longer the case. From chips
to cereals, high protein products are finding itself in all sorts of
categories. Plus, the industry isn’t done yet – protein candy is on
the horizon.
With this increased competition, we could see these other
products take dollars away from the wellness bars category.
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Plant-Powered Wellness: Beyond Protein
Wellness bars with less than 5g of protein are leading growth in vegan bars as shoppers prioritize other health focuses
Bars with high protein content (more than 15g) are driving growth in non-
vegan bars. Meanwhile, vegan bars with lower protein but enhanced with
other functional ingredients are seeing growth, as shoppers look for more
variety in the category. Three key functional ingredients are driving this
growth ahead of protein:
1. Grain Based
2. Caffeine
3. Probiotics
4. Plant Protein (Multi)
Vegan Bars Non-Vegan Bars
Dollar Share Contribution to Growth
Dollar Share Contribution to Growth
less than 5g of protein
15-20g of protein
5-10g of protein
20-25g of protein
10-15g of protein
more than 25g Protein
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Fueling Wellness: The Power of Functional Ingredients in Every Bite
As the wellness bar subcategory continues to innovate, we are seeing a growing number of bars designed with functional
benefits aimed at improving consumers’ well-being—such as promoting calm, boosting energy, and enhancing focus.
Wise Bars, Feel Bars, and Balanced Tiger are three standout wellness bar
brands, each offering a unique approach to health. Wise Bars focus on
clean, plant-based nutrition with simple ingredients for balanced energy.
Feel Bars are designed to support mental wellness, featuring adaptogenic
superfoods to enhance mood and focus. Balanced Tiger takes a functional
approach with mushroom-based ingredients that boost energy and
cognitive function. Together, these brands provide innovative, health-
conscious snacks tailored to modern wellness needs
Top Growing Functional Ingredients Based on Unit % Changes vs YAGO
Green Tea /
Supplements
•
Hearth Health
•
Immune System
•
Anxiety
*new entrant +581%
Matcha
•
Anti-
Inflammatory
•
Cognitive
Function
•
Cardio-
metabolic
Health
Pumpkin
•
Heart Health
•
Immune System
•
Gut Health
+571%
+361%
Ashwagandha
•
Stress
•
Anxiety
•
Sleep Quality
Chaga
•
Immune System
•
Digestive Health
•
Cognitive
Function
+297% +267%
Caffeine
•
Mood
•
Energy
•
Cognitive
Function
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Allergen-free is gaining awareness, but nuts & seeds still have their place in Bars
According to FARE (Food Allergy Research & Education), thirty-two million Americans and counting have been diagnosed with food
allergies. This means some shoppers more mindfully approach the bars they eat and give their kids.
Still, not all nuts & seeds are part of this trend. Bars shoppers are
gravitating to a handful of nutty ingredients in particular:
Allergens are still found on most Bars’ ingredient lists but are becoming
less prevalent. Allergy-Friendly and Vegan Bars have grown rapidly in
their place.
Wellness & Snack Bars by Attribute $ Sales Growth vs Year Ago
+25%
+16%
-3%
-6%
-6%
-11%
Major 9 Allergen Free
Labeled Vegan
Peanut/Tree Nut Allergen
Soy Allergen
Milk Allergen
Gluten Allergen
$ Share of Bars
2%
11%
71%
83%
74%
40%
Flax Seeds
+17% sales
Chia Seeds
+29% sales
Cashew
+7% sales
Flax Seed Powder &
Oil
Chia, Flax, Sunflower
Seeds
Roasted Cashew Pieces
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Clean Label Essentials and Growing Opportunities
While nutritional density, functionality, and flavor remain pivotal themes, flagship clean labels like Non-GMO and Organic are driving
growth. However, as consumers don’t compromise on taste, they also demonstrate leniency towards sugar content. Additionally, it is
crucial to recognize key growing segments as this market trends towards disruption.
Labeled Non-GMO
+4%
Certified Non-GMO
+12%
Snack 15<20g Sugar
+4%
Wellness 10<15g Sugar
+6%
Organic 95-100%
+12%
<5mg Sodium
+4%
Refrigerated
+14%
Superfoods
+9%
Kid Claim
+7%
Private Label
+14%
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How to Raise the Bar
With a divergence in shopper interests in Wellness & Nutrition Bars, is there room for growth for Better For You bars? The
signs point towards yes, with white space opportunity where performance, clean label, and flavor innovation overlap
Protein
Explosion
Expect protein to continue to gain
steam and grab basket space as
shoppers look for performance
oriented and efficient bars
Savory
Flavors
Savory flavors are popping up in
the bar aisle. Whole grain, nut,
and seed-based bars are the
perfect foundation for these
innovative flavor profiles
Gut Health &
Weight
Watch for a renewed interest in gut
health and fiber as prebiotic
resistant starches gain more
consumer awareness in relationship
to weight management
Nutrient Dense
Snackables
As protein evolves beyond
wellness bars, other better for
you purchase drivers are inspiring
growth. Whole Grain, nutrient
rich, and savory flavors are
combining the best of both
worlds for these snackables
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Meet the Food for Thought Newsletter Team
Lottie Lawlor
Acct Manager, Channel Partners
Evonne Chan
Data Analyst
Anna Fabbri
Sr Analyst, Client Insights
Brittany Moore
Program Manager, Product
Intelligence
Ivette del Villar
Acct Manager, Channel Partners
Katie Eilert
Sr Manager, Consulting
Rachel Brobst
Acct Manager, Retail Success
Sara Ober
Retail Insights Manager
