Plant-based Protein bars
Plant-based Protein bars
100% Whopper, 0% Beef. Patty made from plants
Plant-based foods on the rise globally
The impressive sales figures speak for themselves. In 2019, the plant-based food retail market in the USA reached $4.5 billion, and we are only at the start of the growth track. Even the most committed animal-based food producers do not ignore the plant-based uprising anymore. In mid-2019 the “King of Beef” launched a meat-free Impossible Whopper, made entirely from plants. Plant-based products are popping up like mushrooms in all food categories and should be on the radar of every food producer. In this article we will have a closer look at the role of plant-based for the fast-growing category of nutrition bars, and how plant-based chocolate fits in.
The nutrition bar category accounts for 2.2 Billion € retail value in 2019 in Western Europe, and is expected to grow +4% CAGR 2019-2024. (Source: Euromonitor).
Consumers expect a nutritional bar to be a healthy yet indulgent snack, with a good nutritional profile (i.e. higher protein and fiber content, lower sugar content) and clean label. With an increase in vegan launches of 112% between 2015 and 2019 (Innova, 2019), the nutritional bar category is keeping up with the growing demand for plant-based products, with 3 main strategies:
1 - PLANT-BASED PROTEINS: “Sportification” of our diets
We are experiencing a “sportification” of our diets, as the lines between sports nutrition, weight management, and mainstream snacking are blurring. Whereas carbohydrates and fats should be consumed within limits, protein is seen as something you can’t get enough of. The everyday consumer pursuing a healthy lifestyle embraces added protein in nutrition bars, whether used as a meal replacer or not. Nevertheless, it should not go at the expense of flavor or texture, as taste remains the key purchase driver. Chocolate and cocoa are excellent ingredients to mask the protein taste, and to maximize the taste experience.
Protein fortification in snack bars is key. However, consumers increasingly prefer plant-based proteins over animal-based proteins, due to ethical and environmental concerns. Soy and pea protein are the most commonly used plant-based proteins in protein bars, due to neutral flavor and attractive textural properties.
Both mainstream and smaller brands are tapping into this growth opportunity, and we see new product launches containing plant-based protein, for all types of nutrition bars. In terms of positioning, some players actively claim vegan front of pack, whereas some only mention it back of pack. Hereby some market examples:
2 - CLEAN LABEL: Dairy-free and Vegan claims
The consumer expects nutrition bars to have a “clean label”, which means using fewer ingredients and making sure that these ingredients are recognizable and have a positive connotation. Nutrition bars are expected to be ‘free from’ ingredients that do not suit the lifestyle of the health-seeker, such as dairy. For that reason, the “dairy-free” and “vegan” claims are very common for nutrition bars. One could argue that the preference for plant-based proteins is part of the overall preference for cleaner plant-based ingredients.
Let’s have a look at new product launches of both mainstream and smaller brands, crafted from clean, plant-based ingredients. Product positioning ranges from an emphasis on natural ingredients to explicit dairy-free and/or vegan claims.
3 - Adding greens
Besides placing dairy-free and vegan claims front of pack, snack bar players are increasingly “greening up” their portfolio, by introducing products with green or earthy flavors such as beetroot, hemp or matcha. Thereby they cleverly target the health-seekers that are consciously searching for their daily dose of fruit & veggies per day. Why not eating them on-the-go in the form of a delicious snack bar? Hereby some recent launches that celebrate plant craft!
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Fruit & nut bar with veggie flavours, by GEO bar. Vegan mentioned back of pack. -
Fruit & nut bar made with 5 fruits & veggies, by Naked. -
Fruit & nut bar with plant-based superfoods hemp & chia
Legal claims
Learn more about the difference between vegan, dairy-free and non-dairy claims.
Looking for more plant-based information and inspiration?
Barry Callebaut Plant Craft product range
With more than 175 years of experience in mastering chocolate, creating indulgent experiences is at the heart of what we do. We now offer Plant Craft, our range of delicious vegan and dairy-free chocolates, cocoa, nuts, fillings, and decorations.
