Niki Kennedy: We see two key aspects of protein-enhanced snacks—one at the consumer level and the other at the formulation and manufacturing level. Number one, protein is the macronutrient yet to be demonized. Fat and carbohydrates have both been put under the microscope but protein still has a strong reputation and means positive nutrition to most consumers. Simply by adding protein to a product, it improves its health perception by consumers. 

The second aspect is the improvement in protein technology and snack formulations, particularly when it comes to taste and texture. As the appeal of protein-enhanced snacks spreads to new consumers outside of the gym, their expectations do not change. In all protein-enhanced categories, taste always outranks health. It has to taste good, or they won’t be back. Brands and manufacturers know that, and this has driven functional ingredient suppliers to really level up their solutions. Glanbia Nutritionals has been at the forefront of this movement. 

JS:  How are expectations evolving when it comes to taste, texture, and functionality in protein-fortified snacks? What’s resonating most with today’s consumer?

NK: We have conducted our own research into these aspects as a leader in protein technology, and no matter which way you cut it across consumers or formats, or function, taste is always the number one factor. There are very limited instances in the protein-enhanced, ready-to-eat, or ready-to-drink formats where a consumer will sacrifice functionality for taste. 

In terms of what is resonating, we see just from market data that indulgent bar brands are skyrocketing high-protein bar sales, but high-protein cookies struggle. It has to meet expectations. Being a cookie is not enough for protein cookies. If it doesn’t meet the taste expectations of a cookie, then consumers just won’t buy into the offering. Regarding texture, crunch and multi-textures seem to be trending at the moment. Protein crisps and puffs are taking up space on store shelves while protein bars look for multi-layers and dimensions to add a premium or indulgent positioning.  

JS:  How important is protein content when consumers are deciding between one snack product and another? Is there a “magic number” they’re looking for?

NK: We get this question a lot, and I think it’s more complicated than a magic number. I think you can approach these questions from a multitude of perspectives: format, consumer need, occasion, and daypart. The one piece of empirical information that may be of some use is looking at what we see happening in the protein bar market today. Protein bars with 15 g of protein are seeing year-over-year volume growth of around 20%. That is incredible. Lower protein bars, 10-14 g of protein, are down 5%. I think, particularly for protein bars, more is more. 

JS: How are different need states—like indulgence, energy, or health-conscious eating—shaping demand for high-protein snacks?

NK: When we look at the needs of consumers, protein snacks play a role across the spectrum. Protein bars, for example, really get at the functional side of consumers’ needs on any given occasion. We see a high occurrence of protein bar usage around energy management and goal support occasions. Think filling in a gap between meals or keeping in control of their diet. We see more indulgent formats like protein confections, cookies, chips, and other non-bar or beverage snacks in what we call the pleasure need space, those occasions where you’re looking for a guilt-free treat or just to relax and unwind without ruining all the positive choices you’ve made around this indulgence.  

 JS: What ingredient innovations are you seeing in protein bars and baked goods right now?

NK: Protein everywhere. When I first started looking at protein bars, manufacturers were getting protein into the filling. That was the home of protein, but now protein can be found in components from the top to the bottom of the bar, and also snacks. From coatings to crunchy inclusions, smooth filling, or thick, the versatility of protein technology with different mouthfeel and great taste is really driving the level of protein inclusion today versus 15 years ago. 

JS: We’re seeing more demand for functional benefits in everyday snacks. How do you see this playing out in bars and baked goods?

NK: I think that these are the perfect formats for multi-benefit solutions, as long as they continue to hit taste targets. I expect as ingredient technology in encapsulation continues to scale to help nutrients or bioactives taste better, we’ll start to slowly see more. However, it needs to be aligned with what consumers’ needs are, and in a way they can understand what the benefit to them will be. 

JS: Looking ahead, where do you see the most exciting growth opportunities for protein in the bar and bakery space?

NK: I’m really excited to see where the protein-fortified bakery space will go in the next year. Currently, it’s not all that exciting because I think the products there have been limited by taste. Consumer dynamics are indicating that consumers are moving protein occasions beyond the gym and that taste is important, so I think that we are really on the precipice of seeing protein-enhanced bakery make some significant market disruption.

Related: Clif Builders launches three high-protein bars