In today’s fast-paced lifestyle, consumers increasingly seek convenient, portable and nutritious snack options. Nutritional bars—encompassing protein bars, snack bars, meal-replacement bars and other formats—fit this demand perfectly. According to MRFR, the global nutritional bar market was valued at approximately USD 1.4 billion in 2022 and is projected to grow to USD 1.84 billion by 2030, at a compound annual growth rate (CAGR) of around 4.0% during 2023-2030.
What’s driving this growth?
Convenience & busy lifestyles: With more people working remotely, commuting, exercising and snacking between meals, portable nutrition bars satisfy on-the-go needs. MRFR notes that one of the key drivers is increasing demand for convenient and healthy snacks.
Health and wellness trends: Consumers are more aware of protein intake, balanced macronutrients, clean ingredients and plant-based diets; nutritional bars tick many of these boxes.
Innovation in formats & flavours: New flavours (peanut butter, fruits, chocolate), formats (meal replacement vs snack), and functional claims help attract consumers. MRFR says peanut butter flavour dominated 2022 and is projected to grow fastest.
Emerging markets growth: Regions such as Asia-Pacific are expected to witness rapid growth due to rising health awareness, urbanisation and disposable incomes.
Key market numbers & trends
Market size 2022: USD 1.4 billion.
Forecast size 2030: USD 1.84 billion.
Major product segment: Protein bars (held majority share in 2022).
Dominant flavour: Peanut butter flavour led in 2022 and is expected to be fastest growing.
Distribution: Store-based (supermarkets/hypermarkets/convenience) dominated in 2022; non-store (online) channel set to grow.
What this means for brands and manufacturers
Product development: Focus on higher-protein formulations, plant-based ingredients and clean-label claims will resonate.
Flavour and format innovation: Differentiation via flavour (peanut butter, fruit, savoury), format (meal-replacement vs snack) matters.
Distribution & channel strategy: Maintain strong presence in store-based channels but also invest in online direct-to-consumer models for premium/niche bars.
Regional growth strategy: While mature markets are important, emerging regions (APAC) provide faster growth opportunity—localisation of flavour, packaging and price point will matter.
Marketing & positioning: Brands should emphasise convenience + nutrition + lifestyle alignment (e.g., fitness, plant-based, clean ingredients).
Conclusion
The nutritional bar market presents a solid growth opportunity. Although the overall size is moderate (~USD 1.4 billion in 2022), the expected growth to USD 1.84 billion by 2030 and the strong tailwinds of lifestyle change, health consciousness and convenience make it a space worth investing in. Brands that align innovation, format, flavour and channel will be more likely to succeed.
