Understanding segmentation is vital for success in the nutritional bar space. MRFR segments the market by type (protein bars, snack bars, meal‐replacement bars, whole-food bars, others), flavour (chocolate, peanut butter, fruits, spices, others), distribution channel (store-based vs non-store) and region.
By Type:
Protein bars dominate in 2022, driven by fitness/health consumers who prioritise high-protein content.
Meal-replacement bars, snack bars and whole-food bars are growing segments, catering to different occasions (lunch substitute, snack break, healthier indulgence).
For strategic planning: if your brand is focused on fitness/athlete segment, lean into protein. If targeting busy professionals/meal replacement, target the respective segment.
By Flavour:
Flavour matters: chocolate and peanut-butter are strong. Peanut butter in particular is identified as fastest growing flavour segment.
Food brands should innovate flavours (fruit, spice, savoury) to capture variety seekers and younger consumers.
By Distribution Channel:
Store-based channels (supermarkets, convenience stores) currently dominate the market.
Non-store/online channels are gaining significance—especially for premium, niche or direct-to-consumer bar brands.
Strategic implications:
If you’re launching a mainstream bar for mass market: ensure strong presence in store-based retail, select popular flavours and standard formats, competitive pricing.
If focusing on premium/health/online: emphasise unique flavours, clean-label/plant-based claims, online distribution and smaller pack sizes.
Monitor channel shifts: online growth may outpace store growth; brands should not ignore e-commerce.
Conclusion:
Segmentation gives clarity on where growth is concentrated and how to position a brand. In the nutritional bar market, protein bars, peanut-butter flavour and store-based distribution form the core today—but the next wave lies in other types (meal replacement, whole-food) and channels (online).
