High Protein Snacks are Growing in Popularity

17th June 2021

17th June 2021

High Protein Snacks are Growing in Popularity


Consumers across the globe are prone to moments of indulgence, turning to snacks all throughout the day. Many consumers look to snack purely to satisfy hunger, however more and more consumers are now looking to get more than just a quick bite, but are now actively seeking snacking products that can offer functional and nutritional benefits. This desire has led to a growing number of consumers turning to high-protein snacking products. So, what exactly are consumers looking to get from their snacks?

Protein bar

Snacking Habits

In 2021 consumers have been turning to more and more snacking products throughout the day. FMCG Gurus consumer insights show that only 3% say that they currently do not snack. This highlights a significant increase in consumers snacking on a regular basis with six in ten consumers snacking mid-afternoon and four in ten as a lunch replacement. As consumers turn to snacks as a meal replacement, they will be seeking out products that offer not only great taste but nutritional value.

High Protein Snacks

Protein has had a significant health halo surrounding the ingredient with a number of consumers now actively seeking high protein products in their diet. This is due to consumers looking to adopt a healthier lifestyle in order to combat any future health implications and to stay less vulnerable to disease and illness.

FMCG Gurus research shows that 37% of global consumers state they typically snack on protein bars, an increase of 5% from 2020. 31% of global consumers also state that they snack on ready-to-drink protein drinks. When it comes to addressing why consumers are turning to these products 64% said it is because they are nutritious and are high in good ingredients. 51% also suggest that they choose to snack on these products as they offer healthy indulgence. This highlights that consumers are still prone to moments of indulgence as they look to relax and unwind, however, are seeking out products that not only offer great taste but products that are positioned around conveniently nutritious.

protein snack graph

Protein Claims

High protein claims are not only important for protein bars and drinks but can also increase the premiumization of traditional snacking goods. FMCG Gurus insights show that across multiple traditional snacking options 55% of global consumers state they would pay a premium for high protein claims. Not only would consumers pay a premium for high protein claims but they are also looking to protein as a key claim when evaluating a snacking product.

This desire is being driven by consumers wanting less bad ingredients such as sugar, replacing it with functional ingredients which offer a nutritional benefit. The COVID-19 pandemic has left consumers more concerned than ever before about their health and wellbeing. This in turn has led to a number of consumers re-evaluating their diets. This is a major opportunity for snacking brands to position healthier alternatives to consumers.  

This Blog is based on FMCG Gurus Snacking Survey Series launched in 2021 in 25 countries. For more information, please click here.

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