Protein Bar Market Report 2026

The protein bar market size has grown strongly in recent years. It will grow from $5.46 billion in 2025 to $5.85 billion in 2026 at a compound annual growth rate (CAGR) of 7.1%. The growth in the historic period can be attributed to rising health and fitness awareness, expansion of gym and fitness culture, increasing availability of protein-rich snack options, growth of organized retail distribution, rising disposable incomes.

The protein bar market size is expected to see strong growth in the next few years. It will grow to $8.01 billion in 2030 at a compound annual growth rate (CAGR) of 8.2%. The growth in the forecast period can be attributed to increasing demand for plant-based nutrition, expansion of personalized sports nutrition, growing focus on sustainable protein sources, rising adoption of functional snacking, increasing innovation in protein formulations. Major trends in the forecast period include increasing demand for high-protein functional snacks, increasing popularity of plant-based protein bars, expansion of sports nutrition consumption, growing focus on clean-label ingredients, enhanced flavor and texture innovation.

The growing demand for convenience foods is expected to drive the expansion of the protein bar market in the coming years. Convenience foods are commercially prepared or partially prepared products designed for quick and easy consumption or preparation. Protein bars generally include a mix of protein sources, carbohydrates, healthy fats, fiber, sweeteners, and occasionally added vitamins and minerals, providing a practical and nutritionally balanced option for consumers with on-the-go lifestyles. For example, in May 2025, the Agriculture and Horticulture Development Board, a UK-based public organization, reported that more than three in ten consumers consumed ready meals on a weekly basis in 2024, representing an increase of four percentage points compared with 2022. As a result, the rising demand for convenience foods is contributing to the growth of the protein bar market.

Key players in the protein bar market are introducing innovative offerings, such as low-sugar protein bars, to strengthen their competitive position. Low-sugar protein bars are formulated with reduced sugar levels, often incorporating sugar alternatives, and are designed for consumers seeking a convenient protein source while managing sugar intake, making them suitable for weight management and specific dietary needs. For instance, in August 2023, Mars Inc., a US-based food manufacturer, launched Snickers Hi Protein Low Sugar and Snickers Hi Protein Low Sugar White, broadening its protein product portfolio. Featuring familiar Snickers flavors such as peanut, nougat, and caramel, these bars contain just 2 grams of sugar, 20 grams of protein, and 217-218 calories. Mars targets both major retail and impulse channels, leveraging the strong Snickers brand to attract new consumers in a highly competitive market. The individually wrapped Snickers Low Sugar High Protein Bar delivers a flavorful, protein-rich snack while offering portability and convenience, making it suitable for quick consumption after workouts or during busy schedules.

In January 2025, Ferrero Group, an Italy-based global confectionery and packaged foods company, acquired Power Crunch from Bio-Nutritional Research Group Inc. for an undisclosed amount. Through this acquisition, Ferrero seeks to enhance its position in the rapidly expanding better-for-you snacks segment by adding Power Crunch’s high-protein wafer bars and protein crisps to its growing North American portfolio. Power Crunch is a US-based protein snack brand offering a variety of high-protein wafer bars and protein crisps, supported by its office and workforce in Irvine, California.

Major companies operating in the protein bar market are Nestlé S.A., Abbott Laboratories, Mars Incorporated, Mondelez International Inc., General Mills Inc., Kellogg Company, Hormel Foods Corporation, Glanbia plc, Post Holdings Inc., The Simply Good Foods Company, Premier Nutrition Company, Clif Bar & Company, Orgain Inc., MusclePharm Corporation, NuGo Nutrition, GoMacro LLC, Caveman Foods LLC, ProBar LLC, Natural Balance Foods Limited, Amway Corporation, The Nature’s Bounty Co., Kind LLC.

North America was the largest region in the protein bar market in 2025. Asia-Pacific is expected to be the fastest-growing region in the global protein bar market report forecast period. The regions covered in the protein bar market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East and Africa. The countries covered in the protein bar market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Italy, Spain, Canada.

The protein bar market consists of sales of low-sugar protein bars, chocolate protein bars, peanut butter protein bars, collagen protein bars. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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