Manufacturers can tap into the growing trend in protein snacking through innovation based on these key consumer insights.
The global shift to protein snacking
Consumers worldwide are increasingly turning to protein-packed snacks, driving a shift toward healthier, more satisfying options that blend nutrition with convenience.
In the US, the $7.7 billion ready-to-eat protein category, led by protein bars, continues to see strong growth (1). The category experienced an 8% sales increase over the prior year, with notable growth in protein bars (+3.8%), protein cereal (+10.3%), and protein snacks (+47.5%), which include salty, savoury snacks like chips and pretzels (2).
| Segment | 2024 Sales (billion) |
|---|---|
|
Protein bars |
$6.3 |
|
Protein snacks |
$0.4 |
|
Protein cereal |
$0.4 |
|
Protein cookies |
$0.3 |
|
Protein confection |
$0.2 |
|
Protein all other |
$0.1 |
Source: Glanbia Nutritionals, Omni-Channel Market Estimates, January 2025
Who is looking for protein snacks?
Protein snacking is popular across generations, with most Gen Z (60%), Millennial (64%), Gen X (65%), and Boomer (58%) consumers specifically looking for protein in their snacks (3). One in five consumers had a protein bar in the past year, with a demographic split of 57% male and 43% female, highlighting strong engagement across genders (4).
The interest in protein snacking is only slightly higher for extremely active consumers, indicating a clear mainstream demand for this key ingredient. Protein bars are used for many occasions, including before or after exercise (52%), during work or school breaks (31%), and while watching sports or concerts (5).
| Activity Level | % US Consumers |
|---|---|
|
Extremely active |
66% |
|
Active across the week |
65% |
|
Fairly active |
61% |
|
Light activity |
60% |
Source: Innova Market Insights, Consumer Insider: Now & Next in Consumer Attitudes Toward Snacking in the US & Canada, August 2024
Product development opportunities
Recent successful protein snack launches showcase brands expanding into new categories. Quest Nutrition introduced its Bake Shop line, marking its entry into baked goods with soft Chocolate Brownies, as well as Blueberry and Chocolate Chip Muffins. Meanwhile, Power Crunch debuted Protein Crisps, the brand’s first venture beyond protein bars, addressing the demand for high-protein savoury snacks.
Developing innovative high-protein savoury snacks like chips, pretzels, and puffs or sweet baked goods like cookies, muffins, and brownies relies on selecting the optimal protein ingredient, ideally tailored for these applications. Functional proteins, available in dairy and plant-based options, offer a neutral taste and texture benefits that enable high protein levels without sacrificing the sensory experience.
Brand growth through protein snacking
Aligning with the protein trend can help a brand to stand out as a healthier choice to consumers and boost brand recognition. With strong interest across generations, there is opportunity in developing protein-fortified savoury snacks, sweet baked goods, snacking cereals, and confections, as well as innovative protein bars, using functional proteins, both dairy and plant-based.
Successful brands like Quest Nutrition and Power Crunch show that expanding into new formats and addressing consumer preferences for sweet and savoury options can help companies build excitement, recognition, and loyalty in this growing market.
At Glanbia, our wide range of dairy and functional proteins offer superior functional properties—like flavour, solubility and heat stability—and excellent nutritional support for muscle building and recovery. Find out more here.