What's trending in protein bars?
Consumer interest in zero-sugar protein bars is on the rise with searches up 57%, driven by popularity of new brands in the market.
Granularity is a platform that leverages AI to predict product trends from social media and search engines.
What's trending?
No-sugar protein bars, low calorie protein bars and cashew protein
Why?
Searches for no-sugar protein bars are up 57% in the first half of this year compared to this time last year, and up 35% for low calorie protein bars. A few brands are leading the charge in no sugar protein bars, including Barebells and Think High.
On Instagram, posts about low-calorie protein bars receive 1.5 times more engagement compared to the median for all other protein bar posts. Meanwhile, on TikTok, no sugar or 0 sugar protein bar content gets 1.7 times more traffic than the median.
Insights
- Cashew protein is also growing. Within the market for plant-based protein, consumers are recognizing cashew protein is a strong option. Searches for cashew proteins are up 34% in the first half of this year compared to this time last year. A few of the no-sugar protein bar brands are using cashew protein as a key ingredient.
- Ingredient transparency is winning. Brands that clearly communicate the ingredients and nutritional content are doing better on the shelves.
- Despite the saturated protein market space, new brands are still finding room to play. This is possible because they differentiate themselves by targeting specific consumer needs. Merchandisers continue to scout the market diligently to not miss emerging trends
How can trend predictions enhance your decision-making?
- Improve product assortment: Assess how well your product lineup captures emerging trends and identifies market gaps.
- Optimize promotions: Tailor marketing strategies based on how consumers use products, adapting to relevant terms, locations, and interested markets.
- Inform product Innovation: Utilize data to filter through product pitches to hone into the new products that matter. Test products based on market data rather than a gut instinct.
