Innovation Investigation: What’s Shaping the Future of Snack and Nutrition Bars?

by Phil a'Becket | Jun 12, 2025

Bar brands built a strong connection with shoppers by delivering convenience, energy, and functional benefits in a familiar format. With two-thirds of North American shoppers enjoying bars at least quarterly (Mintel) and the category generating more than $13 billion in 2024, it’s clear that demand is enduring.

North America accounts for approximately 60% of global sales, with Canada leading in per capita consumption. Even amid a slowdown in new launches, the category may double by 2033, with a compound annual growth rate (CAGR) of 7.5% (Research and Markets.com).

Nutrition bars now represent more than half of the category’s dollar and unit shares (NIQ).

Bar formulations can help shoppers “customize” their selections. Added protein in a breakfast bar can simplify a busy morning. Bars with plant-based or upcycled ingredients can alleviate specific sustainability concerns, which 40% of people say is a factor they consider when shopping.

But a strong foundation alone won’t drive future growth. Brands have an opportunity to reignite momentum after two years of sluggish new product development (NPD) by aligning new launches with shifting needs, preferences, and wellness priorities.

Some bar trends that we’ve shared in previous blogs, like non-traditional shapes, protein content, sugar reduction, and clean(er) labels, remain relevant aspects of innovation. Emerging themes in new product development include the evolution of functional ingredients, the use of diverse grains, nuts, and seeds, as well as rich, flavorful combinations.

Keep Pace with Functional Needs

Some brands of nutritional and snack bars are going beyond the basics to deliver holistic wellness. GLP-1-boosting prebiotic ingredients and quality nutrients aid digestion and weight management, while nootropics, omega-3s, and MCTs enhance focus and energy. Botanical-infused bars support immunity and stress relief, redefining bars as complete wellness solutions.

MEET SHOPPERS’ TARGETED NUTRITION GOALS

Approximately one-third of North American shoppers agree that protein and fiber claims influence their purchase decisions regarding cereal and energy bars (Innova). Some brands are responding with high-protein and high-fiber formulas.


Supergut Chocolate Brownie Prebiotic Bar, United States, Oct 2024. Controls boost GLP-1 cravings. 10g prebiotic fiber, 10g high-quality protein, 1g of total sugar. Improves digestion. Manages weight.	Defi Dark Chocolate Crispy Superfood Bite, United States, Jan 2025. 26g protein per bag. Gluten-free. 10g fiber. Non-GMO. Functional superfoods like buckwheat and protein. High-quality casein and whey protein are fast and slow-absorbing proteins, respectively.

INVESTIGATE FUNCTIONAL BOTANICALS

Developing targeted nutrition bar formulations to address age, condition, or gender-specific needs can resonate with specific groups. Brands are building appeal by emphasizing holistic health through synergistic ingredient combinations, such as adaptogens + biotics.


Wise Bar Peanut Banana Focus Bar, United States, Mar 2024. With 3000mg adaptogens, reishi, lion’s mane, and ashwagandha for focus	Well Market Banana Nut Trail Mix Bites, United States, May 2025. High in antioxidant vitamin E. Plant-based protein, supports muscle health

BOOST COGNITIVE FUNCTION

In a recent Innova survey, brain health ranked second among the health concerns of North Americans after bone health. Recent innovations highlight ingredients like ashwagandha for mental stress and zinc for brain health.


Mosh Cookie Dough Crunch Nutrition Bar, United States, Dec 2024. Contains 6 plus brain ingredients including Cognizin, lion’s mane, ashwagandha, omega-3s, vitamin B12, and vitamin D3.	Once Upon A Farm Smart Wheels Rasp-Berry Beet & Kale Organic Toddler Soft-Baked Bar, United States, Apr 2025. No added sugar with zinc to help support brain health.

Explore Grain Varieties and Absorbable Ingredients for Overall Wellness

Crafting nutrient-rich bars with a variety of grains, cereals, seeds, and nuts can support overall wellness. Incorporating high-quality minerals and protein ingredients with better digestion and absorption helps brands fulfill their value proposition.

DELIVER NUTRIENTS THROUGH GRAIN DIVERSITY

North American nutrition bar brands are increasingly incorporating different grains to offer unique combinations of nutrients.

Rice featured in 77% more bars launched in North America over the 52 weeks ending May 2025. The high-quality plant-based protein source is easily digestible, gluten-free, and hypoallergenic.

The use of nuts and seeds increased by 17% due to their rich sources of protein, fiber, healthy fats, vitamins, and minerals. Sunflower seeds, poppy seeds, walnuts, cashews, hazelnuts, and almonds had the fastest growth in the last year.


Junkless Berries & Cream Chewy Drizzled Granola Bars, United States, May 2025. Real, simple ingredients: 100% whole grain oats; real strawberry, blueberry & raspberry; natural and organic flavors.	Taste of Nature Organic Bites Dark Chocolate Peanut Butter Bites, Canada, May 2025. 2g sugar, made with roasted peanuts and whole grain crisp brown rice.


Dave’s Killer Bread Honey Nut Snack Bites, United States, May 2025. Contains oats, cashews, almonds, pumpkin seeds, crisp brown rice, chia seeds, poppy seeds.	Joolies Date Pops Brownie Date & Nut Energy Bites, Canada, Apr 2025. Made with date paste, walnuts, cocoa, and dark chocolate chips.

ENABLE BIOAVAILABILITY WITH ABSORBABLE INGREDIENTS

Ingredient absorbability in nutrition bars directly affects their effectiveness in providing energy, supporting muscle recovery, and contributing to overall health and well-being.

Recent North American launch activities claim easy absorption, while others supplement a basic bar formula with extra, readily absorbed nutrients.


Fx Chocolate’s Plant-Powered Magnesium Bar, United States, Jan 2025. Features 150mg of highly absorbable magnesium glycinate per bar. 20g of plant protein from pea and rice proteins and cashew butter. Globally sourced premium ingredients.	Signature Select Raspberry Lemon Crispy Rice Treats, Canada, Apr 2025. Contains egg whites, folate, vitamins B3, B6, and B12, zinc, and iron.

Reinvent Permissible Indulgence with Rich, Flavorful Formulas

Incorporating sweet and fruit-forward ingredients entices shopper palates and elevates the taste experience. A wider range of textures and indulgent flavors in nutrient-dense, healthier snack and nutrition bars can provide a wholesome snacking experience.

CONNECT THROUGH FRUIT FLAVORS

Innova research reveals that more than one in four North Americans prefer fruit and superfruit flavors in their diet. Mintel’s Global New Products Database (GNPD) shows brands featured fruit profiles in 9% more launches between June 2022 and May 2025.

Flavor Profile (ranked by # of launches)	% Chg (Jun 22-May 25)
Chocolate	10.7%
Chocolate & Nut	0.00%
Berry Fruit	4.6%
Nut	-14.50%
Chocolate & Bakery	-22.2%
Dessert	5.30%
Bakery	26.0%
Fruit & Chocolate	-15.70%
Fruit	18.6%
Sugar	8.70%
Berry Fruit & Nut	0.0%
Fruit & Nut	26.0%
Spice	26.0%
Fruit & Spice	14.5%


General Mills Cheerios Mixed Berry Chewy Protein Bars, United States, May 2025. Made with delicious Cheerios cereal pieces with a fruity mixed berry flavor.	Nature’s Bakery Fig Bar Minis Summertime Strawberry Snack Bars, United States, May 2025. Made with whole grains and real fruit.

VARY TEXTURES AND FILLINGS TO PERSONALIZE CHOICE

More than two in ten North Americans rely on taste, texture, and aroma to signal the quality of food and beverages (Innova). Drizzles, fillings, and various textures remain essential characteristics of snack and nutrition bars as tactics for building taste appeal and transforming ingredients into a premium experience.

About 40% of bar launches in the last two years included a texture claim, ranging from a satisfying crunch to a comforting, smooth, or soft experience.

Texture Claim (ranked by # of launches)	% Chg (Jun 22-May 25)
Crunchy	13.3%
Chewy	2.0%
Soft	8.0%
Smooth	12.3%
Chunky	-22.7%
Light	-26.3%
Gooey	0.0%
Dense	-30.7%


365 Whole Foods Market Crunchy Peanut Butter Energy Bar, United States, Feb 2025. A satisfying and convenient snack for those who enjoy a peanut butter flavor with a crunchy texture.	Innofoods Organic Almond & Pecan Clusters, Canada, Dec 2024. The perfect crunchy complement to salads, yogurt, and cereal, or just eat them straight out of the bag.


Nutribar Good Keto Peanut Butter Bars, Canada, May 2024. Protein is from milk sources, making these bars deliciously creamy and smooth with a taste that is out of this world.	The GFB Chocolate Chip Cookie Dough Cookie Bites, Canada, Apr 2025. Soft and chewy, ridiculously tasty, good-for-you food in good-for-you ways, protein-packed.

LAYER IN INDULGENCE

North American nutrition bars launching with layers more than doubled in the past 52 weeks ending May 2025. A multi-textural experience creates a more exciting and satisfying experience, one that often resembles indulgent desserts with a healthier profile.


No Sugar Company Perfect Protein Cookies N’ Cream Flavour Bars, Canada, Feb 2025. A mouthwatering experience without any guilt, making it the perfect choice for anyone seeking a nutritious, on-the-go snack that doesn’t compromise on flavour.	Barebells Wild Cherry Protein Bar, United States, May 2025. Each bite delivers a creamy vanilla nougat center layered with vibrant cherry jam, all wrapped in a smooth white chocolate shell and finished with a sprinkling of crispy bits. It’s the perfect mix of rich and refreshing.

Need Help With Innovative Ideas for Your Snack or Nutrition Bars?

Whether you’re crafting a tried-and-true flavor profile or formulating with functional ingredients, FlavorSum can support your innovation journey with insights, flavor creation, and applications expertise. Send us a message, and we’ll connect with you to discuss your innovation plans and how we can help create delicious nutrition bars that align with evolving needs.

Author

Phil a’Becket

Phil a’Becket is the Senior Consumer Insights Manager for FlavorSum. He has eight years of experience in food ingredient market research, focusing on both primary research and secondary data analysis. He earned his MBA from Clemson University, and joined FlavorSum in 2022.