Consumption of nutrition bars and gels has moved beyond the realm of professional athletes and into the mainstream of active, everyday sports enthusiasts and consumers who simply seek convenient nutrition as part of healthy lifestyles. 

Whether it's protein to build the nutritional profile and improve functionality, whey to extend shelf-life or yogurt to add a delicious flavor, U.S. dairy ingredients offer the nutrition, flavor and functionality desired by energy and snack bar and gel manufacturers. Dairy ingredients and products from the United States help product developers keep on-trend with innovation in the category. Learn more about U.S. dairy products in the Product Section.

Trends in Nutrition Bars and Gels

One of the key drivers in the nutrition bars market in recent years has been the global health and wellness trend, and within it the protein power trend. The evolution fuels category growth around the globe in overall consumption and innovation. 

Health and Wellness

The rise of active consumers who seek healthy attributes from foods present a diverse set of needs, from bulking up to helping prevent age-related muscle loss. Snack bar marketing offers health positioning potential, including fiber and protein content as well as varieties for specific dietary needs, such as gluten-free products.  

To address consumer concern about the potential health effects of unknown ingredients and preservatives, new product entries often highlight clean label claims like all-natural.  

Protein Power

After a workout, many athletes look for a nutritious food item that will help with exercise recovery, and protein is a target ingredient. But all types of consumers seek out ways to supplement protein intake to support health and wellness.  

Consumers who have purchased protein-enriched foods and beverages support the trend at checkout, with many indicating willingness to pay more for protein-fortified items.   

Nutrition bars or gels that contain high-quality protein may help reduce muscle breakdown and stimulate muscle growth. Consuming 20 grams of whey protein- a natural complete protein that comes from dairy- following resistance exercise can increase muscle protein synthesis in healthy adults. Dairy proteins, as part of a higher protein diet, can help maintain a healthy weight, curb hunger, get lean and maintain muscle with aging.  

Utilization

U.S. dairy ingredients provide flavor, function and nutrition. The below chart illustrates the benefits common dairy ingredients offer.

Access U.S. Dairy Export Council prototype formulations for inspiration on formulating nutrition bars and gels attractive to today's health-conscious consumers.