- In March 2023, Wella, a better-for-you foods manufacturer, acquired Thunderbird, a plant-based nutrition bar maker. This strategic acquisition aims to expand Wella’s product portfolio and strengthen its presence in the healthy snack market. Thunderbird’s clean-label, allergen-friendly bars will enhance Wella’s offerings and manufacturing capabilities. The move is expected to meet rising consumer demand for nutritious, convenient snacks and boost competition in the nutritional bar sector
- In December 2024, MUSH, known for its ready-to-eat overnight oats, expanded into the refrigerated protein bar market. Leveraging its dedicated manufacturing facility, MUSH developed three protein bar flavors—Peanut Butter Chocolate Chip, Double Chocolate Chip, and Maple Cinnamon—each containing 15 grams of protein. The bars debuted at Whole Foods with a 90-day exclusivity period. This move allows MUSH to diversify its product line and meet the growing consumer demand for high-protein, clean-label snacks. By utilizing its in-house production capabilities, MUSH aims to maintain affordability, reducing retail prices by 50% compared to previous offerings. The launch reflects MUSH's commitment to innovation and accessibility in the healthy snack category
Frequently Asked Questions
The rise of plant-based nutritional bars, is emerging as a pivotal trend driving the global nutritional bar market.
The major factors driving the growth of the nutritional bar market are growing need due to increasing demand for healthy and convenient snacks.
The primary challenges include high product costs and price sensitivity.
The protein bars segment is expected to dominate the Nutritional Bar market with the largest share of 54.1% in 2025 due to its growing popularity among health-conscious consumers, athletes, and fitness enthusiasts. Protein bars offer a convenient source of high-quality protein, catering to the demand for on-the-go nutrition and post-workout recovery. As fitness trends continue to rise globally, the demand for protein-based snacks is expected to increase, further boosting the market for protein bars.
Asia-Pacific is the fastest growing region in the global nutritional bar market due to rising health awareness, increasing urbanization, and the growing adoption of convenient, protein-rich snack options among a younger, fitness-conscious population.
