The findings, from specialist energetic diet information and insights supplier, Diet Built-in, unveil a 13% discount within the variety of protein bars on provide within the 12 months ending December 2023.
At 25%, the speed of delists significantly outpaced the speed of latest product launches, which stood at 12%.
For wholefood protein bars –a diet or cereal bar claiming protein – the discount is much more stark at 25%, due to a 30% delist charge in comparison with a 5% new product charge.
“Bars have develop into a extremely well-liked format, in no small half attributable to their comfort and enchantment for the on a regular basis shopper. However what we’re now seeing is a market that’s reaching a saturation level,” defined Nick Morgan, managing director at Diet Built-in.
“Customers solely need so many decisions and there’s solely a lot house on cabinets, so manufacturers are beginning to consolidate their providing to give attention to the bars that promote, and lose those that don’t,” he added.
Morgan defined manufacturers are having to work arduous to point out true innovation and never come throughout as one other ‘me too’ SKU.
“The place we’re seeing nice innovation is when protein manufacturers are collaborating with well-known confectionery manufacturers to create merchandise which might be distinctive and that present intrigue and nostalgia that drives trial.”
He supplied examples together with the ‘iconic’ Mondelez impressed collaboration of Grenade and Oreo, Trek’s collaboration with Lotus Biscoff, and Large’s collaboration with legacy sweet model Conguitos.
Collagen and clear protein
The information is rather more optimistic for the protein powder class.
Whereas some classes, resembling gainers and blends have seen a discount (-7% and -3%, respectively), collagen and clear protein have skilled substantial progress.
Throughout the yr, there was a 17% enhance within the variety of collagen manufacturers and a 29% enhance within the variety of collagen merchandise out there.
“It’s no shock that collagen merchandise are experiencing such substantial progress, as manufacturers proceed to search out new methods to innovate with the ingredient of the second,” asserted Morgan.
And the clear whey class, the place he sees probably the most innovation, noticed a 12% enhance within the variety of merchandise out there, interesting to each on a regular basis customers and people on the lookout for options to milky protein shakes
Contemplating the macro pattern for a extra plant-based food plan, a shocking pattern was a 3% lower within the variety of plant-based protein powders out there.
“Whereas a 3% lower in plant primarily based protein powders isn’t big, the actual fact the class hasn’t grown in opposition to the macro pattern for plant primarily based merchandise is shocking,” the guide famous, placing ahead two fundamental causes for this downturn.
He defined protein powders have ‘manifested’ otherwise in plant than they’ve in whey as whey permits for a number of product choices – focus, isolate, hydrolysed and so forth. Plant protein doesn’t have that versatility and Morgan defined the market isn’t but mature sufficient to assist the expansion of a number of protein powders.
“The opposite motive is that the flavour, style and texture of plant primarily based protein powders nonetheless don’t meet the requirements that buyers are on the lookout for. And whereas there have been big enhancements on this throughout the business, we’re not there but.
“So for now, as a brand new, higher tasting product is developed, it is sensible to take out an older product that might not be promoting as effectively, ensuing within the variety of whole merchandise staying about the identical.”
He concluded: “In all classes, one factor is obvious – that true innovation, past flavour or added vitamin choices, is essential to creating profitable merchandise.”
