Health and wellness have become top priorities for global consumers who increasingly recognize that diet can profoundly influence physical and mental well-being.

Heightened awareness about the importance of nutrients like protein and fiber, rapid uptake of GLP-1 receptor agonist medications, and ongoing demand for tasty, convenient foods have helped fuel a growing, diverse marketplace for fortified snacks and nutrition bars.

According to Grand View Research, the global protein bar market was valued at approximately $14.26 billion in 2024 and is projected to reach $20.05 billion by 2030, growing at a CAGR of about 5.9%.

Main market drivers include the growing adoption of health and fitness; busy lifestyles demanding portable, nutrient-dense options; expansion of flavors, formulations, and dietary alignments (e.g., plant-based, low-sugar, keto); and growing interest in personalized nutrition targets, from muscle recovery to weight or metabolic health.

Overall, products blend flavor and function in formats that meet a range of consumer needs and preferences. From classic protein-rich bars to plant-forward snack innovations that feature functional ingredients for gut health, energy, and weight wellness, brands are delivering something for everyone.

Core Consumer Priorities

Consumer attitudes toward health and well-being have shifted dramatically in recent years. According to Innova Market Insights, about one in three consumers globally considers health and well-being a top spending priority, ranking in the top three priorities across most major markets.

Nearly 29% said well-being is one of their most important personal values, and 39% have taken significant action toward healthier living in the past year, according to Innova.

Among global consumers, 64% said the nutritional benefits of food and drink are important, and nearly a quarter specifically choose foods with health-boosting ingredients to support healthy eating goals.

This focus on well-being is reflected in the latest Dietary Guidelines for Americans, which emphasize the importance of high-quality protein, healthy fats, fruits, vegetables, and whole grains, while recommending moderation with highly processed foods and refined carbohydrates — a context that matches increasing consumer demand for smarter snack options.

Protein: A Snacking Centerpiece

While Health and Human Services Secretary Robert F. Kennedy, Jr., declared an end to the “War on Protein” when announcing the new dietary guidelines, Americans have long focused on increasing their protein intake. Innova reported that 58% of consumers globally actively include protein in their diet.

Innova’s consumer data also showed that 42% of survey respondents said protein is the most important ingredient to them, with reasons ranging from energy and stamina to weight and muscle management.

In today’s marketplace, protein is no longer confined to shakes and bars. Global launches with high-protein claims have grown at an 8% CAGR, and manufacturers are innovating on format and experience.

Protein-fortified coffee, pastries, and waffles demonstrate that consumers want functional benefits delivered in everyday foods they already enjoy.

At the same time, more than half (54%) of consumers are concerned about the amount of ultra-processed foods in their diet, according to a survey from Glanbia Nutritionals, reflecting a need for brands to better balance the nutritional profile of their products.

Plant-Based and Better Taste

While protein remains core, taste and sensory experience are also critical. Half of consumers say improved taste is what they want most in plant-based products, signaling that plant protein must work not just on nutrition but on enjoyment.

Brands are formulating with plant protein blends like pea and rice to achieve creamy texture and enjoyable flavors without dairy, lactose, or gluten, appealing to both plant-focused and mainstream audiences.

These innovations respond to broader consumer nutrition priorities such as reducing sugar and carbohydrates while increasing fiber. Overall, more than half (52%) of U.S. respondents prioritize health and wellness, according to Glanbia. While improving physical health is a top goal for consumers, one in four are intent on improving their mental health.

GLP-1 Influence

Growing use of GLP-1 RA medications for weight management is a newer variable reshaping snacking behavior. These drugs suppress appetite and impulsive eating, pushing consumers toward snacks that are smaller, more satisfying, and nutrient-dense.

Innova reported that the pursuit of satiety and purposeful nutrition is rising, as consumers seek to be more mindful with their snacking.

Data from Glanbia underscores this shift. GLP-1 users have increased protein consumption across categories, outpacing non-users by wide margins. For example:

• 67% of GLP-1 users increased consumption of protein powders, compared with 24% of non-users.
• 58% increased intake of protein-enhanced breakfast cereals, compared with 27% of non-users.
• 27% increased consumption of protein/energy bars, versus 16% of non-users.

This data indicates that snack and bar products that deliver higher satiety per bite, through protein and fiber, are better positioned, especially as consumers may have smaller appetites and are more selective about snack occasions.

A More Satisfying Snack Culture

Healthy snacks and nutrition bars are part of a broader functional food movement, where consumers aren’t just seeking nutrients; they want specific health outcomes. Immune support, gut health, cognitive performance, and longevity are now central to snack innovation.

Snack bars in particular are evolving. Innova noted that traditional health-focused positioning is giving way to “emotional and functional benefits” such as energy and mood support, sustained satiation, and enhanced digestive comfort.

Overall, today’s healthier snacks and nutrition bars sit at the intersection of food science and consumer aspiration. No longer are they confined to gym bags and dieting circles; they’re part of everyday eating occasions, from breakfast options to post-workout recovery to afternoon satiation.

The future of the category lies in innovation that delivers measurable benefits without compromise: better taste, functional ingredients, real protein value, and formats that resonate with evolving consumer priorities.