Snack bars are a pantry staple for many Americans, with 80% of US consumers reporting a purchase within the past three months. That said, bars may fall short in fulfilling other key snacking desires, such as satisfying cravings or offering a fun, indulgent experience. This gap presents a significant opportunity for brands to strike a stronger balance between health-focused and indulgent messaging.
The leading consumers of snack bars in the US are Gen Z, Millennials, and parents, who represent the most engaged demographics. The US snack bar market is currently valued at $8.9 billion in 2024 and projected to grow to $9.6 billion by 2029. While snacking is the leading occasion for bar consumption, bars are not yet the top choice compared to other options like chips, fruits/vegetables, and cookies. However, bars excel in their perception as a better-for-you snack, effectively addressing health needs.
By emphasizing elements like flavor, texture, alternative formats, and occasion-driven concepts (eg, treat bars), while also highlighting benefits like satiety, health, protein content, and convenience, brands can better position bars as a versatile and appealing snack option across demographics. This approach can enhance the perceived value of bars and drive greater consumption within snacking and beyond.
For the purposes of this Report, snack, nutrition, and performance bars are defined as:
This report was written by Julia Mills. Julia joined Mintel as a Food & Drink Analyst in 2023 after spending two years working in the Food & CPG industry. Prior to Mintel, she analyzed trends & insights in both the food distribution and market research space. She holds a BA in Food & Consumer Package Goods Marketing from Western Michigan University.
As snacking more deeply integrates into traditional meal routines, consumers prioritize bars that offer satiety, convenience, healthy ingredients, and great taste.
Julia Mills
Food & Drink Analyst
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