Keeping the Protein Bar High

Sales of high-protein bars continue to climb as others stall.

By
Abbey Lewis, Executive Editor

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Based on numbers that indicate the category enjoyed an 18.8% jump in average weekly shipments per store, high-protein bars aren’t just for the gym anymore.

But in a category full of niches, the energy/diet/granola bar segment better resembles a snowflake, in that no two nutrition bars are alike. Within the alternative-snack segment, the nutrition bar itself can be divided into four distinct subsegments: high-protein, energy, healthy snack and weight management/diet. And within those parameters, high-protein is king.

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