New data collated by specialist active nutrition data and insights provider Nutrition Integrated reveal the decrease of protein bar prevalence, whilst powders continued to grow in demand.
At 25%, the rate of delists considerably outpaced the rate of new product launches, which stood at 12%.
For wholefood protein bars – that is, a nutrition or cereal bar claiming protein – the reduction is even more stark at 25%, thanks to a 30% delist rate compared to a 5% new product rate.
While some categories, such as gainers and blends have seen a reduction (-7% and -3%, respectively), collagen and clear protein have experienced substantial growth.
Across the year, there was a 17% increase in the number of collagen brands and a 29% increase in the number of collagen products available.
Another category showing a significant increase was clear whey, with a 12% enhancement of market availability.
Despite the macro trend for a more plant-based diet, there was a 3% decrease in the number of plant-based protein powders available.
Nick Morgan, managing director at Nutrition Integrated, explained: “Bars have become a really popular format, in no small part due to their convenience and appeal for the everyday consumer. But what we’re now seeing is a market that’s reaching a saturation point.
“Consumers only want so many choices and there’s only so much space on shelves, so brands are starting to consolidate their offering to focus on the bars that sell, and lose the ones that don’t.
“In powders, it’s no surprise that collagen products are experiencing such substantial growth, as brands continue to find new ways to innovate with the ingredient of the moment, while clear protein continues to gain traction as a product that appeals to both everyday consumers and those looking for alternatives to milky protein shakes.
“In all categories, one thing is clear – that true innovation, beyond flavour or added vitamin options, is key to creating successful products.”