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Protein bars are convenience food that contain a high proportion of protein relative to Carbohydrate and Fat. Despite the label focusing on protein, many mass-marketed protein bars contain more added sugar than some desserts like cookies or doughnuts, making them more like Candy bar. The source of protein may be animal, e.g., whey (vegetarian) or collagen, or plant (e.g., pea protein, or peanut).
Protein bars may contain high levels of sugar and sometimes are called " in disguise". Alternative protein bars may use insect protein as an ingredient. Vegan protein bars contain only plant-based proteins from sources like peas, brown rice, hemp, and .
Protein bars are mainly marketed to athletes or exercise enthusiasts for muscle building or as a wellness-themed convenience food. The global market is growing and expected to reach US$2 billion in annual sales in 2026.
There is a disagreement over the amount of protein required for active individuals and athletic performance. Some research shows that protein supplementation is not necessary. Athletes generally consume higher levels of protein as compared to the general population for muscular hypertrophy and to reduce lean body mass lost during weight loss. Specialists have stated that the general American population is not lacking in protein.
History
Bob Hoffman launched Hoffman's Hi-Proteen Fudge and Hoffman's Hi-Proteen Cookies in the early 1950s, and competitor Joe Weider launched Candy Food Bars with bodybuilder Dave Draper on the packaging in the late 1960s. Pillsbury Space Food Bars and the bars by Tiger's Milk both came to market in the 1960s. Though they had protein, they were marked as energy or nutrition bars. PowerBar, invented in California in 1986, was an early protein bar.
Regional markets
The Australian protein bar market, valued at about US$271 million in 2024, is expected to grow at a compound annual rate of 5–6 percent through the early 2030s.
See also
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