Protein Snack Craze: What Can We Expect to See?
I don’t have any insider information (I wish I did), but I have a feeling 2019 is going to be the year where everyone starts thinking outside of the box when it comes to new ways to sell protein snack “supplements.” What do I mean when I say protein snack? I’m talking about snack items that Americans consume regularly, only with additional protein added to them. We’ve seen the movement start a few years ago but 2018 is when more and more brands started adding items such as a protein snack to their portfolio. Some of the products are innovative while some brands do what they always do and that’s copycat something another brand launches. But watch, there’s going to be a protein snack craze!
Protein Snack Category
I think it’s time we give it its own category and simply call it the protein snack category. We have protein chips, protein cereal, protein muffins, protein cheese puffs, protein coated almonds, protein cakes, protein cookies, protein brownies, and more.
While many of these snack options won’t be sold in gyms, they should do well in supplement stores as well as FDM (where most people are shopping for their food items anyway). Americans are trending in the direction where they are looking to add more protein to their diet. A protein snack seems like an amazing option if they don’t want to consume more whole foods such as chicken, steak, eggs, turkey, fish, etc.
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It will be hard to cut into the sales of the behemoth we call the protein powder category, but people are starting to get sick and played out over the current landscape of the protein powder market. Very few brands are thinking outside of the box with their protein powder and while sales continue to increase due to the demand for protein powder among fitness enthusiasts, no one seems to be jumping up and down when a new protein powder hits the shelves of their local supplement store.
Yet, the protein snack category has seen growth year over year which could lead brands to believe there is something there they should be focusing on. Brands who have their finger on the pulse and listen to consumers know that convenience is king. And when it comes to healthy protein snack options, the choices are fairly limited at your local grocery store or convenience store. And let’s face it, you can only eat so many protein bars before just looking at them will cause you to dry heave.
Protein Snacks Failed in the Past
This is 100% the truth. Protein snacks most definitely failed years ago. But in my opinion, it was too early and “before its time.” You had the protein pudding many moons ago by a well-known celebrity, Sylvester Stallone, that failed. You had protein Jell-O (but not that actual name brand with funny man but now in prison inmate, Bill Cosby) made by multiple brands. There were even some protein brownies and cereals out there that flopped. So, how is this any different?
To be honest, I could be completely off with my prediction (I’ve been wrong before and I’m not afraid to admit that). However, it’s hard to dispute the fact that brands are starting to get a little more innovative with their protein offerings.
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