Protein snack options have exploded in recent years in tandem with rising consumer interest in protein for health and wellness, extending far beyond sports nutrition bar products for athletes or fitness enthusiasts. Today’s protein snacks target mainstream consumers with a wide variety of flavors, formats and protein levels, filling important consumer lifestyle desires for grab-and-go convenient nutrition solutions and satiety-promoting, snack-attack satisfying delights.
Despite this evolution, Asia accounts for a small share of global protein snack sales, representing an innovation opportunity for the region’s food manufacturers to introduce protein snacks that cater to local consumers’ needs and desires. According to Euromonitor data, protein/energy bar sales in the Asia Pacific reached $739.3 million in 2020, a 10.1% increase over 2019. However, this accounted for just 12% of total global sales, and Japan alone accounted for three-quarters of regional sales.