January 23, 2025 – Active lifestyles gaining attention, the demand grows for convenient, high-protein options. Sports snacks and bars offer energy and nutrition to support consumers’ active routines. Innova’s 360 research into snacks and bars trends highlights innovation, positionings, and flavor trends growing in Germany.
Sports Snacks and Bars Launch Trends
Sports snacks and bars in Germany display a fluctuating launch trend over the past three years, reflecting evolving consumer preferences. With 27% of consumers in Germany influenced by low/no/reduced sugar claims in sports and functional nutrition, sugar-related positionings account for 56% of launches in the past year. Preparations with natural sweeteners like stevia and other sugar alcohols, such as glycerol and maltitol, to offer low/no calorie sweetness might appeal to the consumers in Germany.
Reflecting on bars trends, sports bars lead with an average of 72% launches in the cluster across Germany over the past three years. Nearly half of the consumers in Germany incorporate protein products like bars and powders into their sports nutrition routines, highlighting sustained demand for convenient, protein-rich options. Energy bars prepared with varied functional ingredients such as milk and vegetable protein, and other nutritious components like oats, rice, wheat, and dried fruits, cater to diverse taste preferences while providing essential nutrients. This addresses diverse tastes and nutritional requirements, delivering a balanced, on-the-go snack that supports energy, recovery, and overall health.
Top Brands and Companies
In Germany, the sports snacks and bars market are penetrated by both branded and private label companies. Brands display a dominating 92% of sports snacks and bars launches in the past year across the country.
Bellring Brands is the leading company for sports snacks and bars cluster launches in Germany. With 1 in 4 consumers seeking food and beverages that sustain energy, the brand formulates protein bars with added magnesium to support normal energy metabolism. Featuring C2max, a scientifically developed carbohydrate blend with a 2:1 ratio of glucose and fructose, these bars enhance endurance and maintain mineral balance with added sodium and magnesium. This aligns with Innova’s annual top food trend of 2024, ‘Prioritizing Prevention,’ as consumers increasingly choose products that support personal well-being by proactively addressing health concerns.
Hnc Healthy Nutrition Company, Fitmart, Ironmaxx Nutrition, and All Stars Fitness Products are other notable companies in the market. These top 5 companies account for 37% of sports snacks and bars cluster launches in Germany over the past year.
Claims and Positionings Trends
In Germany, 30% of consumers consider protein an important ingredient. In line with this, high/source of protein is the top claim in sports snacks and bars launches in Germany. Other key claims include vegan, low sugar, no added sugar, and source of fiber, reflecting growing demand for functional benefits.
Reflecting on bars trends, nearly 1 in 5 consumers check ingredient labels, driving a 10% rise in sports snacks and bars featuring protein prominently on packaging. This reflects another Innova’s top annual food trend of 2024, ‘Ingredients: Taking the Spotlight,’ which highlights that brands are promoting a product’s star ingredient, which helps build positive consumer attitudes toward key components.
Sports Snacks and Bars Flavor Trends
Milk chocolate, caramel, peanut, coconut, and white chocolate are the top 5 flavors in the sports snacks and bars trends in Germany.
In Germany, sweet flavors are looked for more in the sports bars. This is reflected in the options featuring brown flavors such as milk/dark chocolate, caramel, and peanut butter. Fruit flavored ranges like coconut, berry fruits, bananas, and citrus options and nutty selections further diversify the offerings to cater to varied taste preferences.
Additionally, cross-category selections such as cookies and cream, brownies, cookie dough, cheesecake, and nougat add indulgence and appeal, expanding the flavor profile to meet evolving consumer demands.
What’s Next in Sports Snacks and Bars Trends?
In Germany, nearly 1 in 5 consumers are increasing their sports and functional nutrition intake due to variety and novelty. Brands can expand their offerings to include a range of sports snacks, including energy bars, crackers, pudding, nut butter, pancakes, syrup, gel, and hydration tablets, providing options that cater to diverse consumer needs, making sports nutrition more enjoyable and easier to incorporate into daily life.
Low/no/reduced sugar claims influence consumers purchasing decisions. Bars trends show that brands should focus on products using natural sweeteners like stevia and sugar alcohols to offer low-calorie sweetness catering to consumers seeking balanced nutrition.
Sports bars cater to sweet cravings with flavors like chocolate, caramel, and peanut butter, while fruity and nutty options, including coconut, berries, almond, and hazelnut, add variety. Brands can also focus on cookies and cream, peanut butter, orange, passion fruit, and salted caramel flavors to gain a broader consumer base.
As demand for personalized nutrition grows, brands that innovate with diverse formats and flavors are likely to cater to evolving consumer preferences in the sports nutrition market.
This article is based on Innova’s Overview in Sports Snacks & Bars in Germany report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
