Protein boom powers confectionery growth

Protein confectionery overview

• Protein confectionery growth reflects converging health, snacking and indulgence trends
• Consumers trust protein benefits and require little nutritional explanation
• Bars dominate while cookies, gummies and wafers gain traction
• Better ingredients are improving protein confectionery taste and texture

Once confined to sports nutrition conversations, protein has crept its way into every corner of food and beverage, including confectionery.

So much so, the global protein confectionery market is now worth well over $2.3bn (€2.05bn) and continues to grow at a CAGR of 7.73% (Report Prime).

The reason behind its success?

According to Julia Buech, senior analyst of consumer foods at RaboResearch Food & Agribusiness, it’s the result of a “broader blurring of the boundaries between health, snacking and indulgence.”

Protein, she explains, fits neatly into that space, adding a familiar sense of functionality without asking consumers to give up their treats.

And, while protein might not transform confectionery into health food, it can make products feel like a more sensible choice.

“It makes it feel a little more purposeful, or at least a little easier to justify.”

The powerful appeal of protein

Protein is linked to strength, energy, satiety and general wellbeing, meaning it aligns with major trends including fitness, weight management and changing eating habits associated with GLP-1 medications.

What’s more, those benefits are already clearly recognised by consumers.

“Protein is one of the few nutritional concepts consumers feel they understand intuitively,” says Buech. “So unlike many functional ingredients, it requires very little explanation.”

Importantly, protein avoids some of the challenges faced by other nutrition claims, such as low-fat, low-carb or sugar-free positioning, which often divide consumer opinion.

“Consumers may debate how much protein they need, but they rarely regard protein itself as undesirable,” says Buech.

Protein’s potential and limitations

Despite its momentum, Buech doesn’t see protein confectionery overtaking traditional treats any time soon.

Moreover, she cautions against assuming protein can enhance every product.

“Not every treat is improved simply by adding protein, and not every confectionery consumer is looking for a nutritional justification. Indulgence still rules.”

That reality is likely to keep protein confectionery from moving fully into the mainstream, even as consumer interest in health and wellness continues to grow.

As a result, Buech believes the protein confectionery category will remain specialised, though “increasingly visible and commercially relevant”, with that growing relevance driving innovation across the sector.

Familiar formats drive adoption

Bars top the charts of the protein confectionery format consumers want most. The reason for their appeal? Familiarity.

Protein bars have long been associated with nutrition and satiety, making them a natural fit for added functionality and an easy entry point for consumers seeking higher-protein treats. And major players are already responding.

• Mars, Inc. has extended brands including Snickers, Mars and Bounty into high-protein formats
• The Hershey Company has tapped into the trend through its ONE protein bar range
• Mondelēz International has expanded its presence in protein snacking through brands like Grenade
• Nestlé has explored the trend through innovations such as KitKat Chunky More
• While Ferrero Group has strengthened its position through the acquisition of protein bar brand Fulfil.

Beyond bars, filled bites, wafers, cookies, gummies and other chocolate products are all proving popular and are a key focus for manufacturers.

But format alone is not enough to win consumers over. As protein moves deeper into confectionery, brands must also strike the right balance between functionality and indulgence.

Getting the balance right

For brands hoping to capitalise on the protein trend, taste and texture must remain a priority.

Familiar flavours and improved textures are helping protein products feel less clinical and more treat-like, explains Buech, while smaller formats could help broaden appeal.

“Brands should take an ‘indulgence first, protein-enabled’ approach.”

Delivering on that promise, however, depends on more than marketing. Manufacturers must find ways to incorporate protein without compromising the taste and texture consumers expect from confectionery, making ingredient innovation a critical part of the category’s evolution.

Advancing taste and texture

One of the biggest barriers to mainstream adoption of protein confectionery is taste and texture, with it often being described as dry, dense or chalky. But manufacturers are increasingly exploring alternatives.

Dairy proteins, particularly whey and milk protein, remain central to product development thanks to their nutritional profile and versatility.

Meanwhile, collagen can open up opportunities for softer, chewier products, while pea, soy, fava bean and nut- or seed-derived proteins support more plant-forward propositions, explains Buech.

And, rather than relying on a single ingredient, she expects future innovation to focus on blending different protein sources.

“Some of the most interesting innovation is likely to come from blends, as no single protein delivers equally well on nutrition, taste, texture, cost and sustainability. It’s less about finding the perfect protein and more about combining different strengths in a way that works for the product.”

These new protein combinations, alongside ingredients such as crisps, coatings, nut butters and soft fillings, are helping manufacturers create “a more recognisably confectionery-like experience”, says Buech.

The industry’s objective is shifting beyond functionality to make them “genuinely enjoyable to eat”.

What comes next?

Protein may have started as a niche proposition, but it’s fast becoming an established feature of the confectionery aisle.

As brands continue to experiment with new formats, ingredients and formulations, the category is likely to expand beyond its traditional sports nutrition roots and appeal to a broader range of consumers.

Yet as protein claims become more commonplace, simply adding extra grams will no longer be enough to stand out.

The next phase of growth will be defined by brands that seamlessly combine functionality with indulgence, delivering products that satisfy consumers’ desire for both enjoyment and wellbeing.

As Buech says, future success will depend on more than nutrition credentials. Whether protein-powered or not, confectionery must first and foremost be genuinely enjoyable.