From Crunch to Crave: The Trends Shaping Snack Bars This Year

Snack bars are evolving – fast. While some brands are feeling the squeeze (cheers rising costs and HFSS regulations), others are proving that with the right mix of innovation, great taste and a strong brand story, there’s still massive room for growth.

And we’re not just saying that – the numbers speak for themselves. As reported in The Grocer’s Focus on Snack Bars category report last weekend, our clients TREK, nākd. and BEAR are all in growth – up +19%, +15.1% and +4.6% respectively. Even with more shoppers reaching for indulgent treats, brands that get the right balance between health, function and flavour are the ones thriving.

So, what’s shaking up the snack bar world and how can brands ride this wave rather than get lost in the crunch?

Ingredient costs are through the roof (wheat, cocoa, nuts – take your pick), meaning brands have had to adapt. Whether it’s strategic pricing shifts, increased promotions or format adjustments, the reality is that snack bars, like many other categories, are navigating a tough economic landscape.

According to The Grocer, the average price of a cereal bar is up +6.5% and promotions now make up 33% of sales. But, despite these challenges, branded bars are outperforming own label, proving that when consumers spend, they’re choosing brands they trust, which is why branded category leaders are thriving, while others struggle to keep up.

Consumers are torn between wanting to eat well and wanting a treat, with snack bars having to deliver on both to stay ahead. But, when it comes down to it, taste is still the number one purchase driver above all. If it doesn’t deliver on flavour, it’s not making it into baskets.

That’s why brands that strike the balance between indulgence and function – all while making sure their products taste great – are winning. TREK is a prime example, combining bold, crave-worthy flavours with its high protein, natural ingredient credentials. At the start of 2024, the brand launched TREK Power Biscoff®, which has already racked up £4.6m in sales. And it’s not stopping there – the new Biscoff® Protein Flapjack is set to continue that momentum, giving consumers exactly what they want.

Meanwhile, nākd. is thriving, proving that simplicity sells. Its focus on wholefood ingredients with no added nonsense makes it a go-to for health conscious snackers who still want great taste. The key takeaway? Better For You snacking has to be delicious first, or it just won’t win with shoppers.

HFSS rules continue to shake up the category. As The Grocer notes, brands that haven’t adapted are losing out on key shelf space, while those that have (think reformulations, Better For You innovations and strategic product launches) are still securing prime positions.

And here’s the deal: having a great product isn’t enough. If retailers and buyers don’t know what makes it special, they won’t stock it. That’s why brands need to own their narrative – whether that’s through trade media, on-pack messaging or social media storytelling.

The brands that win aren’t just the ones making great tasting products – they’re the ones who are front and centre in the industry conversation.

That’s where trade PR comes in. Because having a brilliant product is one thing, but getting it noticed by retailers, buyers and decision-makers? That’s what turns momentum into sales. From securing must-read coverage to crafting compelling brand stories, we know how to make snack brands unmissable.

At Richmond & Towers, we help brands stand out and stay ahead. So, if you’re ready to make waves in your category, let’s make it happen.

Dani Cooper

A UK trade comms expert, Dani leads programmes that push boundaries beyond the norm. With 15 years’ experience in the F&B industry and a viral foodie TikTok up her sleeve, Dani is a one-stop-shop for all things food. Also, a passionate runner, are you ready for Dani to run rings around your trade PR plans?