NUTRITIONAL BARS
BETTER-FOR-YOU SNACKS FOR THE EUROPEAN MARKET
INTRODUCTION
Millennials are a key target for nutritional bar manufacturers. According to GlobalData insights1, consumers born between 1980
and 2000 are the most proactive about seeking food products for improving their health. They are also frequent snackers. As
DuPont Nutrition & Health market research has revealed, more than two-thirds of young people eat two to three snacks a day.
The healthier the snack, the more suitable and satisfying it becomes as an on-the-go meal replacer. Digestive wellness, sugar
reduction and plant-based proteins are important drivers.
Nutritional bars can easily capture all these trends, as many consumers are already discovering. Market forecasts point to
continuing strong growth in the years ahead.
This white paper offers a brief review of the better-for-you bar market in Europe, the market drivers and the ingredient solutions
for developing new and healthy snacks. The opportunities to launch successful nutritional bar products have never been greater.
1 GlobalData 2017

HIGH SALES POTENTIAL FOR NUTRITIONAL BARS
Nutritional bars are well positioned for the better-for-you snacking trend. In Europe, the nutritional bars market, covering cereal bars,
energy bars and fruit & nut bars, is forecast to grow a steady 5.7% in value each year up to 20222, with cereal bars as the biggest
segment. Figure 1 shows the top six European growth markets for nutritional bars – France, Germany, Italy, Spain, the Nordic countries
and the UK.
The bars typically qualify for an EU nutrition claim if they contain sufficient protein or fiber – supporting the communication of a
healthy brand message. Such fortification with health-promoting ingredients is increasingly blurring the lines between sports
nutrition, weight management and better-for-you categories. See figure 2 for nutritional bar definitions, positioning and potential
nutrition claims.
FOUR DRIVERS OF MARKET GROWTH
Snackification and top global health trends – digestive wellness, sugar reduction and plant-based proteins – are the underlying drivers
of nutritional bar growth (figure 3). Evident across all food categories, snackification in particular is creating broad opportunities for
innovative product development, targeting eating occasions around the clock.
Of the health trends, digestive wellness has the longest track record. More than 20 years of media interest and scientific developments
have fueled extensive new product development, providing consumers with a positive health effect they can quickly feel. Today, a
well-balanced microbiome is widely perceived as the key to good health.
Sugar’s increasingly negative image drives the movement towards sugar reduction and replacement by natural sweeteners, such as honey
or dates. Among consumers, sugar is the ingredient they most often try to limit or avoid – with 50% of millennials actively choosing
foods with low/no sugar claims3. One of the challenges facing nutritional bar developers, today, is how to combine low sugar with high
protein and a good taste.
United Kingdom
Cereal barsEnergy bars Fruit & nut bars
Italy
13.1
9.6
3.8 3.4 3.6
12.2
4.9
8.8
4.4
3.1 3.1
5.1
-1.6
13.6
6.2
4.5
10.7
1.5
Germany France Spain Nordics
Figure 1. The top six European growth markets for nutritional bars up to 2022. Source: Euromonitor.
Figure 2. Nutritional bar definitions, positioning and EU nutrition claims.
Energy bars Nutritional bars Fruit & nut bars Cereal bars
Bars fortified to provide
an energy boost
Positioning:
to deliver short or
long term energy
EU Nutrition claim:
‘High in protein’
‘High in fiber’
Fortified with sugar
and chocolate for
permissible indulgence
Positioning:
an indulgent and
healthy treat
EU Nutrition claim:
‘High in protein’
‘Source of fiber’
Fortified bars that still
have a natural halo
Positioning:
a natural & healthy
treat for all occasions
EU Nutrition claim:
‘Source of protein’
‘Source of fiber’
Bars fortified to be a
healthy snack or
meal replacer
Positioning:
snack or breakfast
replacement
EU Nutrition claim:
‘Source of protein’
‘High in fiber’
2 Euromonitor
3 GlobalData 2017

Ethical and environmental concerns lie behind the growing interest in plant-based alternatives to animal-based proteins. For many
consumers, protein fortification remains a high priority for supporting weight management, sustaining energy levels and clean eating.
Nuts and beans are well aligned with the natural, plant-based protein trend.
INGREDIENT OPPORTUNITIES
DuPont Nutrition & Health offers a broad palette of ingredient solutions for nutritional bars that target the digestive wellness, sugar
reduction and plant-based protein trends.
Digestive wellness
Probiotic cultures are widely recognized for their benefits to digestive wellness, although the European Food Safety Authority (EFSA)
has not yet approved any health claim. Clinical studies have documented the ability of specific probiotic strains to promote gut health,
enhance the immune system, aid nutrient absorption and reduce intestinal discomfort – all by enhancing the intestinal microflora.
HOWARU® Premium Probiotics can be stabilized in products with a low water activity, such as chocolate-based products.
The contribution of fiber to digestive health is similarly well known. From the DuPont range, the prebiotic fiber Litesse® polydextrose
has a demonstrated positive effect on the intestinal microflora and bowel function4. Bar manufacturers may use EU-approved ‘source of
fiber’ or ‘high fiber’ claims in products that contain minimum 3% or 6% fiber, respectively.
Sugar reduction
Syrups and sucrose are the main sugar sources in nutritional bars, and they deliver more than just sweetness. Energy content, binding
capacity and bulk, mouthfeel, texture and shininess are all influenced by sugar content – and must be taken into consideration when
sugar is reduced. For this reason, DuPont solutions for sugar reduction include:
• Litesse® Ultra™ for replacing sugar bulk (and adding fiber)
• GRINDSTED® Pectin and GRINDSTED® Xanthan to restore viscosity, texture, appearance and the binding effect that keeps bars
in shape
EU nutrition labeling allows ‘sugar-free’, ‘low sugar’, ‘with no added sugar’ or ‘reduced sugar’ claims on nutritional bars, depending on
the recipe.
Digestive wellness
45% are interested in digestive health and are actively buying products to suppport it2.
Consumers are strongly benefit-focused and they consider bloating and discomfort1.
3 big growth drivers: Scientific development - Product development - Media attention1
Plant-based proteins
75% believe an ethical / sustainable lifestyle to be important for wellbeing2.
Consumers switch to plant-based proteins as they fit an ethical and trendy lifestyle1.
4 NPD strategies: Support weight wellness - Health and environment - Keep you going - Clean eating1
Snackification
56% of consumers snack at least one a day1.
Consumers are willing to pay a premium for healthy, innovative snacks. No category limits and for all occasions1.
4 NPD strategies: Unashamedly premium - Permission to indulge - For any time of day - Every category1
Sugar
63% are trying to limit their intake of sugar or to avoid it entirely2.
Consumers believe increasingly that sugar is the new dietary demon and that they need to avoid it in their diets1.
3 coping strategies: Natural sweeteners - Energy positioning - Reducing sugar1
Figure 3. Four key drivers of the nutritional bar market. Source: 1New Nutrition Business 2017 / 2GlobalData 2017.
4 Raninen K, Lappi J, Mykkänen H, Poutanen K. Dietary fiber type reflects physiological functionality: Comparison of grain fiber, inulin, and polydextrose. Nutrition
Reviews 2011; 69 (1): 9-21.

10.18
DuPont Nutrition & Health
food.dupont.com • www.danisco.com
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Plant-based proteins
Protein fortification is widely used in weight management for its proven ability to delay hunger. This makes it a popular ingredient
in filling and healthy snacks. Among plant-based proteins, soy is recognized as the highest quality source. DuPont solutions for
nutritional bars include soy and pea protein ingredients in crisp, nugget form and with a protein content of 40% to 90%. Neutral in
taste, the protein nuggets add crunchy textures and a natural cereal-like look.
Protein-fortified nutritional bars may qualify for one or more of the following EU nutrition and health claims:
EU nutrition claims for protein-containing food products
• Source of protein (at least 12% of total energy content from protein)
• High protein (at least 20% of total energy content from protein)
EU health claims for foods that are at least a source of protein
• Protein contributes to a growth in muscle mass
• Protein contributes to the maintenance of muscle mass
• Protein contributes to the maintenance of normal bones
• Protein is needed for normal growth and development of bones in children
DuPont plant-based proteins are marketed as SUPRO® NUGGETS and TRUPRO™ Pea Protein Nuggets.
CONCEPTS AND APPLICATION EXPERTISE
Consumer demand for innovative nutritional bars looks all set for continued growth. At DuPont Nutrition & Health, we apply our
knowledge of the market, customer needs and nutritional science in the development of inspirational concepts that demonstrate new
ways to realize this potential.
For more information about our nutritional bar concepts, ingredient solutions and how you can capture a share of this expanding
market, drop us a line at www.danisco.com/contact-us.
About DuPont Nutrition & Health
DuPont Nutrition & Health, a business unit of DowDuPont Specialty Products Division, combines
in-depth knowledge of food and nutrition with current research and expert science to deliver unmatched
value to the food, beverage, pharmaceutical and dietary supplement industries. We are innovative solvers,
drawing on deep consumer insights and a broad product portfolio to help our customers turn challenges
into high-value business opportunities. More information is available at www.food.dupont.com.