The consumption of protein food and snacks is on the rise. Did you know that in the last six months, 35% of global consumers have purchased protein-fortified foods? (FMCG Gurus, 2025)

In comparison to the last 10 or so years, the sports nutrition market looks very different. We now see an array of different sports nutrition supplements, snacks, food, and drink products. These are no longer just for professional athletes but have evolved to include casual gym goers and everyday consumers looking to lead a healthier lifestyle.

How Can Brands Start to Categorise Protein Snacks?

Protein snacks today are often grouped into different categories: everyday healthier snacks designed to replace confectionery bars. And protein snacks that are formulated to support performance needs. This type of segmentation is helpful for brands when knowing how to promote and market their products to different consumer groups.

When looking at the different consumer groups, there are often two areas people fall into:

  • Fitness-driven individuals looking for something to maximise their performance and health goals
  • Casual users who engage in fitness and are aware of making healthier food choices

Casual Consumer Groups Influence the Industry Growth

Research from FMCG Gurus says 44% of global consumers prefer high protein/low sugar alternatives to “traditional” snacks such as chocolate and confectionery (FMCG Gurus, 2025).

You just need to look at impulse areas of shops where consumers buy snacks to see how the industry has changed. Protein snacks now sit alongside confectionery products, as many consumers now grab these on the go instead of a chocolate bar.

Protein snacks offer consumers health benefits like high protein, high fibre, low sugar and often allow consumers to enjoy a snacking occasion without the guilt.

Why Are Consumers Choosing Protein Snacks?

Protein snacks help people to feel healthier, with 76% of global consumers associating protein with general health and wellness (FMCG Gurus, 2025).

Protein is an ingredient that consumers trust, and many consumers are actively trying to increase the intake of protein in their diets. FMCG Gurus also revealed that their research has highlighted that consumers commonly associate protein with health benefits like enhanced energy.

Protein snacks will remain a key staple into 2026 and beyond as more consumers adopt healthier snacking habits that incorporate convenience, guilt-free snack choices and perceived healthier choices.

Discover a Range of Protein Snacks from Opalbond

Our range of protein snacks includes:

  • Protein Bars – tasty bars with options including multi-layer, nut-infused, crunchy textured and caramel layered.
  • Cream-Filled Protein Wafers – wafers with an indulgent, high-protein cream filling
  • Protein Wafers – delicious protein wafers, including square wafers, two-finger wafers with various fillings and chocolate coatings
  • Protein Waffles – light and tasty protein waffles either vanilla or dark chocolate coated

We work with leading sports nutrition and health & wellbeing brands to develop innovative and tasty protein snacks for a variety of consumer groups.

For more information about developing a protein snack with us, please get in touch with a member of our team.