The 2023 Guide to Marketing Your Protein Bar Brand

Even before the onset of the COVID-19 pandemic, the global market for snack bars was expected to grow rapidly -- from $23 billion in 2020 to $38 billion by 2028. Now, as we live in a post-COVID world, these numbers are anticipated to increase, especially since consumers are buying shelf-stable snacks online and from grocery stores in greater numbers than ever before. Additionally, many industry experts think the above figure is a low estimate and that actual growth will be at least double that.

What’s more, with consumers flocking to make online food purchases in higher numbers than ever before due to the new post-COVID norm, small start-ups are taking advantage of an awesome opportunity. The fact that they lack presence in typical big box retail stores doesn’t matter nearly as much in this new landscape and so they’re getting customer attention online like never before. They come in with digital marketing expertise and are typically ‘native’ to the online sales environment (unlike typical CPG that relies heavily on store shelf placement for brand awareness). Stepping up with a lean, innovative team, these brands know their target audience and, more importantly, have established who they want to be as a brand. Their marketing expertise has allowed them to create clear and concise brand messaging and target the right person at the right time.

There is a lot that goes into building a successful bar presence. This three-part guide will help you develop your brand and get your product in front of your customers.

Before you start, you should have already formulated your protein bar recipe. It is imperative to walk through the recipe formulation process before building your brand so you know everything your bar will have to offer.