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Because nutrition bars are convenient, portable, nutritious, and tasty, they make the perfect on-
the-go snack for a significant number of health-conscious consumers who often find it challenging
to incorporate well-balanced meals into their fast-paced lifestyles. According to the Nutrition
Business Journal (Colorado), the value of the Sports Nutrition and Weight Loss (SNWL) market
was up by nearly $2 billion in 2010, showing a sales increase of 9 percent over the previous year.
In the past 13 years, the SNWL market has seen a remarkable compound growth rate of 10.2
percent. With new delivery methods being developed, sales are showing signs of being re-
energized.
They were primarily marketed to serious athletes until 1990 when their improved taste combined
with a robust health-and-fitness-message, gained wide appeal among mainstream consumers.
Reporting sales of less than $200 million in 1997, the sports and energy bar market quickly
climbed up to more than $1 billion in 2003. Since then the market has rapidly grown.
Types of Nutrition Bars
They can play different roles in maintaining healthy diets. For example, there are sports nutrition
bars that serve as meal replacements or snacks. There are also for various health needs, such as
multivitamin bars, diabetic-friendly bars, anti-aging bars, beauty bars, energy bars, low-carb,
weight management bars, protein bars, etc. Before developing the formulation, supplement
companies should identify their target consumer market and their desired nutritional needs.
Nutrition bars for serious trainers/professional athletes. In sports bars, pre-exercise bars will
typically feature less protein and more carbohydrates and fiber. Recovery bars or post-exercise
bars will offer more than 15 grams of protein and a moderate to high level of carbohydrates. 3
According to Mintel, a market research company based in Chicago, both soy and whey protein
bars are more popular with younger consumers.
If you plan on creating them that meet the health needs of Baby Boomers or the elderly, consider
adding anti-aging ingredients such as resveratrol and other wholesome nutrients that support
healthy aging of bones, eyes and cognitive health.
Nutrition bars for children. With more parents favoring better-for-you snack options for their
children, specially formulated for children have high market value. Formulations should be low in
fat and sugar and should contain key ingredients such as whole grains, fiber, natural fruit extracts,
calcium, Vitamin D, omega-3 fatty acids and other specific nutrients for growing children. Claims
such as "made with organic ingredients" or free from artificial ingredients are more attractive
options for parents.

2. Nutrition bars for women including sub-categories such as teenage girls, pregnant women and
menopausal women. Health-conscious women use nutrition bars either as meal replacements or
as a snack. "Beauty bars" containing skin anti-aging ingredients such as antioxidants like green
tea, B vitamins and other nutrients that enhance skin health are extremely popular. For women
that are pregnant, nutrition bars that contain omega-3 fatty acids, folic acid and vitamin B12 are
popular because these ingredients play an important role in the neurological and bone
development of an infant.
Trends in Nutrition Bar Manufacturing
Trends in their manufacturing include formulations for a variety of consumer profiles offering a
multiple range of tastes and textures. With so much variety in nutritive profiles across consumer
segments, the challenge facing sports nutrition manufacturers today is establishing a point of
differentiation between products.
A report released in February 2011 from Mintel observed the following trends in their
manufacturing:
Granola bars were the most popular subcategory,
Young adults consume the most nutrition bars.
The desire to improve overall health and wellness is the key reason most people consume
nutrition bars. Other market drivers include rising health consciousness, growing number of weight
watchers (approximately 50 percent of the adult population) and high incidence of obesity is
driving consumer demands for nutrition bars. More Americans are exercising and this could be
another market driver for nutrition bars.
Reduced-fat and low-calorie nutrition bars generate the highest consumer interest.
According to a report from SPINS, a market research and information provider based in
Schaumburg, IL, prebiotics, probiotics, EFAs (flax, hemp, pumpkin seed) and green foods are
currently the most popular ingredients to use in nutrition bars. Well-accepted flavors include
chocolate and peanut, either alone or in combination, as well as berries, nuts and seeds. SPINS
observed consumer preference for the following nutrition bars categories:
High-fiber bars
Nutty bars
Raw food bars ("naked" bars where consumers can see the ingredients)
High in antioxidant value (superfruits)
Functional bars
High protein bars that include whole grains.

3. Weight control/management bars
Energy bars
Formulating a Nutrition Bar
Formulation of a nutrition bar involves the science of taste, balancing flavors and the adept use of
functional ingredients that mask flavors. Ultimately, supplement companies need to focus on bars
that will taste good, have appealing texture while offering a dense nutrient delivery devise to their
target market. Problems usually arise when multiple nutrients such as protein, fiber, vitamins,
minerals, fiber are combined for increased fortification resulting in unpleasant flavor. This problem
can be resolved with the use of masking agents, such as cocoa. Chocolate, a popular flavor
appealing to all demographics, can effectively mask unpleasant flavors, but can also serve as a
functional ingredient, offering antioxidant benefits. Natural sweeteners such as superfruit extracts
not only add mouth-watering flavor and texture, but depending on the fruit extract used, can offer
specific health benefits as well. Another key challenge for sports nutrition manufacturers is making
certain that the nutrients specified on the label remain stable and bioactive even during storage.
Typical Ingredients in Nutrition Bars
Typical ingredients found in nutrition bars include proteins, carbohydrates, vitamins, minerals, fruit
extracts, nuts, fiber such as whole grains, along with other specialty ingredients.
Fiber is associated with a host of health benefits and is found in whole grains such as flax, wheat,
oats, nuts, etc. A growing number of consumers are seeking out fiber in order to improve their
digestive health and help with weight management and satiety. Fiber is also used to help regulate
healthy cholesterol levels. Many consumers turn to nutrition bars to boost their fiber intake.
An optimal balance of both soluble and insoluble fiber achieves the desired texture, functional
properties, flavor and performance.
Maltodextrin, polydextrose and various types of gums contain very few calories, if any, and may be
used to enhance functional properties.
Quinoa naturally grows in the higher latitudes of the Andes in South American and although it is
actually a seed it is known as a "supergrain" because of its popularity among food makers. It is
gluten-free and adapts very well to a number of food applications.
Flax contains alpha-linolenic acid (ALA), a plant-based omega-3 fatty acid known for an array of
health benefits.
Protein is useful for building muscle, as an aid in weight management (promoting satiety) and for
supporting healthy blood sugar levels. The need for more protein in the daily diet is being
increasingly recognized by health-conscious consumers. Proteins such as whey, soy and rice are
common components of nutrition bars. Each of these proteins has a different FDA-approved

4. health claim. In the current economy, soy protein may prove to be an excellent alternative to dairy-
based proteins, in terms of supply stability and price predictability.
Nuts contain oleic and palmitoleic acids which support healthy cholesterol levels. They are also a
rich source of rich source of important omega-3 essential fatty acids such as alpha linolenic acid
(ALA), a plant-based omega-3 fatty acid. Nuts also contain vitamins, minerals and other
antioxidants.
There's a plethora of superfruit extracts that can be included in a nutrition bar adding flavor and
antioxidant value. Many of them add condition-specific health value such as cranberry, known for
its anti-bacterial properties particularly supporting female urinary health. Other popular flavors
include Acai, apricots, blueberry, cherry, grape, pomegranate, strawberry, etc.
Specialty Ingredients in Nutrition Bars
One way to differentiate your nutrition bars is by adding specialty ingredients. These may address
long term health trends such as cardiovascular health, digestive health, anti-aging, etc. Gender
and age-specific formulations also hold opportunities for creating unique selling point advantages.
Specialty ingredients may include:
Probiotics. The new microencapsulation techniques have opened up new possibilities for the
application of probiotics in nutrition bar manufacturing. Consumers are now accepting the concept
of friendly bacteria and are recognizing its potential to improve digestive health, prime the immune
system and support a myriad of health concerns. According to Nutrition Business Journal, since
1998 probiotic supplement sales have multiplied four times totaling $425 million in 2008.
Omega-3 fatty acids are known for their wide range of health benefits, and thus may be targeted
for all consumer demographics, A vegetarian source of DHA is found in canola and flaxseeds.
Fast-paced lifestyles are changing traditional eating patterns. With no time to consume
"scheduled" meals which offer wholesome nutrition, nutrition experts promote smart snacking
between meals. Nutrition bars are the perfect nutrient delivery devise for smart snacking helping
consumers obtain their daily requirements of micro and macro nutrients such as protein and fiber.
An innovative sports nutrition manufacturer can help you design smart nutrition bars for your target
market in a GMP-certified facility. Customizable manufacturing solutions beginning from nutrition
bar formulation to label design and packaging make manufacturing your nutrition bars an easy,
efficient and quick process.
Nutricap Labs is a full service sports nutrition manufacturer. We primarily manufacture nutritional
tablets, capsules, powders, liquids and creams.
Article Source:
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