United Kingdom Snack Bar Market Size and Share

United Kingdom Snack Bar Market (2025 - 2030)
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United Kingdom Snack Bar Market Analysis by Mordor Intelligence

The United Kingdom snack bar market is expected to reach USD 1.66 billion in 2025 and grow to USD 2.42 billion by 2030, with a compound annual growth rate (CAGR) of 7.83%. Consumers are increasingly breaking traditional mealtimes into multiple snack occasions, seeking functional nutrition that complements hybrid work schedules and busy, on-the-go lifestyles. While cereal-based products remain a staple, there is growing demand for protein-fortified and plant-based options, driven by 23.4% of adults identifying as flexitarian and 66% aiming to reduce meat consumption. Retailers are seeing intensified promotions among mass-market brands, but premium clean-label products are expanding rapidly as consumers associate shorter ingredient lists with health and sustainability benefits. Additionally, the market is witnessing a shift in distribution channels: supermarkets and hypermarkets continue to dominate, but the rapid growth of online sales is enabling direct-to-consumer brands to bypass traditional retailers, gather first-party data, and command higher price points. Overall, the trends of premiumization, product fortification, and e-commerce growth are shaping a positive outlook for the United Kingdom snack bar market.

Key Report Takeaways

  • By product type, cereal bars led with 56.54% of the United Kingdom snack bar market share in 2024; protein bars are forecast to post the highest 8.38% CAGR through 2030.
  • By ingredient base, granola and oat formats controlled 35.82% of the United Kingdom snack bar market size in 2024; dairy and protein-based formulations are projected to grow at 8.37% CAGR to 2030.
  • By price tier, mass offerings captured 77.21% revenue in 2024; the premium segment is set to expand at 8.58% CAGR through 2030.
  • By distribution channel, supermarkets and hypermarkets retained 54.54% share in 2024; online retail is the fastest-rising outlet with an 8.79% CAGR outlook.

Segment Analysis

By Product Type: Protein Bars Disrupt Cereal Dominance

Cereal bars captured 56.54% of the market share in 2024, underlining their position as a widely preferred, affordable, and convenient snacking option for consumers with busy lifestyles. These bars have become a staple due to their familiarity and accessibility. On the other hand, protein bars are forecasted to grow at a compound annual growth rate (CAGR) of 8.38% through 2030, driven by a noticeable shift in consumer preferences from indulgent snacks to nutrition that supports performance and fitness goals. This trend is particularly evident among the 23.4% of United Kingdom adults who identify as flexitarian, seeking convenient post-workout recovery options without fully committing to plant-based diets. Furthermore, the 66% of consumers who are open to reducing their meat consumption are creating a favorable environment for the development and adoption of protein-rich formulations.

Energy bars, which occupy a middle ground between cereal and protein bars, are designed to meet the needs of active-lifestyle consumers who prioritize sustained energy release over high protein content. These bars cater to individuals looking for a balance between nutrition and energy, making them a practical choice for those with demanding schedules. However, their growth potential is somewhat limited due to competition with sports nutrition products and their lack of clear differentiation from cereal bars in mainstream retail channels. This overlap in positioning has made it challenging for energy bars to carve out a distinct identity in the broader market.

United Kingdom Snack Bar Market: Market Share by Product Type
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By Ingredient Base: Dairy and Protein Formulations Gain Ground

Granola and oat-based bars held 35.82% of the market share in 2024, largely due to their strong association with wholesome breakfast options and clean-label attributes. On the other hand, dairy and protein-based formulations are growing at a compound annual growth rate (CAGR) of 8.37% through 2030. This growth is driven by manufacturers incorporating whey concentrates and pea protein isolates to deliver 15-20 grams of protein per serving while ensuring compliance with high fat, sugar, and salt (HFSS) regulations. Nut-based bars continue to appeal to premium-tier consumers who prioritize satiety and healthy fats. However, concerns about allergens and the higher cost of ingredients have limited their adoption in mainstream markets.

Date-based bars, which use dates as a natural binder and sweetener, are gaining traction as manufacturers aim to replace refined sugars and synthetic emulsifiers. Despite this, the higher water activity of dates reduces shelf life and complicates ambient distribution. Hybrid blends that combine oats, nuts, dates, and protein sources offer manufacturers the ability to optimize texture, taste, and nutritional profiles. However, these blends come with increased formulation complexity, leading to higher production costs and supply chain risks. Additionally, other varieties, such as rice-based and seed-based bars, serve niche segments by addressing specific dietary preferences or allergen sensitivities.

By Price Tier: Premium Segment Captures Value-Conscious Upgraders

In 2024, mass-market bars held a 77.21% share of the market, underscoring their strong presence in promotional aisles and multi-pack formats that appeal to cost-conscious households. Meanwhile, the premium segment is expanding at a compound annual growth rate (CAGR) of 8.58% through 2030, as consumers increasingly opt for products with clean-label credentials, artisanal formulations, and functional benefits. This shift reflects the preferences of 59% of consumers who prioritize sustainability credentials when buying snacks and the 54% of United Kingdom consumers who favor reduced-sugar options. These trends have created a growing demand for claims such as organic, non-GMO (non-genetically modified organisms), and regenerative agriculture.

However, 49% of United Kingdom consumers purchase snacks on promotion, highlighting a price-quality tension. While shoppers value clean labels, they are often hesitant to pay significantly higher prices, placing pressure on manufacturers to either absorb reformulation costs or risk losing sales volumes. Pip & Nut's July 2024 launch of peanut-butter-stuffed oat bars demonstrates how provenance storytelling and transparent sourcing can help justify premium pricing when compared to mass-market alternatives.

United Kingdom Snack Bar Market: Market Share by Price Tier
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By Distribution Channel: Online Retail Disrupts Traditional Dominance

In 2024, supermarkets and hypermarkets accounted for 54.54% of the market share, benefiting from their scale, promotional activities, and strategic placement of impulse-purchase items at checkouts and end-caps. Meanwhile, online retail is experiencing significant growth, with a projected compound annual growth rate (CAGR) of 8.79% through 2030. This expansion is supported by Ocado's 15.5% year-on-year revenue growth in the third quarter (Q3) of 2024 and the continued adoption of click-and-collect shopping habits established during pandemic lockdowns. Online retail sales in the United Kingdom increased by 2.0% month-on-month and 3.7% year-on-year in July 2025, representing 27.8% of total retail sales during that period [3]Source: Office for National Statistics, "Retail sales, Great Britain: July 2025," ons.gov.uk.

Convenience stores are facing challenges with margin pressures as consumer footfall patterns evolve and shopping trips become more consolidated. However, their proximity advantage continues to drive demand for single-serve formats. Other distribution channels, including foodservice, vending, and direct-to-consumer (DTC) subscriptions, cater to niche segments. These channels provide brands with opportunities to test new product formats and gather consumer feedback before scaling into mainstream retail. The share of snack bars within total UK snacking revenue, as highlighted by Houlihan Lokey, underscores significant growth potential. Manufacturers can tap into this opportunity by encouraging occasional users to become regular buyers through subscription models and multi-pack promotions.

Geography Analysis

The snack bar market in the United Kingdom demonstrates significant demand concentrated in urban centers such as London, Manchester, Edinburgh, and Birmingham. This trend is largely driven by the rise of hybrid work patterns and the increasing prevalence of compressed meal occasions, which encourage higher per-capita consumption of convenient, portable, and functional snack formats. Additionally, consumer preferences are shifting, with 23.4% of adults in the United Kingdom identifying as flexitarian and 66% expressing openness to reducing their meat consumption. These preferences are particularly prominent in metropolitan areas where higher levels of educational attainment and disposable income are common. As a result, there is a growing demand for premium protein bars and plant-based snack options, which are increasingly occupying shelf space in independent health-food retailers and specialty chains.

Regulatory enforcement across the United Kingdom varies significantly by region, creating challenges for businesses operating nationwide. The Food Standards Agency (FSA) launched retail surveillance in 2024, which has resulted in allergen recalls across major retailers, including Tesco, Sainsbury's, Morrisons, Waitrose, Lidl, and Asda. However, independent retailers in Scotland and Wales face less frequent inspections due to resource constraints, leading to disparities in compliance standards. These regional differences in regulatory enforcement can create operational complexities for manufacturers and retailers, particularly those aiming to maintain consistent standards across all markets.

Looking ahead, the Simpler Recycling legislation, set to take effect in March 2027, will introduce mandatory and consistent collection of plastic films across England. However, this legislation will not extend to Scotland, Wales, or Northern Ireland, resulting in regional disparities in packaging recyclability. For manufacturers and brands operating across the United Kingdom, this creates additional challenges. Companies will need to either produce multiple stock-keeping unit (SKU) variants to meet varying regional requirements or accept reduced sustainability credentials in devolved nations. These complexities highlight the need for strategic planning to navigate the evolving regulatory landscape while addressing consumer expectations for sustainability.

Competitive Landscape

The United Kingdom snack bar market is moderately consolidated, featuring a combination of global companies such as Mars, Nestlé, PepsiCo, Mondelēz, General Mills, and Kellanova, alongside emerging players like Grenade UK, Huel, and Pulsin. These smaller brands often focus on direct-to-consumer channels and emphasize clean-label products to appeal to premium market segments. Mars' USD 36 billion acquisition of Kellanova in August 2024 highlights the strategic need to expand distribution and cross-sell product portfolios across snack categories. This merger allows the combined company to secure better shelf placement and promotional support from United Kingdom retailers. On the other hand, smaller brands are exploring niche opportunities in areas like functional nutrition, allergen-free products, and subscription models, though their limited production capacity and distribution networks remain barriers to wider market reach.

Companies are adopting various strategies to stay competitive, including reformulating products to comply with High Fat, Sugar, and Salt (HFSS) regulations, innovating packaging to meet recyclability standards, and using digital marketing to build direct relationships with consumers. For example, PepsiCo reformulated Doritos in October 2024 to achieve non-HFSS status, aligning with its goal of generating 50% of United Kingdom snack sales from healthier alternatives by 2025. These efforts reflect how established players are proactively addressing regulatory challenges and shifting consumer preferences.

Sustainability is another key focus area for market leaders. Nestlé's £7 million investment in flexible plastic recycling infrastructure demonstrates its long-term commitment to improving sustainability credentials. Such initiatives highlight how companies are not only adapting to regulatory requirements but also responding to growing consumer demand for environmentally responsible practices in the snack bar market.

United Kingdom Snack Bar Industry Leaders

  1. Abbott Laboratories

  2. Associated British Foods plc

  3. August Storck KG

  4. Ferrero International SA

  5. General Mills Inc.

  6. *Disclaimer: Major Players sorted in no particular order
UK Snack Bar Market Concentration
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Recent Industry Developments

  • July 2024: Pip & Nut has expanded its United Kingdom portfolio with a trio of peanut butter-stuffed snack bars, leveraging British oats and targeting consumers seeking healthy, on-the-go confectionery alternatives within the snack bar market.
  • March 2024: The British Snack Co introduced kerbside-recyclable paper crisp packs in partnership with EvoPak, marking progress in sustainable packaging for the United Kingdom snack market. This development supports eco-friendly innovation trends.
  • February 2024: Nakd, under Natural Balance Foods, has expanded its United Kingdom snack bar portfolio with new Fruit & Fibre bars, supported by a digital campaign and nutritionist partnership. The launch strengthens Nakd’s functional snack offering in the United Kingdom market.

Table of Contents for United Kingdom Snack Bar Industry Report

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET LANDSCAPE

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Growth in protein, vegan, and plant-based bar segments
    • 4.2.2 Increasing awareness and adoption of clean-label products
    • 4.2.3 Trend towards natural, organic, and non-GMO ingredients
    • 4.2.4 Popularity of free-from bars
    • 4.2.5 Innovations in flavors, textures, and nutritional profiles
    • 4.2.6 Rise of flexitarian and active lifestyles
  • 4.3 Market Restraints
    • 4.3.1 Strict requirements for nutritional content disclosure
    • 4.3.2 Limited shelf life—product stability challenges
    • 4.3.3 Occasional product recalls due to allergens or contamination
    • 4.3.4 Packaging waste and environmental concerns
  • 4.4 Supply Chain Analysis
  • 4.5 Regulatory Outlook
  • 4.6 Porter’s Five Forces
    • 4.6.1 Threat of New Entrants
    • 4.6.2 Bargaining Power of Buyers/Consumers
    • 4.6.3 Bargaining Power of Suppliers
    • 4.6.4 Threat of Substitute Products
    • 4.6.5 Intensity of Competitive Rivalry

5. MARKET SIZE AND GROWTH FORECASTS (VALUE AND VOLUME)

  • 5.1 By Product Type
    • 5.1.1 Cereal Bar
    • 5.1.2 Energy Bar
    • 5.1.3 Protein Bar
    • 5.1.4 Fruit and Nut Bar
  • 5.2 By Ingredient Base
    • 5.2.1 Nut-based bars
    • 5.2.2 Granola/Oat-based
    • 5.2.3 Date-based
    • 5.2.4 Dairy/Protein-based
    • 5.2.5 Hybrid blends
    • 5.2.6 Other Forms
  • 5.3 By Price Tier
    • 5.3.1 Mass
    • 5.3.2 Premium
  • 5.4 By Distribution Channel
    • 5.4.1 Supermarket/Hypermarket
    • 5.4.2 Online Retail Store
    • 5.4.3 Convenience Store
    • 5.4.4 Other Distribution Channels

6. COMPETITIVE LANDSCAPE

  • 6.1 Market Concentration
  • 6.2 Strategic Moves
  • 6.3 Market Share Analysis
  • 6.4 Company Profiles (includes Global-level Overview, Market-level Overview, Core Segments, Financials (if available), Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
    • 6.4.1 Abbott Laboratories
    • 6.4.2 Associated British Foods plc
    • 6.4.3 August Storck KG
    • 6.4.4 Ferrero International SA
    • 6.4.5 General Mills Inc.
    • 6.4.6 Kellanova
    • 6.4.7 Lotus Bakeries NV
    • 6.4.8 Mars, Incorporated
    • 6.4.9 Mondelēz International, Inc.
    • 6.4.10 PepsiCo, Inc.
    • 6.4.11 Post Holdings, Inc.
    • 6.4.12 The Simply Good Foods Company
    • 6.4.13 The Hershey Company
    • 6.4.14 Healthful Holdings Group
    • 6.4.15 Yıldız Holding A.Ş.
    • 6.4.16 Nestlé S.A.
    • 6.4.17 Grenade (UK) Ltd
    • 6.4.18 Huel Ltd.
    • 6.4.19 Unilever PLC
    • 6.4.20 Pulsin Ltd

7. MARKET OPPORTUNITIES AND FUTURE OUTLOOK

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United Kingdom Snack Bar Market Report Scope

Cereal Bar, Fruit & Nut Bar, Protein Bar are covered as segments by Confectionery Variant. Convenience Store, Online Retail Store, Supermarket/Hypermarket, Others are covered as segments by Distribution Channel.
By Product Type
Cereal Bar
Energy Bar
Protein Bar
Fruit and Nut Bar
By Ingredient Base
Nut-based bars
Granola/Oat-based
Date-based
Dairy/Protein-based
Hybrid blends
Other Forms
By Price Tier
Mass
Premium
By Distribution Channel
Supermarket/Hypermarket
Online Retail Store
Convenience Store
Other Distribution Channels
By Product Type Cereal Bar
Energy Bar
Protein Bar
Fruit and Nut Bar
By Ingredient Base Nut-based bars
Granola/Oat-based
Date-based
Dairy/Protein-based
Hybrid blends
Other Forms
By Price Tier Mass
Premium
By Distribution Channel Supermarket/Hypermarket
Online Retail Store
Convenience Store
Other Distribution Channels
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Market Definition

  • Milk and White Chocolate - Milk chocolates is a solid chocolate made with milk (in the form of either milk powder, liquid milk, or condensed milk) and cocoa solids. White chocolate is made from cocoa butter and milk and contains no cocoa solids whatsoever. The scope includes regular chocolates, low-sugar, and sugar-free variants
  • Toffees & Nougats - Toffees include hard, chewy, and small or one-bite candies marketed with labels as toffee or toffee-like confectionery. Nougat is a chewy confection with almond, sugar, and egg white as a basic ingredient; and it originated in Europe and Middle East countries.
  • Cereals Bars - A snack composed of breakfast cereal that has been compressed into a bar shape and is held together with a form of edible adhesive. The scope includes snack bars made with cereals such as rice, oats, corn, etc. mixed with a binding syrup. These also include products labeled as cereal bars, cereal treat bars, or grain bars.
  • Chewing Gum - This is a preparation for chewing, usually made of flavored and sweetened chicle or such substitutes as polyvinyl acetate. The types of chewing gums included in the scope are sugar-chewing gums and sugar-free chewing gums
Keyword Definition
Dark Chocolate Dark chocolate is a form of chocolate containing cocoa solids and cocoa butter without the milk.
White Chocolate White chocolate is the type of chocolate containing the highest percentage of milk solids, typically around or over 30 percent.
Milk Chocolate Milk chocolate is made from dark chocolate that has a low cocoa solid content and higher sugar content, plus a milk product.
Hard Candy A candy made of sugar and corn syrup boiled without crystallizing.
Toffees A hard, chewy, often brown sweet that is made from sugar boiled with butter.
Nougats A chewy or brittle candy containing almonds or other nuts and sometimes fruit.
Cereal bar A cereal bar is a bar-shaped food product, made by pressing cereals and usually dried fruit or berries, which are in most cases held together by glucose syrup.
Protein bar Protein bars are nutrition bars that contain a high proportion of protein to carbohydrates/fats.
Fruit & Nut bar These are often based on dates with other dried fruit and nut additions and, in some cases, flavorings.
NCA The National Confectioners Association is an American trade organization that promotes chocolate, candy, gum and mints, and the companies that make these treats.
CGMP Current good manufacturing practices are those conforming to the guidelines recommended by relevant agencies.
Unstandardized foods Unstandardized foods are those that do not have a standard of identity or that deviate from a prescribed standard in any manner.
GI The glycemic index (GI) is a way of ranking carbohydrate-containing foods based on how slowly or quickly they are digested and increase blood glucose levels over a period of time
Skimmed milk powder Skimmed milk powder is obtained by removing water from pasteurized skim milk by spray-drying.
Flavanols Flavanols are a group of compounds found in cocoa, tea, apples, and many other plant-based foods and beverages.
WPC Whey protein concentrate- the substance obtained by the removal of sufficient nonprotein constituents from pasteurized whey so that the finished dry product contains greater than 25% protein.
LDL Low density Lipoprotein- the bad cholesterol
HDL High density Lipoprotein- the good cholesterol
BHT butylated Hydroxytoluene is a lab-made chemical that is added to foods as a preservative.
Carrageenan Carrageenan is an additive used to thicken, emulsify, and preserve foods and drinks.
Free form Not containing certain ingredients, such as gluten, dairy, or sugar.
Cocoa butter It is a fatty substance obtained from cocoa beans, used in the manufacture of confectionery.
Pastellies A type of of Brazilian candy made from sugar, eggs, and milk.
Draggees Small, round candies that are coated with a hard sugar shell
CHOPRABISCO Royal Belgian Association of the chocolate, pralines, biscuit, and confectionery industry- A trade association that represents the Belgian chocolate industry.
European Directive 2000/13 A European Union directive that regulates the labeling of food products
Kakao-Verordnung The German chocolate ordinance, a set of regulations that define what can be labeled as "chocolate" in Germany.
FASFC Federal Agency for the Safety of the Food Chain
Pectin A natural substance that is derived from fruits and vegetables. It is used in confectionery to create a gel-like texture.
Invert sugars A type of sugar that is made up of glucose and fructose.
Emulsifier A substance that helps to mix to liquids that does not mix together.
Anthocyanins A type of flavonoid that is responsible for the red, purple, and blue colors of confectionery.
Functional Foods Foods that have been modified to provide additional health benefits beyond basic nutrition.
Kosher certificate This certification verifies that the ingredients, production process including all machinery, and/or food-service process complies with the standards of Jewish dietary law
Chicory root extract A natural extract from the chicory root that is a good source of fiber, calcium, phosphorous, and folate
RDD Recommended daily dose
Gummies A chewy gelatin-based candy that is often flavored with fruit.
Nutraceuticals Food or dietary supplements that are claimed to have health benefits.
Energy bars Snack bars that are high in carbohydrates and calories are designed to provide energy on the go.
BFSO Belgian Food Safety Organization for the food chain.
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Research Methodology

Mordor Intelligence follows a four-step methodology in all our reports.

  • Step-1: Identify Key Variables: In order to build a robust forecasting methodology, the variables and factors identified in Step 1 are tested against available historical market numbers. Through an iterative process, the variables required for market forecast are set, and the model is built on the basis of these variables.​
  • Step-2: Build a Market Model: Market-size estimations for the forecast years are in nominal terms. Inflation is not a part of the pricing, and the average selling price (ASP) is kept constant throughout the forecast period for each country.​
  • Step-3: Validate and Finalize: In this important step, all market numbers, variables, and analyst calls are validated through an extensive network of primary research experts from the market studied. The respondents are selected across levels and functions to generate a holistic picture of the market studied.​
  • Step-4: Research Outputs: Syndicated Reports, Custom Consulting Assignments, Databases & Subscription Platforms
research-methodology
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