United States Snack Bar Market Size and Share

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

The United States snack bar market was valued at USD 12.44 billion in 2025 and is expected to reach USD 18.61 billion by 2030, growing at a compound annual growth rate (CAGR) of 8.39% during the forecast period. The increasing frequency of snacking among consumers is a key driver of this growth, with 88% of United States consumers consuming at least one snack daily and 37% of main meals now including a snack component. This trend highlights the evolving role of snacks in daily diets. The market is further shaped by the rising demand for snack bars that are high in protein and low in sugar, alongside a growing preference for minimally processed formulations based on fruits and nuts. Additionally, premiumization through smaller, more convenient pack sizes is influencing consumer purchasing behavior. Acquisition-driven consolidation, exemplified by Mars’s USD 35.9 billion acquisition of Kellanova, is intensifying competition within the market. However, regulatory costs linked to the United States Food and Drug Administration’s (FDA) 2028 front-of-package labeling mandate may pose challenges by compressing profit margins for brands that fail to comply. Furthermore, the expansion of online retail subscriptions, direct-to-consumer product bundles, and the functional positioning of snack bars—offering benefits such as energy enhancement, cognitive support, and digestive health—are unlocking new consumption occasions that extend beyond traditional breakfast and sports-nutrition scenarios.

Key Report Takeaways

  • By product type, protein bars led the United States snack bar market share with 47.55% in 2024, while fruit and nut bars are forecast to grow at a 9.43% CAGR to 2030.
  • By ingredient base, nut-based formats captured 33.21% of the United States snack bar market size in 2024, whereas dairy and other protein blends are set to post the fastest 9.55% CAGR through 2030.
  • By price tier, mass-market items held 61.43% revenue share in 2024, yet premium offerings are projected to expand at a 9.32% CAGR between 2025 and 2030.
  • By distribution channel, supermarkets and hypermarkets accounted for 41.34% of 2024 sales, but online retail is poised to achieve an 8.99% CAGR to 2030.

Segment Analysis

By Product Type: Protein Bars Lead, Yet Fruit and Nut Bars Accelerate

Protein bars accounted for 47.55% of the market share in 2024, driven by consistent demand from fitness enthusiasts, weight-management consumers, and meal-replacement users. These consumers prioritize macronutrient density over ingredient simplicity, making protein bars a preferred choice for their dietary needs. The segment's dominance reflects its ability to cater to individuals seeking convenient, high-protein options that align with their active lifestyles and nutritional goals. However, fruit and nut bars are emerging as a strong contender, projected to grow at a compound annual growth rate (CAGR) of 9.43% from 2025 to 2030, the highest growth rate among all product types. This growth is fueled by a shift in consumer preferences toward minimally processed products that utilize natural ingredients such as dates, figs, and cashews as binders and sweeteners. These bars appeal to health-conscious individuals looking to avoid synthetic isolates and sugar alcohols commonly found in protein-focused products.

Energy bars, enriched with caffeine and B vitamins, continue to serve specific needs such as pre-workout energy boosts and mid-afternoon pick-me-ups. These products are designed to provide a quick and efficient source of energy for busy consumers. On the other hand, cereal bars, often positioned as convenient breakfast alternatives, are facing challenges. Declining cold-cereal consumption and increasing competition from portable breakfast options like oatmeal cups and Greek yogurt pouches have created headwinds for this segment. In response to evolving consumer demands, companies are innovating to retain market share. For instance, Quest Nutrition's 2024 launch of Hero bars, which combine 15 grams of protein with candy-bar-inspired flavors, demonstrates how established players are addressing the taste preferences of consumers while maintaining the nutritional benefits of protein bars. This strategy highlights the ongoing efforts to balance indulgence with health-focused attributes in the competitive snack market.

United States Snack Bar Market: Market Share by Product Type
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By Ingredient Base: Nut-Based Dominance Meets Dairy-Protein Innovation

Nut-based bars accounted for 33.21% of the ingredient-based segment in 2024, driven by the inclusion of almonds, cashews, and peanuts. These ingredients are valued for their ability to provide healthy fats, plant-based protein, and a satisfying texture, making them a popular choice among health-conscious consumers. Dairy and protein-based formulations are expected to grow at the fastest rate, with a compound annual growth rate (CAGR) of 9.55% through 2030. This growth is fueled by manufacturers incorporating whey protein isolates, casein, and milk protein concentrates into date-sweetened or oat-based formulations. These products cater to the increasing demand for clean-label and high-protein options while avoiding soy or pea protein, which some consumers perceive as less favorable due to concerns about taste and bioavailability. This trend highlights the evolving preferences of consumers who seek both nutritional benefits and superior taste profiles in their snack choices.

Granola and oat-based bars, a traditional subcategory, are facing stagnation as private-label products from brands such as Costco's Kirkland and Trader Joe's offer prices that are 20% to 30% lower than branded alternatives. This pricing pressure has compelled established players like Nature Valley and Quaker to differentiate their offerings by emphasizing organic certifications or incorporating functional ingredients such as chia seeds, flaxseed, and hemp hearts to justify their premium positioning. Meanwhile, date-based bars, popularized by brands like RXBAR and Larabar, occupy a premium niche but are constrained by the limited availability and price volatility of dates. Hybrid blends, which combine nuts, oats, dates, and dairy proteins, are emerging as a promising formulation that balances taste, texture, and nutritional profiles. However, these blends require advanced extrusion and baking technologies, leading to higher capital expenditures and creating significant barriers to entry for smaller brands. This dynamic underscores the importance of innovation and operational efficiency in maintaining competitiveness within the market.

By Price Tier: Mass Market Holds Share, Premium Gains Momentum

In 2024, mass-market bars accounted for 61.43% of sales, highlighting their role as a convenient, impulse-purchase option typically priced below USD 2.00 per unit. Premium tiers are expected to grow at a compound annual growth rate (CAGR) of 9.32% from 2025 to 2030, driven by brands focusing on smaller pack sizes, functional ingredients, and sustainability claims to support retail prices ranging from USD 2.50 to USD 4.00 per bar. Companies such as PepsiCo, Mondelēz, and Campbell's have introduced smaller stock-keeping units (SKUs)—often 20% to 30% lighter than traditional formats—offered at lower absolute prices but with higher per-ounce costs. This strategy appeals to budget-conscious consumers while maintaining profitability.

The divide between mass-market and premium tiers reflects broader trends in the grocery market, where mid-tier brands face challenges like margin compression and declining volumes as consumers either opt for private-label products or upgrade to artisanal offerings. Mass-market players need to innovate in areas such as flavor, texture, and functional claims to avoid becoming commoditized. However, they are constrained by rising ingredient costs, including nuts, oats, and cocoa, which limit reformulation budgets. Meanwhile, premium brands can pass on higher input costs to consumers but must ensure their products match the taste quality of indulgent snacks to justify premium pricing and encourage repeat purchases.

United States Snack Bar Market: Market Share by Product Type
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By Distribution Channel: Supermarkets Anchor, Online Retail Surges

Supermarkets and hypermarkets accounted for 41.34% of the distribution share in 2024. These channels utilized their extensive shelf space, promotional displays, and checkout impulse sections to drive product trials and repeat purchases. Online retail is projected to grow at a compound annual growth rate (CAGR) of 8.99% through 2030. This growth is supported by initiatives such as Amazon's Subscribe & Save, brand-specific websites, and specialty online retailers like Thrive Market, which emphasize clean-label and allergen-free product offerings. In the United States, e-commerce is expected to account for over 16% of total retail sales in 2025. With its growth outpacing overall retail expansion, online retail is poised to play an increasingly significant role [3]Source: united States Census Bureau, "Quarterly Retail E-Commerce Sales," census.gov.

Convenience stores, while contributing smaller overall sales, achieve high per-unit margins and cater to on-the-go consumption needs. However, their limited shelf space typically prioritizes established brands with strong distributor relationships and promotional backing. Other distribution channels, including club stores, natural-food retailers, vending machines, and workplace micro-markets, collectively account for the remaining share. These channels address specific consumer needs, such as bulk purchasing, specialty diets, and workplace snacking, requiring tailored assortments and packaging formats.

Geography Analysis

The United States snack bar market reflects unique regional consumption patterns shaped by demographic factors, lifestyle choices, and distribution networks. In the Pacific and Mountain West regions, protein and energy bars see the highest per-capita consumption. This trend is driven by a strong culture of outdoor recreation, higher gym membership rates, and younger populations focused on fitness and active lifestyles. Notably, 70% of consumers in these regions associate snacking with fitness goals, particularly in states like Colorado, Utah, California, and Washington. These preferences highlight the growing importance of health-conscious snacking in these areas.

Coastal metropolitan areas such as San Francisco, Seattle, Boston, and New York have been early adopters of organic, clean-label, and functional snack bars. Certifications like United States Department of Agriculture (USDA) Organic and Non-GMO (Genetically Modified Organism) Project Verified are key purchase drivers for affluent, health-conscious consumers in these cities. Meanwhile, the Northeast benefits from a dense network of retail outlets and high foot traffic in convenience stores and specialty natural-food retailers. These channels support the sale of premium-priced bars that emphasize transparent sourcing and sustainability claims, catering to the preferences of urban consumers.

In the Southeast, where traditional snacks like cookies and crackers have historically dominated, demand for protein bars is rising. This shift is influenced by increasing obesity rates and diabetes prevalence, which are driving interest in portion-controlled, macronutrient-optimized snack formats that support weight management and blood sugar regulation. The Midwest presents a mixed opportunity, with urban centers like Chicago, Minneapolis, and Columbus aligning with coastal trends toward premium and functional bars. However, rural and exurban areas remain focused on mass-market cereal and granola bars, distributed primarily through Walmart, Dollar General, and regional grocery chains. The Southwest, encompassing Texas, Arizona, and New Mexico, is experiencing rapid population growth and rising Hispanic household incomes. This has led to demand for bilingual packaging, flavors like dulce de leche and horchata, and distribution through Hispanic-focused retailers such as H-E-B and Fiesta Mart. Texas, with the largest convenience-store footprint in the United States, is a critical market for single-serve, impulse-oriented bars competing with candy, jerky, and salty snacks for checkout placement.

Competitive Landscape

The United States snack bar market is moderately fragmented, with multinational companies such as General Mills, Nestlé, PepsiCo, Mondelēz International, and Mars competing alongside emerging players like Quest Nutrition, KIND Snacks, RXBAR, and GoMacro. These smaller companies have reshaped consumer expectations by focusing on clean labels, functional ingredients, and transparent sourcing. Mars's USD 35.9 billion acquisition of Kellanova, finalized in the first half of 2025, consolidated ownership of brands such as RXBAR, Nutri-Grain, Rice Krispies Treats, and MorningStar Farms. This acquisition created a diverse portfolio spanning protein bars, cereal bars, and plant-based snacks. The deal reflects a strategic shift toward healthier product platforms that can command premium pricing and compete against private-label alternatives. However, it also introduces challenges in integrating supply chains, distribution networks, and innovation processes across Mars's existing and newly acquired brands.

There are significant opportunities in functional snack subcategories, including cognitive support, digestive health, and stress management. Established players have been slow to incorporate ingredients such as adaptogens, probiotics, and nootropics at clinically effective doses. This has created space for startups that can back their health claims with clinical evidence while effectively navigating the United States Food and Drug Administration (FDA) structure-function regulations.

Technological advancements are transforming the competitive landscape, with brands using artificial intelligence (AI) for flavor optimization, blockchain for traceability, and precision fermentation to stand out in terms of taste, transparency, and sustainability. For instance, PepsiCo's regenerative agriculture program sources oats from farms employing cover cropping and reduced tillage practices. This initiative not only delivers environmental benefits but also supports marketing narratives that resonate with environmentally conscious consumers.

United States Snack Bar Industry Leaders

  1. 1440 Foods Company

  2. Abbott Laboratories

  3. Mondelēz International Inc.

  4. Ferrero International SA

  5. General Mills Inc.

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

  • October 2025: JiMMYBAR! Functional Protein, a family-run brand based in Illinois, launched its creatine protein bar. Available nationwide through retailers such as Walmart, Amazon, and TikTok Shop, the bar provides 20g of protein, 5g of creatine, and 4g of sugar, offered in Double Fudge Brownie and Chocolate Peanut Butter flavors.
  • October 2025: GHOST launched its first-ever protein bar in partnership with General Mills, featuring a distinctive two-stick layered format inspired by classic candy bars. The bars offer 20g protein, 2g sugar, and 250-270 calories in three flavors.
  • June 2025: One Brands collaborated with The Hershey Company to introduce the One x Hershey's Double Chocolate protein bar in the United States market. The product provides 18 grams of protein and contains only 1 gram of sugar, incorporating authentic Hershey's cocoa and chocolate chips. This partnership aims to cater to on-the-go consumers looking for convenient, nutritious snacks with a premium chocolate flavor.

Table of Contents for United States 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 Rising health and wellness trends emphasizing nutritious ingredients
    • 4.2.2 Increasing demand for high-protein, low-sugar, and clean-label products
    • 4.2.3 Popularity of fitness culture driving demand for energy and protein bars
    • 4.2.4 Growing interest in organic and clean-label snack bars
    • 4.2.5 Consumers’ preference for sustainable and ethically sourced ingredients
    • 4.2.6 Development of functional snack bars targeting cognitive and digestive health
  • 4.3 Market Restraints
    • 4.3.1 Regulatory pressure on labeling and health claims
    • 4.3.2 Concerns about high sugar, unhealthy fats, and artificial ingredients
    • 4.3.3 High competition from traditional snacks and alternative snack options
    • 4.3.4 Difficulty in balancing taste with health and nutritional value
  • 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 1440 Foods Company
    • 6.4.2 Abbott Laboratories
    • 6.4.3 Mondelēz International Inc.
    • 6.4.4 Ferrero International SA
    • 6.4.5 General Mills Inc.
    • 6.4.6 GoMacro LLC
    • 6.4.7 Kellanova
    • 6.4.8 KIND LLC
    • 6.4.9 Mars Incorporated
    • 6.4.10 Nestlé SA
    • 6.4.11 Caveman Foods LLC
    • 6.4.12 PepsiCo Inc.
    • 6.4.13 Power Crunch Pty Ltd
    • 6.4.14 Premier Nutrition Company LLC
    • 6.4.15 Probar Inc.
    • 6.4.16 Quest Nutrition LLC
    • 6.4.17 Conagra Brands Inc.
    • 6.4.18 Simply Good Foods Co.
    • 6.4.19 The Hershey Company
    • 6.4.20 Nature’s Bakery LLC

7. MARKET OPPORTUNITIES AND FUTURE OUTLOOK

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United States 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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