NATURAL

PRODUCTS
A SPECIAL ALL-DIGITAL ISSUE

VOLUME 5 ISSUE 14

$20.75 US

June 2015

Bite
into
BARS
Formulation tricks and
top ingredient trends in
the food bars sector

PRESENTED BY

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ashwagandha

WORLDS BEST ASHWAGANDHA

october 05-09

expo hall october 07 & 08

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A SPECIAL ALL-DIGITAL ISSUE

Vol. 5, No. 14 June 2015

NATURAL
PRODUCTS

naturalproductsinsider.com

CONTENTS
5

3 Viewpoint: Bar-nanza
5 Bite into Bars

Nutritional bars have increasingly attracted

consumers seeking both convenience and
health benefits. Kate Lloyd explores the
hottest trends in this promising category,
while also noting tips to help ensure
product success.

the Bar: Emerging

11 Raising
Trends in Food Bars
Samatha Rico, natural products research
associate for SPINS, offers her take on the
evolution of food bars, including insight
into the latest market data.

15 Takeaways for Your Business

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2 Functional Food Bars Digital Issue June 2015

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VIEWPOINT

Bar-nanza

hat does a normal day look like for you?

Well, thats a silly question. Who has a
normal day nowadays?
Do you run straight to the gym after work, or to the
sitter to pick up the kids? Perhaps youre stopping at the
store to pick up something for dinner, or youre heading
to happy hour to meet friends. Dinner meeting? Its on the calendar.
One thing is for sure: were all moving in different directions. And often, were
moving fast. Despite our differences, we all share one common thought at least
once throughout the dayIm hungry. (If youre like me, you may experience
that thought often.)
When the schedule is full and the tank is empty, consumers reach for
convenient options to keep them energized and satisfied. Bars are a go-to
choice, and they have been for years. When I was a kid, my mom kept the
cupboards stocked with chocolate chip chewy granola bars and crunchy
peanut butter bars. When we ran out the door for school, to soccer practice or
to grandmas house, the bars came along to hold us over if we needed a
snack before the next meal.
However, in todays world, snacks are the meals. Increasingly, consumers are
swapping the standard three squares for mini-meals they can eat throughout
the day. This means bars have to be more than something yummy to fill the
tummy; they have to provide nutrition busy consumers need to help fuel them
throughout the day. And lets not forget the diet trends, such as Paleo and
gluten-free diets, which are affecting consumers bar choices as well.
As consumers continue to raise the bar for bars,
manufacturers have to step up in order to stay in the
game. This Digital Pulse is here to help. Read on
to find out what the up-and-coming
trends are for bars, and how to
successfully formulate bars with healthful
and popular functional ingredients.
Rachel Adams
Managing Editor
rachel.adams.us@informa.com
(480) 990-1101 ext. 36016
@r_adams03

3 Functional Food Bars Digital Issue June 2015

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Raise the IQ of your next functional food or supplement.

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ingredient, Cognizin Citicoline is the perfect addition to functional foods and beverages that support brain health. And its pure,
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Copyright 2015 KYOWA HAKKO U.S.A., INC. All Rights Reserved.

FORMULATION

Bite into Bars

An overview of current trends in food bar formulation,
plus tricks to ensure product success

by Kate Lloyd

chool. Work. Meeting. Soccer

INSIDERs Take
practice. Dance recital. Dry cleaners.
Nutritional bars have increasingly attracted
consumers seeking both convenience and
Consumers schedules fill up fast,
health benefits.
feeding a growing demand for quick, on-the-go

High-protein, low-sugar trends continue to
snacks to keep them healthy and energized
shape the food bars sector.
during hectic days. Nutrient-packed food and The clean-label demand requires innovation
from manufacturers as they attempt to
snack bars can offer the perfect solution to fit
maintain texture, flavor and mouthfeel when
in with these busier-than-ever lifestyles.
formulating bars.
|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
A February 2015 report from Packaged
Facts indicated the market for bars, which includes nutritional, granola and
cereal bars, will hit US$8 billion by 2019. The report,Nutritional and Cereal
Bars in the U.S., 4th Edition, revealed the number of adults consuming
nutritional bars increased 11 percent between 2004 and 2014, and 44 percent
used cereal/granola bars in 2014. Due to consumers increased focus on health,
paired with more activities draining time out of their days, this sector will
continue to boom for a number of reasons.
In addition to convenience, bars often offer consumers various health
benefits through their high-protein and high-fiber contents. This trend has
evolved over the years, making todays bars healthier and more filling than their
first-generation counterparts, explained Teresa Penn, senior scientist, snacks
and cerealsfood applications, Cargill.
In the past, bars were consumed primarily as
a portable breakfast or an in-between meal
snack, Penn said. This changed as consumers
lives became busier, and they began using bars
as more of a meal replacement or mini meal. In an
answer to this, manufacturers are making bars that are
larger and much heartier.

Now Trending: Bars Galore

Consumer demand for cleaner labels has driven the dietary supplement and
functional food and beverages industries to create simpler
products with fewer ingredients, and this trend is especially
IN THIS ISSUE
relevant within the bars sector. As Alison Raban, certified food
Viewpoint p. 3
scientist at BI Nutraceuticals, pointed out, companies have
Market p. 11
recently launched innovative bars with more recognizable
Table of Contents p. 2
ingredients and natural alternatives to meet this demand.
5 Functional Food Bars Digital Issue June 2015

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FORMULATION

One such space in which natural alternatives are flourishing is sweeteners,

Raban said. For instance, honey is more often being utilized as the primary
sweetening agent in bars, which also plays into the low-/no-sugar trend
currently happening.
Demand has certainly driven the bars market toward non- or less-sweet
alternatives, agreed Toni Anthony, market manager, FONA International.
Anthony said food bars launched in recent years often had sugar levels
bordering on confection, but now, sugars on nutrition panels have come under
greater scrutiny. Todays health-conscious consumer is looking to avoid the
sneaky candy bar in disguise.

Consumer Usage of Sweeteners

% Compound Annual Growth: 2007-2013
Stevia (e.g., Truvia)
Evaporated Cane Juice

6%
5%
4%
3%
3%

Raw Sugar
Honey
Fruit Sweeteners
High Fructose Corn Syrup
Sugar Alcohols
Fructose
Table Sugar
Sucralose (e.g., Splenda)
Saccharin (e.g., Sweet & Low)
Aspartame (e.g., Nutrasweet/Equal)

-2%

17%

30%

1%

-5%
-6%
-6%

*Source: Ingredient Marketplace 2015 Trends In Sweeteners presentation by Steve French,

managing partner, Natural Marketing Institute (NMI)

In addition to the low-sugar trend, consumers have been moving away from
artificial sweeteners such as aspartame and acesulfame K, and in turn, theyve
become more interested in regulating blood glucose by using lower glycemic
index ingredients, according to Jim Berg, vice president, HORN FoodTech.
Functional carbohydrates that are more slowly metabolized by the body (e.g.,
BENEOs Palatinose sweetener based on sucrose from sugar beet) may increase
in popularity as consumers look to ingredients that will combat blood sugar spikes.
Another solution to the sugar-replacement dilemma involves nixing the idea
of sweet bars altogether. Though snack bars traditionally consisted of a sweettasting mix of grains, fruits and nuts, savory bars will likely increase in popularity
as more manufacturers dip into innovative flavor options. Companies have
recently launched bars featuring vegetable ingredients such as peppers,
seaweed and olives. However, Penn said the market will see more bar offerings
6 Functional Food Bars Digital Issue June 2015

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FORMULATION

that include a mix of sweet and savory (such as fruits paired with ginger, nutmeg
or chili). New bar flavors may revolve around some of the latest culinary trends,
such as smoked, sour, bitter and tangy.
Penn added that snack manufacturers are also thinking outside the grainbased bars and moving toward meat-based innovationslamb or bison bar,
anyone? This is likely a result of the current consumer focus on protein, which
has also led to an increase in bars packed with nuts and pulses.
Other proteins expected to increase in popularity during the next two
years include pea, chia, hemp, rice and algae, according to a survey
conducted by Global Food Forums Inc. at the 2014 Protein Trends and
Technologies seminar. A total of 78 protein-knowledgeable food
technologists took the survey, and 89 percent agreed pea protein will be
more frequently used in upcoming years, followed by 80 percent agreeing
upon pulses, 74 percent on chia, 69 percent on hemp, 67 percent on rice and
58 percent on algal proteins. Another upcoming trend includes insect protein,
utilized by companies such as Exo Protein in their bars made with cricket powder.
Jean Heggie, strategic marketing lead, DuPont Nutrition and Health, said
DuPont has been exploring creative ways to use protein and fiber in bars to
boost protein content and complement other ingredients, such as nuts, seeds
and grains. Soy protein, another popular choice in todays market, can be
added in a bars binding systems, coating, unique inclusions or through soy
nuggets or crisps designed for a more natural look, satisfying taste and
appealing texture, Heggie explained. There has also been an interest in adding
probiotics to nutrition bars, but this means water activity must be considered for
probiotics to sustain over time. DuPont plans to further investigate how to
successfully add probiotics to bars while ensuring viability throughout shelf life.
Baked bars have also gained renewed interest in the marketplace, offering
either chewy or crispy textural experiences.

Tricks to Ensure Success

Maintaining texture, flavor and mouthfeel can pose a major challenge when
formulating bars, Heggie said. One solution is to use isolated soy proteins in
baked bars to achieve the desired texture, while also boosting protein content.
While some isolated soy proteins make bars soft and chewy, others will deliver
a crispier texture.When used in combination, isolated soy proteins can produce
a variety of innovative textures in bar formulation.
Penn agreed that a positive eating experience is a crucial component to
consider when creating bars. Adding fiber and protein to bars to boost the
nutritional content can affect flavor and mouthfeelsome proteins may taste
beany or chalky due to these additions, she said. Penn suggested
formulators use proteins and fibers with mild flavors and minimal impact on
mouthfeel; in addition, using other ingredients to mask flavor can also help. To
make the eating experience more interesting and enjoyable for consumers,
7 Functional Food Bars Digital Issue June 2015

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FORMULATION

formulators can include pieces in their bars with varying textures and sizes to
add variety. Including a combination of fiber and protein sources can also
minimize undesirable flavor and textures in bars.
Another challenge faced by formulators of nutritional bars is the products
tendency to harden over time. Humectants, or substances used to keep
products moist, may help combat this issue. Penn advised using honey or
glycerin to keep bars soft as they age. Fat from oils, such as vegetable or
coconut oil, can also help maintain a pleasant mouthfeel by softening bars with
high protein and fiber contents.
The important factors of taste, texture and appearance differentiate a
successful product consumers will repeatedly purchase from one that fails to
make it off of the shelf. One method manufacturers may consider to help ensure
product success involves using custom nutrient premixes. Russ Hazen, North
America premix innovations manager, Fortitech Premixes by DSM, said custom
nutrient premixes are useful because they blend multiple ingredients to produce
a homogenous mix. This allows for better consistency because every portion
of a product contains the same amount of each ingredient. While dry blending is
the most common method used to manufacture premixes, for some
combinations of ingredients for use in bars, manufacturers may consider using
a premix in an oil format, such as sunflower oil. These solutions can be useful
when manufacturing bars for consistency and stability.

Find out more about functional food ingredients,

applications, marketing strategies and more in
the book Handbook of Nutraceuticals and
Functional Foods, Second Edition, published
by CRC Press.

When formulators add ingredients into food bars, reviewing both stability and
taste profiles is crucial, advised Elyse Lovett, M.B.A, M.S., marketing manager
at Kyowa Hakko USA, because it might be impossible to include some
ingredients solely because they are not stable. Ingredient suppliers should be
able to offer manufacturers guidance on which ingredients and amounts work
best together when formulating food bars.
Save time and moneyupfrontwork with your supplier and let them know
your intended claims or finished product benefit, Lovett said. The supplier
should have extensive knowledge and be able to assist with the formulation.

Superfoods, Smart Bars and Bars of the Future

The projected growth rate of the nutritional bars sector ensures trends will
continue to shift and evolve as the products increase in popularity. One trend
that will likely carry on in the future includes the use of functional ingredients,
8 Functional Food Bars Digital Issue June 2015

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FORMULATION

Lovett said. Sports performance ingredients, such as the combination of amino

acids L-glutamine and L-alanine, are quickly evolving. Ingredients benefiting
cognitive health make up another area that continues to grow. Lovett said one
potential trend of the future could be a personalized smart bar consumers
would eat right before a workout to stay alert and focused.
Superfood ingredients will also continue to trend in the bars category,
especially ancient grains and seeds such as quinoa, amaranth, sorghum, flaxseed
and chia. Formulators will likely use more of these ingredients in the future because
they boost bars nutritional content naturally while also allowing companies to
make gluten-free and clean-label claims, according to Marilyn Stieve, business
development manager, Glanbia Nutritionals Ingredient Technologies. Superfood
ingredients provide plenty of protein and fiber to bars; plus, they enhance the
texture for a better eating experience. Many of them can also offer functional
formulation benefits, such as viscosity, binding properties and improved shelf life.
Protein fortification will also remain a popular trend in the future of bars, and
not just in the core of the bar, but also in the layers and coatings, according to
Stieve. This may include fortified chocolate or caramel coatings. In addition,
because whey and milk proteins rank highly on the protein digestibility corrected
amino acid score (PDCAAS), dairy protein may experience increased usage in
nutritional bars.
We also expect consumers to become more educated on the proteins
themselves, continuing to demand products that include high-quality complete
proteins that provide all of the essential amino acids necessary for good health,
which dairy proteins can offer, Stieve said.
She also added companies will likely come out with more food bars designed for
specific audiences by using innovative ingredients and making label claims
appealing to children, Millennials, Baby Boomers or those with specific dietary needs.
Over the years, consumers have looked to get as much as possible out of
bars, said Eric Kimmel, head of business development and R&D, Noble Foods
Inc. We will continue to see bars getting cleaner while packing as much
punch as possible.
Kimmel questioned what formulators will look to for binding their
bars with the current low-sugar trend. Will they return to
polyalcohols and maltitols? Larabar has led the pack of bars using
fruit as their binders, and Kimmel predicted more bars will be bound
with inulin and isomaltooligosaccharides (IMOs), a mixture of short-chain
carbohydrates with digestion-resistant properties. With sugars and corn
syrups taking
a hit, it will be interesting to see what ingredients fill that void, he added.
Whether formulators stick to the realm of sweet bars or shift to the savory
side, the nutritional bars sector is a promising category to tap into as
consumers seek quick, yet nutritious snacking and meal replacement options.

9 Functional Food Bars Digital Issue June 2015

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SupplySide West sets the stage year after year...

for all thats new and exciting in the animal nutrition, beverage, cosmetics,
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SupplySide West. THE EPICENTER OF EVERYTHING.

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MARKET

Raising the Bar:

Emerging Trends in Food Bars
by Samantha Rico

hen a growing national love of snacking and strong crusade for

healthy natural foods collide, the resultant tidal wave is a flood of
innovation in that most convenient and grab-able nourishment: the
food bar. With rising concerns over the highly processed nature of our foods,
manufacturers are moving beyond the traditional slab meal replacement bar
toward providing whole-food nutrition in a portable package. Many bars feature
a clear-cut combination of nuts, seeds and dried fruits to provide protein, fiber
and carbs without excess fillers, preservatives and sweeteners. Outside of these
simplified ingredient profiles, a number of trends are incubating in the natural
channel. Some manufacturers have chosen to focus on high-quality protein,
where others have taken to borrowing trendy functional ingredients from the
herbal and supplements department, and others still work to fill a void in this
traditionally grain-based category for the paleo and gluten-free crowds. These
emerging trends from the natural products industry show how manufacturers
are re-thinking the bar and how consumers are responding.

The Next Generation of Protein

Providing high-quality, responsibly sourced protein is of paramount
importance for many manufacturers today. With mounting concerns over land
use and animal welfare, alternatives to traditional protein sources are poised for
growth. About 2 billion people consume insects worldwide, and although
theyve been dietary staples for many Asian and African cultures, the Western
world maintains a strict cultural aversion to munching on bugs. Cultivating
insects as food is regarded by some as a sound, sustainable answer to global
malnutrition. Insects reproduce rapidly, and can be grown in large quantities in
small areas using only a fraction of land and water resources of traditional
livestock. Innovative companies are capitalizing on this proteins greenhouse
gas savings potential. Environmental benefits aside, insects are incredibly
efficient at converting feed, yielding in some cases up to 80-percent edible
body mass versus 40 percent for cattle, according to an article by Wired. In
spite of being a culinary tabooor maybe because of itinsect
protein is showing strong niche popularity in SPINS reporting.
IN THIS ISSUE
For those who cant fathom eating a bug by choice, but still
Bars Formultation p. 5
want best-in-class protein, high-quality grass-fed whey has
Takeaways p. 15
finally entered the bars categories. Grass-fed dairy has long
Table of Contents p. 2
enjoyed a cult-like following, but grass-fed whey has only
11 Functional Food Bars Digital Issue June 2015

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MARKET

recently made headway into the supplement aisle. Milk from 100-percent
grass-fed cows is considered richer in nutrients, such as conjugated linoleic
acid (CLA), omega-3 fatty acids, vitamin E and beta-carotene, than dairy from
grain-fed cows. Additionally, grass-fed cattle dine on a natural diet of forage,
and may be healthier than their grain-fed counterparts, whose diet is usually
comprised of resource-intensive corn, soy and grains. Grass-fed claims across
all SPINS categories (conventional, natural and specialty gourmet) had
50-percent growth from March 2014 to March 2015. Since whey-based energy
bars and gels showed steady growth at more than 16 percent, grass-fed whey
protein will be a winning combination in this category.

Superfoods Spill Over from the Supplements Aisle

When looking at this protein-dominated segment, it is always exciting to see
unexpected ingredients taking the spotlight. Maca, also known as Peruvian
ginseng, is used in many medicinal traditions to enhance overall stamina,
energy and libido. This adaptogenic root also boasts a number of minerals such
as calcium, potassium and iron, as well as a number of sterols and essential
fatty acids (EFAs). Having enjoyed recent popularity as a food-based
supplementSPINS reporting showed sales across all categories reached
US$9 million and are growing at 14 percent from March 2014 to March 2015
macas energy-enhancing qualities will translate well to food bars.

Macas energy-enhancing
qualities will translate
well to food bars.

Another unique ingredient to keep tabs on is moringa. Native to tropical and

sub-tropical regions of Africa and Asia, this superfood is used therapeutically
to combat malnutrition throughout the world. The leaves of this ancient
superfood are packed with protein, calcium, potassium and vitamins A and C.
Relatively new to the Western marketplace, moringa is enjoying strong growth
across the herbal supplements and vitamins segments, seeing 39-percent
volume lift since last year. Cultivation of this drought-resistant plant may offer
more to communities than nutrient-dense leaves; the seeds of the moringa
pod can potentially be used as oil seed stock for biodiesel, providing further

12 Functional Food Bars Digital Issue June 2015

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FUNCTIONAL FOOD PERSPECTIVES BLOG

BLOGGER:

RACHEL ADAMS
Managing Editor,
Natural Products INSIDER
Why just eat a piece of chocolate when you could
eat chocolate with added probiotics, flavanols or folic
acid? Consumers are increasingly asking themselves
this question as they turn to functional foods to get
extra nutrition in their diets. Managing editor Rachel
Adams explores the development of the functional
food industry as it gets more complex and tasty.

READ THE LATEST!

naturalproductsinsider.com/blogs

MARKET

economic support for the communities that export this potent superfood.
Having just recently entered the market in bar form, make sure to take note of
moringa as it grows throughout all categories.

Sustenance for the Food Tribes

Natural consumers are more likely than others to subscribe to a particular
lifestyle diet, be it medically necessary or to achieve a specific health goal.
Gluten-free, grain-free and grass-fed could each constitute a tribe of their
ownbut all of these lifestyles converge neatly in the paleo world. Paleo is a
dietary philosophy based on the foods available to our pre-agricultural
ancestors. It restricts adherents from the consumption of grains, dairy, beans,
legumes and sugars, emphasizing instead a diet rich in free-range, grass-fed
meat, wild-caught fish, nuts and seeds, and most fruits and vegetables. Popular
with cross-fit athletes and a new generation of carb-avoidant consumers, the
small number of paleo-compliant bars in SPINS Product Library are outpacing
the rest of the category by more than 300 percent, and have reached more than
$2.7 million in sales. Paleo-positioned bars that are also labeled grass-fed and
certified gluten-free lead the pack, emphasizing the importance of multiple
aspects of the natural products industry for the paleo tribe.
Gluten-free is by far the most pervasive and widespread trend seen over the
past few years. With more than $25.2 billion in all SPINS reporting retail channels,
gluten free products are growing at 12 percent and have become household
staples across America. Standing out in a crowd this big can be tough, but some
products are achieving just this by providing whole-grain nutrition from ancient
grains. Little known but gaining ground, cereals, such as teff, amaranth and
buckwheat, can provide a texture, taste and nutrition similar to that of wheat
without the problematic gluten proteins. Having experienced comparably less
genetic modification over human history, modern variants of these grains are
closer to the original versions our ancestors harvested than wheat, rightfully
earning them the moniker ancient grains. According to SPINS, lifestyle and
wellness bars that boast ancient grains coupled with a gluten-free label claim
have grown to almost $170,000, a staggering growth from little more than
$19,000 in 2014.
As the gluten-free and cross-over diets are sure to stay, ancient grains will be

the key for any consumer seeking alternatives to their favorite bar.
Samantha Rico is a natural products research associate for SPINS, where
she helps develop the product library while devouring all the newest trends,
products and news in the natural products industry. In addition to her
experience working at a natural retailer, she extends her passion for social
and food sustainability beyond SPINS by volunteering at her local farmers
markets while learning the art of tending her very own window sill garden.

14 Functional Food Bars Digital Issue June 2015

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TAKEAWAYS

Takeaways for Your Business

onsumers schedules fill up fast, feeding a growing demand for quick,

on-the-go snacks to keep them healthy and energized during hectic
days. Nutrient-packed food and snack bars can offer the perfect
solution to fit in with these busier-than-ever lifestyles.
The current demand for cleaner labels has driven the functional food industry
to create simpler products with fewer ingredients, and this trend is especially
relevant within the bars sector. As Alison Raban, certified food scientist at BI
Nutraceuticals, pointed out, companies have recently launched innovative bars
with more recognizable ingredients and natural alternatives to meet this demand.
One such space in which natural alternatives are flourishing is sweeteners,
Raban said. For instance, honey is more often being utilized as the primary
sweetening agent in bars, which also plays into the low-/no-sugar trend
currently happening.
Superfood ingredients will also continue to trend in the bar category,
especially ancient grains and seeds such as quinoa, amaranth, sorghum,
flaxseed and chia. Formulators will likely use more of these ingredients in the
future because they boost bars nutritional content naturally, while also allowing
companies to make gluten-free and clean-label claims, according to Marilyn
Stieve, business development manager, Glanbia Nutritionals Ingredient
Technologies. Superfood ingredients provide plenty of protein and fiber to bars;
plus, they enhance the texture for a better eating experience. Many of them can
also offer functional formulation benefits, such as viscosity, binding properties
and improved shelf life.
Gluten-free is by far the most pervasive and widespread trend seen over
the past few years, according to Samantha Rico, a natural products research
associate for SPINS. With more than US$25.2 billion in all SPINS reporting
retail channels, gluten-free products are growing at 12 percent and have
become household staples across America. According to SPINS, lifestyle
and wellness bars that boast ancient grains coupled with a gluten-free label
claim have grown to almost $170,000 in 2015, a staggering growth from little
more than $19,000 in 2014. As the gluten-free and cross-over diets are sure to
stay, ancient grains will be the key for any consumer seeking alternatives to
their favorite bar.
A number of other trends are incubating in the natural channel.
Some manufacturers have chosen to focus on high-quality
IN THIS ISSUE
protein, while others are borrowing trending functional ingredients
Market p. 11
from the herbal and supplements department. These emerging
INSIDER Contacts p. 16
trends from the natural products industry show how manufacturers
Table of Contents p. 2
are re-thinking the bar and how consumers are responding.
15 Functional Food Bars Digital Issue June 2015

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INSIDER CONTACTS

NATURAL
PRODUCTS

naturalproductsinsider.com

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formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has
been serving the needs of the global nutrition industry. INSIDER boasts the largest magazine and web
audience in the industry delivering news, analysis and features to executives involved in the expanding
market of global nutrition. The Natural Products INSIDER brand includes a print magazine, a
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Danica Cullins danica.cullins@informa.com

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Events Department

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Managing Editors Kate Lloyd

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Health & Nutrition Heather Granato

Informa Exhibitions LLC

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16 Functional Food Bars Digital Issue June 2015

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