The U.S. snack bar category is experiencing steady growth, with the market valued at $7 billion in 2023 and projected to reach $10 billion by 2031, reflecting a CAGR of 6% . Consumer demand is shifting towards clean-label, high-protein, and functional bars, emphasizing natural ingredients, gut health, and energy benefits. Innovations include plant-based proteins, reduced sugar content, and diverse textures like bites and soft-baked formats. However, economic pressures and appetite-suppressing medications are influencing some consumers to reduce snack intake. Despite these challenges, the category remains resilient, driven by convenience, health trends, and product innovation.

New Product Failure Rate:

The new product failure rate is calculated by comparing current SPM to the prior two years. If the current SPM is less than 50% of the SPM from one or two years ago, the product is considered failed. The failure rate is the percentage of these failed products out of the initial set of new products in the category.

58%