The Nurturing Well by: Jill Starbuck
Fads come and go. This is true in nearly every market including clothing, electronics, and even food. However, it appears food bars are here to stay. Also known as energy bars, nutrition bars, breakfast bars, and protein bars, food bars have come a long way from the traditional granola bar. In 2012, the food bar market was worth nearly $6 billion dollars and continues to climb. Once geared towards athletes, food bars now appeal to all consumers, including dieters and fitness enthusiasts.
In order to remain competitive, companies continue to produce new versions of “healthy” food bars with the most recent focus on natural ingredients and protein additives, typically in the form of whey. However, the American College of Sports Medicine claims that most consumers get plenty of protein in their regular diet. The average woman needs approximately 45 grams of protein, while the average man needs approximately 56 grams of protein daily. Athletes generally require more protein and benefit by consuming protein immediately after a vigorous workout. Nuts, yogurt, chocolate milk, or eggs are good choices. However, protein bars can take their place when convenience is an issue.
In fact, the most beneficial aspect about food bars is their convenience. They can easily be tossed in the car, purse, or gym bag, taking the load off consumers in meal and snack preparation at low cost. Furthermore, since consumers lead considerably busy lives, food bars remain appealing because many are marketed as natural, great protein and fiber sources, and meal replacements. Because of these successful marketing efforts, companies continue to introduce new food bars. Some of the most popular include PowerBar, Odwalla, Luna, Larabar, ThinkThin, Pure Protein, and others.
While food bars continue to evolve, both in added ingredients and improved taste, consumers should understand that food bars should not take the place of real food. As mentioned earlier in this article, most consumers already consume adequate amounts of protein. For those seeking more natural ingredients, choosing natural sources such as fruits, vegetables, and lean meat sources provide more nutrition than manufactured food bars. Furthermore, while tastes have improved, many food bars (especially protein bars) still leave consumers begging for palate-pleasing alternatives. Other issues include too much added sugar, unpronounceable ingredients, too many calories, and sugar alcohols, which often cause digestive discomfort such as bloating and diarrhea. Therefore, consuming food bars for other reasons than convenience may not be any better than consuming a regular candy bar in most cases.
Jill Starbuck has 20 years of experience as a business writer, editor, and market research analyst. She is a certified health coach through the Integrative Institute of Nutrition and a certified running coach through the Road Runners Club of America. She is also the co-owner of a running business. She can be reached at jillstarbuck@hotmail.com.
