June 12, 2025 – Innova Market Insights research analyzes product launches in the cereal and energy bars subcategory in the US and Canada. Innova also explores the subcategory further, including positioning and flavor trends.
Functional Ingredients in Wellness Bars
Functional cereal and energy bars offer more than just nutrition; they promote holistic wellness. Prebiotic ingredients that boost GLP-1 levels, along with quality nutrients, support digestion and weight management. Additionally, nootropics, omega-3s, and MCTs improve focus and energy. Bars infused with botanicals enhance immunity and provide stress relief, transforming them into comprehensive wellness solutions.
By crafting formulations targeted at specific ages, conditions, or genders, brands can appeal to distinct consumer segments. Moreover, promoting holistic health through synergistic ingredient combinations, such as adaptogens and biotics, can enhance overall market positioning.
Diversifying Grains and Handcrafted
The quality of products is the most important factor for consumers in food and beverage brands. Nutrient-rich bars made with ancient grains, cereals, seeds, and nuts promote overall wellness. Incorporating high-quality minerals and protein ingredients enhances digestion and absorption, which helps in market differentiation.
Over 20% of consumers in the US and Canada value artisanal or craft-made products in traditional food and beverage categories. Nearly 40% value local ingredients. Amza Superfoods combines both craft-made and local ingredients with their Tsamba Truffles with Dark Chocolate.
Clean Label Bars Trends
Brands are focusing on clean-label and transparent products, emphasizing less processed, additive-free options. There is a growing shift towards natural, plant-based, and vegan alternatives, with sweeteners like stevia and agave replacing refined sugars. Additionally, allergen-friendly products cater to diverse dietary needs, as 20% of consumers in the US and Canada prefer purchases that are safe and allergen-free. Nearly 1 in 3 consumers in these regions opt for minimally processed food and drinks to ensure freshness. In response, brands are creating bars with minimal ingredients and promoting “minimally processed” claims. For example, the Larabar Banana Chocolate Chip Real Fruit and Nut Bar highlights its simplicity: “Just 4 real ingredients. Made with real food.”
Plant-based Trends
The lack of perceived naturalness is a significant barrier to the adoption of plant-based products. Many consumers believe these products are overly processed or contain artificial ingredients, ranking this perception as one of the top three reasons they hesitate to choose plant-based options. In response, brands are promoting non-GMO certifications and making claims such as “all-natural” and “no preservatives” on cereal & energy bar launches in the US & Canada.
Flavor Trends in Cereal & Energy Bars
Incorporating sweet, fruit-forward ingredients attracts consumers and enhances their taste experience. A varied range of textures and indulgent flavors found in nutrient-dense, healthier cereal and energy bars can provide a wholesome snacking option.
In 2024, fruit flavor was the fastest-growing flavor, while chocolate chip remained the top choice. Additionally, 27% of consumers in the US and Canada prefer fruit or superfruit flavors. However, there is still demand for indulgent flavors with a healthy twist, such as the combination of chocolate and fruit. An example is the Kind Dark Chocolate Raspberry Pumpkin Seed Fruit and Nuts Bar, which features raspberries and cranberries with a rich chocolate drizzle.
Brands can also engage consumers by offering a diverse selection of textures and formats, including chewy and moist bars, creamy jellies, soft bakes, and crispy wafers with smooth cream. Notably, 22% of American and Canadian consumers evaluate food and beverages based on sensory aspects such as taste, texture, and aroma.
Packaging Trends
Adopting versatile and convenient packaging, along with unique and engaging collaborations, enhances brand visibility and market appeal. Examples of versatile packaging formats in the cereal and energy bars category include resealable packs, family packs, assorted packs, individually wrapped miniature packs, and flexible film on-the-go packs.
Co-branding presents another opportunity to attract consumers in the cereal and energy bars market. Collaboration with well-known brands unlocks possibilities to create unique products that enhance brand credibility, drive engagement, and expand market presence. With the Genius Gourmet Skippy Peanut Butter Protein Nut Roll as an example.
Sustainability Trends
Sustainability is becoming a consumer priority, with 40% of consumers in the US and Canada stating they would stop or reduce their consumption if they discovered a food and beverage product was unsustainable. Brands are now incorporating climate-smart practices, including regenerative agriculture and upcycled ingredients, in their cereal and energy bar launches. For example, Smash Bites’ Cashew Butter and Blueberry Jam Superfood Snack Bites utilize upcycled fruit trimmings to create a healthy and sustainable bar.
Cereal & Energy Bars NPD
Cereal and energy bar launches showed a CAGR of -4.5% from January 2022 to December 2024 across the region. The United States was the leading country for new product development in cereal and energy bars in 2024. General Mills was the top company for product launches in the US and Canada.
What’s Next in Cereal and Energy Bar Trends in the US & Canada?
Several trends are shaping the cereal and energy bar market in the US and Canada, with opportunities that brands can capitalize on when developing new products. One trend is strengthening gut health by incorporating encapsulated probiotics, which enhance digestive benefits and provide convenient, gut-friendly nutrition. Another trend involves exploring cold-pressed methods that help preserve freshness and natural goodness, appealing to health-conscious consumers. Brands can also introduce bold and innovative flavors, offering options that are hot, spicy, or savory. Furthermore, infusing floral ingredients can elevate the sensory experience and introduce a delicate, soothing flavor profile.
There is a growing emphasis on developing heart-healthy options by formulating bars rich in nuts, seeds, dark chocolate, and omega-3 ingredients to support cardiovascular health. Brands that effectively respond to these trends will likely succeed in the evolving cereal and energy bars market in the US and Canada.
This article is based on Innova’s Overview in Cereal & Energy Bars in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
