June 26, 2025 – Innova Market Insights’ Hot Topics: Trending in Cereal & Energy Bars in Europe report explores the market trends and consumer interest fueling the growth of cereal and energy bars across the region, covering product launches, category dynamics, positioning strategies, and flavor developments. This report is part of Innova’s broader Hot Topics series—focused, timely analyses that spotlight emerging themes, disruptive shifts, and evolving consumer behaviors shaping the food and beverage landscape.
European Consumers Increasing Consumption of Cereal and Energy Bars
Health and lifestyle changes are driving European consumers to increase their consumption of cereal and energy bars. When asked, 22% of European consumers reported an increase in their consumption of cereal and energy bars. The main reasons cited were that these products are healthy, that their lifestyle or household needs have changed, and that there is more variety and novelty available. This cereal trend presents an opportunity for companies to innovate by developing healthier products that cater to diverse lifestyles.
Taste and Cost are Key in New Product Development
Taste and cost are the primary factors influencing European consumers when purchasing cereal and energy bars. Specifically, 51% of consumers say that taste or flavor has the most impact on their purchasing decision of cereal and energy bars. This emphasis on taste is reflected in marketing strategies, such as Goodies Strawberry and Apple Oaty Bar, which highlights great taste on its packaging.
Cross Category Flavors
Cross-category flavors, including nuts and fruits, are increasingly popular in cereal and energy bar launches across Europe. While milk chocolate is the top flavor, biscuit and cookie flavors are the fastest-growing flavors in the cereal and energy bar category. An example of this cereal and energy bar trend is the Re Do High Protein Almond Cookie Crunchy Nut Protein Bar.
Health Claims and Natural Ingredients in Cereal and Energy Bar Innovations
Cereal trends reveal that consumers increasingly prefer cereal and energy bars with simple, transparent ingredients. Social media trends show a growing interest in easy, no-bake, protein-rich snack recipes, such as puffed quinoa bars and granola bars. This reflects a shift toward wholesome, minimal-ingredient snacks that promote healthy lifestyles. Notably, cereal trends show that 27% of European consumers are influenced by high protein content, and 26% by fiber content, when choosing cereal and energy bars.
Oat-based cereal bars are popular on social media, generating high reach and engagement. The conversation centers on recipe sharing and the versatility of formats, especially no-bake options. Consumers often highlight the use of natural ingredients and minimal processing, with many mentioning child-friendly varieties. Topics also include healthy snack and breakfast options, such as apple, raspberry, blackberry, blueberry oat bars, and cherry Bakewell flapjacks.
Wellness Ingredients
Online buzz highlights a growing trend toward wellness and natural ingredients in cereal and energy bars. Many consumers in Europe are even exploring homemade recipes with wholesome elements like oats, rice, nuts, granola, and grains. Cereal and energy bars made with these healthy ingredients are popular for fueling fitness, supporting wellness, and aiding workout recovery, fitting well with active, health-conscious lifestyles. Brands can promote cereal and energy bars made with natural ingredients as convenient, nutritious solutions for European consumers.
High Protein Cereal Bars
Many male social media users, especially young millennials, engage with conversations about cereal and energy bars that prioritize taste, quality, and functional benefits. High-protein options made with natural ingredients are increasingly popular, especially for quick breakfasts and post-workout recovery. This presents an opportunity for brands to offer convenient, performance-oriented snacks that support active lifestyles. Health-focused innovations are elevating cereal bars with high-protein, fiber, and functional ingredients like prebiotics. These bars are low in sugar, gluten-free, and packed with natural flavors, providing a nutritious and satisfying snack that promotes wellness, ideal for conscious consumers.
Functional Benefits in Cereal and Energy Bars
European consumers seek a broad spectrum of functional benefits in cereal and energy bars, beyond just protein. However, the number of product launches offering these benefits is still limited, presenting food brands with a clear opportunity for innovation. European consumers particularly value energy/alertness and satiety as key functional benefits. Brands could enhance their cereal and energy bars by incorporating ingredients like adaptogens to boost energy and alertness, and fiber to promote satiety.
What’s Next in Cereal and Energy Bars in Europe?
Cereals and energy bars in Europe are increasingly enriched with plant-based protein, adaptogens, and essential nutrients to support active lifestyles. The next wave of innovation will likely include personalized blends using AI and gut-friendly formulations with prebiotics and probiotics. Snack formats are evolving into hybrid options combining meals and bars, with bold, globally inspired flavors.
Brands will likely offer more adventurous taste pairings and cross-category formats such as bar-yogurt combos or energy-enhancing gummies. Additionally, there is a growing use of upcycled ingredients such as surplus fruits, grains and vegetable by-products to reduce food waste. Moving forward, innovations will likely focus on fully traceable, sustainable sourcing and products that visibly communicate their environmental impact. Brands that capitalize on these cereal and energy bar trends will likely succeed in the European market.
This article is based on Innova’s Trending in Cereal & Energy Bars in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
