January 15, 2026 – At one time, sports bars were predominantly for athletes. Today, they offer nutrition, energy, and convenience to US consumers who have an active lifestyle and are health conscious. In fact, US consumers are turning to sports nutrition and functional nutrition products more often. US sports bars consumers are also willing to try exciting new products that have been formulated in an innovative way.
Innova’s social listening data shows significant on-line buzz about sports bars. On social media, US consumers are particularly excited about sports bars with a chewy or crispy texture. As a result, this enthusiasm demonstrates the potential for US sports bars companies to innovate with additional formulations and textures that engage with consumers’ senses.
US Consumers Choose Sports Bars for Nutrition
Sports bars are particularly relevant for the active consumer, as they provide added nutrients like protein and fiber, as well as energy. Protein is the most appealing nutrient for US consumers of sports bars and sports nutrition products. US sports bars brands can also combine protein with functionality and nostalgia through protein-rich sports bars with heritage brand flavors, such as Fruity Pebbles cereal. Using familiar brands and flavors allows manufacturers of sports bars in the US to leverage household brands and names that are highly trusted while providing the protein that US sports bars consumers are looking for.
Texture Enhancements Add Excitement to Sports Bars
Sports bars are a great vehicle for delivering texture, and US sports bars brands understand the value of delivering and emphasizing this feature. Crispy, crunchy, and chewy textures are traditional and tend to drive new product innovation. Soft textures and cake-like textures are new and trending in US sports bars. This variety of textures appeals to US consumers who want different types of mouthfeel with the same health benefits.
Flavor Innovations in US Sports Bars and Protein Bars
Another way to attract US consumers of sports bars and protein bars is with strong and intense flavors and combinations of flavors or flavor blends. Peanut butter is the top flavor for sports bars and protein bars in the US. Sports bars brands can look for additional flavor opportunities beyond the traditional.
Future of US Sports Bars
Soft and cake-like textures in a high protein format will continue to become more common in US sports bars. These new textures will appeal to US sports bars and protein bars consumers who are looking for a break from the traditional chewy, dense bars. US sports bars reformulations are expected to expand their delivery of a combination of health and indulgence. New sports bars in the US will deliver health plus indulgence by combining the newer soft textures with increased nutritional value and innovative new flavor combinations. High-protein sports bars will continue to become higher quality. Brands can also expect new innovations in formats. To add convenience, expect sports bars in the US to become more compact and widely available in single-serve portions. US consumers are looking for on-the-go snacks that are portable and help them to control their portions.
Sports bars are expected to continue to grow in acceptance by mainstream US consumers. A broader range of US consumers are turning to sports bars because of their convenience, health focus, and snackability. Sports bars can provide energy for everyday activities and can help US consumers snack mindfully. In the US, sports bars are not just for workouts. They can fit daily routines like snacking in the office, travel, and quick replacement of a meal. Sports bars also can be a guilt-free snack option to take the place of cookies, candy, or chips.
This article is based on Innova’s Trending in Textures & Flavors in Sports Bars in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.