Question 1

What drives protein bar purchases?

Accepted Answer

Research shows macro content (protein grams, calories) drives purchase more than marketing messages or clean label claims in the protein bar category.

Question 2

Do clean labels matter for protein products?

Accepted Answer

Our research suggests clean labels have become table stakes in protein, with functional benefits and macro content driving differentiation.

Question 3

What messaging works for protein products?

Accepted Answer

Lead with function and specific macro content rather than lifestyle messaging or cheeky taglines. Consumers want facts, not marketing fluff.

Question 4

How do consumers evaluate protein claims?

Accepted Answer

Consumers focus on protein grams per serving, total calories, and ingredient quality. Third-party certifications provide additional credibility.

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