As Ireland is increasingly becoming a nation of health-focused and exercise aficionados, there is a notable increase in demand for high energy Special Dietary Products such as protein-enriched products.
In order to cater for their busier and fast paced lifestyles, more and more grocery shoppers are seeking products that will sustain them and keep them energised as they transition from the workplace to the gym or a specific sporting activity.
The Irish market for protein and sports nutrition supplements such as shakes, powder and most notably bars is continuing to expand at a robust pace and is increasingly becoming a competitive category.
Products that have a notable appeal to the sports enthused and busier consumer's are undoubtably the hyper-portable and energy packed protein snack bars.
Last year, the Special Dietary Products category secured the number 35 position, in the Top 100 Categories in the Checkout Top 100 Brands 2022, in association with NielsenIQ.
It is interesting to note that in 2021 the category stood at number 41 in the rankings, which shows that the demand for protein products is going from strength to strength.
Published every August, the Checkout Top 100 Brands is based on branded value sales across the Irish grocery sector, making it the most accurate barometer of the biggest-selling brands in the marketplace.
In compiling the report, NielsenIQ measures the sales performance of over 5,000 brands from over 200 product classes.
Ireland's Top Selling Protein Bars
Irish vitamin and protein bar producer Fulfil has transformed healthier snacking in Ireland by offering consumers a tasty, high-protein snack bar option with low sugar and nine vitamins. According to Nielsen, Fulfil is Ireland's number-one selling protein bar brand. In April 2022 Ferrero acquired Fulfil Nutrition. Another snacks giant, Hershey, has been an investor in Fulfil since 2019, when it bought a minority stake in the Dublin-based firm.
Headquartered in Ballineen, Co Cork Carbery launched Kinetica in 2009 based on a 'solid understanding of the food science behind the growing sports nutrition market'. Kinetica's Deluxe Protein Bars are low in sugar, high in protein. With only 180 calories, Kinetica bars are a nutritional treat without the guilt.
3 Optimum Nutrition
Optimum Nutrition is part of the Glanbia global nutrition group. It's whipped protein bar is the perfect balance of high protein and great taste. With state-of-the-art production facilities in Middlesbrough, UK, Optimum Nutrition is one of the few sports nutrition companies to manufacture in every product category.
Grenade was founded in 2010 by Alan and Juliet Barratt. According to the sports nutrition company a friend described its protein bar as explosive, “like a grenade” as so the brand name, Grenade, was born. Snack giant Mondelēz International, bought a majority stake in the UK protein bar in March 2021. Today, Grenade is available in over 80 countries.
KIND Protein bars are made with premium whole ingredients and a creamy, crunchy texture. It's a protein bar that doesn't taste like one. For example its Dark Chocolate Nut has a rich blend of delicious dark chocolate, crunchy whole nuts for a tasty plant based protein boost. In 2020 confectionery manufacturer Mars Inc bought the healthy snack maker.
Category Share: 82.5%