Protein Snack Sales Rise as Industry Eyes Fibre in 2027

KANSAS CITY, Snack bars recorded a 6.4% rise in dollar sales and a 3.2% increase in unit sales, according to retail figures discussed at an October 14 industry webinar. Panellists highlighted demand for protein-rich snacks and identified fibre as a potential growth trend for 2027.

The findings were presented during the State of the Snack Industry webinar organised by Baking & Snack and SNAC International, according to Food Business News.

The discussion brought together representatives from snack manufacturing, ingredients and packaging equipment companies to examine which product categories were growing, where sales were declining and how consumer preferences could influence future products.

Protein Bars Lead Growth In Key Snack Categories

Retail figures provided by market research company Circana covered the 52 weeks ending September 14, 2026.

Across the broader salty snack category, dollar sales increased 1.3%, while unit sales rose 0.9%. Snack bars performed more strongly, recording growth of 6.4% in dollar sales and 3.2% in unit sales.

Nico Roesler, North American pretzel and snack equipment sales manager at Reading Bakery Systems, said the bar category’s improvement was significant because sales had previously been flat or declining.

He linked the recovery to consumer interest in protein, suggesting that nutrition-related purchasing preferences were helping bars regain momentum.

The figures also show why the distinction between dollar sales and unit sales matters. The bar category recorded increases in both measures, indicating that its reported growth was not limited to higher spending alone.

However, the webinar figures do not establish that every protein-focused product is experiencing similar growth.

Meat Snacks Benefit From Protein And Convenience Demand

Meat snacks emerged as another category benefiting from consumer interest in protein, particularly among shoppers seeking convenient food options.

Adena Barber, growth and customer marketing manager at Ocean Spray Ingredients, described a shift towards more purposeful snack purchases.

“Snacking is becoming more intentional,” Barber said.

She explained that consumers increasingly expect snacks to provide benefits or experiences beyond satisfying hunger.

Barber also identified convenience and portability as important advantages for meat snacks. However, she questioned how manufacturers could distinguish their offerings as competing products increasingly emphasised similar nutritional benefits.

Not every protein-associated category performed well.

Pork rinds recorded a 5.5% decline in dollar sales and a 6.2% fall in unit sales, according to the figures discussed during the webinar.

Justin Spannuth, chief operating officer of Unique Snacks, connected the category’s difficulties to increasing competition from newer high-protein products.

He said pork rinds had previously benefited from interest in gluten-free foods and protein, but the availability of more alternatives had changed the competitive environment.

The contrasting results suggest that protein positioning alone does not guarantee sales growth across every snack category.

Fibre Identified As A Potential Growth Trend For 2027

Looking beyond current sales, the panellists discussed ingredients and product characteristics that could influence the snack industry during 2027.

Roesler identified fibre as an emerging area of interest, pointing to its growing visibility at industry trade shows.

He expected more fibre-related claims to appear on snack packaging over the coming years.

His comments represented an industry forecast rather than evidence of a confirmed increase in fibre snack sales.

The discussion also covered flavour preferences, including Asian-inspired and pickle flavours.

Spannuth highlighted the performance of sourdough-flavoured products at Unique Snacks, including its Sourdough Rings and Sourdough Knead ‘Em Mini Pretzels.

These examples illustrated how manufacturers were considering both nutritional attributes and flavour innovation when developing products.

Smaller Packs Influence Snack Packaging Equipment

Packaging formats were another focus of the industry discussion.

Andre Boom, president of BluePrint Automation, said manufacturers were increasingly interested in smaller, single-serve bags and variety packs.

He described demand for packages offering families multiple snack choices in individually portioned formats.

According to Boom, that preference was influencing packaging automation, with equipment providers responding to manufacturers’ changing requirements.

The development reflects a separate consideration from nutritional formulation: how snacks are packaged and presented to consumers.

The October 14 webinar, hosted by Charlotte Atchley, editor of Baking & Snack, was sponsored by BluePrint Automation, Reading Bakery Systems and Ocean Spray Ingredients.

Taken together, the sales figures and industry commentary identify three distinct areas of attention: stronger performance among some protein-focused snacks, interest in fibre-related product claims and demand for convenient packaging formats.

Whether fibre follows protein as a significant driver of snack sales remains a question for 2027. The current figures establish growth in selected protein-associated categories, while the outlook for fibre is based on industry expectations rather than comparable sales results.