Publié le Thursday 18 December 2025
The protein market continues to grow, driven by . Faced with this diversity, retailers often find themselves at a crossroads: should they focus on protein bars or protein powders?
Each format offers distinct advantages in terms of profitability and meeting customer expectations. Here’s a practical analysis to help you make the right choice based on your target audience and business strategy.
1. Comparing Margins and Profitability
Protein Bars: Convenience and Perceived Value
- Gross Margin: Generally higher than powders, with unit prices ranging from €2.50 to €4.50 (depending on the product line). While production and packaging costs are higher, the margin remains attractive, especially for premium products (organic, sugar-free, or collagen-enriched).
- Stock Rotation: Protein bars have a shorter shelf life (6 to 12 months), requiring careful stock management. However, their individual packaging encourages impulse purchases.
- Average Basket Size: Customers often buy multiple bars at once (for the week), which can increase the average transaction value, especially if you offer multipacks (e.g., 5 or 9 bars on display).
→ Ideal for: Retailers where convenience is key (sports shops, gas stations, vending machines).
Protein Powders: Volume and Customer Loyalty
- Gross Margin: Lower per unit (retail prices between €20 and €50/kg), but . Larger formats (1 kg or more) generate steady revenue.
- Customer Loyalty: Regular consumers (athletes, seniors) ensure repeat purchases.
- Logistics: Fewer stock constraints (long shelf life of 24 months), but require more storage space.
→ Ideal for: Specialty stores (gyms, organic shops) or supermarkets with a dedicated supplements section, such as hyperprotein powder preparations.
2. Customer Expectations: Who Buys What?
Protein Bars Appeal To:
- Busy Individuals: Students, professionals, travelers… They want a quick, no-prep snack.
- Beginners: Those new to protein products who prefer a simple, ready-to-eat format.
- Health-Conscious Consumers: Low-sugar bars, high in protein or enriched with fiber/collagen, attract customers focused on their diet (women 30+, seniors).
Key Selling Point: “A portable solution, with no compromise on nutritional quality.”
Protein Powders Target:
- Serious Athletes: Bodybuilders, CrossFit enthusiasts, or fitness lovers who customize their intake (precise dosing, mixing with other ingredients).
- : Powders offer a better protein-to-price ratio, appealing to cost-sensitive customers.
- Routine-Oriented Users: Those who incorporate protein into their daily lives (breakfast, post-workout recovery).
Key Selling Point: “A versatile product, for optimized results.”
3. Merchandising Strategies: How to Showcase Them?
For Protein Bars:
- Placement: At the end of aisles, near checkout counters (impulse buys), or in a dedicated “healthy snacks” display.
- Pairings: Place near energy drinks, dried fruits, or supplements (e.g., vitamin D, magnesium, collagen).
- Promotions: Highlight new flavors (seasonal) and offers like “Buy 2, Get 1 Free.”
For Protein Powders:
- Placement: In a specific “sports nutrition” section, with samples or recipe ideas (smoothies, protein pancakes).
- Customer Education: Display comparative charts (whey vs. plant-based vs. collagen) and usage tips (e.g., “How to dose your protein?”).
- Cross-Selling: Offer accessories (shakers, measuring scoops) to increase basket size.
4. Which Format Should You Choose Based on Your Retail Space?
| Retailer Type | Recommended Format | Why? |
|---|---|---|
| Sports Shop | Both | Mixed customer base: regular athletes (powders) and casual buyers (bars). |
| Pharmacy/Parapharmacy | Bars | Focus on convenience and health benefits (collagen, sugar-free options). |
| Supermarket | Bars (snack aisle) | Visibility and impulse purchases. |
| Organic Store | Plant-based powders/bars | Appeals to “clean label” and ethical shoppers. |
| Vending Machines | Bars | Ideal for single-unit, on-the-go sales. |
5. Why Not Both?
Combining both formats allows you to meet all customer needs and maximize sales. For example:
- In supermarkets: Bars in the snack aisle + powders in the supplements section.
- In specialty stores: “Discovery packs” (1 bar + 1 powder sachet) to convert new customers.
In Summary:
- Protein Bars = Convenience, high margin, impulse buys.
- Protein Powders = Volume, loyalty, expert customers.
- Winning Strategy: Tailor your offering to your audience and train your staff to provide effective advice.
