There are a large number of people who benefit from and who enjoy eating protein bars.
The target market for protein bars includes athletes, people who work out, people who are trying to lose weight, or people who just want a quick and healthy snack.
Some people look for protein bars that are low in calories and high in protein, while others might be looking for something that tastes like a dessert. Some need protein bars that are gluten-free and others insist on them being vegan.
So, as you can see the target market for protein bars is extremely diverse and heterogeneous.
In this article, we will take a closer look at this market and discuss some of the different groups of people to whom protein bars can be marketed.
Segmentation of the Target Market for Protein Bars
One of the best ways to understand the target market for protein bars is to analyze why people eat them. People eat protein bars to satisfy their needs. What are these needs?
By performing needs-based segmentation on the target market for protein bars we get the following customer segments:
- People on a diet or trying to lose weight
- People looking to improve their health
- People trying to build muscle
- People working to improve their athletic performance
- People who want a quick and healthy snack
Let’s look closely at each of the customer segments of the target market for protein bars.
1. People on a diet or trying to lose weight
When people on a diet or those trying to lose weight need to snack, they often look for something that is low in calories but will still fill them up.
Protein bars are a great option for these people because they are usually lower in calories than other snacks such as candy bars or cake. But they are filling and will usually satisfy a craving for something sweet. Apart from extra protein, protein bars may also contain other important nutrients such as fiber and vitamins.
People trying to lose weight are also likely to go to a gym or a fitness center to work out and a protein bar can be just the thing to help them recover or give them the energy they need to continue working towards their goals.
They may also be using an app to track their calorie intake and it is far less demoralizing to enter a smaller calorie amount into the app than a larger amount with a high-calorie snack.
2. People looking to improve their health
This segment of the target market for protein bars is generally interested in all things related to health and wellness. For them consuming protein bars is simply a part of a larger diet of eating healthier foods to improve their overall health. For these people, it is important to find snacks that are not only low in calories but also contain nutrients that their bodies need.
Protein bars are a great option for people in this segment because they often contain nutrients such as vitamins, minerals, and fiber. In addition, protein bars can help people reach their daily protein goals, which is important for many bodily functions.
3. People trying to build muscle
Protein bars are often marketed to people who are looking to build muscle. This is because protein is essential for building and repairing muscles.
Protein bars often contain a higher amount of protein than other snacks and can help people reach their daily protein goals. Protein bars made specifically for those who pump iron often contain extra protein. They also tend to contain sufficient amounts of carbohydrates to help maintain energy levels during a workout.
This is why many fitness centers will have vending machines that carry healthy snacks like protein bars as well as healthy drinks like juices and water.
This group of people trying to build muscle also turn to protein powders which can be a replacement for protein bars because they can be used in different recipes.
4. People working to improve their athletic performance
Sometimes people who are training for a specific sport or event will need to increase their protein intake to help them improve their performance.
Protein bars can be a convenient way for these people to get the extra protein they need. These people will often turn to nutritional supplements to help them reach their goals and protein bars can be a part of that effort.
In addition, many people in this segment are also interested in healthy eating and will look for snacks that contain nutrients such as vitamins and minerals.
5. People who want a quick and healthy snack
This segment of the target market is interested in finding snacks that are quick and easy to eat but are still healthy for them.
Protein bars can be a great option for these people because they are easy to grab and go.
For many, a protein bar is often their daily breakfast or a snack they eat between meals. Protein bars are a convenient way to get the nutrients your body needs without having to prepare a meal.
This is why protein bars are often marketed as a healthy alternative to fast food options.
Summary
Broadly speaking the target market for protein bars includes people who are looking for a healthy snack that can fill them up without having to consume too many calories while also satisfying any craving they may have for a sweet.
This market includes people on a diet who are looking to either lose weight or maintain their existing weight. For them, an unhealthy snack like a croissant or muffin is not the best option and they are likely to turn to a protein bar for solace.
People trying to improve their health or trying to build muscle also consume protein bars to help meet their daily protein intake. The same goes for those looking to improve their athletic performance or just a quick and easy healthy snack.