Protein bar

Protein bars are mainly marketed to athletes or exercise enthusiasts for muscle building[3][4] or as a wellness-themed convenience food.

[1] The global market is growing and expected to reach US$2 billion in annual sales in 2026.

In the fitness and medical fields it is generally accepted that protein after exercise helps build the muscles used.

[8][9] There is a disagreement over the amount of protein required for active individuals and athletic performance.

[11][12] Athletes generally consume higher levels of protein as compared to the general population for muscular hypertrophy and to reduce lean body mass lost during weight loss.