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Trend: sustained

Functional Fuel Protein Snacks

  • -This theme revolves around protein snacks that offer more than just a protein boost.
  • -These products are enhanced with functional ingredients that provide specific health benefits, such as improved gut health, mental clarity, and stress reduction.
  • -We are seeing a rise in snacks fortified with probiotics, prebiotics, and gut-friendly fibres.
  • -There is an emerging category of protein snacks containing nootropics and adaptogens like Lion's Mane mushrooms and Ashwagandha to support cognitive function and mood.
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1

Top brands that influence the trends

These brands are driving demand and shaping what consumers want to buy.

Body Science (BSc) product

Body Science (BSc)

MARKET LEADER

Engineered for serious athletes, this gluten-free bar delivers 48 grams of protein in a 92-gram bar, with under 3g of carbohydrates and low sugar. It is designed to support strength, satiety, and post-workout recovery, featuring a multi-layered texture and indulgent flavours.

Key Product: XL High Protein Low Carb Bar

Quest Nutrition product

Quest Nutrition

MARKET LEADER

A savory, baked snack catering to cravings for crunchy, salty food. Each bag provides 18-19 grams of protein and only 4 grams of net carbs, making it suitable for low-carb or ketogenic lifestyles. It supports muscle recovery and satiety.

Key Product: Tortilla Style Protein Chips

Muscle Nation product

Muscle Nation

MARKET LEADER

A dessert-inspired snack with a unique multi-layered texture featuring a biscuit base, creamy cheesecake filling, and a sweet topping, all coated in chocolate. It provides around 12 grams of protein, is low in sugar, and helps satisfy sweet cravings while supporting muscle recovery.

Key Product: Cheesecake Protein Bar

2

Trending Product Examples

Current bestsellers and viral hits defining the consumer expectation.

Noshu Protein+ Spiced Apple Pie Bars - 5 Pack (180g)
Amazon
NoshuAU$8

Noshu Protein+ Spiced Apple Pie Bars - 5 Pack (180g)

4.6
(3)
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Muscle Nation Cookies & Cream Custard Protein Bars – High Protein Snack with Cookie Crunch and Custard Layer 12 x 60g
Amazon
Muscle NationAU$32

Muscle Nation Cookies & Cream Custard Protein Bars – High Protein Snack with Cookie Crunch and Custard Layer 12 x 60g

4.3
(48)
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Peak Energy Caffeinated Dark Chocolate Orange Crunch Energy Bars - Low Sugar, High Protein, Healthy Snack for Energy and Focus - 100mg Natural Caffeine, Keto-Friendly - 14 Bars
Amazon
PeakChocolateAU$23

Peak Energy Caffeinated Dark Chocolate Orange Crunch Energy Bars - Low Sugar, High Protein, Healthy Snack for Energy and Focus - 100mg Natural Caffeine, Keto-Friendly - 14 Bars

4.6
(37)
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Muscle Nation Banana Toffee Custard Plant Protein Bar – Vegan-Friendly High Protein Snack with Layers and Inclusions, Dark Chocolate Coating 12 x 50g
Amazon
Muscle NationAU$32

Muscle Nation Banana Toffee Custard Plant Protein Bar – Vegan-Friendly High Protein Snack with Layers and Inclusions, Dark Chocolate Coating 12 x 50g

4.3
(21)
Source this Product
Muscle Nation Choc Fudge Brownie Custard Protein Bars – High Protein Snack with Gooey Brownie Layer 12 x 60g
Amazon
Muscle NationAU$32

Muscle Nation Choc Fudge Brownie Custard Protein Bars – High Protein Snack with Gooey Brownie Layer 12 x 60g

4.4
(64)
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Muscle Nation Cheesecake Pistachio Papi Protein Bar Full of Flavour, Layers, and Inclusions, Soft and Chewy Texture, Convenient Protein Hit – 12 x 50g
Amazon
Muscle NationAU$32

Muscle Nation Cheesecake Pistachio Papi Protein Bar Full of Flavour, Layers, and Inclusions, Soft and Chewy Texture, Convenient Protein Hit – 12 x 50g

4.0
(68)
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3

Why this is trending?

Real data showing search growth, social buzz, and consumer demand signals.

Trend Growth Score

sustained
50

The trend shows consistent search interest and cultural relevance, but lacks significant upward momentum or strong sales growth signals. This suggests a mature market with steady, but not rapidly expanding, consumer engagement.

Search interest for functional fuel protein snacks has remained consistently stable over the observed period. This indicates a steady and ongoing consumer demand for these types of products.

Google Trends (12 Months)

Dec 24Dec 25

Social Signals

132

TikTok Posts

🎵 TikTokHighly TrendingMedium Sentiment
Positive
41.7%
Neutral
46.0%
Negative
12.3%

132 posts analyzed

Celebrity Adoption

Carlos Alcaraz

YoPRO

World No. 1 tennis player and YoPRO's Global Chief Progress Officer, partnering with the brand for the Australian Open 2026.

Nick Daicos

Elite Supplements

A star player for the Collingwood Football Club in the Australian Football League (AFL) and a brand ambassador for Elite Supplements.