We conducted a survey of over 5,000 people across the United Kingdom and Australia to lift the lid on why Protein is taking over people’s minds and stomachs.
If you’re getting curious about the Protein content in your diet, you’re not alone. You join about 55% of people in the UK that are also thinking the same thing.
You can find out more about Protein and sources of Protein in snacks, in our ‘Protein Sources Explained’ article.
Most people are seeking Protein to improve general health and complement being more active. Cut that down and we’ve found 7 different typologies that could help you navigate the growing number of Protein products visible on the supermarket shelves.
How Protein fits my lifestyle. Which typology best suits you?
Later Life Wellbeing
“Eating healthier for the future”
The biggest of the typologies, at 32% of the UK, are those wanting to make small changes to their lifestyle to better their health as they age. Protein is essential for bone strength and muscle growth. As we age, its these two things that can often be a cause of concern. Adding Protein into your diet can help support bone and muscle maintenance if you’re trying to be more active or noticing a few more aches and pains in the morning!
More natural sources of Protein can be a great way to supplement your diet and there are plenty of snacking solutions you can look to accommodate in your everyday life.
The Bell Institute explains how increasing your protein levels as you age can be beneficial.
To learn more about nutritional impact on later life, take a look at The Bell Insititute’s webinar on ‘Nutrition for Healthy Aging’
Strength Builders
“Eating for the gains”
While only making up 12% of the UK, we owe a debt of gratitude to Strength Builders as they really put Protein on the map. We all know of friends or family who have already embraced the Protein Powder craze, we’ve all seen the growth of performance snacks in the supermarket. All these products serve people looking to gain muscle mass and are often enhanced products to help reach these more strength and power oriented goals for people.
While performance products are there to serve more specific macro-goals and needs, the influence of Protein on more everyday personal goals can be felt across a lot of the products we all have at home; from dairy to confectionary, staples like pasta and bread, to savoury snacks and, of course, cereal bars that use the likes of Peanut and Isolated Soy Protein to give you a hit of Protein but on an accessible scale.
If you identify as a strength builder, many choose things like Protein bars before a workout or to top up protein throughout the day to keep Protein levels high.
With 10g of Protein in our Protein Range, around 20% of your recommended daily allocation, which differs depending on gender and bodyweight , Nature Valley provides an interesting solution for those looking to top up with more accessible ingredients and flavours.
Nutrition Improvers
“Eating for healthier me, healthier family”
If you’re running a family, you’re probably trying to find small ways to accommodate healthier choices for the whole family. It’s not easy, is it? Getting the good stuff into the kids as well as satisfying solutions for the teens and parents is a constant balancing act.
The good news is, Protein can be found in many of the things people already eat from fish, meat and pulses and are probably part of your family-favourites anyway, with the flavours and tastes you already love.
At Nature Valley we refuse to compromise on taste because we know it’s the most important thing when it comes to what and why we eat. Having a handy snack bar in your cupboard if you’re one of the 12% of people who identify as a Nutrition Improver could be an easy way to fuel family life and have the top ups you want for the whole family with a range of flavours and textures to choose from.
Restore & Thrive
“Eating for the moment”
Modern life can be hectic. If you’re of a younger generation, always have something planned, and struggle to juggle filling the day with filling your stomachs, then you’re the 7% who identify as Restore & Thrive.
For you, having quick, easy and immediately satisfying options at hand is essential. The good news is that, according to the UK Mintel Snacking Report 72% of snackers are snacking at least once a day, with brands and products responding quickly. From fruit to Hummus, cheese to yoghurt, and of course Snack Bars, supermarkets are full of new products that provide opportunities to top up your macros on the go.
Energy Managers
“Eating to keep the momentum”
Now we all could use a bit more energy in our days, but surprisingly only 14% of the UK openly identify this as a typology when seeking out things to eat. This is all about reducing tiredness and stabilizing mood. Evidence shows that high Protein diets can help reduce appetite and help people feel more full. There are many different sources of Protein so make sure you know which source of protein can best balance your satiety through the day and why? You should also consider wider benefits across food groups like carbohydrates and micronutrients like Magnesium. Nutritional panels on all foods sold in supermarkets can help you navigate this.
When thinking about snack bars, here’s a handy guide to nutritional labelling.
Hunger Hackers
“Eating between meals”
This one is a no-brainer; snacking on something to keep larger hunger at bay. Many of you will be using Protein for its ability to reduce appetite and keep you feel satiated. Grazing and snacking products often lean into this with their product offering, including Peanuts, Grains, Oats and Seeds to keep people satisfied until their next big meal.
Weight Managers
“Eating to balance your goals”
12% of people are looking for products because they are actively on a diet. This has often gone through various fads, here one minute, gone the next. The important thing if you identify as one of these people is balance. Protein is great for limiting your snacks to things your body needs, but don’t forget about the role of Fibre and of course, if you are conscious of how much you’re eating every day you really want it to taste good.
Nature Valley Protein + Fibre bars are an interesting snacking options because of their blend of Peanuts and Seeds and the focus on Fibre content.
This study, “Protein Seekers, 4 Market Report”, was conducted by General Mills™ on behalf of Nature Valley across the UK, Australia, France & Mexico in partnership with a third-party agency, Antedote. In field December 2025 to June 2026.
FAQs
What are the different protein sources in snack bars?
Protein bars can contain protein from a range of ingredients, including soy, peanuts, seeds, whole grains and dairy proteins. Many combine more than one source of protein.
What is isolated soy protein?
Isolated soy protein is a concentrated protein ingredient made from soybeans. It’s around 90% protein by weight and is widely used in high-protein foods (WebMD).
Is soy a complete protein?
Yes. Soy naturally contains all nine essential amino acids, making it a complete protein.
Are peanuts a good source of protein?
Yes. Peanuts are a natural source of plant-based proteinand also provide healthy unsaturated fats, fibre and other nutrients.
What makes a protein source high quality?
Protein quality considers the amino acid profile of a protein and how easily it can be digested and used – not simply the total amount of protein it contains.