Sales of protein bars and cereals began to decline.
According to NTech, retail sales of cereal bars from October 2025 to September 2026 fell in volume terms by 8.6% year-on-year to 5.73 thousand tons. In monetary terms, sales over 12 months fell by 4.8%, to 6.6 billion rubles.
Natural sales of protein products (excluding dairy products) in the same period increased by only 2.4%, to 7.5 thousand tons, cash sales decreased by 3.7% to 14.7 billion rubles.
The demand for healthy desserts peaked in 2025, and now the market is gradually approaching saturation. Moreover, consumers are less likely to make impulse purchases and save more frequently. As market participants point out, you can win in the current conditions by expanding your presence in networks and low prices.