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protein breakfast

Skip it50/100

a small market ($25K/yr) — protein breakfast doesn't clear our bar today.

Market/yr

$25K

Growth (1y)

+118.1%

Products

46

Brands

24

was 11 a year ago

Sellers

660

Price range

$2.02–$32.61

Returns

0.0%

Rating

4.3★

50/100

Skip it

Scored 50/100 across market size, growth, competition, quality gap, and returns.

Market sizeGrowthCompetitionQuality gapReturns
Market size
1
×0.30
Growth
67
×0.30
Competition
72
×0.20
Quality gap
55
×0.10
Returns
100
×0.10

Demand

Weekly Amazon search volume, last 104 weeks — +118.1% year over year.
1K573Spike '25Spike '26Jul '24Nov '24Mar '25Jul '25Nov '25Mar '26

Seasonality

Monthly demand index across the year — 1.00 is average.

No pronounced peak months · busiest ÷ quietest = 1.9×

Competition

23%Fiber One
  • Fiber One23%
  • KIND13%
  • MILLVILLE9%
  • Kellogg's Special K7%
  • Generic7%
  • Atkins6%
  • Other (18 brands)34%

The top 5 products take 40% of clicks — established leaders, but buyers still shop beyond them. 24 brands and 660 sellers compete here.

Brands

24 rising

was 11 a year ago

Sellers

660

Top 5 brand share

59%

#ProductBrandPriceRatingReviewsClick shareTrend
1
Fiber One 70 Calorie Soft Baked Bars Cinnamon Coffee Cake Mega Pack 18 Ct 16 ozFiber One 70 Calorie Soft Baked Bars Cinnamon Coffee Cake Mega Pack 18 Ct 16 oz
Fiber One$8.604.4★8,52215%falling
2
Millville FiberNow Lemon Soft Baked Bar 90 CaloriesMillville FiberNow Lemon Soft Baked Bar 90 Calories
MILLVILLE$13.003.5★389%rising
3
Special K Bar Pastry Crisps Breakfast Bars 100 Calorie Snacks Value Size Strawberry 15.84oz Box (36 Crisps)Special K Bar Pastry Crisps Breakfast Bars 100 Calorie Snacks Value Size Strawberry 15.84oz Box (36 Crisps)
Kellogg's Special K$7.294.7★3,5407%rising
4
Fiber One 70 Calorie Brownies Chocolate Chip Cookie Snack Bars 2g Sugar Value Pack 12 Ct 10.6 ozFiber One 70 Calorie Brownies Chocolate Chip Cookie Snack Bars 2g Sugar Value Pack 12 Ct 10.6 oz
Fiber One$5.674.5★4,2485%rising
5
Fibre 1 Delights Bar Lemon Flavour 5ct 125g/4.4oz (Imported from Canada)Fibre 1 Delights Bar Lemon Flavour 5ct 125g/4.4oz (Imported from Canada)
Fibre 1$13.164.4★204%flat
6
Kind Zero Added Sugar Healthy Snacks Bars Dark Chocolate Nuts & Sea Salt Gluten Free High Fiber Keto Snacks 5g Protein 5 CountKind Zero Added Sugar Healthy Snacks Bars Dark Chocolate Nuts & Sea Salt Gluten Free High Fiber Keto Snacks 5g Protein 5 Count
KIND$6.534.6★3,1614%flat
7
Kind Zero Added Sugar Healthy Snacks Bars Variety Pack Gluten Free High Fiber Keto Snacks Dark Chocolate Nuts & Sea Salt Caramel Almond Peanut Butter Dark Chocolate 5g Protein 15 CountKind Zero Added Sugar Healthy Snacks Bars Variety Pack Gluten Free High Fiber Keto Snacks Dark Chocolate Nuts & Sea Salt Caramel Almond Peanut Butter Dark Chocolate 5g Protein 15 Count
KIND$23.034.6★1,0973%falling
8
Quest Nutrition Lemon Cake Protein Bars High Protein Low Carb Gluten Free Keto Friendly 4 CountQuest Nutrition Lemon Cake Protein Bars High Protein Low Carb Gluten Free Keto Friendly 4 Count
Quest$8.864.0★5573%flat
9
Fiber Now 70 Calorie Lemon Cake Bars 6 ct On the Go Low Carb (7g Net) Snack Snacking Food Treat Millville 5.29oz BoxFiber Now 70 Calorie Lemon Cake Bars 6 ct On the Go Low Carb (7g Net) Snack Snacking Food Treat Millville 5.29oz Box
Generic$9.973.8★43%falling
10
KIND Breakfast Protein Bars Apple Cinnamon Gluten Free Low Sodium Healthy Snacks 8g Protein 12 Count (12 Packs of 2 Bars)KIND Breakfast Protein Bars Apple Cinnamon Gluten Free Low Sodium Healthy Snacks 8g Protein 12 Count (12 Packs of 2 Bars)
KIND$4.704.5★2,0833%flat
11
Amazon Grocery Apple Cinnamon Fruit & Grain Cereal Bars 1.3 Oz 8 CtAmazon Grocery Apple Cinnamon Fruit & Grain Cereal Bars 1.3 Oz 8 Ct
Amazon Grocery$2.024.5★4,7322%rising
12
Extend Sugar Free Protein Bars Perfect Diabetic Snacks High Protein and Fiber Hunger Control & Steady Energy Low Carb Keto Friendly (12 Count Chocolate Peanut Butter)Extend Sugar Free Protein Bars Perfect Diabetic Snacks High Protein and Fiber Hunger Control & Steady Energy Low Carb Keto Friendly (12 Count Chocolate Peanut Butter)
Extend Bar$28.214.2★1,5622%rising
13
Fiber One 70 Calorie Brownies Chocolate Fudge Snack Bars Mega Pack 18 Ct 16 ozFiber One 70 Calorie Brownies Chocolate Fudge Snack Bars Mega Pack 18 Ct 16 oz
Fiber One$8.934.5★9,4652%falling
14
Atkins Lemon Flavored Snack Bar High Protein Bar Low Sugar and Low Carb Keto Friendly Snack Gluten Free High in Fiber Made with Real Almond Butter 16 CountAtkins Lemon Flavored Snack Bar High Protein Bar Low Sugar and Low Carb Keto Friendly Snack Gluten Free High in Fiber Made with Real Almond Butter 16 Count
Atkins$22.184.4★1,1292%falling
15
Pure Protein Pure Protein Bars High Protein Nutritious Snacks To Support Energy Lemon Cake 12 Count 12 CountPure Protein Pure Protein Bars High Protein Nutritious Snacks To Support Energy Lemon Cake 12 Count 12 Count
Pure Protein$15.484.3★10,3002%falling

Product shelf

All 46 tracked products in this niche.

Fiber One 70 Calorie Soft Baked Bars Cinnamon Coffee Cake Mega Pack 18 Ct 16 oz

Fiber One 70 Calorie Soft Baked Bars Cinnamon Coffee Cake Mega Pack 18 Ct 16 oz

Fiber One

$8.604.4★8,522 reviews

Millville FiberNow Lemon Soft Baked Bar 90 Calories

Millville FiberNow Lemon Soft Baked Bar 90 Calories

MILLVILLE

$13.003.5★38 reviews

Special K Bar Pastry Crisps Breakfast Bars 100 Calorie Snacks Value Size Strawberry 15.84oz Box (36 Crisps)

Special K Bar Pastry Crisps Breakfast Bars 100 Calorie Snacks Value Size Strawberry 15.84oz Box (36 Crisps)

Kellogg's Special K

$7.294.7★3,540 reviews

Fiber One 70 Calorie Brownies Chocolate Chip Cookie Snack Bars 2g Sugar Value Pack 12 Ct 10.6 oz

Fiber One 70 Calorie Brownies Chocolate Chip Cookie Snack Bars 2g Sugar Value Pack 12 Ct 10.6 oz

Fiber One

$5.674.5★4,248 reviews

Fibre 1 Delights Bar Lemon Flavour 5ct 125g/4.4oz (Imported from Canada)

Fibre 1 Delights Bar Lemon Flavour 5ct 125g/4.4oz (Imported from Canada)

Fibre 1

$13.164.4★20 reviews

Kind Zero Added Sugar Healthy Snacks Bars Dark Chocolate Nuts & Sea Salt Gluten Free High Fiber Keto Snacks 5g Protein 5 Count

Kind Zero Added Sugar Healthy Snacks Bars Dark Chocolate Nuts & Sea Salt Gluten Free High Fiber Keto Snacks 5g Protein 5 Count

KIND

$6.534.6★3,161 reviews

Kind Zero Added Sugar Healthy Snacks Bars Variety Pack Gluten Free High Fiber Keto Snacks Dark Chocolate Nuts & Sea Salt Caramel Almond Peanut Butter Dark Chocolate 5g Protein 15 Count

Kind Zero Added Sugar Healthy Snacks Bars Variety Pack Gluten Free High Fiber Keto Snacks Dark Chocolate Nuts & Sea Salt Caramel Almond Peanut Butter Dark Chocolate 5g Protein 15 Count

KIND

$23.034.6★1,097 reviews

Quest Nutrition Lemon Cake Protein Bars High Protein Low Carb Gluten Free Keto Friendly 4 Count

Quest Nutrition Lemon Cake Protein Bars High Protein Low Carb Gluten Free Keto Friendly 4 Count

Quest

$8.864.0★557 reviews

Reviews

What buyers praise and complain about, mined from review topics.

What buyers love

Taste-Overall38%

“Delicious Treat”

Nutritional Content14%

“Low carb”

Flavor10%

“The flavor variety is excellent”

Quality-Overall4%

“Great quality product for home or on the go”

Value For Money4%

“Great Deal”

Health Benefits-Overall4%

“Healthy Snacks bars”

Sweetness4%

“have a good balance of sweetness”

Freshness2%

“Arrived fresh”

Texture/Consistency-Overall1%

“Texture is soft”

Ease Of Chewing/Swallowing1%

“Soft and chewy”

What buyers complain about

Taste-Overall23%

“Not tasty”

Flavor6%

“not a strong flavor”

Value For Money5%

“Too expensive”

Nutritional Content5%

“Not gluten free”

Texture/Consistency-Overall5%

“Weird texture”

Sweetness4%

“Too sweet, weird taste”

Ease Of Chewing/Swallowing4%

“HARD TO CHEW”

Hard Feel3%

“Hard as a ROCK”

Size-Overall3%

“Small bars”

Quality-Overall3%

“Inconsistent quality”

Top return reasons

  • Taste-Overall27%
  • Flavor12%
  • Value For Money10%
  • Ingredients-Overall9%
  • Advertised Vs Actual Product5%
  • Nutritional Content5%
  • Hard Feel4%
  • Stale/Rotten/Spoiled4%
  • Ease Of Chewing/Swallowing2%
  • Sweetness2%

Data scraped July 8, 2026 · Marketplace baseline: 4.4★ avg rating · $22.65 median price · 2.2% median returns across 14,117 tracked niches.