LaraBar and Kashi Bar Case Study: retaining growth in the competitive cereal bar market
Datamonitor
July 17, 2009 82 Pages - SKU: DFMN2391872
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Introduction
This case study on LaraBar and Kashi Bars forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the cereal bar brands have retained growth in this competitive category.
Reasons to Purchase- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
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- DATAMONITOR VIEW
- CATALYST
- SUMMARY
- ANALYSIS
- The cereal bars market has grown strongly due to consumer demand for functional foods
- Cereal bars are a strong growth category in the US
- Functional foods are popular due to their convenient health food positioning
- Consumers desire cereal bars that have an ethical stance while tasting good
- LaraBar: the company has achieved success by focusing on a healthy indulgent offering
- LaraBar has grown quickly on the back of the functional foods trend
- The company's bars have dessert-inspired flavors that promote its indulgent but healthy offering
- The company has branched out in to children's bars, promoting its products for all the family
- Kashi Company: cereal bars form an integral part of the company's wellness-focused product offerings
- The Kashi Company has grown from the niche to the mainstream with the help of the functional food trend
- The company's cereal bars stress a wholegrain, natural content while coming in indulgent flavors
- Kashi's website enables wide ranging consumer participation, showing that customer contributions and feedback are important to the company
- Conclusions: healthy indulgence is a key attribute of successful cereal bar brands
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: US cereal bar market ($m), 2008-13
- Table 2: Top five claims in cereal bar US launches, July 2007-July 2009
- Table 3: Larabar product varieties
- Table 4: Kashi bar varieties
- List of Figures
- Figure 1: Over 400 cereal bar launches have been introduced annually to the US market since 2007
- Figure 2: Functional foods are well regarded by Americans
- Figure 3: A significant proportion of consumers remain unconvinced that health foods can be enjoyable
- Figure 4: A fifth of US consumers boycott brands due to a company's bad ethical reputation
- Figure 5: LaraBars are available in three varieties
- Figure 6: Kashi offers four different food lines
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