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Published by: Mintel International Group Ltd.
Published: Dec. 1, 2007 - 81 Pages
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Resources used for The Consumer sections
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- The bottom line
- Opportunities summary
- Cereal bars aren’t the only healthy snacks on the shelf
- Despite slowing growth from leading manufacturers, market poised to climb higher
- Top three manufacturers account for seven out of ten sales
- Retail channel preferences
- Cereal bar consumers
- Usage and type summary
- Eating occasions
- Reasons for eating
- Market Drivers
- Teens and children drive growth
- Figure 1: Households with children under age 18 present, 2001-06
- Figure 2: U.S. population projections, by age, 2002 and 2007
- Consumers express a desire to eat healthier
- Figure 3: Attitudes regarding healthy eating, 2002-06
- “Healthy” more often means “organic”
- Figure 4: Number of new snack/cereal/energy bar introductions using organic or all-natural positioning, 2002-07
- Not all cereal bars are created equal
- Better-for-you chips and cheese snacks compete with cereal bars
- Cereal bars make a place for themselves in breakfast foods market
- Cereal bars face competition from fast food…
- ..and lose out on weekends
- Market Size and Trends
- Market size
- Figure 5: Total U.S. sales of cereal bars, at current and constant prices, 2002-07
- Wal-Mart estimate
- Market trends
- New product introductions
- Figure 6: Snack/cereal/energy bar new product introductions, 2002-07
- Top product positioning claims
- Figure 7: Top positioning claims for new snack/cereal/energy bars, 2007*
- Kosher
- Figure 8: Number of new snack/cereal/energy bar introductions with kosher positioning claims, 2002-07
- More products featuring wholegrain
- Figure 9: Number of new snack/cereal/energy bar introductions with wholegrain positioning claims, 2002-07
- Fruit plays a more important role
- Figure 10: Nabisco Fig Newtons Minis television ads, 2007
- Market Segmentation
- Overview
- Figure 11: FDM sales of cereal bars, by type, 2005 and 2007
- Granola bars
- Figure 12: FDM sales of granola bars, at current and constant prices, 2002-07
- Breakfast/cereal/snack bars
- Figure 13: FDM sales of breakfast/cereal/snack bars, at current and constant prices, 2002-07
- Supply Structure
- Overview
- Companies and brands
- Figure 14: FDM sales of cereal bars, by manufacturer, 2004 and 2006
- Kellogg’s
- General Mills
- Quaker Oats
- Kraft Foods
- Private label
- Granola bars
- Figure 15: FDM sales of granola bars, by manufacturer and brand, 2004 and 2006
- Breakfast/cereal/snack bars
- Figure 16: FDM sales of breakfast/cereal/snack bars, by manufacturer and brand, 2004 and 2006
- Advertising and Promotion
- Kraft
- Figure 17: South Beach Diet Snack Bars television ad, 2007
- Figure 18: Nabisco 100 Calorie Packs granola bars television ad, 2007
- General Mills
- Figure 19: Nature Valley Oats ‘n Honey Bars television ad, 2007
- Figure 20: Nature Valley Granola Bars television ad, 2007
- Kellogg’s
- Figure 21: Special K Honey Nut bars television ad, 2007
- Figure 22: Special K Protein Meal bars television ads, 2007
- Pepsi/Quaker
- Figure 23: Quaker Chewy Granola Bars television ad, 2007
- Retail Distribution
- Overview
- Figure 24: Retail sales of cereal bars, by channel, 2005 and 2007
- Supermarkets
- Figure 25: U.S. supermarket sales of cereal bars, at current and constant prices, 2002-07
- Mass merchandisers
- Figure 26: Mass merchandiser sales of cereal bars, at current and constant prices, 2002-07
- Other channels
- The Consumer—Who Eats Cereal/Granola/Energy Bars?
- Summary
- Adult consumption of cereal/granola/energy bars
- Figure 27: Incidence of adult consumption of cereal/granola/energy bars, by gender, age, household income, race/ethnicity and presence of children, September 2007
- Trends in personal consumption
- Figure 28: Incidence of cereal/granola bar consumption, 2002-06
- Types of bars eaten
- Figure 29: Types of bars eaten—cereal/granola/energy bars, September 2007
- Figure 30: Types of bars eaten—cereal/granola/energy bars, by gender, September 2007
- Figure 31: Types of bars eaten—cereal/granola/energy bars, by age, September 2007
- Figure 32: Types of bars eaten—cereal/granola/energy bars, by household income, September 2007
- Figure 33: Types of bars eaten—cereal/granola/energy bars, by race/ethnicity, September 2007
- Key user cohort analysis
- Figure 34: Consumption of cereal/granola bars, by key user cohorts, January-October 2006
- Brands eaten
- Figure 35: Brands of cereal/granola bars eaten, January-October 2006
- Figure 36: Brands of cereal/granola bars eaten, by age, January-October 2006
- Figure 37: Brands of cereal/granola bars eaten, by key user cohorts, January-October 2006
- Volume of cereal bars eaten
- Figure 38: Volume of cereal/granola bars eaten, by brand, January-October 2006
- Teen consumption of cereal bars
- Figure 39: Teen consumption of cereal/granola bars, by gender and age, January-October 2006
- Figure 40: Teen consumption of cereal/granola bars, by race/ethnicity, January-October 2006
- Figure 41: Teen consumption of cereal/granola bars, by brand and by gender, January-October 2006
- Kids’ occasions for eating bars
- Figure 42: Kids’ occasions for eating any type of bars, September 2007
- Figure 43: Kids’ occasions for eating any type of bars, by race/ethnicity, September 2007
- The Consumer—Consumption Behaviors
- Summary
- When bars are eaten
- Figure 44: Eating occasions for cereal/granola/energy bars, summary, September 2007
- Why bars are eaten
- Figure 45: Why cereal/granola/energy bars are eaten, summary by type of bar, September 2007
- Considerations when purchasing bars
- Figure 46: Purchase considerations for cereal/granola/energy bars, September 2007
- Granola bars
- Figure 47: Granola bar purchase considerations, by gender, September 2007
- Figure 48: Granola bar purchase considerations, by age, September 2007
- Cereal/breakfast bars
- Figure 49: Cereal/breakfast bar purchase considerations, by age, September 2007
- Energy/protein bars
- Figure 50: Energy bar purchase considerations, by gender, September 2007
- Figure 51: Energy/protein bar purchase considerations, by age, September 2007
- Future and Forecast
- Future trends
- Shrinking teen population may hamper growth…
- Figure 52: Population, by age, 2007 and 2012
- …but products that appeal to Baby Boomers may spark stronger growth
- Lifestyle and wellness bars growing
- Figure 53: U.S. natural channel sales of bars, by type, 2004 and 2006
- Opportunities to expand the market
- Leveraging the brand
- Figure 54: Kellogg’s Special K product line extensions, 2002-07
- Co-branding
- Be allergen free
- Market forecast
- Cereal bars market
- Figure 55: Forecast of total FDM sales of cereal bars, at current and constant prices, 2007-12
- Figure 56: Forecast of sales of cereal bars, at current and constant prices, 2007-12
- Granola bars
- Figure 57: Forecast of FDM sales of granola bars, at current and constant prices, 2007-12
- Breakfast/cereal/snack bars
- Figure 58: Forecast of FDM sales of breakfast/cereal/snack bars, at current and constant prices, 2007-12
- Forecast factors
- Appendix: Trade Associations
AbstractMintel expects the cereal bars market to remain dynamic based on significant strides made during 2002-07. These products will especially remain relevant because they have carved out a durable niche serving consumers looking for on-the-go foods with nutritional benefits.
This report provides in-depth information that can help in positioning marketing messages, the development of new products, and retail strategies to invigorate sales in the market. Issues addressed include the following:
- Products that are experiencing an increase in sales and why
- How women, adults aged 18-34, Hispanics, and households with children are shaping the market
- Innovations that are driving the market in the short term, and opportunities that lie ahead
- New product trends that resonate with consumers
- Retail outlets that are growing in importance
- What product positioning themes are boosting sales
- How eating occasions affect product selection
This report includes breakfast, cereal, and granola bars. Nutritional/intrinsic health bars such as Clif Bar and PowerBar, and rice snack squares, are not included.
This report contains US IRI InfoScan data.
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