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Published by: Mintel International Group Ltd.
Published: Mar. 1, 2009
Table of Contents
- SCOPE AND THEMES
- What you need to know
- Definition
- Data sources and methodology
- Sales data
- Consumer survey data
- Abbreviations
- Terms
- EXECUTIVE SUMMARY
- Dads and basics
- Few keep it going
- The most convenient snack
- Being well
- Exercise, health and diet
- Buying more at a time
- Clif Bar on fire
- Different shapes and sizes
- Global energy
- Three main reasons to use
- Most popular brand names not the same brands that are growing
- Attitudes towards bars
- How bars relate to other energy products
- Race and Hispanic origin
- MARKET SIZE AND FORECAST
- Key points
- Something convenient and healthy—and make it fast
- On the road to growth again
- Small audience
- Figure 1: Total U.S. sales and forecast of nutrition and energy bars, at current prices, 2003-13
- Figure 2: Total U.S. sales and forecast of nutrition and energy bars, at inflation-adjusted prices, 2003-13
- Wal-Mart sales
- COMPETITIVE CONTEXT
- Summary
- Fruit
- Energy drinks
- Yogurt, smoothies, healthy snacks
- Confectionery
- SEGMENT PERFORMANCE
- Key points
- No more diets
- Be well
- Want it raw or not at all
- Sales and forecast of nutrition and energy bars, by segment
- Figure 3: U.S. FDMx sales and forecast of nutrition and energy bars, at current prices, by segment, 2003-13
- Figure 4: U.S. FDMx sales of nutrition and energy bars, by segment, 2007 and 2008
- SEGMENT PERFORMANCE—DIET BARS
- Key points
- Losing in all the wrong places
- Depends on the brand
- Sales and forecast of diet bars
- Figure 5: FDMx sales and forecast of diet bars, at current prices, 2003-13
- SEGMENT PERFORMANCE—WELLNESS BARS
- Key points
- Sales looking healthy
- The predominant brands
- Sales and forecast of wellness bars
- Figure 6: FDMx sales and forecast of wellness bars, at current prices, 2003-13
- SEGMENT PERFORMANCE—ATHLETIC BARS
- Key points
- Getting a second wind?
- Raw energy
- Figure 7: Natural product supermarket retail sales of nutrition and energy bars, raw vs. not raw, 2006 and 2008 ..20
- More bang for your buck—added vitamins
- Figure 8: Clif Bar, example of energy bar with added vitamins, November 2008
- Figure 9: Tiger's Milk, example of energy bar with added vitamins, October 2008
- Figure 10: PowerBar Energize, example of energy bar with added vitamins, April 2008
- Figure 11: Promax Nutrition, example of energy bar with added vitamins, April 2008
- Sales and forecast of athletic bars
- Figure 12: FDMx sales and forecast of athletic bars, at current prices, 2003-13
- RETAIL CHANNELS
- Key points
- The top two destinations
- Convenient and natural
- Figure 13: U.S. sales of nutrition and energy bars, by retail channel, 2007 and 2008
- RETAIL CHANNELS—SUPERMARKET/FOOD STORES
- Key points
- Women and promotions driving sales
- Grocery stores top destination
- Figure 14: Where nutrition/energy bars are bought, by gender, November 2008
- Let’s make our own
- Supermarket/food store sales
- Figure 15: U.S. sales of nutrition and energy bars at supermarkets/food stores, 2003-08
- RETAIL CHANNELS—C-STORES
- Key points
- Sales vary from market to market, but they are there
- 18-24 year olds go to convenience stores, and everywhere else
- Buy one on a whim?
- Figure 16: Where nutrition/energy bars are bought, by age, November 2008
- Convenience store sales
- Figure 17: U.S. sales of nutrition and energy bars at c-stores, 2003-08
- RETAIL CHANNELS—NATURAL FOOD STORES
- Key points
- Sales moving upward
- Demand for all-natural
- Figure 18: Macro; MacroNutrient Bar, example of nutrition bar made with natural ingredients, April 2008
- Figure 19: MacroLife Naturals Miracle Reds, example of energy bar made with natural ingredients, April 2008
- Whole stores of Whole Foods
- Natural food store sales
- Figure 20: U.S. sales of nutrition and energy bars at natural food stores, 2003-08
- Leading brands in natural food stores
- Figure 21: Natural product supermarket retail sales* of nutrition and energy bars, by brand, 2006 and 2008
- RETAIL CHANNELS—MASS MERCHANDISERS AND OTHER OUTLETS
- Key points
- Bars and the mass merchandiser—a perfect fit
- One-stop shopping
- RETAIL CHANNELS—DRUG STORES
- Key points
- Not at the top of the list
- Drug store sales
- Figure 22: U.S. sales of nutrition and energy bars at drug stores, 2003-08
- MARKET DRIVERS
- Key points
- The bar that’s many things to many people
- Figure 23: Reasons for eating nutrition/energy bars, by age, November 2008
- Figure 24: Population aged 18 or older, by age, 2003-13
- Nutrition/energy bars for weight loss
- Healthy fast food for a nation on the run
- Figure 25: Top ten countries, by snack/cereal/energy bar launches, 2005-08
- LEADING COMPANIES
- Key points
- The Clif Bar sensation
- Still in the zone
- Trying to keep the power
- The ever-changing diet
- Figure 26: Sales of leading nutrition and energy bars companies, 2007 and 2008
- SELECTED BRAND ANALYSIS—WELLNESS BARS
- Key points
- The golden child
- Trying to find some balance
- Figure 27: Balance Pure, example of bar that addresses specific health issue, November 2008
- The other guys
- Figure 28: Selected FDMx brand sales of wellness bars in the U.S., 2007 and 2008
- SELECTED BRAND ANALYSIS—DIET BARS
- Key points
- Tired of the same old diet
- Two make up half
- The popular diet programs
- A brand powerhouse
- Figure 29: FDMx brand sales of diet bars in the U.S., 2007 and 2008
- SELECTED BRAND ANALYSIS—ATHLETIC BARS
- Key points
- It’s got the power
- The middle tier
- Figure 30: Snickers Marathon, January 2009
- Smaller brands growing
- Figure 31: EAS Myoplex Lite, example of bar for specific activity, January 2009
- Figure 32: Whole in One, example of Omega 3 energy bar, April 2008
- Figure 33: FDMx brand sales of athletic bars in the U.S., 2007 and 2008
- BRAND QUALITIES
- PowerBar
- Clif Bar
- Balance (Kraft)
- LÄRABAR
- Kashi
- SOYJOY
- MET-Rx
- INNOVATION AND INNOVATORS
- Clif Bar launches Clif Shot Roks
- Clif Bar intros new design for Clif Shot Bloks
- Kellogg gets brainy
- LUNA appeals to the snack-aholic
- Build your own bar at Element Bars
- Treat your health issue
- Figure 34: Nature’s Plus, example of bar that addresses specific health issue, October 2008
- Figure 35: Snickers Marathon, example of bar that addresses specific health issue, September 2008
- Figure 36: Snickers Multi-grain Marathon, example of bar that addresses specific health issue, June 2008
- Figure 37: Muscle Milk, example of bar that addresses specific health issue, July 2008
- Figure 38: On Track Snack, example of bar that addresses specific health issue, April 2008
- Figure 39: Balance Pure Gluten Free, example of bar that addresses specific health issue, April 2008
- ADVERTISING AND PROMOTION
- SOYJOY touts health benefits to females
- Figure 40: SOYJOY television ad, jump rope vitality, February 2009
- Figure 41: SOYJOY television ad, jelly beans vs. fruit, February 2009
- Balance Bar goes grass-roots
- Supporting athletes and events
- Clif and LUNA
- PowerBar
- Figure 42: PowerBar television ad, February 2009
- Other ads—Special K, Glucerna and Power Ice
- Figure 43: Special K television ad, February 2009
- Figure 44: Glucerna television ad, February 2009
- Figure 45: Power Ice television ad, February 2009
- INCIDENCE OF EATING NUTRITION AND ENERGY BARS
- Key points
- Only one in seven eat them
- Figure 46: Incidence of eating energy/diet snacks and bars, April 2007-June 2008
- Slowly growing in popularity
- Figure 47: Trended use of energy/diet snacks and bars, 2003-08
- REASONS FOR PURCHASE
- Key points
- Three most popular reasons for purchase: as a snack, for recovery, meal replacement
- Figure 48: Reasons for eating nutrition/energy bars, by gender, November 2008
- 18-34s for vitality; over-65s for meal replacement
- Figure 49: Reasons for eating nutrition/energy bars, by age, November 2008
- SOURCE OF PURCHASE
- Key points
- Grocery stores, mass merchandisers top destinations
- Figure 50: Where nutrition/energy bars are bought, by gender, November 2008
- 18-24s go to convenience stores, and everywhere else
- Figure 51: Where nutrition/energy bars are bought, by age, November 2008
- POPULAR BRANDS EATEN
- Key points
- The big three: Kashi GoLean, PowerBar, and Slim-Fast
- Figure 52: Incidence of eating selected brands of nutrition/energy bars, November 2008
- Females like diet bars, males like energy bars
- Figure 53: Brands of energy/diet snacks and bars eaten, by gender, April 2007-June 2008
- Age matters
- Figure 54: Brands of energy/diet snacks and bars eaten, by age, April 2007-June 2008
- ATTITUDES AND MOTIVATIONS
- Key points
- Only for the active, according to males
- Figure 55: Attitudes towards nutrition or nutrition/energy bars, by gender, November 2008
- 18-34s for activity and energy
- Figure 56: Attitudes towards nutrition or nutrition/energy bars, by age, November 2008
- Larger household want larger bars
- Figure 57: Attitudes towards nutrition or nutrition/energy bars, by presence of children and number of people in household, November 2008
- USE OF OTHER ENERGY/NUTRITION PRODUCTS
- Key points
- Males want energy and muscles
- Figure 58: Link between nutrition/energy bars and other energy and nutrition supplements, by gender,November 2008
- Figure 59: Incidence of drinking energy drinks, by gender, 2003-07
- Figure 60: Usage of vitamins/mineral tablets/capsule/liquids, 2002-06
- 18-34s like their energy and nutrition supplements
- Figure 61: Link between nutrition/energy bars and other energy and nutrition supplements, by age, November 2008
- With children and using energy drinks
- Figure 62: Link between nutrition/energy bars and other energy and nutrition supplements, by presence of children, November 2008
- IMPACT OF RACE/HISPANIC ORIGIN
- Key points
- Blacks and Hispanics like their energy bars
- Figure 63: Reasons for eating nutrition/energy bars, by race/Hispanic origin, November 2008
- Asians and Hispanics like energy drinks, and more
- Figure 64: Link between nutrition/energy bars and other energy and nutrition supplements, by race/Hispanic origin, November 2008
- APPENDIX: OTHER USEFUL CONSUMER TABLES
- Reasons for usage, by bar brand
- Figure 65: Reasons for eating nutrition/energy bars, by key bar brands (part 1), November 2008
- Figure 66: Reasons for eating nutrition/energy bars, by key bar brands (part 2), November 2008
- Preferred proteins
- Figure 67: Types of protein source preferred, by gender, November 2008
- Attitudes towards diet and exercise
- Figure 68: Diet and exercise behavior, by gender, November 2008
- Figure 69: Diet and exercise behavior, by age, November 2008
- Figure 70: Diet and exercise behavior, by household income, November 2008
- Figure 71: Incidence of watching/controlling diet by use of energy/diet snacks and bars, April 2007-June 2008
- Figure 72: Sports participation, by incidence of use of energy/diet snacks and bars, April 2007-June 2008
- Attitudes towards general health
- Figure 73: Attitudes towards health and use of energy/diet snacks and bars, cross-tab, April 2007-June 2008
- APPENDIX: TRADE ASSOCIATIONS
AbstractConsumers push for innovation
Research in this report consistently shows that Hispanics and dads are two demographics that are avid consumers of nutrition/energy bars. A review of commercial spots and web pages, however, shows that energy bars are typically marketed to men aged 18-24, with machismo and performance as key brand values. Mintel wonders if dads, especially older ones, will respond to such messages.
Perhaps more important, male Hispanic respondents may be the biggest fans of these products. Again, this demographic seems overlooked by advertisers. While Ken Griffey Jr. and Michael Phelps talk about the benefits of Power Ice and PowerBar, there is a noticeable absence of Hispanic athletes in promotions
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