LaraBar and Kashi Bar Case Study: retaining growth in the competitive cereal bar market

Published by: Datamonitor

Published: Jul. 17, 2009 - 82 Pages

Table of Contents

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

Abstract

• 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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