Consumers 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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