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The U.S. Market for Food Bars, 2nd Edition

The $3 billion U.S. market for food bars is a fast-growing and ever-evolving segment, spanning a broad ingredient and flavor profile from healthy to indulgent that parallels its equally broad target audience. This Packaged Facts report covers the broad market for food bars, including breakfast bars, snack bars, granola bars, sports bars, meal replacement bars, and diet bars. The report combines quantitative sales data (based on Information Resources, Inc. InfoScan) with extensive qualitative research and analysis to provide complete coverage of all types of food bars—from the new wave of breakfast bars to those leading the way in health/nutrition/functional to “bite-size” versions blurring the lines between candy and cookies. The report documents market size and composition, details marketing and retail trends, forecasts market developments through 2010, and profiles food bar consumers across the categories using Simmons Market Research Bureau data.

Report Methodology
The information in The U.S. Market for Food Bars, 2nd Edition, is based on both primary and secondary research. Primary research involved an examination of the retail milieu, interviews with marketing, public relations and industry analysts within the food market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2004. New product information is gathered via literature research and data compiled by Datamonitor’s ProductScan.

The report looks at every segment of the food bar market, examining trends for growth and projecting sales of products through 2010. It analyzes consumer demographics and their current and projected impact on sales of food bars. It provides up-to-date competitive profiles of marketers of food bar products - including a look at smaller, up-and-coming companies - and discusses the influence of demographic trends as a driver of retail trends. The report also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the food industry.

What You’ll Get in this Report
The U.S. Market for Food Bars makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Food Bars offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream food marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail Strategies (including mass marketers, health food stores and gyms)
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report. How You Will Benefit from this Report If your company is already competing in the food bar market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for food bar products, as well as projected sales and trends through 2010. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for food bars based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for food bar products
  • Research and development professionals stay on top of competitor initiatives and explore demand for products in the food bar arena.
  • Advertising agencies working with clients in the food and sports nutrition industries understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Scope
      • Methodology
    • The Market
      • Market Size and Growth
      • Market Composition
        • Table IRI-Tracked Retail Share of Food Bars by Category, 2000-2005(E) (%)
        • Table IRI-Tracked Retail Food Bar Sales by Category, 2000-2005(E) (in million $)
      • The Marketers
        • Table IRI-Tracked Retail Sales of Top 10 Food Bar Marketers, 2003-2005 (E) (in million $)
    • Marketing Dynamics
      • Advertising Spend
      • Promotion Initiatives
    • Market Trends
      • The Low-Carb Slowdown
      • Hectic Lifestyle Trends
      • Key User Groups
    • Product Trends
      • Convenient Products
      • Multiple Health Claims
      • Indulgent Food Bars
      • Organic Food Bars
      • Dietary Fiber and Whole Grains
      • Protein Ingredients: Soy and Whey
    • The Consumer
    • Outlook
      • Table Projected U.S. Retail Sales of Food Bars, 2005-2010 (in million $)
  • The Market
    • Market Definition
      • Overview
      • The Products
    • Market Size and Growth
      • Retail Sales on Growth Track After 2004 Slow Down
        • Table U.S. Food Bars Retail Market Sales, 2000-2005 (in billion $)
        • Table IRI-Tracked Retail Sales of Snack/Granola Bars, 2000-2004 (in billion $)
    • Market Composition
      • Breakfast/Cereal/Snack Bars
      • Granola Bars
      • Nutritional/ Intrinsic Health Value Bars
    • Factors to Future Growth
      • Need for Convenient On-The-Go Products
      • Health and Wellness – the Key Factor
      • Untapped Segments – Growth Potential
    • Projected Market Growth
      • Sales to Reach $5.1 Billion in 2010
        • Table Projected U.S. Retail Sales of Food Bars, 2005-2010 (in billion $)
  • Marketers
    • Overview
      • Table IRI-Tracked Retail Sales of Top 10 Food Bar Marketers, 2000-2005 (E) (in million $)
    • Granola Bars
      • Top Granola Bar Marketers
        • Table IRI-Tracked Market Share of Top 10 Granola Bar Marketers, 2004-2005 (E) (%)
      • Granola Bar Performance Analysis
        • Table IRI-Tracked Retail Sales of Top 10 Granola Bar Marketers, 2004-2005 (E) (in million $)
      • General Mills
      • Quaker Oats Company
      • Kellogg Co.
      • Private Label Products
      • Top Granola Bar Brands
        • Table IRI-Tracked Retail Sales of Top 10 Granola Bar Brands, 2000-2005 (E) (in million $)
    • Nutritional/Intrinsic Health Value Bars
      • Top Nutritional/Intrinsic Health Value Bars Marketers
        • Table IRI-Tracked Retail Share of Top 10 Nutritional/Intrinsic Health Value Bar Marketers, 2000-2005 (E) (%)
      • Nutritional/Intrinsic Health Value Bars Performance Analysis
        • Table IRI-Tracked Retail Sales of Top 10 Nutritional/Intrinsic Health Value Bar Marketers, 2000-2005 (E) (in million $)
      • PowerBar Inc.
      • Clif Bar
      • Atkins Nutritionals
      • Kraft Foods Inc.
      • Top Nutritional/Intrinsic Health Value Bars Brands
        • Table IRI-Tracked Retail Sales of Top 10 Nutritional/Intrinsic Health Value Bar Brands, 2000-2005 (E) (in million $)
    • Breakfast/Cereal/Snack Bars
      • Top Breakfast/Cereal/Snack Bar Marketers
        • Table IRI-Tracked Retail Share of Top 10 Breakfast/Cereal/Snack Bar Marketers, 2004-2005 (E) (%)
      • Breakfast/Cereal/Snack Bar Performance Analysis
        • Table IRI-Tracked Retail Sales of Top 10 Breakfast/Cereal/Snack Bar Marketers, 2004-2005 (E) (in million $)
      • Kellogg Co
      • Kraft/Nabisco
      • Slim-Fast Foods Co.
      • Top Breakfast/Cereal/Snack Bar Brands
        • Table IRI-Tracked Retail Sales of Top 10 Breakfast/Cereal/Snack Bar Brands, 2000-2005 (E) (in million $)
      • Washington Post Taste Test
    • Rice Snack Squares
      • Top Rice Snack Squares Marketers
        • Table IRI-Tracked Retail Share of Top 10 Rice Snack Square Marketers, 2004-2005 (E) (%)
      • Rice Snack Squares Performance Analysis
        • Table IRI-Tracked Retail Sales of Top 10 Rice Snack Square Marketers, 2004-2005 (E) (in million $)
      • Hershey Foods Corp.
      • McKee Foods Corporation
      • Top Rice Snack Squares Brands
        • Table IRI-Tracked Retail Sales of Top 10 Rice Snack Square Brands, 2004-2005 (E) (in million $)
    • New Product Introductions
      • Table U.S. Market for Food Bars: Selected New Product Introductions, 2004-2005
  • Competitive Profiles
    • Atkins Nutritionals, Inc.
      • Company Overview
      • Downturn of the Low Carb Fad
      • New Product Introductions
        • Table Atkins Nutritionals - Select New Food Bar Product Introductions, 2004-2005
    • Kraft Foods, Inc.
      • Company Overview
      • Increasing Growth
      • Marketing Initiatives Emphasize More Nutritious Products
      • New Product Introductions
        • Table Kraft Foods - Select New Food Bar Product Introductions, 2004-2005
    • Clif Bar, Inc.
      • Company Overview
      • Athletes Primary Target
      • New Product Introductions
        • Table Clif Bar, Inc. - Select New Food Bar Product Introductions, 2004 - 2005
    • General Mills, Inc.
      • Company Overview
      • Leader in the Granola Segment
      • New Product Introductions
        • Table General Mills - Select New Food Bar Product Introductions, 2004 - 2005
    • Kellogg Co.
      • Company Overview
      • Kellogg Co. to Stay Put
        • Table Kellogg Co. - Select New Food Bar Product Introductions, 2004 - 2005
    • PowerBar, Inc. (Nestlé S.A.)
      • Company Overview
      • PowerBar Leads Health Bar Segment
      • New Product Introductions
        • Table PowerBar Inc.- Select New Food Bar Product Introductions, 2004 - 2005
    • Quaker Oats Co. (PepsiCo, Inc.)
      • Company Overview
      • Quaker Chewy Ranks First
      • New Product Introductions
        • Table Quaker Oats - Select New Food Bar Product Introductions, 2004 - 2005
    • Slim-Fast Foods Co. (Unilever)
      • Company Overview
      • Ranks Fifth with 5.4% Share
      • New Product Introductions
        • Table Slim-Fast Foods Co. - Select New Food Bar Product Introductions, 2004 - 2005
    • MasterFoods USA
      • Company Overview
      • Granola Bar Sales Down
      • New Product Introductions
        • Table MasterFoods USA - Select New Food Bar Product Introductions, 2004 - 2005
    • McKee Foods Corporation
      • Company Overview
      • Third Largest Granola Bar Maker
  • Marketing and Retail Trends
    • Consumer Advertising Expenditure
      • Kellogg's is Top Advertiser
        • Table Estimates of Ad Spends by Major Marketers, 2004 (in million $)
      • Quaker Targets the Working Population
      • Atkins Backs Morning Start Bars with $17 Million
        • Table Major Brands by Ad Spends, 2004 (in million $)
      • Magazines: Preferred Ad Medium by Food Bar Makers
        • Table Media Used by Top Brands, 2004
      • Advertiser Take Note
    • Retail
      • Food Bars Grow in Drug Stores
      • Convenience Stores Respond to Health Trend As Well
      • Retailer 7-Eleven Crosses Over
    • Marketing Initiatives
      • Promotions Revolve Around Health
      • Celebrity Food Bar
      • Hershey Partners with Diet Expert
      • Earth's Best Teams With Big Bird and Elmo
      • Snickers Sponsors weather.com's Fitness Forecast
      • Frito-Lay Boosts Ad Spend
      • Promotions Emphasize Taste
      • Confectionery Brands Move to Healthy Food Bar Category
      • Coupons
        • Table New Food Bar Product Launches With FSI's, January 2004 – March 2005
      • Gourmet Positioning
      • General Mills Campaign Targets Kids
    • New Product Introductions
      • Table Top Marketers' Based on Number of New Food Bar SKUs Introduced, January 2004 – March 2005
      • New Product Introductions by Package Tags
        • Table Food Bars New Product Selling Points by Select Package Tags, January 2004 – March 2005
        • Table New Food Bar Brand Introductions with "Single Serve" Package Tag, January 2004 – March 2005
        • Table New Food Bar Brand Introductions with "High Protein" Package Tag, January 2004 – March 2005
        • Table New Food Bar Brand Introductions with "Low Carb" Package Tag, January 2004 – March 2005
        • Table New Food Bar Brand Introductions with "High Vitamin" Package Tag, January 2004 – March 2005
      • Flavor Trends for New Products Introductions
        • Table Top Food Bar Flavor Groups for Selected New Product Introductions, January 2004 – March 2005
      • 59% New Food Bars Have Nuts
        • Table Top "Nut" Flavor Groups for Selected New Food Bar Product Introductions, January 2004 – March 2005
        • Table New "Nut" flavored Food Bar Brands, January 2004 – March 2005
      • Chocolate Outranks Fruit
        • Table Top "Chocolate" Flavor Groups for Selected New Food Bar Product Introductions, January 2004 – March 2005
        • Table New "Chocolate" flavored Food Bar Brands, January 2004 – March 2005
      • Fruit Food Bars
        • Table Top "Fruit" Flavor Groups for Selected New Food Bar Product Introductions, January 2004 – March 2005
        • Table New "Fruit" flavored Food Bar Brands, January 2004 – March 2005
      • One-Third of New Food Bars Peanut or Peanut Butter
        • Table Top "Peanut" Flavor Groups for Selected New Food Bar Product Introductions, January 2004 – March 2005
        • Table New "Peanut" or "Peanut Butter" flavored Food Bar Brands, January 2004 – March 2005
  • The Consumer
    • Simmons Survey
    • Granola/Cereal Bars
      • Table Demographic Characteristics Favoring Use of Cereal/Granola Bars
      • Chewy Granola Bars Most Popular
        • Table Usage Rate for Granola/Cereal Bar Types, 2004
        • Table Demographic Characteristics Favoring Use of Cereal, Chewy Granola and Granola Bars, 2004
      • Usage Rate by Brand
        • Table Usage Rate for Granola/ Cereal Bar Brands, 2004 (U.S. adults)
      • Quaker Chewy Granola Most Popular
      • Households With Children Prime Demographic
      • Young Adults Major Consumers
        • Table Usage Rate for Granola/Cereal Bar Brands of U.S. Adults Aged 18 to 24, 2004
        • Table Demographic Characteristics Favoring Use of Quaker Chewy Granola Bars and Nature Valley, 2004
        • Table Demographic Characteristics Favoring Use of Kellogg's Nutri-Grain Bars and Quaker Fruit And Oatmeal Bars, 2004
        • Table Demographic Characteristics Favoring Use of General Mills Milk & Cereal Bars and Sunbelt, 2004
    • Energy Snacks and Bars
      • Energy/Diet Snacks and Bars Consumed by 29 Million People
        • Table Demographic Characteristics Favoring Use of Energy/Diet Snacks & Bars, 2004
      • Usage Rate by Brand
        • Table Usage Rate for Energy/Diet Snack & Bar Brands, 2004
      • The Gender Gap
        • Table Usage Rate for Energy/Diet Snacks and Bars Brands by U.S. Adult Women, 2004
      • High Protein Bars Popular With Men
        • Table Demographic Characteristics Favoring Use of Slim-Fast Snack Bars and Atkins Advantage Bar, 2004
        • Table Demographic Characteristics Favoring Use of Carb Solutions and PowerBar (Original), 2004
      • Frequency of Use
        • Table Frequency of Use for Energy/Diet Snacks, 2004
        • Table Frequency of Use for Energy/Diet Snacks, 2004 (U.S. adults): 10 or more, 8 to 9, 5 to 7 and 3 to 4
    • Consumer Attitudes Affecting Food Bar Usage
      • Health Statements
        • Table Health Attitudinal Statements, Percentage of Population Agreeing, 2004
        • Table Demographic Profile of U.S. Adults Agreeing with Statement: Try To Eat Healthier Food These Days, 2004
        • Table Demographic Profile of U.S. Adults Agreeing with Statement: Work At Eating Well Balanced Diet, 2004
        • Table Demographic Profile of U.S. Adults Agreeing with Statement: Pay Anything When It Concerns My Health, 2004
        • Table Demographic Profile of U.S. Adults Agreeing with Statement: I Think Of The Calories In What I Eat, 2004
        • Table Demographic Profile of U.S. Adults Agreeing with Statement: Too Busy To Take Care Of Myself As I Should, 2004
        • Table Demographic Profile of U.S. Adults Agreeing with Statement: Don't Have Time Prepare/Eat Healthy Meal, 2004
      • Food Statements
        • Table Food Attitudinal Statements, Percentage of U.S. Population Agreeing, 2004
        • Table Demographic Profile of U.S. Adults Agreeing with the Statement: Most Snack Foods are Not Healthy, 2004
        • Table Demographic Profile of U.S. Adults Agreeing with Statement: I Often Snack Between Meals, 2004
        • Table Demographic Profile of U.S. Adults Agreeing with Statement: I Like Trends Towards Healthier Fast Food, 2004
        • Table Demographic Profile of U.S. Adults Agreeing with Statement: Nutritional Value Most Important In Food I Eat, 2004
        • Table Demographic Profile of U.S. Adults Agreeing with Statement: I Like To Try Out New Food Products, 2004
        • Table Demographic Profile of U.S. Adults Agreeing with Statement: Eat Several Small Meals During The Day, 2004
        • Table Demographic Profile of U.S. Adults Agreeing with Statement: Usually Only Snack On Healthy Foods, 2004
        • Table Demographic Profile of U.S. Adults Agreeing with Statement: Usually Quick To Try New Nutritional Product, 2004
        • Table Demographic Profile of U.S. Adults Agreeing with Statement: Normally Count Calories The Foods I Eat, 2004
  • Trends and Opportunities
    • Overview
      • The Low-Carb Effect
    • Lifestyle Trends: Convenience Products
      • Fast-paced Lifestyles
        • Table American Eating Habits: Time Spent Eating Per Day (in hours)
      • One-Third Americans Skip Breakfast
      • Snacking on The Rise
        • Table Fastest Growing Snacks, 2000-2004 (%)
      • Food Bars as Lunch Items
    • Key User Groups
      • Women Prime Target
        • Table Usage Indices for Selected Food Bar Classifications by Gender, 2004
        • Table Attitude/Opinion on Health and Diet, Men vs. Women, 2004 (%)
        • Table Select New Food Bar Introductions for Women by Need, January 2004- March 2005
      • Targeting Men
      • Higher Usage Among Young Adults
        • Table Usage Indices for Selected Food Bar Types by Age, 2004
        • Table Projected Growth of U.S. Population of Younger Adults, 2000-2010 (in thousands)
      • Lower Usage Among Baby Boomers
        • Table Usage Indices for Selected Food Bar Types: Baby Boomers, 2004
        • Table Projected U.S. Population of Those Aged 45-69 years, 2000-2010 (in thousands)
      • Kid Issues: Obesity and Need for Healthy Snacks
        • Table Usage Indices for Selected Food Bar Types: Children, 2004
      • Kids Free to Choose What They Eat
      • Healthier Snack Foods Becoming More Popular
      • The Ethnic Market
        • Table Usage Indices for Selected Food Bar Types By Race/Ethnicity, 2004 (U.S. adults)
        • Table Ethnic Purchasing Power 2000-2009 (in $billion)
        • Table Percentage Of Households in Los Angeles Purchasing Food Bars by Type, Hispanic vs. Non-Hispanic, 2003
    • Marketing and Consumer Trends
      • Convenient Products
      • Food Bar Miniatures
      • Multiple Health Claims
      • Don't Ignore Indulgence
    • Product Trends
      • A Future in Phood Bars
      • Organic and Natural Products
        • Table Sales of Organic vs. Regular Confectionary
      • Protein Ingredients: Soy and Whey
      • 2005 Food Pyramid: Dietary Fiber and Whole Grains
      • Oatmeal, The Next Hot Ingredient?
      • Other Ingredient Trends
  • Annexure — Addresses of Select Marketers

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