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Nutritional and Cereal Bars in the U.S., 4th Edition


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Nutritional and Cereal Bars in the U.S., 4th Edition

They’re healthy, convenient and, increasingly, appetizing. What was once (and remains) a mainstay of fuel for athletes and fitness buffs, food bars have become a staple for the everyday consumer. Our snacking ways have opened the door for nutrition and cereal/granola bars to gain broad appeal, giving consumers a way to sidestep eating three meals a day at set times and instead improvise with meals and snacks throughout the day, whether they are on the go or at home.

Nutritional and Cereal Bars in the U.S., 4th Edition, a new report from Packaged Facts, focuses on trends shaping the market for nutrition and cereal/granola bars; provides an estimate of U.S. retail sales of nutrition and cereal/granola bars for the 2009 through 2014 period and a projection of U.S. retail sales through 2019; identifies marketing and new product trends; and provides an in-depth look at today’s consumers of nutrition and cereal/granola bars.

Marketers of food bars have joined the healthier, better-for-you food product bandwagon. Bars provide an attractive way for food marketers to combine sweet baked good appeal with organic, gluten-free, and other health halo product positionings; wholesome grains; alternative, exotic sources of protein; and superfoods and other functional ingredients targeting specific health concerns. Nutrition bars, which have achieved torrid sales growth in recent years, provide an especially appropriate platform to deliver the kind of dense nutrition today’s consumers crave and search for in ingredients such as ancient grains and healthy seeds, including quinoa, amaranth, sorghum, chia and flaxseed.

Nutritional and Cereal Bars in the U.S., 4th Edition, highlights emerging opportunities for marketers of nutrition and cereal/granola bars. For example, while 18- to 34-year-old men account for the largest demographic segment of high-volume users of nutrition bars, women of all ages represent the next four largest groups of consumers who use relatively large quantities of nutrition bars. Female Boomers and women in the 65+ age group will be an increasingly important target for marketers. One in six (16.4%) high-volume users of nutrition bars are women age 55 or over.

The report focuses on trends shaping the market for nutrition and cereal/granola bars; provides an estimate of U.S. retail sales of nutrition and cereal/granola bars for the 2009 through 2014 period and a projection of U.S. retail sales through 2019; identifies marketing and new product trends; and provides an in-depth look at today’s consumers of nutrition and cereal/granola bars.

Scope of the Report

This Packaged Facts report analyzes the market for nutrition bars and cereal/granola bars. When this report refers to both of these products, it uses the terms “snack bars” or “bars.”

The categories covered by this report are subject to wide differences in semantic usage in data sources such as IRI and Simmons National Consumer Studies as well as company websites and industry and trade publications.
  • The category nutrition bars (which are sometimes called nutritional bars) includes bars marketed as energy bars, diet bars, performance bars, protein bars and sports bars.
  • The equivalent terms used by IRI that appear in figures and tables in Chapter 4 of this report are nutritional/intrinsic health value bars and breakfast/cereal/snack bars and granola bars. The IRI category incorporating both of these categories is snack bars/granola bars.
  • The analogous categories in Simmons National Consumer Study (NCS) data are energy/diet snacks and bars and cereal bars. However, for the sake of clarity and simplification, tables and figures using NCS data in this report use the terms nutrition bars and cereal/granola bars. Simmons NCS data on users of cereal/granola bars was compiled from data on users of the leading brands of cereal bars.
Methodology

The consumer data in this report come from several sources. These include the Packaged Facts National Online Consumer Survey conducted in November 2014. These surveys reflect a panel of 2,000 U.S. adults (age 18+) that is balanced to the national population on the primary demographic measures of gender, age bracket, race/ethnicity, geographic region, marital status, presence or absence of children in the household and household income.

Another source of consumer data in this report is the Simmons NCS for Summer 2014 (and Summer 2009 and Spring 2004 in the case of 5- and 10-year-trend tables and figures) from Experian Marketing Services. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.

Retail sales figures credited to IRI (Chicago, IL) are based on IRI aggregated multi-outlet (MULO) sales tracking, which represents sales through U.S. supermarkets, drugstores (including Walgreens, CVS, and Rite Aid), mass merchandisers (Walmart, Target, Kmart, and Shopko), warehouse clubs (Sam’s Club and BJ’s, but excluding Costco), dollar stores (excluding Dollar Tree), and military commissaries.

The report is also based upon data collected from field surveys of food retailers in various channels as well as a wide range of industry sources, including company websites, trade publications, business newspapers and magazines, consumer blogs, and annual reports, 10Ks and other releases from public companies.


  • Executive Summary
    • Scope of the Report
    • Methodology
    • Market Overview
      • Table U.S. Retail Sales of Nutritional and Cereal/Granola Bars, 2009-2014 (in million $)
      • Table Projected U.S. Retail Sales of Nutritional and Cereal/Granola Bars, 2014-2019 (in million $)
    • Topline Insights and Opportunities
      • Megatrends Boost Popularity of Snack Bars
      • Bars Reflect Today's Food Fads
      • Newcomers Upend Market for Bars
      • Savory Bars Take Off
      • New Protein Sources Invade Nutritional Bars
      • Women Dominate World of Nutritional Bars
      • Many Users of Nutritional Bars Fit Marketing Stereotype
      • Cereal/Granola Bars Appeal to Different Type of Consumer
      • Nutritional Bar Consumers Are Highly Attractive Market Segment
    • The Competitors
      • General Mills, Inc. and Kellogg Company Dominate
      • Market in State of Flux
      • Clif Bar & Company Stays on Top in Nutritional Bar Segment
      • General Mills Fades
      • Market for Cereal/Granola Bars Highly Concentrated
      • Kellogg Company Slips in Cereal/Granola Bar Market
      • Snack Bars Increasingly Vital to Breakfast Cereal Behemoths
      • KIND LLC Disrupts the Market
    • Marketing and New Product Trends
      • thinkThin Promotes Guilt Free Snacking in New Campaign
      • Nature Valley Encourages Consumers to "Get Out There"
      • CLIF Bar Inspires Adventure with "Meet the Moment"
      • GoMacro Fuels Tour de Cure
      • Gluten Free Bigger Than Ever
      • Pea Protein Grows in Popularity
      • Nutritional Bars Go From Sweet to Savory
    • Consumer Profile
      • Frequent Use of Bars Is Common
      • Mornings Are the Favorite Time for Eating Bars
      • Bars Get Eaten Both at Home and On the Go
      • Healthy Eating Drives Nutritional Bar Users
      • Nutritional Bar Users Choose Foods for Specific Health Concerns
      • Weight Management and Frequent Exercise a Top Priority
      • Risk-Taking Part of the Psyche of Nutritional Bar Users
      • Demographics Skew Young and Female
      • Consumers of Nutritional Bars Highly Educated and Affluent
      • Households with Children Represent Key Segment for Cereal/Granola Bars
  • Insights and Opportunities
    • Topline Insights
      • Megatrends Boost Popularity of Bars
      • Newcomers Upend Market for Bars
      • Savory Bars Take Off
      • New Protein Sources Invade Nutritional Bars
    • Market Opportunities
      • Women Dominate World of Nutritional Bars
        • Table Consumers of Five or More Nutritional Bars in Last 30 Days by Age and Gender, 2014
      • Many Users of Nutritional Bars Fit Marketing Stereotype
      • Cereal/Granola Bars Appeal to Different Type of Consumer
      • Nutritional Bar Consumers Are Highly Attractive Market Segment
      • Nutritional Bar Users Are Fashion Forward
        • Table Attitudes toward Fashion of Users of Nutritional and Cereal/Granola Bars, 2014
      • Cellphones Provide Marketing Opportunities
        • Table Attitudes toward Cellphones as Shopping Tool of Users of Nutritional and Cereal/Granola Bars, 2014
        • Table Use of Mobile/Handheld Devices as Shopping Tool by Users of Nutritional and Cereal/Granola Bars, 2014
      • Bar Consumers Tied to Social Media
        • Table Use of Social Media for Consumer Purposes by Users of Nutritional and Cereal/Granola Bars, 2014
      • Celebrities Influence Consumers of Food Bars
  • Market Trends
    • Historical Trends
      • More Consumers Turn to Food Bars
        • Table Number of Adults Using Nutrition or Cereal/Granola Bars, 2009 vs. 2014 (in thousands)
      • Higher-Volume Users Drive Growth in Nutritional Bar Use
        • Table Number of Adults Consuming Nutritional Bars and Number of Nutritional Bars Consumed in Last 30 Days, 2009 vs. 2014 (in thousands)
    • Trends Affecting the Market
      • Eating Habits Keep Changing
        • Table Number of Consumers Agreeing "I Eat Several Small Meals throughout the Day," 2004 vs. 2014 (in thousands)
      • Breakfast Morphs into On-the-Go Meal
        • Table Perceived Importance of Breakfast, Lunch and Dinner, 2004 vs. 2014
        • Table Number and Percent of Households Using Breakfast Foods in Last 30 Days by Type of Food, 2004 vs. 2014
      • Fitness at the Forefront for 82 Million Americans
        • Table Number of Consumers Participating in Fitness Activities, 2005 vs. 2014 (in thousands)
      • Many Americans Keep Focusing on Weight Management
        • Table Growth in Number of Consumers Watching Diet to Lose or Maintain Weight, 2009 vs. 2014 (in thousands)
    • Size and Composition of the Market
      • Nutritional Bars Post Torrid Growth Rate
        • Table U.S. Retail Sales of Nutritional Bars, 2009-2014 (in million $)
      • Sales of Cereal/Granola Bars Lose Steam
        • Table U.S. Retail Sales of Cereal/Granola Bars, 2009-2014 (in million $)
      • Overall Snack Bar Market Experiences Slower Growth
        • Table U.S. Retail Sales of Nutritional and Cereal/Granola Bars, 2009-2014 (in million $)
      • Nutritional Bars Pick Up Substantial Share of Snack Bar Market
        • Table U.S. Retail Sales of Nutritional and Cereal/Granola Bars by Type of Bar, 2009-2014 (in million $)
    • Retail Channels
      • C-Stores Important Outlet for Nutritional Bars
      • Supermarkets Hold Sway in Cereal/Granola Bar Segment
      • Mass Retailers Also Play Key Role
    • Factors Affecting Market Growth
      • Bars Will Benefit as Sit-Down Meals Morph into Eating on the Go
      • Rise of Healthy Eating Culture Will Benefit Bars
      • Marketers of Bars Can Leverage Broad Shifts in Food Preferences
      • Fitness Fetish and Weight Management Concerns Will Boost Growth
      • Innovative Products Will Continue to Lift Market
    • Projected Market Growth
      • Market for Nutritional Bars Will Remain Healthy
        • Table Projected U.S. Retail Sales of Nutritional Bars, 2014-2019 (in million $)
      • Market for Cereal/Granola Bars Will Show Modest Growth
        • Table Projected U.S. Retail Sales of Cereal/Granola Bars, 2014-2019 (in million $)
      • Snack Bar Market Will Grow to $7.7 Billion
        • Table Projected U.S. Retail Sales of Nutritional and Cereal/Granola Bars, 2014-2019 (in million $)
  • The Competitors
    • Overview
      • General Mills, Inc. and Kellogg Company Dominate
      • Market in State of Flux
        • Table Changes in Leading Marketers' Shares of IRI-Tracked Dollar Sales of Snack Bars/Granola Bars, 52 Weeks Ending November 30, 2014 (in thousand $)
      • Clif Bar & Company Stays on Top in Nutritional Bar Segment
      • General Mills Fades
        • Table Changes in Leading Marketers' Shares of IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars, 52 Weeks Ending November 30, 2014 (in thousand $)
      • Market for Cereal/Granola Bars Highly Concentrated
      • Kellogg Company Slips in Cereal/Granola Bar Market
        • Table Changes in Leading Marketers' Shares of IRI-Tracked Dollar Sales of Breakfast/Cereal/Snack Bars and Granola Bars, 52 Weeks Ending November 30, 2014 (in thousand $)
    • Competitive Strategies
      • Snack Bars Increasingly Vital to Breakfast Cereal Behemoths
        • Table U.S. Retail Sales by General Mills 2012-2014, Snacks vs. Other Divisions (in million $)
        • Table Changes in IRI-Tracked Dollar Sales of General Mills Brands of Breakfast/Cereal/Snack Bars and Granola Bars, 52 Weeks Ending November 30, 2014 (in thousand $)
        • Table Changes in IRI-Tracked Dollar Sales of Major Kellogg Company Brands of Breakfast/Cereal/Snack Bars and Granola Bars, 52 Weeks Ending November 30, 2014 (in thousand $)
      • Clif Bar & Company Hits a Few PR Bumps on the Road to Success
      • KIND LLC Disrupts the Market
        • Table Changes in IRI-Tracked Dollar Sales of Snack Bars/Granola Bars by KIND LLC, 52 Weeks Ending November 30, 2014 (in thousand $)
      • thinkThin Prospers with Astute Brand-Building
  • Marketing and New Product Trends
    • Marketing Trends
      • thinkThin Promotes Guilt Free Snacking in New Campaign
      • Nature Valley Encourages Consumers to "Get Out There"
      • CLIF Bar Inspires Adventure with "Meet the Moment"
      • GoMacro Fuels Tour de Cure
      • Gluten Free Bigger Than Ever
      • Nutritional Bars Go From Sweet to Savory
      • Kellogg's Launches New Cereal Bar
  • Consumer Profile
    • Consumption Patterns
      • Bars Appeal More as Snacks than as Meal Replacements
        • Table Reasons Why Consumers Eat Nutrition or Cereal/Granola Bars, 2014 (percent of those eating nutrition or cereal/granola bars)
      • Frequent Use of Bars Is Common
        • Table Frequency of Eating Nutrition or Cereal/Granola Bars, 2014 (percent of those eating nutrition or cereal/granola bars)
      • Mornings Are the Favorite Time for Eating Bars
        • Table Time of Day Consumers Eat Nutrition or Cereal/Granola Bars, 2014 (percent of those eating nutrition or cereal/granola bars)
      • Bars Get Eaten Both at Home and On the Go
        • Table Where Consumers Eat Nutrition or Cereal/Granola Bars, 2014 (percent of those eating nutrition or cereal/granola bars)
    • Purchasing Patterns
      • Supermarkets Popular Source of Nutritional and Cereal Bars
        • Table Where Consumers Regularly Buy Nutrition or Cereal/Granola Bars, 2014 (percent of those eating cereal/granola or nutritional bars)
      • Flavor and Price Top the List of Desired Product Characteristics
        • Table Product Characteristics Most Important When Buying Nutrition or Cereal/Granola Bars, 2014
      • Nutritional and Cereal Bar Users Good Customers for Grocery Stores
        • Table Average Amount Spent per Week on Groceries by Users of Nutrition or Cereal/Granola Bars Grocery Shopping, 2014
    • Healthy Eating
      • Healthy Eating Drives Nutritional Bar Users
        • Table Attitudes toward Health and Nutrition of Users of Nutrition or Cereal/Granola Bars, 2014
        • Table Attitudes of Users of Nutrition or Cereal/Granola Bars toward Healthy Eating, 2014
      • Nutritional Bar Users Choose Foods for Specific Health Concerns
      • Organic and Natural Foods Important to Nutritional Bar Users
    • Weight Management and Fitness
      • Weight Management a Top Priority
        • Table Attitudes of Users of Nutrition or Cereal/Granola Bars toward Dieting and Weight Loss, 2014
      • Exercise Important Part of Daily Life
        • Table Frequency of Participation in Physical Fitness Program by Users of Nutrition or Cereal/Granola Bars, 2014
      • Risk-Taking Part of the Psyche of Nutritional Bar Users
        • Table Sports and Fitness Activities of Users of Nutrition or Cereal/Granola Bars, 2014
    • Demographic Highlights
      • Demographics Skew Young and Female
        • Table Users of Nutrition or Cereal/Granola Bars by Age and Gender, 2014
      • Cereal/Granola Bars Appeal to Latinos and Blacks
        • Table Users of Nutrition or Cereal/Granola Bars by Race and Hispanic Origin, 2014
      • Nutritional Bars an Urban Phenomenon
        • Table Users of Nutrition or Cereal/Granola Bars by Region and Place of Residence, 2014
      • Consumers of Nutritional Bars Highly Educated and Affluent
        • Table Users of Nutrition or Cereal/Granola Bars by Educational Attainment and Household Income, 2014
      • Households with Children Represent Key Segment for Cereal/Granola Bars
        • Table Users of Nutrition or Cereal/Granola Bars by Marital Status and Household Structure, 2014

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