Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources and methodology
- Sales data
- Consumer survey data
- Abbreviations
- Terms
Executive Summary
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- 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
Insights and Opportunities
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- Hispanics and dads: two overlooked demographics
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- Figure 1: Reasons for eating nutrition/energy bars, by race/Hispanic origin, November 2008
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- Figure 2: Use of other energy and nutrition supplements by nutrition/energy bars consumers, by gender and parental status, November 2008
- A nutrition bar for every activity
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- Figure 3: Soldier Fuel, example of bar for specific activity, June 2008
- Figure 4: Detour Runner, example of bar for specific activity, October 2008
- Figure 5: Detour Yoga, example of bar for specific activity, September 2008
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- Figure 6: Sports participation and incidence of use of energy/diet snacks and bars, April 2007-June 2008
- Figure 7: Top 15 most popular U.S. sports among those aged 7+, by participation, selected years 2000-07
- A nutrition bar for every ailment
- Omega 3
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- Figure 8: On Track Snack, example of Omega 3 energy bar, April 2008
- Figure 9: Jennie’s Omega 3, example of Omega 3 energy bar, April 2008
- Figure 10: Think Five, example of Omega 3 energy bar, March 2008
- Claims in new product launches of energy bars
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- Figure 11: Top 20 claims in new product launches of energy bars, global, 2005-08
- The next wave: Simple bars
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- Figure 12: Natural product supermarket retail sales of nutrition and energy bars, raw vs. not raw, 2006 and 2008
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- Figure 13: EB Performance, example of simple nutrition/energy bar, December 2008
- Figure 14: Clif Bar—Organic, example of simple nutrition/energy bar, November 2008
- Figure 15: Amazing Grass, example of simple nutrition/energy bar, November 2008
- Opportunities to be found with the young
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- Figure 16: Organic Food Bar Kid's Oooatmeal!, example of nutrition/energy bar for kids, November 2008
- Customize my bar, identify my need, reward my recipe
Inspire Insights
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- Customized Healthy Eating
- Raising the Bar
- YouBars
- Not Good Enough
- Food and beauty
- What's it about?
- What we've seen
- Specifics
- Implications
Market Size and Forecast
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- Key points
- Something convenient and healthy—and make it fast
- On the road to growth again
- Small audience
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- Figure 17: Total U.S. sales and forecast of nutrition and energy bars, at current prices, 2003-13
- Figure 18: Total U.S. sales and forecast of nutrition and energy bars, at inflation-adjusted prices, 2003-13
- Wal-Mart sales
Competitive Context
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- Summary
- Fruit
- Energy drinks
- Yogurt, smoothies, healthy snacks
- Confectionery
Segment Performance
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- Key points
- No more diets
- Be well
- Want it raw or not at all
- Sales and forecast of nutrition and energy bars, by segment
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- Figure 19: U.S. FDMx sales and forecast of nutrition and energy bars, at current prices, by segment, 2003-13
- Figure 20: U.S. FDMx sales of nutrition and energy bars, by segment, 2007 and 2008
Segment Performance—Diet Bars
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- Key points
- Losing in all the wrong places
- Depends on the brand
- Sales and forecast of diet bars
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- Figure 21: FDMx sales and forecast of diet bars, at current prices, 2003-13
Segment Performance—Wellness Bars
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- Key points
- Sales looking healthy
- The predominant brands
- Sales and forecast of wellness bars
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- Figure 22: FDMx sales and forecast of wellness bars, at current prices, 2003-13
Segment Performance—Athletic Bars
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- Key points
- Getting a second wind?
- Raw energy
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- Figure 23: Natural product supermarket retail sales of nutrition and energy bars, raw vs. not raw, 2006 and 2008
- More bang for your buck—added vitamins
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- Figure 24: Clif Bar, example of energy bar with added vitamins, November 2008
- Figure 25: Tiger's Milk, example of energy bar with added vitamins, October 2008
- Figure 26: PowerBar Energize, example of energy bar with added vitamins, April 2008
- Figure 27: Promax Nutrition, example of energy bar with added vitamins, April 2008
- Sales and forecast of athletic bars
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- Figure 28: FDMx sales and forecast of athletic bars, at current prices, 2003-13
Retail Channels
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- Key points
- The top two destinations
- Convenient and natural
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- Figure 29: U.S. sales of nutrition and energy bars, by retail channel, 2007 and 2008
Retail Channels—Supermarket/Food Stores
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- Key points
- Women and promotions driving sales
- Grocery stores top destination
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- Figure 30: Where nutrition/energy bars are bought, by gender, November 2008
- Let’s make our own
- Supermarket/food store sales
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- Figure 31: U.S. sales of nutrition and energy bars at supermarkets/food stores, 2003-08
Retail Channels—C-stores
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- 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?
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- Figure 32: Where nutrition/energy bars are bought, by age, November 2008
- Convenience store sales
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- Figure 33: U.S. sales of nutrition and energy bars at c-stores, 2003-08
Retail Channels—Natural Food Stores
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- Key points
- Sales moving upward
- Demand for all-natural
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- Figure 34: Macro; MacroNutrient Bar, example of nutrition bar made with natural ingredients, April 2008
- Figure 35: MacroLife Naturals Miracle Reds, example of energy bar made with natural ingredients, April 2008
- Whole stores of Whole Foods
- Natural food store sales
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- Figure 36: U.S. sales of nutrition and energy bars at natural food stores, 2003-08
- Leading brands in natural food stores
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- Figure 37: Natural product supermarket retail sales* of nutrition and energy bars, by brand, 2006 and 2008
Retail Channels—Mass Merchandisers and Other Outlets
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- Key points
- Bars and the mass merchandiser—a perfect fit
- One-stop shopping
Retail Channels—Drug Stores
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- Key points
- Not at the top of the list
- Drug store sales
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- Figure 38: U.S. sales of nutrition and energy bars at drug stores, 2003-08
Market Drivers
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- Key points
- The bar that’s many things to many people
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- Figure 39: Reasons for eating nutrition/energy bars, by age, November 2008
- Figure 40: Population aged 18 or older, by age, 2003-13
- Nutrition/energy bars for weight loss
- Healthy fast food for a nation on the run
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- Figure 41: Top ten countries, by snack/cereal/energy bar launches, 2005-08
Leading Companies
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- Key points
- The Clif Bar sensation
- Still in the zone
- Trying to keep the power
- The ever-changing diet
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- Figure 42: Sales of leading nutrition and energy bars companies, 2007 and 2008
Selected Brand Analysis—Wellness Bars
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- Key points
- The golden child
- Trying to find some balance
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- Figure 43: Balance Pure, example of bar that addresses specific health issue, November 2008
- The other guys
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- Figure 44: Selected FDMx brand sales of wellness bars in the U.S., 2007 and 2008
Selected Brand Analysis—Diet Bars
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- Key points
- Tired of the same old diet
- Two make up half
- The popular diet programs
- A brand powerhouse
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- Figure 45: FDMx brand sales of diet bars in the U.S., 2007 and 2008
Selected Brand Analysis—Athletic Bars
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- Key points
- It’s got the power
- The middle tier
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- Figure 46: Snickers Marathon, January 2009
- Smaller brands growing
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- Figure 47: EAS Myoplex Lite, example of bar for specific activity, January 2009
- Figure 48: Whole in One, example of Omega 3 energy bar, April 2008
- Figure 49: FDMx brand sales of athletic bars in the U.S., 2007 and 2008
Brand Qualities
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- PowerBar
- Clif Bar
- Balance (Kraft)
- LÄRABAR
- Kashi
- SOYJOY
- MET-Rx
Innovation and Innovators
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- 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
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- Figure 50: Nature’s Plus, example of bar that addresses specific health issue, October 2008
- Figure 51: Snickers Marathon, example of bar that addresses specific health issue, September 2008
- Figure 52: Snickers Multi-grain Marathon, example of bar that addresses specific health issue, June 2008
- Figure 53: Muscle Milk, example of bar that addresses specific health issue, July 2008
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- Figure 54: On Track Snack, example of bar that addresses specific health issue, April 2008
- Figure 55: Balance Pure Gluten Free, example of bar that addresses specific health issue, April 2008
Advertising and Promotion
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- SOYJOY touts health benefits to females
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- Figure 56: SOYJOY television ad, jump rope vitality, February 2009
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- Figure 57: SOYJOY television ad, jelly beans vs. fruit, February 2009
- Balance Bar goes grass-roots
- Supporting athletes and events
- Clif and LUNA
- PowerBar
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- Figure 58: PowerBar television ad, February 2009
- Other ads—Special K, Glucerna and Power Ice
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- Figure 59: Special K television ad, February 2009
- Figure 60: Glucerna television ad, February 2009
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- Figure 61: Power Ice television ad, February 2009
Incidence of Eating Nutrition and Energy Bars
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- Key points
- Only one in seven eat them
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- Figure 62: Incidence of eating energy/diet snacks and bars, April 2007-June 2008
- Slowly growing in popularity
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- Figure 63: Trended use of energy/diet snacks and bars, 2003-08
Reasons for Purchase
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- Key points
- Three most popular reasons for purchase: as a snack, for recovery, meal replacement
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- Figure 64: Reasons for eating nutrition/energy bars, by gender, November 2008
- 18-34s for vitality; over-65s for meal replacement
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- Figure 65: Reasons for eating nutrition/energy bars, by age, November 2008
Source of Purchase
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- Key points
- Grocery stores, mass merchandisers top destinations
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- Figure 66: Where nutrition/energy bars are bought, by gender, November 2008
- 18-24s go to convenience stores, and everywhere else
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- Figure 67: Where nutrition/energy bars are bought, by age, November 2008
Popular Brands eaten
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- Key points
- The big three: Kashi GoLean, PowerBar, and Slim-Fast
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- Figure 68: Incidence of eating selected brands of nutrition/energy bars, November 2008
- Females like diet bars, males like energy bars
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- Figure 69: Brands of energy/diet snacks and bars eaten, by gender, April 2007-June 2008
- Age matters
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- Figure 70: Brands of energy/diet snacks and bars eaten, by age, April 2007-June 2008
Attitudes and Motivations
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- Key points
- Only for the active, according to males
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- Figure 71: Attitudes towards nutrition or nutrition/energy bars, by gender, November 2008
- 18-34s for activity and energy
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- Figure 72: Attitudes towards nutrition or nutrition/energy bars, by age, November 2008
- Larger household want larger bars
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- Figure 73: 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
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- Key points
- Males want energy and muscles
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- Figure 74: Link between nutrition/energy bars and other energy and nutrition supplements, by gender, November 2008
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- Figure 75: Incidence of drinking energy drinks, by gender, 2003-07
- Figure 76: Usage of vitamins/mineral tablets/capsule/liquids, 2002-06
- 18-34s like their energy and nutrition supplements
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- Figure 77: Link between nutrition/energy bars and other energy and nutrition supplements, by age, November 2008
- With children and using energy drinks
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- Figure 78: Link between nutrition/energy bars and other energy and nutrition supplements, by presence of children, November 2008
Impact of Race/Hispanic Origin
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- Key points
- Blacks and Hispanics like their energy bars
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- Figure 79: Reasons for eating nutrition/energy bars, by race/Hispanic origin, November 2008
- Asians and Hispanics like energy drinks, and more
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- Figure 80: Link between nutrition/energy bars and other energy and nutrition supplements, by race/Hispanic origin, November 2008
Cluster Analysis
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- Snackers
- Who they are
- Opportunity
- Watchers
- Who they are
- Opportunity
- Performers
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 81: Energy/nutrition bar clusters, November 2008
- Figure 82: Reasons for eating nutrition/energy bars, by energy/nutrition bar clusters, November 2008
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- Figure 83: Preferred sources of protein, by energy/nutrition bar clusters, November 2008
- Figure 84: Where nutrition/energy bars are bought, by energy/nutrition bar clusters, November 2008
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- Figure 85: Link between nutrition/energy bars and other energy and nutrition supplements, by energy/nutrition bar clusters, November 2008
- Figure 86: Dieting and exercise, by energy/nutrition bar clusters, November 2008
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- Figure 87: Attitudes towards nutrition or nutrition/energy bars, by energy/nutrition bar clusters, November 2008
- Cluster demographics
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- Figure 88: Energy/nutrition bar clusters, by gender, November 2008
- Figure 89: Energy/nutrition bar clusters, by age, November 2008
- Figure 90: Energy/nutrition bar clusters, by income, November 2008
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- Figure 91: Energy/nutrition bar clusters, by race, November 2008
- Figure 92: Energy/nutrition bar clusters, by Hispanic origin, November 2008
- Cluster methodology
Custom Consumer Groups
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- Not married (with children) and using nutrition/energy bars for lots of reasons
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- Figure 93: Reasons for eating nutrition/energy bars, by marital status and presence of children, November 2008
- Males eating energy/nutrition bars with or without kids
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- Figure 94: Reasons for eating nutrition/energy bars, by gender and parental status, November 2008
- Males buy them almost everywhere
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- Figure 95: Where nutrition/energy bars are bought, by gender and parental status, November 2008
- Males with (and without) children buy a variety of products
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- Figure 96: Link between nutrition/energy bars and other energy and nutrition supplements, by gender and parental status, November 2008
- Dads have special needs
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- Figure 97: Attitudes towards nutrition or nutrition/energy bars, by gender and parental status, November 2008
IRI/Builders—Key Household Purchase Measures
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- Nutritional/intrinsic health value bars
- Consumer insights on key purchase measures—nutritional/intrinsic health value bars
- Brand map
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- Figure 98: Brand map, selected brands of nutritional/intrinsic health value bars, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 99: Key purchase measures for nutritional/intrinsic health value bars, by household penetration, 2008*
Appendix: Other Useful Consumer Tables
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- Reasons for usage, by bar brand
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- Figure 100: Reasons for eating nutrition/energy bars, by key bar brands (part 1), November 2008
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- Figure 101: Reasons for eating nutrition/energy bars, by key bar brands (part 2), November 2008
- Preferred proteins
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- Figure 102: Types of protein source preferred, by gender, November 2008
- Attitudes towards diet and exercise
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- Figure 103: Diet and exercise behavior, by gender, November 2008
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- Figure 104: Diet and exercise behavior, by age, November 2008
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- Figure 105: Diet and exercise behavior, by household income, November 2008
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- Figure 106: Incidence of watching/controlling diet by use of energy/diet snacks and bars, April 2007-June 2008
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- Figure 107: Sports participation, by incidence of use of energy/diet snacks and bars, April 2007-June 2008
- Attitudes towards general health
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- Figure 108: Attitudes towards health and use of energy/diet snacks and bars, cross-tab, April 2007-June 2008
Appendix: IRI/Builders Panel Data Definitions
Appendix: Trade Associations
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