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Title: The U. S. Market for Food Bars Published by Packaged Facts
Published: September 2003

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The following is the abstract from the full report:
Find out what’s going on in the fastest-growing segment of the U.S. food industry and how to tap into it. This Packaged Facts report covers the exploding $2 billion 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 2007, and profiles food bar consumers across the categories using the most current Simmons Market Research Bureau data available.

The combination of advances in taste technology, consumers’ belief that they can have it all (convenience, taste, nutrition) in the foods they eat, and the fast-lane pace of American lives mean “sweet” can—and must—also signify “healthful,” and with savory and ethnic versions as whole new options. Consequently, consumers are gobbling up “healthy indulgences” while marketers unveil three- and four-word flavor names for food bars that could make an ice cream parlor menu look boring. At the same time, all these new flavors mean food aisles have become crammed with look-alike boxes filled with look-alike products wearing look-alike ingredient labels, to the bewilderment of consumers. As a result, stand-out packaging, strong product positionings, and concerted point-of-sale merchandising assistance to retailers have never been more important to established marketers as well as anyone hoping to jump in the pool.

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