Food Bars in the U.S.: Trends in Cereal/Granola Bars and Energy/Nutrition Bars

Mar 30, 2012
208 Pages - Pub ID: LA6576315
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This Packaged Facts report examines the $5.7 billion U.S. retail market for food bars, classified into two categories: cereal/granola bars and energy/nutrition bars.

Food bars have been making noise in the marketplace recently, posting double-digit growth rates for successful product types. Reasons for this surge include a wave of new product launches, increased sophistication in marketing bars to different consumer sets, and continued innovation in delivery formats. Eating trends such as the blurring of meals and snacks, an emphasis on portion control, and increasingly informal, spur-of-the-moment, and customized eating all favor the food bar market.

A main trend in the food bar market overall is the blurring of distinctions between cereal/granola bars and energy/nutrition bars. Broadly speaking, cereal/granola bars are focusing more on nutrition and incorporating functional ingredients (such as added protein or fiber), while energy/nutrition bars are incorporating ever more creative and decadent formulations to make them more appetizing.

Although overall the cereal bar segment has seen little growth beyond that achieved through price increases, new products continue to be introduced to meet more targeted consumer needs. Cereal bar manufacturers are targeting consumers who wish to move away from treats and are looking for a workout energy boost, a nutritious snack or even a fast meal replacement option. Over the past few years, cereal bars with reduced calories, fat or sugar have performed quite well, although the number of product introductions with these claims has fallen sharply in the last five years. Manufacturers are addressing more sophisticated concerns, such as creating products to supplement perceived nutritional deficits that might be incurred in a weight-loss program. High-protein, low-carbohydrate or balanced-gastrointestinal formulations have seen good growth.

In the energy/nutrition bar category, new flavor and ingredient introductions along with improvements in taste and mouthfeel have made the future of these products look a lot more interesting. Among the functional ingredients that manufacturers are using to vary the nutrition bar formula are CoQ10, L-carnitine, omega-3, resveratrol, and vitamin K2.

This report is based on information gathered from primary, secondary, and syndicated sources. Primary research involved consultation with industry sources and a Packaged Facts online consumer survey conducted in February-March 2012. Secondary research involved the evaluation and comparison of data and information found in financial, trade, and government sources, as well as company media. Analysis also draws on mass-market sales-tracking data from SymphonyIRI and national consumer survey data from Experian Simmons.

Chapter 1: Executive Summary
Scope and Methodology
Food Bar Market Overview
Cereal Bars
Granola Bars
Energy/Nutrition Bars
A Boom in Food Bars
Food Bar Market Approaches $5.7 Billion in 2011
Table 1-1: U.S. Retail Sales of Cereal/Granola Bars and Energy/Nutrition Bars, 2007-2011 (in millions of dollars)
Market Projected to Near $8.3 Billion in 2016
Table 1-2: Projected U.S. Retail Sales of Cereal/Granola Bars and Energy/Nutrition Bars, 2011-2016 (in millions of dollars)
Long-Term Food Trends Framing Market Growth
The Cereal/Granola Bar Category
Insights and Opportunities
The Market for Cereal/Granola Bars
Different Trajectories for Cereal Bars and Granola Bars
2012 U.S. Retail Sales Projected at $3.2 Billion
Table 1-3: U.S. Retail Sales of Cereal Bars and Granola Bars, 2010 vs. 2011 (in millions of dollars)
Table 1-4: U.S. Retail Sales of Cereal Bars and Granola Bars, 2012 (in millions of dollars)
Table 1-5: Projected U.S. Retail Sales of Cereal Bars and Granola Bars, 2012-2016 (in millions of dollars)
Trends and New Products
Retail Dynamics
Demographics for Consumers
The Energy/Nutrition Bar Category
Insights and Opportunities
The Market
U.S. Retail Sales of Energy/Nutrition Bars Reach $2.5 Billion
Table 1-6: U.S. Retail Sales of Energy/nutrition Bars, 2008-2011 (in millions of dollars)
Double-Digit Growth for Lifestyle/Wellness & Diet Bars in Natural Channel
Retail Sales Projected to Approach $4.5 Billion in 2016
Table 1-7: Projected U.S. Retail Sales of Energy/nutrition Bars, 20011-2016 (in millions of dollars)
Trends and New Products
Milk Proteins Improve the Palatability of Energy/nutrition Bars
Gelatin as a Protein Source and Texturizing Agent in Energy/nutrition Bars
New Functional Ingredients Jazz Up the Market
Retail Dynamics
Mass Merchandisers at 30% Category Share
Demographics of Energy/Diet Bar Consumers
Chapter 2: Food Bar Market Overview
Key Points
Varieties of Food Bars
Cereal Bars
Granola Bars
Energy/Nutrition Bars
High-Carbohydrate Bars (Clif Bar, PowerBar, etc.)
High-Protein Bars (Myoplex, PowerBar Protein Plus, etc.)
Ingredients in Protein Bars
Leading Brands of Protein Bars
Lower-Calorie Bars (Luna, etc.)
Meal-Replacement Bars (Balance Bar, PR Bar, etc.)
Labeling and Quality/Content of Ingredients
Calorie Content Ranges
Too Much of a Good Thing
Advice for Energy Bar Use for People Engaged in Aerobic Sports
Market Size and Growth
Food Bar Market Approaches $5.7 Billion in 2011
Table 2-1: U.S. Retail Sales of Cereal/Granola Bars and Energy/Nutrition Bars, 2007-2011 (in millions of dollars)
Market Projected to Near $8.3 Billion in 2016
Table 2-2: Projected U.S. Retail Sales of Cereal/Granola Bars and Energy/Nutrition Bars, 2011-2016 (in millions of dollars)
Average Mass-Market Price Per Unit and Price Per Volume for Food Bars
Table 2-3: Average Price Per Unit For Food Bars in Food, Drug and Mass-Merchandiser Stores, 2010-2011
Table 2-4: Average Price Per Volume For Food Bars in Food, Drug and Mass-Merchandiser Stores, 2010-2011
Private-Label Products in the Food Bar Market
Table 2-5: U.S. Retail Sales of Private Label Food Bars, by Category, in Food, Drug and Mass-Merchandiser Stores, 2010-2011 (in thousands of dollars)
Opportunities for Private-Label Manufacturers
Trends Affecting the Food Bar Market
2012 Trends
What’s In and What’s Out in Foods and Food Ingredients for 2012
2011 Trends
Consumer Awareness of Functional Foods Increases
Allergen-Free
The Food Allergen Labeling and Consumer Protection Act of 2004
Exemptions, Petition, and Notification to the FALCPA
Protein Enhanced/High-protein
Omega-3-enhanced
Probiotic-enhanced
Prebiotic-enhanced
The Use of Inulin and Oligofructose in Cereal Bars and Energy/nutrition Bars
Women’s Health
Weight Loss
Food and Beverage Manufacturers Pledge to Cut 1.5 Trillion Calories From the U.S. Food Supply
New Strategies in Weight Management Products
Weight-loss Ingredients Trends
Ingredients that Enhance Satiety
Fiber
Manufacturers Must Substantiate Claims for Weight-loss Products
Ingredients Trends
Konjac—A Novel, Multitasking Ingredient
Cereal Bars and Nutritional/Energy Bars Appeal to All Demographics
Formulation and Ingredient Trends
Long-Term Food Trends Framing Market Growth
Allergen-Free
The Food Allergen Labeling and Consumer Protection Act of 2004
Exemptions, Petition, and Notification to the FALCPA
Protein Enhanced/High-Protein
Omega-3-Enhanced
Probiotic-Enhanced
Prebiotic-Enhanced
Inulin and Oligofructose
Women’s Health
Weight Loss
New Strategies in Weight Management Products
Ingredients that Enhance Satiety
Fiber
Manufacturers Must Substantiate Claims for Weight-Loss Products
Chapter 3: The Cereal/Granola Bar Category
Key Points
Insights and Opportunities
The Products
Cereal Bars
Granola Bars
The Market
2012 U.S. Retail Sales Projected at $3.2 Billion
Table 3-1: U.S. Retail Sales of Cereal Bars and Granola Bars, 2010 vs. 2011 (in millions of dollars)
Table 3-2: U.S. Retail Sales of Cereal Bars and Granola Bars, 2012 (in millions of dollars)
Table 3-3: Historical and Projected U.S. Retail Sales of Cereal Bars and Granola Bars, 2007-2016 (in millions of dollars)
Symphony-IRI FMDx Sales of Granola Bars at $1 Billion
Table 3-4: SymphonyIRI-Tracked Sales of Breakfast/Cereal/Snack Bars and Granola Bars Through Food Stores, Drugstores, and Mass Merchandisers Other Than Walmart, 2011 (in thousands of dollars)
The Marketers
Kellogg Corners Three-Fifths of Mass-Market Cereal Bar Sales
Figure 3-1: Symphony-IRI Tracked Marketer Shares of Breakfast/Cereal/Snack Bar Sales, 2011
Table 3-5: SymphonyIRI-Tracked FDMx Sales and Segment Shares for Selected Brand Lines of Breakfast/Cereal/Snack Bars, 2010-2011 (in thousands of dollars and percent)
General Mills Leads in Granola Bars
Figure 3-2: Symphony-IRI Tracked Marketer Shares of Granola Bar Sales, 2011
Table 3-6: SymphonyIRI-Tracked FMDx Sales and Segment Shares for Selected Brands Lines of Granola Bars, 2010-2011 (in thousands of dollars and percent)
Competitive Profile: Clif Bar & Co., Emeryville, CA
Company Profile
Financial Information
Products
Corporate Strategy
Competitive Profile: General Mills, Inc., Minneapolis. MN
Company Overview
Financial Information
Cereal Bar and Granola Bar Products
Corporate Strategy
Competitive Profile: Hain Celestial Group, Inc., Melville, NY
Company Overview
Financial Information
Cereal Bar and Granola Bar Products
Competitive Profile: Kellogg Co., Battle Creek, MI
Company Overview
Financial Information
Cereal Bar and Granola Bar Products
Competitive Profile: KIND LLC, New York, NY
Company Overview
Financial Information
Snack Bar Products
Corporate Strategy
Competitive Profile: Kraft Foods Inc., Northfield, IL
Financial Information
Cereal Bar and Granola Bar Products
Corporate Strategy
Competitive Profile: McKee Foods Corporation, Collegedale, TN
Company Overview
Cereal Bar and Granola Bar Products
Competitive Profile: Odwalla Inc., Half Moon Bay, CA (a division of The Coca Cola Company)
Company Overview
Cereal Bar and Snack Bar Products
Company Strategy
Competitive Profile: Quaker Oats Co. (a division of PepsiCo)
Company Overview
Cereal Bar and Granola Bar Products
Competitive Profile: Shandiz Natural Foods, Markham, Ontario, Canada
Company Overview
Business Strategy
Competitive Profile: Slim-Fast Food Co. (a Unilever Company)
Company Overview
Financial Information
Energy/nutrition Bars
Business Strategy
Trends and New Products
Snacking, Early and Late
Cargill Introduces Prototype Granola and Snack Bars Containing High Oleic Canola Oil
Blurring the Lines—A Growing Number of Cereal and Granola Bars Feature Nutritional Benefits
Selected Products Introduced in 2012
General Mills Introduces Nature Valley Protein Bars
Kashi Company Combines Fruit and Vegetables in New Tasty Soft n' Chewy Bar
Kraft Launches Refrigerated MilkBite Milk & Granola Bars
Selected Products Introduced in 2011
Gluten-Free Granola Bars Introduced by Bakery On Main
Clif Kid’s Zbar Crispy Organic Snack
Kashi TLC Peanutty Dark Chocolate Layered Granola Bars Join the Company’s TLC Line
Mars Expands Kudos Line
Odwalla Introduces White Chocolate Macadamia Nut Mix Bars and Dark Chocolate Chip Walnut Bars
PR•Bar Launches Five New Granola Bars in August 2011
Cereal and Snack Bar Manufacturers Address the Obesity Epidemic
Cereal Bars by Any Other Name
Superfruit and Resveratol Enter the Cereal Bar Sector
Retail Dynamics
Mass Merchandisers at 30% Category Share
Table 3-7: Retail Channel Shares for Energy/nutrition Bars, 2012 (percent)
63% of Category Customers Buy Cereal/Granola Bars at Supermarkets/ Grocery Stores
Table 3-8: Consumer Purchasing of Cereal/Granola Bars by Retailer Type, 2012 (percent of energy/nutrition bar purchasers)
Consumer Trends
14% of Adults Use Energy/Diet Bars
Table 3-9: Consumer Purchasing Rates for Energy/Nutrition Bars vs. Cereal/Granola Bars, 2004-2011 (percent of U.S. adults)
Demographics for Cereal/Granola Bar Consumers
Table 3-10: Demographics for Cereal/Granola Bar Consumers, 2011 (percent and index for U.S. adults)
Nature Valley and Quaker Chewy Lead in Consumer Base
Table 3-11: Usage Rates and Consumer Base for Selected Brands Lines of Cereal/Granola Bars, 2009-2011 (percentage and number in thousands)
Nature Valley, Nutri-Grain, and General Mills Milk and Cereal Bars Lead in Frequent Users
Table 3-12: Frequency of Consumption for Selected Brands of Cereal/Granola Bars, 2011 (number of U.S. adults)
Granola Bars Ready for an Image Makeover?
Table 3-10: Selected Traits of Consumers Who Use Cereal/Granola Bars as Nutritional Snacks, 2011
Chapter 4: The Energy/Nutrition Bar Category
Key Points
Insights and Opportunities
The Products
Energy Bars
Carbohydrate Energy Bars
Protein Energy Bars
Maximizing the Benefits of Energy Bars
Diet/Weight Management Bars
Condition-Specific Bars
Bars With Less
Bars with More
The Market
U.S. Retail Sales of Energy/Nutrition Bars Reach $2.5 Billion
Table 4-1: U.S. Retail Sales of Energy/nutrition Bars, 2008-2011 (in millions of dollars)
Double-Digit Growth for Lifestyle/Wellness & Diet Bars in Natural Channel
Retail Sales Projected to Approach $4.5 Billion in 2016
Table 4-2: Projected U.S. Retail Sales of Energy/nutrition Bars, 20011-2016 (in millions of dollars)
SymphonyIRI-Tracked FMDx Sales at $1 Billion
Table 4-3: SymphonyIRI-Tracked FMDx Sales of Nutritional/Intrinsic Health Value Bars, 2010-2011 (in thousands of dollars)
The Sports Nutrition Context
Sports Nutrition Products Target a Broader Consumer Base
The Global Market for Sports Nutrition Products
What’s Next in the Sports Nutrition Sector
The Marketers
Clif Bar Claims 23% of Mass-Market Sales
Figure 4-1: SymphonyIRI-Tracked FMDx Marketer Shares of Nutritional/Intrinsic Health Value Bar Sales, 2011 (percent)
Table 4-4: SymphonyIRI-Tracked FDMx Sales and Segment Shares for Selected Brand Lines of Nutritional/ Intrinsic Health Value Bars, 2010-2011 (in thousands of dollars and percent)
Competitive Profile: Abbott Nutrition (a division of Abbott Laboratories)
Company Overview
Energy/nutrition Bar Products
Competitive Profile: Active Health Foods, Inc., Riverside, CA
Company Overview
Products
Business Strategy
Competitive Profile: Brynwood Partners VI L.P.
Company Overview
Energy/nutrition Bar Products
Business Strategy
Competitive Profile: Fullbar LLC, Greenwood Village, CO
Company Overview
Energy/nutrition Bar Products
Business Strategy
Competitive Proflle: Nestlé, Vevey, Switzerland
Company Overview
Financial Information
Energy/nutrition Bar Products
Competitor Profile: YouBar, Los Angeles, CA
Company Overview
Products
Corporate Strategy
Trends and New Products
Milk Proteins Improve the Palatability of Energy/nutrition Bars
Gelatin as a Protein Source and Texturizing Agent in Energy/nutrition Bars
Benefits of Soy Proteins Combined With Dairy Ingredients
New Functional Ingredients Jazz Up the Market
CoQ10
L-Carnitine
Omega-3
Resveratrol
Vitamin K2
Trends in Selected Ingredients
Energy/nutrition Bar Category Offers Something for Everyone, from Women Bodybuilders to Vampire-Wannabe Teens
Support Your Local Energy/nutrition Bar
Selected Products Introduced in 2012
Balance Bar’s Balance-tine’s Day Chocolate Gift Assortment
Selected Products Introduced in 2011
Baked Chocolate Raspberry Nutrition Bar Introduced by Archer Daniels Midland
Iron Girl Energy Bar Targets Women Athletes
Brynwood Partners Launches Balance nimble and Café Bars
Abbott Nutrition Introduces Sweet & Salty Nutrition Bars
Joulebody Introduces a Detox Meal Replacement Bar
ResVez Debuts a Second Resveratrol-Containing Nutrition Bar
Mostly Raw Ingredient Probar HALO Bars Enter the Market
ThinkProducts Introduces thinkThin Natural, Low-Sugar Nut Bar
Quaker Oats Launches Bakery-Inspired, Reduced-calorie Nutrition Bars
F-Factor Bars from Health Valley Offer 12 Grams of Fiber
Vega Sport Protein Bars With All Natural, Plant-Based Ingredients Target Athletes
Live Smart Original Flax Bars Offer Allergen-Free Snacking
Mars Launches Marathon Smart Stuff Bars
Selected Innovative Products Introduced in 2010
Pure NRG Launches Chia Breakfast Bar
FullBar Addresses the Weight Management Trend in Snacking
POM Wonderful Introduces PomX Antioxidant Superbar Line
Slim Secrets Introduces Snack Bars to Control Appetite
Gatorade G Series Pro 01 Prime Pre-Game Fuel Nutrition Bars Enter the Market
Nature’s Plus Source of Life Targets Teen Vampire Wannabes
AllerEnergy Addresses Consumers Seeking Allergen-free Nutrition Bars
Retail Dynamics
Mass Merchandisers at 30% Category Share
Table 4-5: Retail Channel Shares for Energy/nutrition Bars, 2012 (percent)
55% Buy Energy/Nutrition Bars at Walmart and Other Supercenters
Table 4-6: Consumer Purchasing of Energy/nutrition Bars by Retailer Type, 2012 (percent of energy/nutrition bar purchasers)
Consumer Trends
14% of Adults Use Energy/Diet Bars
Table 4-7: Consumer Purchasing Rates for Energy/Nutrition Bars vs. Cereal/Granola Bars, 2004-2011 (percent of U.S. adults)
Frequent Users Are More Likely To Also Use Cereal/Granola Bars
Table 4-8: Number of Energy/Nutrition Bars Consumed in the Previous 30 Days, 2004 vs. 2011 (percent of U.S. adults)
Demographics of Energy/Diet Bar Consumers
Table 4-9: Demographics for Energy/Nutrition Bar Consumers, 2011 (percent and index for U.S. adults)
Kashi Brand Edges Out Clif Bars in Consumer Base
Table 4-10 Overall Consumer Base for Selected Brands of Energy/Nutrition Bars, 2007-2011 (number in thousands of U.S. adults)
2.4 Million Dieting Adults Use Slim-Fast Bars
Table 4-11: Selected Brands of Energy/Diet Bars Most Often Purchased by Consumers Who Are Dieting to Lose Weight (number of U.S. adults and index)
Clif Bar Leads with 1.6 Million Frequent Users
Table 4-12: Frequency of Consumption for Selected Brands of Energy/Nutrition Bars, 2011 (number of U.S. adults)

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