• Scope and Methodology
• Scope of Report
• Report Methodology
• The Market
  
• Retail Sales Approach $3 Billion
• Nutrition Bars Rise to 49% of Retail Sales
• Figure 1-1: Share of IRI-Tracked Sales of Snack/Granola Bars by Segment, April 2003 (percent)
• Women Are Prime Customers
• Table 1-1: Usage Indices for Selected Food Bar Classifications: By Gender, 2002 (U.S. adults)
• The Million-Bar Question
• Not Just for Breakfast Anymore
• Extreme Convenience
• Hispanics in the Spotlight
• The Marketers
  
• A Diverse Range of Players
• Kellogg Leads with 20% Share
• Two-Year Trends
• Crossroads and Acquisitions
• Rivals Are Closer Than They Appeared
• Marketing and Retail Trends
  
• Target Marketing
• $170 Million in CMR-Tracked Advertising
• Marketing Positionings: Wholesome and High-Protein
• 10-Year Trend in Introduction Counts
• Overall Flavor Trends
• Textural Trends: Coated and Crunchy
• Formulation Trend: Bakery Style
• Testing the Salty Waters
• Supermarkets Account for About Half of Sales
• Figure 1-2: Share of U.S. Food Bar Sales by Retail Outlet Type, 2002 (percent)
• Channel Surfing
• A Front-End Growth Category for Drugstores
• The Consumer
  
• 34% of Adult Consumers Use Food Bars
• Brand Usage Gap: Cereal/Granola vs. Energy/Diet Bars
• Market Diversity: Two Consumer Clusters
• The Gender Gap
• The Minority Market
• A College-Age Crowd
• Looking Ahead
  
• Cross-Fertilizing the Market
• Betting on Nutrition Bars
• Target Marketing and Further Segmenting

Chapter 2: The Market

• Introduction
  
• Market Definition
• Figure 2-1: U.S. Retail Sales of Food Bars, 1998-2002 (in millions of dollars)
• Food Bar Types
• Two Main Categories
• Cereal/Granola Bars
• Nutrition Bars
• Market Size and Growth
  
• Retail Sales Approach $3 Billion
• Table 2-1: U.S. Retail Sales of Food Bars, 1998-2002 (in millions of dollars)
• Tracked Sales of Food Bars at $1,625 Million
• Table 2-2: IRI-Tracked Sales of Snack/Granola Bars, 1998-2002 (in millions of dollars)
• IRI-Tracked Sales of Nutrition Bars at $587 Million
• Table 2-3: IRI-Tracked Sales of Snack/Granola Bars by Segment, April 2003 (in millions of dollars)
• Market Composition
  
• Nutrition Bars Rise to 49% of Retail Sales
• Figure 2-2: Share of U.S. Retail Sales of Food Bars by Category: Cereal/Granola vs. Nutrition Bars, 1998 vs. 2002 (percent)
• Figure 2-3: Share of IRI-Tracked Sales of Snack/Granola Bars by Segment, April 2003 (percent)
• Supermarkets at 47% of Retail Sales
• Figure 2-4: Share of U.S. Food Bar Sales by Retail Outlet Type, 2002
• Women Are Prime Customers
• Table 2-4: Usage Indices for Selected Food Bar Classifications: By Gender, 2002 (U.S. adults)
• West Is Top Region
• Table 2-5: Usage Indices for Selected Food Bar Classifications: By Region, 2002 (U.S. adults)
• Hispanics at Index of 121
• Table 2-6: Usage Indices for Selected Food Bar Classifications: By Race/Ethnicity, 2002 (U.S. adults)
• Usage Rates Highest Among Younger Adults
• Table 2-7a: Usage Indices for Selected Food Bar Classifications: By Adult Age Bracket, 2002 (U.S. adults)
• Table 2-7b: Usage Indices for Selected Food Bar Classifications: By Adult Age Bracket, 2002 (U.S. adults)
• Index of 112 for Single-Person Households
• Table 2-8: Usage Indices for Selected Food Bar Classifications: By Household Size, 2002 (U.S. adults)
• Layered Pattern by Household Income
• Table 2-9a: Usage Indices for Selected Food Bar Classifications: By Household Income Bracket, 2002 (U.S. adults)
• Table 2-9b: Usage Indices for Selected Food Bar Classifications: By Household Income Bracket, 2002 (U.S. adults)
• Factors to Market Growth
  
• The Million-Bar Question
• Table 2-10: Food Bars vs. Toaster Pastries and Candy Bars: Estimated Nutritional Values Based on One-Ounce Portion
• Not Just for Breakfast Anymore
• Extreme Convenience
• Snacks to Go
• Healthy Choices
• The Obesity Crisis
• Room for Indulgence
• The Mainstreaming of Nutrition Bars
• Target Marketing
• The Women’s Market
• Hispanics in the Spotlight
• Table 2-11: Population Projections for Selected U.S. Racial/Ethnic Populations, 2000-2020 (in thousands)
• The Aging U.S. Population
• Table 2-12: Projected U.S. Population by Age Bracket, 2000-2010 (in thousands)
• Increased Competition
• Figure 2-5: Projected U.S. Retail Sales of Food Bars, 2002-2007 (in millions of dollars)
• Projected Market Growth
  
• Sales to Reach $6.2 Billion in 2007
• Longer-Lived Growth Spurt for Nutrition Bars
• Table 2-13: Projected U.S. Retail Sales of Food Bars, 2002-2007 (in millions of dollars)
• Table 2-14: Projected U.S. Retail Sales of Food Bars by Category: Cereal/Granola vs. Nutrition Bars, 2002-2007 (in millions of dollars)

Chapter 3: The Marketers

• Marketer Overview
  
• A Diverse Range of Players
• Cereal Kingpins Are Market Leaders
• Second-Tier Competitors
• Role of Private Label
• Table 3-1: U.S. Market for Food Bars: Selected Marketers and Leading Brands, 2003
• Marketer and Brand Shares
  
• Methodology
• Kellogg Leads with 20% Share
• Quaker Chewy at 8.7% Share
• Two-Year Trends
• Table 3-2: Top Marketers of Food Bars by Mass-Market Share, 2003 (percent)
• Table 3-3: Top Food Bar Brand Lines by Mass-Market Share, 2003 (percent)
• Table 3-4: Top Cereal Bar Marketers by Mass-Market Share: 2002 vs. 2003 (percent)
• Table 3-5: Top Granola Bar Marketers by Mass-Market Share: 2002 vs. 2003 (percent)
• Table 3-6: Top Rice Cereal Snack Square Marketers by Mass-Market Share: 2002 vs. 2003 (percent)
• Table 3-7: Top Nutrition Bar Marketers by Mass-Market Share: 2002 vs. 2003 (percent)
• The Competitive Situation
  
• Crossroads and Acquisitions
• Rivals Are Closer Than They Appeared
• Five-Year Share Trends
• Five-Year Sales Gains
• Room at the Table
• Table 3-8: Top Food Bar Marketers by Mass-Market Share, 1998 vs. 2002 (percent)
• Table 3-9: Top Food Bar Brand Lines by Mass-Market Share, 1998 vs. 2002 (percent)
• Table 3-10: Top Food Bar Marketers by Five-Year Gains in IRI-Tracked Sales, 1998-2002 (in dollars)
• Table 3-11: Top Food Bar Brand Lines by Five-Year Gains in IRI-Tracked Sales, 1998-2002 (in dollars)

Chapter 4: Competitive Profiles

• Competitive Profile: Atkins Nutritionals, Inc.
  
• Company Overview
• 9% Share in Nutrition Bars
• Advertising to Double in 2003
• Competitive Profile: Balance Bar Co. (Kraft Foods, Inc.)
  
• Company Overview
• 3% Market Share
• 13% Adspend Share
• Competitive Profile: Clif Bar, Inc.
  
• Company Overview
• Luna Brand Ranks Tenth in Mass Market
• A Stab at Salty
• Competitive Profile: General Mills, Inc.
  
• Company Overview
• Figure 4-1: Top Food Bar Marketers by Five-Year Gains in IRI-Tracked Sales, 1998-2002 (in dollars)
• Top Marketer by IRI-Tracked Dollar Gains
• Milking Cereal Brands
• Competitive Profile: Kellogg Co.
  
• Company Overview
• Leading (But Slipping) 20% Market Share
• New Products and Adspends
• Competitive Profile: Mars, Inc.
  
• Company Overview
• 10% Share of Granola Bar Segment
• Relaunch of Kudos
• Snickers Marathon and the Mainstreaming of Nutrition Bars
• Competitive Profile: PowerBar, Inc. (Nestlé S.A.)
  
• Company Overview
• A Fifth-Place 5.5% Share
• One Part Chocolate Bar, One Part PowerBar
• Competitive Profile: Quaker Oats Co. (PepsiCo, Inc.)
  
• Company Overview
• Quaker vs. Kellogg
• Grains vs. Gatorade
• Competitive Profile: Rexall Sundown, Inc. (NBTY, Inc.)
  
• Company Overview
• Mixed Record for 1998-2002
• Struggle to Fulfill Potential
• Competitive Profile: Slim-Fast Foods Co. (Unilever)
  
• Company Overview
• 33% Annual Growth Rate Over 2000-2002 Period
• Figure 4-2: Top Nutrition Bar Marketers by Five-Year Gains in IRI-Tracked Sales, 1998-2002 (in dollars)
• Meal vs. Snack Options

Chapter 5: Marketing and Retail Trends

• Marketing Dynamics
  
• Target Marketing
• $170 Million in CMR-Tracked Advertising
• Figure 5-1: Food Bar Category Shares: Sales vs. Adspends, 2002 (percent)
• Slim-Fast Is Top Advertiser at $33 Million
• Milk n’ Cereal Bars Are Most Heavily Advertised Brand
• Marketing Positionings: Wholesome and High-Protein
• Table 5-1: U.S. Market for Food Bars: Top Health/Ingredient Claims for Selected New Product Introductions, 2002 - Summer 2003 (percent)
• New Product Trends
  
• 10-Year Trend in Introduction Counts
• Overall Flavor Trends
• Figure 5-2: U.S. Market for Food Bars: Top Flavor Groups for Selected New Product Introductions, 2002 - Summer 2003 (percent)
• From Indulgent to Extreme
• Table 5-2: U.S. Market for Food Bars: Top Flavors for Selected New Product Introductions, 2002 - Summer 2003 (percent)
• Textural Trends: Coated and Crunchy
• Formulation Trend: Bakery Style
• Back to Breakfast
• Testing the Salty Waters
• Table 5-3: U.S. Market for Food Bars: Selected New Product Introductions, 2002 - Summer 2003
• Retail Dynamics
  
• Supermarkets Account for About Half of Sales
• Figure 5-3: Share of U.S. Food Bar Sales by Retail Outlet Type, 2002 (percent)
• Channel Surfing
• Supermarkets and Supercenters: Standing Out in the Crowd
• Nutrition Bars in Natural Foods Stores
• Even Playing Field in Convenience Stores
• A Front-End Growth Category for Drugstores
• Retail Pricing
• Table 5-4: U.S. Market for Food Bars: Representative Retail Prices for Selected Product Lines

Chapter 6: The Consumer

• Consumer Overview
  
• The Simmons Survey System
• 34% of Adult Consumers Use Food Bars
• Brand Usage Gap: Cereal/Granola vs. Energy/Diet Bars
• Market Diversity: Two Consumer Clusters
• The Gender Gap
• The Minority Market
• A College-Age Crowd
• Table 6-1: Usage Rates for Selected Food Bar Classifications, 2002 (U.S. adults)
• Table 6-2: Demographic Characteristics Favoring Use of Cereal/Granola Bars or Energy/Diet Snacks & Bars, 2002 (U.S. adults)
• Table 6-3: Consumer Base for Selected Food Bar Brands: Adult Females, 2002 (U.S. adults)
• Table 6-4: Consumer Base for Selected Food Bar Brands: Adult Males, 2002 (U.S. adults)
• Table 6-5a: Consumer Indices for Selected Food Bar Brands by Gender: Females, 2002 (U.S. adults)
• Table 6-5b: Consumer Indices for Selected Food Bar Brands by Gender: Males, 2002 (U.S. adults)
• Table 6-6a: Consumer Indices for Selected Food Bar Brands by Race/Ethnicity: Non-Hispanic Whites, 2002 (U.S. adults)
• Table 6-6b: Consumer Indices for Selected Food Bar Brands by Race/Ethnicity: Minorities, 2002 (U.S. adults)
• Table 6-7: Consumer Indices for Selected Food Bar Brands by Prime Age Brackets, 2002 (U.S. adults)
• Consumer Focus: Cereal/Granola Bars
  
• 31% of Women Use Cereal/Granola Bars
• Singles vs. Homemakers
• Chewy Granola vs. Cereal Bars
• 51% of Women Choose Quaker Chewy
• Infants and Nutri-Grain
• Figure 6-1: Usage Rates for Chewy Granola and Cereal Bars: Overall and by Gender, 2002 (U.S. adults)
• Table 6-8: Demographic Characteristics Favoring Use of Cereal/Granola Bars, 2002 (U.S. adults)
• Table 6-9: Demographic Characteristics Favoring Use of Chewy Granola, 2002 (U.S. adults)
• Table 6-10: Demographic Characteristics Favoring Use of Cereal Bars, 2002 (U.S. adults)
• Table 6-11: Consumer Base for Leading Brands of Cereal/Granola Bars, 2002 (in thousands)
• Figure 6-2: Brand Preference Rates Among Women Who Use Cereal/Granola Bars, 2002 (in thousands)
• Table 6-12: Demographic Characteristics Favoring Use of Quaker Chewy Granola Bars, 2002 (U.S. adults)
• Table 6-13: Demographic Characteristics Favoring Use of Kellogg’s Nutri-Grain Bars, 2002 (U.S. adults)
• Table 6-14: Demographic Characteristics Favoring Use of Nature Valley Nutritional Snacks, 2002 (U.S. adults)
• Table 6-15: Demographic Characteristics Favoring Use of Kellogg’s Rice Krispies Bars, 2002 (U.S. adults)
• Table 6-16: Demographic Characteristics Favoring Use of Quaker Fruit & Oatmeal Bars, 2002 (U.S. adults)
• Table 6-17: Demographic Characteristics Favoring Use of Kudos Bars, 2002 (U.S. adults)
• Table 6-18: Demographic Characteristics Favoring Use of General Mills Milk & Cereal Bars, 2002 (U.S. adults)
• Consumer Focus: Energy/Diet Snacks & Bars
  
• 13% Use Energy/Diet Bars
• Skew to One-Person Households
• 39% of Men Choose PowerBar
• Gender Bending
• Table 6-19: Demographic Characteristics Favoring Use of Energy/Diet Snacks & Bars, 2002 (U.S. adults)
• Table 6-20: Consumer Base for Leading Brands of Energy/Diet Snacks & Bars, 2002 (in thousands)
• Figure 6-3: Brand Preference Rates Among Men Who Use Energy/Diet Snacks & Bars, 2002 (in thousands)
• Table 6-21: Demographic Characteristics Favoring Use of Ultra Slim-Fast Snack Bars, 2002 (U.S. adults)
• Table 6-22: Demographic Characteristics Favoring Use of PowerBar, 2002 (U.S. adults)
• Table 6-23: Demographic Characteristics Favoring Use of Balance Bar, 2002 (U.S. adults)
• Table 6-24: Demographic Characteristics Favoring Use of Carb Solutions, 2002 (U.S. adults)
• Table 6-25: Demographic Characteristics Favoring Use of Luna Bars, 2002 (U.S. adults)

Chapter 7: Looking Ahead

• Trends & Opportunities
  
• Cross-Fertilizing the Market
• Betting on Nutrition Bars
• Target Marketing and Further Segmenting
• The Nutritional Gauntlet
• Product Periscope: Bakery Bars
• Product Periscope: Seasonal Bars
• Product Periscope: Salty/Savory Bars
• Food Bar Ubiquity

Appendix: Addresses of Selected Marketers