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

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Published Feb 19, 2015 | 101 Pages | Pub ID: LA5228008

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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.

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      •   U.S. Retail Sales of Nutritional and Cereal/Granola Bars, 2009-2014 (in million $)
      •   Projected U.S. Retail Sales of Nutritional and Cereal/Granola Bars, 2014-2019 (in million $)

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        •   Consumers of Five or More Nutritional Bars in Last 30 Days by Age and Gender, 2014
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        •   Attitudes toward Fashion of Users of Nutritional and Cereal/Granola Bars, 2014

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        •   Attitudes toward Cellphones as Shopping Tool of Users of Nutritional and Cereal/Granola Bars, 2014
        •   Use of Mobile/Handheld Devices as Shopping Tool by Users of Nutritional and Cereal/Granola Bars, 2014

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        •   Use of Social Media for Consumer Purposes by Users of Nutritional and Cereal/Granola Bars, 2014
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        •   Number of Adults Using Nutrition or Cereal/Granola Bars, 2009 vs. 2014 (in thousands)

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        •   Number of Adults Consuming Nutritional Bars and Number of Nutritional Bars Consumed in Last 30 Days, 2009 vs. 2014 (in thousands)

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        •   Number of Consumers Agreeing "I Eat Several Small Meals throughout the Day," 2004 vs. 2014 (in thousands)

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        •   Perceived Importance of Breakfast, Lunch and Dinner, 2004 vs. 2014
        •   Number and Percent of Households Using Breakfast Foods in Last 30 Days by Type of Food, 2004 vs. 2014

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        •   Number of Consumers Participating in Fitness Activities, 2005 vs. 2014 (in thousands)

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        •   Growth in Number of Consumers Watching Diet to Lose or Maintain Weight, 2009 vs. 2014 (in thousands)

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        •   U.S. Retail Sales of Nutritional Bars, 2009-2014 (in million $)

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        •   U.S. Retail Sales of Cereal/Granola Bars, 2009-2014 (in million $)

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        •   U.S. Retail Sales of Nutritional and Cereal/Granola Bars, 2009-2014 (in million $)

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        •   U.S. Retail Sales of Nutritional and Cereal/Granola Bars by Type of Bar, 2009-2014 (in million $)

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        •   Projected U.S. Retail Sales of Nutritional Bars, 2014-2019 (in million $)

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        •   Projected U.S. Retail Sales of Cereal/Granola Bars, 2014-2019 (in million $)

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        •   Projected U.S. Retail Sales of Nutritional and Cereal/Granola Bars, 2014-2019 (in million $)

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        •   Changes in Leading Marketers' Shares of IRI-Tracked Dollar Sales of Snack Bars/Granola Bars, 52 Weeks Ending November 30, 2014 (in thousand $)
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        •   Changes in Leading Marketers' Shares of IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars, 52 Weeks Ending November 30, 2014 (in thousand $)
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        •   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 $)

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        •   U.S. Retail Sales by General Mills 2012-2014, Snacks vs. Other Divisions (in million $)
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        •   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 $)
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        •   Changes in IRI-Tracked Dollar Sales of Snack Bars/Granola Bars by KIND LLC, 52 Weeks Ending November 30, 2014 (in thousand $)
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        •   Reasons Why Consumers Eat Nutrition or Cereal/Granola Bars, 2014 (percent of those eating nutrition or cereal/granola bars)

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        •   Frequency of Eating Nutrition or Cereal/Granola Bars, 2014 (percent of those eating nutrition or cereal/granola bars)

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        •   Time of Day Consumers Eat Nutrition or Cereal/Granola Bars, 2014 (percent of those eating nutrition or cereal/granola bars)

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        •   Where Consumers Eat Nutrition or Cereal/Granola Bars, 2014 (percent of those eating nutrition or cereal/granola bars)

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        •   Where Consumers Regularly Buy Nutrition or Cereal/Granola Bars, 2014 (percent of those eating cereal/granola or nutritional bars)

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        •   Product Characteristics Most Important When Buying Nutrition or Cereal/Granola Bars, 2014

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        •   Average Amount Spent per Week on Groceries by Users of Nutrition or Cereal/Granola Bars Grocery Shopping, 2014

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        •   Attitudes toward Health and Nutrition of Users of Nutrition or Cereal/Granola Bars, 2014
        •   Attitudes of Users of Nutrition or Cereal/Granola Bars toward Healthy Eating, 2014
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        •   Attitudes of Users of Nutrition or Cereal/Granola Bars toward Dieting and Weight Loss, 2014

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        •   Frequency of Participation in Physical Fitness Program by Users of Nutrition or Cereal/Granola Bars, 2014

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        •   Sports and Fitness Activities of Users of Nutrition or Cereal/Granola Bars, 2014

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        •   Users of Nutrition or Cereal/Granola Bars by Age and Gender, 2014

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        •   Users of Nutrition or Cereal/Granola Bars by Race and Hispanic Origin, 2014

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        •   Users of Nutrition or Cereal/Granola Bars by Region and Place of Residence, 2014

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        •   Users of Nutrition or Cereal/Granola Bars by Educational Attainment and Household Income, 2014

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        •   Users of Nutrition or Cereal/Granola Bars by Marital Status and Household Structure, 2014

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