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

  • February 2015
  • -
  • Packaged Facts
  • -
  • 101 pages

Snack bars continue to serve as a source of quick energy and meal replacements for athletes and fitness buffs. However, nutrition and cereal/granola bars have achieved broad appeal in the pantheon of snacks revered by what has become a nation of snackers. They are a handy way for consumers to stop eating three meals a day at set times and to start eating smaller portions of food throughout the day, whether they are on the go or at home.

Moreover, nutrition and cereal/granola bars conform to a broad cultural shift toward healthier, good-for-you food products. Bars provide an attractive way for food marketers to offer alternative, exotic sources of protein; bold, exciting flavors; ingredients with a shiny health halo resulting from their organic and “natural characteristics; and superfoods and other functional ingredients targeting specific health concerns such as a desire or need for food to be gluten-free. 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 sources 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, the report shows that 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 55 years old and over.

The report also 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.

Table Of Contents

Nutritional and Cereal Bars in the U.S., 4th Edition
Chapter 1: Executive Summary
Scope of the Report
Methodology
Market Overview
Table 1-1 U.S. Retail Sales of Nutritional and Cereal/Granola Bars, 2009-2014 (in million $)
Table 1-2 Projected U.S. Retail Sales of Nutritional and Cereal/Granola Bars, 2014-2019 (in million $)
Topline Insights and Opportunities
Megatrends Boost Popularity of Snack Bars
Bars Reflect Today's Food Fads
Newcomers Upend Market for Bars
Savory Bars Take Off
New Protein Sources Invade Nutritional Bars
Women Dominate World of Nutritional Bars
Many Users of Nutritional Bars Fit Marketing Stereotype
Cereal/Granola Bars Appeal to Different Type of Consumer
Nutritional Bar Consumers Are Highly Attractive Market Segment
The Competitors
General Mills, Inc. and Kellogg Company Dominate
Market in State of Flux
Clif Bar and Company Stays on Top in Nutritional Bar Segment
General Mills Fades
Market for Cereal/Granola Bars Highly Concentrated
Kellogg Company Slips in Cereal/Granola Bar Market
Snack Bars Increasingly Vital to Breakfast Cereal Behemoths
KIND LLC Disrupts the Market
Marketing and New Product Trends
thinkThin Promotes Guilt Free Snacking in New Campaign
Nature Valley Encourages Consumers to “Get Out There
CLIF Bar Inspires Adventure with “Meet the Moment
GoMacro Fuels Tour de Cure
Gluten Free Bigger Than Ever
Pea Protein Grows in Popularity
Nutritional Bars Go From Sweet to Savory
Consumer Profile
Frequent Use of Bars Is Common
Mornings Are the Favorite Time for Eating Bars
Bars Get Eaten Both at Home and On the Go
Healthy Eating Drives Nutritional Bar Users
Nutritional Bar Users Choose Foods for Specific Health Concerns
Weight Management and Frequent Exercise a Top Priority
Risk-Taking Part of the Psyche of Nutritional Bar Users
Demographics Skew Young and Female
Consumers of Nutritional Bars Highly Educated and Affluent
Households with Children Represent Key Segment for Cereal/Granola Bars
Chapter 2: Insights and Opportunities
Topline Insights
Megatrends Boost Popularity of Bars
Newcomers Upend Market for Bars
Savory Bars Take Off
New Protein Sources Invade Nutritional Bars
Market Opportunities
Women Dominate World of Nutritional Bars
Figure 2-1 Consumers of Five or More Nutritional Bars in Last 30 Days Rank Ordered by Age and Gender, 2014
Table 2-1 Consumers of Five or More Nutritional Bars in Last 30 Days by Age and Gender, 2014
Many Users of Nutritional Bars Fit Marketing Stereotype
Cereal/Granola Bars Appeal to Different Type of Consumer
Nutritional Bar Consumers Are Highly Attractive Market Segment
Nutritional Bar Users Are Fashion Forward
Table 2-2 Attitudes toward Fashion of Users of Nutritional and Cereal/Granola Bars, 2014
Cellphones Provide Marketing Opportunities
Table 2-3 Attitudes toward Cellphones as Shopping Tool of Users of Nutritional and Cereal/Granola Bars, 2014
Table 2-4 Use of Mobile/Handheld Devices as Shopping Tool by Users of Nutritional and Cereal/Granola Bars, 2014
Bar Consumers Tied to Social Media
Table 2-5 Use of Social Media for Consumer Purposes by Users of Nutritional and Cereal/Granola Bars, 2014
Celebrities Influence Consumers of Food Bars
Figure 2-2 Percent Agreeing “I Like to Use the Same Products that Celebrities Use, Consumers of Nutrition or Cereal/Granola Bars vs. All Adults, 2014
Chapter 3 Market Trends
Historical Trends
More Consumers Turn to Food Bars
Table 3-1 Number of Adults Using Nutrition or Cereal/Granola Bars, 2009 vs. 2014 (in thousands)
Higher-Volume Users Drive Growth in Nutritional Bar Use
Table 3-2 Number of Adults Consuming Nutritional Bars and Number of Nutritional Bars Consumed in Last 30 Days, 2009 vs. 2014 (in thousands)
Trends Affecting the Market
Eating Habits Keep Changing
Table 3-3 Number of Consumers Agreeing “I Eat Several Small Meals throughout the Day, 2004 vs. 2014 (in thousands)
Breakfast Morphs into On-the-Go Meal
Table 3-4 Perceived Importance of Breakfast, Lunch and Dinner, 2004 vs. 2014
Table 3-5 Number and Percent of Households Using Breakfast Foods in Last 30 Days by Type of Food, 2004 vs. 2014
Fitness at the Forefront for 82 Million Americans
Table 3-6 Number of Consumers Participating in Fitness Activities, 2005 vs. 2014 (in thousands)
Many Americans Keep Focusing on Weight Management
Table 3-7 Growth in Number of Consumers Watching Diet to Lose or Maintain Weight, 2009 vs. 2014 (in thousands)
Size and Composition of the Market
Nutritional Bars Post Torrid Growth Rate
Table 3-8 U.S. Retail Sales of Nutritional Bars, 2009-2014 (in million $)
Sales of Cereal/Granola Bars Lose Steam
Table 3-9 U.S. Retail Sales of Cereal/Granola Bars, 2009-2014(in million $)
Overall Snack Bar Market Experiences Slower Growth
Table 3-10 U.S. Retail Sales of Nutritional and Cereal/Granola Bars, 2009-2014 (in million $)
Nutritional Bars Pick Up Substantial Share of Snack Bar Market
Table 3-11 U.S. Retail Sales of Nutritional and Cereal/Granola Bars by Type of Bar, 2009-2014 (in million $)
Retail Channels
C-Stores Important Outlet for Nutritional Bars
Figure 3-1 Projected U.S. Dollar Retail Sales of Nutritional Bars by Retail Channel, 2015 (% of total U.S. retail sales)
Figure 3-2 Projected U.S. Dollar Retail Sales of Nutritional Bars by Retail Channel, 2015 (in million $)
Supermarkets Hold Sway in Cereal/Granola Bar Segment
Figure 3-3 Projected U.S. Dollar Retail Sales of Cereal/Granola Bars by Retail Channel, 2015 (% of total U.S. retail sales)
Figure 3-4 Projected U.S. Dollar Retail Sales of Cereal/Granola Bars by Retail Channel, 2015 (in million $)
Mass Retailers Also Play Key Role
Figure 3-5 Projected U.S. Dollar Retail Sales of Nutritional and Cereal/Granola Bars by Retail Channel, 2015 (% of total U.S. retail sales)
Figure 3-6 Projected U.S. Dollar Retail Sales of Nutritional and Cereal/Granola Bars by Retail Channel, 2015 (in million $)
Factors Affecting Market Growth
Bars Will Benefit as Sit-Down Meals Morph into Eating on the Go
Rise of Healthy Eating Culture Will Benefit Bars
Marketers of Bars Can Leverage Broad Shifts in Food Preferences
Fitness Fetish and Weight Management Concerns Will Boost Growth
Innovative Products Will Continue to Lift Market
Projected Market Growth
Market for Nutritional Bars Will Remain Healthy
Table 3-12 Projected U.S. Retail Sales of Nutritional Bars, 2014-2019 (in million $)
Market for Cereal/Granola Bars Will Show Modest Growth
Table 3-13 Projected U.S. Retail Sales of Cereal/Granola Bars, 2014-2019 (in million $)
Snack Bar Market Will Grow to $7.7 Billion
Table 3-14 Projected U.S. Retail Sales of Nutritional and Cereal/Granola Bars, 2014-2019 (in million $)
Chapter 4 The Competitors
Overview
General Mills, Inc. and Kellogg Company Dominate
Figure 4-1 Leading Marketers' Shares of IRI-Tracked Dollar Sales of Snack Bars/Granola Bars, 52 Weeks Ending November 30, 2014
Market in State of Flux
Table 4-1 Changes in Leading Marketers' Shares of IRI-Tracked Dollar Sales of Snack Bars/Granola Bars, 52 Weeks Ending November 30, 2014 (in thousand $)
Clif Bar and Company Stays on Top in Nutritional Bar Segment
Figure 4-2 Leading Marketers' Shares of IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars, 52 Weeks Ending November 30, 2014
General Mills Fades
Table 4-2 Changes in Leading Marketers' Shares of IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars, 52 Weeks Ending November 30, 2014 (in thousand $)
Market for Cereal/Granola Bars Highly Concentrated
Figure 4-3 Leading Marketers' Shares of IRI-Tracked Dollar Sales of Breakfast/Cereal/Snack Bars and Granola Bars, 52 Weeks Ending November 30, 2014 (in thousand $)
Kellogg Company Slips in Cereal/Granola Bar Market
Table 4-3 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 $)
Competitive Strategies
Snack Bars Increasingly Vital to Breakfast Cereal Behemoths
Table 4-4 U.S. Retail Sales by General Mills 2012-2014, Snacks vs. Other Divisions (in million $)
Figure 4-4 Dollar Sales of Snacks Division of General Mills as Percent of Total U.S. Retail Sales, 2009-2014
Table 4-5 Changes in IRI-Tracked Dollar Sales of General Mills Brands of Breakfast/Cereal/Snack Bars and Granola Bars, 52 Weeks Ending November 30, 2014 (in thousand $)
Table 4-6 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 $)
Clif Bar and Company Hits a Few PR Bumps on the Road to Success
KIND LLC Disrupts the Market
Table 4-7 Changes in IRI-Tracked Dollar Sales of Snack Bars/Granola Bars by KIND LLC, 52 Weeks Ending November 30, 2014 (in thousand $)
thinkThin Prospers with Astute Brand-Building
Figure 4-5 Changes in IRI-Tracked Dollar Sales of Snack Bars/Granola Bars by thinkThin LLC, 52 Weeks Ending November 30, 2014 (in thousand $)
Chapter 5 Marketing and New Product Trends
Marketing Trends
thinkThin Promotes Guilt Free Snacking in New Campaign
Nature Valley Encourages Consumers to “Get Out There
CLIF Bar Inspires Adventure with “Meet the Moment
GoMacro Fuels Tour de Cure
Gluten Free Bigger Than Ever
Nutritional Bars Go From Sweet to Savory
Kellogg's Launches New Cereal Bar
Chapter 6 Consumer Profile
Consumption Patterns
Bars Appeal More as Snacks than as Meal Replacements
Table 6-1 Reasons Why Consumers Eat Nutrition or Cereal/Granola Bars, 2014 (percent of those eating nutrition or cereal/granola bars)
Frequent Use of Bars Is Common
Table 6-2 Frequency of Eating Nutrition or Cereal/Granola Bars, 2014 (percent of those eating nutrition or cereal/granola bars)
Mornings Are the Favorite Time for Eating Bars
Table 6-3 Time of Day Consumers Eat Nutrition or Cereal/Granola Bars, 2014 (percent of those eating nutrition or cereal/granola bars)
Bars Get Eaten Both at Home and On the Go
Table 6-4 Where Consumers Eat Nutrition or Cereal/Granola Bars, 2014 (percent of those eating nutrition or cereal/granola bars)
Purchasing Patterns
Supermarkets Popular Source of Nutritional and Cereal Bars
Table 6-5 Where Consumers Regularly Buy Nutrition or Cereal/Granola Bars, 2014 (percent of those eating cereal/granola or nutritional bars)
Flavor and Price Top the List of Desired Product Characteristics
Table 6-6 Product Characteristics Most Important When Buying Nutrition or Cereal/Granola Bars, 2014
Nutritional and Cereal Bar Users Good Customers for Grocery Stores
Table 6-7 Average Amount Spent per Week on Groceries by Users of Nutrition or Cereal/Granola Bars Grocery Shopping, 2014
Healthy Eating
Healthy Eating Drives Nutritional Bar Users
Table 6-8 Attitudes toward Health and Nutrition of Users of Nutrition or Cereal/Granola Bars, 2014
Table 6-9 Attitudes of Users of Nutrition or Cereal/Granola Bars toward Healthy Eating, 2014
Nutritional Bar Users Choose Foods for Specific Health Concerns
Figure 6-1 Percent of Nutrition or Cereal/Granola Bar Users Who Seek Out Foods with Nutrients that Target Specific Health Concerns, 2014
Figure 6-2 Percent of Nutrition or Cereal/Granola Bar Users Who Regularly Incorporate Probiotics into Their Diet, 2014
Organic and Natural Foods Important to Nutritional Bar Users
Figure 6-3 Percent of Users of Nutrition or Cereal/Granola Bars Who Agree “When Shopping for Food, I Especially Look for Organic or Natural Foods, 2014
Figure 6-4 Percent of Users of Nutrition or Cereal/Granola Bars Who Shopped at Whole Foods or Trader Joe's in Last 30 Days, 2014
Weight Management and Fitness
Weight Management a Top Priority
Table 6-10 Attitudes of Users of Nutrition or Cereal/Granola Bars toward Dieting and Weight Loss, 2014
Exercise Important Part of Daily Life
Figure 6-5 Percent of Users of Nutrition or Cereal/Granola Bars Who Agree “I Make Sure I Get Plenty of Exercise, 2014
Table 6-11 Frequency of Participation in Physical Fitness Program by Users of Nutrition or Cereal/Granola Bars, 2014
Risk-Taking Part of the Psyche of Nutritional Bar Users
Figure 6-6 Percent of Users of Nutrition or Cereal/Granola Bars Who Agree “I Enjoy Taking Risks, 2014
Table 6-12 Sports and Fitness Activities of Users of Nutrition or Cereal/Granola Bars, 2014
Demographic Highlights
Demographics Skew Young and Female
Table 6-13 Users of Nutrition or Cereal/Granola Bars by Age and Gender, 2014
Cereal/Granola Bars Appeal to Latinos and Blacks
Table 6-14 Users of Nutrition or Cereal/Granola Bars by Race and Hispanic Origin, 2014
Nutritional Bars an Urban Phenomenon
Table 6-15 Users of Nutrition or Cereal/Granola Bars by Region and Place of Residence, 2014
Consumers of Nutritional Bars Highly Educated and Affluent
Table 6-16 Users of Nutrition or Cereal/Granola Bars by Educational Attainment and Household Income, 2014
Households with Children Represent Key Segment for Cereal/Granola Bars
Table 6-17 Users of Nutrition or Cereal/Granola Bars by Marital Status and Household Structure, 2014
Figure 6-7 Percent of Users of Nutrition or Cereal/Granola Bars Living in a Household with Children, 2014




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