Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Bar sales grow by 26% from 2010-15
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- Figure 1: Total US retail sales and forecast of snack, nutrition, and protein bars, at current prices, 2010-20
- 57% of consumers purchase bars, snack bars rule
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- Figure 2: Bar purchase, February 2016
- Bars compete with growing array of snack options
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- Figure 3: Food product launches featuring mention of “snack,” 2012-16*
- The opportunities
- Specialization may yield better results than trying to be a catchall
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- Figure 4: Opinions toward bars – Agree, February 2016
- Natural positioning appears to resonate
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- Figure 5: Snack bar launches, by select leading claims, 2012-16*
- On-pack messaging important among bar buyers
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- Figure 6: Information sources, February 2016
- What it means
The Market – What You Need to Know
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- Bar sales grew by 26% from 2010-15
- Snack bars represent half of market share
- Weight loss bars stall, all other segments thrive
- Bars compete with growing array of snack options
Market Size and Forecast
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- Bar sales grew by 26% from 2010-15
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- Figure 7: Total US retail sales and forecast of snack, nutrition, and protein bars, at current prices, 2010-20
- Figure 8: Total US retail sales and forecast of snack, nutrition, and performance bars, at current prices, 2010-20
- Figure 9: Total US retail sales and forecast of snack, nutrition and performance bars, at inflation-adjusted prices, 2010-20
Market Breakdown
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- Snack bars represent half of market share
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- Figure 10: Total US retail sales of snack, nutrition, and performance bars, by segment, at current prices, 2015 (est)
- Weight loss bars stall, all other segments thrive
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- Figure 11: Total US retail sales and forecast of snack, nutrition and performance bars, by segment, at current prices, 2010-20
- Largest share of category sales comes through “other” channels
- Exclusive offers could spur excitement
- Category may be a good test case for growth in online purchase
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- Figure 12: Share of US sales of snack, nutrition, and performance bars, by retail channel, 2010-15 (est)
Market Perspective
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- Bars compete with growing array of snack options
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- Figure 13: Food product launches featuring mention of “snack,” 2012-16*
- If you can’t beat ’em
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- Figure 14: “NEW Nature Valley Cereal,” online video, February 2016
- Figure 15: “Introducing Clif Organic Energy Food,” online video, October 2015
- Other food/drinks make a play for functional deliveries
Market Factors
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- Interest in snacking is a major benefit to the category
- More than a third of consumers are too busy to take care of themselves
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- Figure 16: Lifestyle statements: Attitudes/opinions toward diet/health – Agree, February 2016
- Only half of respondents are at a healthy weight
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- Figure 17: BMI calculation, February 2016
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- Figure 18: Trends in obesity prevalence among adults aged 20 and over (age-adjusted) and youth aged 2-19 years: US, 1999-2000 through 2013-14
- Three quarters of respondents prioritize healthy food choices
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- Figure 19: Attitudes toward dietary health – Agree, February 2016
- Shift in diet patterns put the focus on healthy eating
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- Figure 20: Methods and tools currently used for dieting, July 2015
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- Figure 21: Attitudes toward dietary health – Agree, by generation, February 2016
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- Figure 22: Attitudes toward dietary health – Agree, by HH income, February 2016
- 61% of consumers typically have a fitness goal they are working toward
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- Figure 23: Attitudes toward physical activity – Agree, February 2016
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- Figure 24: Attitudes toward physical activity – Agree, by generation, February 2016
- Figure 25: Attitudes toward physical activity – Agree, by HH income, February 2016
- Two thirds of consumers like to follow a plan to meet health/fitness goals
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- Figure 26: Attitudes toward diet and physical activity – Agree – General, February 2016
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- Figure 27: Attitudes toward diet and physical activity – Agree – General, by generation, February 2016
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- Figure 28: Attitudes toward diet and physical activity – Agree – General, by HH income, February 2016
- Men have a generally higher opinion of their physical/dietary health
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- Figure 29: Attitudes toward diet and physical activity – Agree, by gender, February 2016
- Three quarters of bar buyers are willing to pay more for a nutritional benefit
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- Figure 30: Opinions toward bars – Agree, February 2016
Key Players – What You Need to Know
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- General Mills controls 25% of MULO sales of bars
- KIND posts big gains in the 52-weeks ending Jan. 24, 2016
- Quest Nutrition continues strong growth
- Natural positioning appears to resonate
- Weight loss brands struggle, Zone benefits from nutritional positioning
Manufacturer Sales of Snack, Nutrition, and Performance Bars
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- General Mills controls 25% of MULO sales of bars
- Manufacturer sales of snack, nutrition, and performance bars
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- Figure 31: Share of MULO sales of snack, nutrition, and performance bars, 52-weeks ending Jan. 24, 2016
- KIND posts big gains in the 52-weeks ending Jan. 24, 2016
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- Figure 32: “Get to Know KIND PLUS Bars!” online video, February 2016
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- Figure 33: MULO sales of snack, nutrition, and performance bars, by leading companies, rolling 52 weeks 2015 and 2016
What’s Working?
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- Natural positioning appears to resonate
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- Figure 34: “Nature Valley Crunchy Bar - Easier to Bite,” online video, October 2015
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- Figure 35: MULO sales of snack bars, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 36: Snack bar launches, by select leading claims, 2012-16*
- Quest continues strong growth
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- Figure 37: MULO sales of nutrition bars, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Clif keeps climbing
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- Figure 38: “Introducing Clif Organic Trail Mix Bar: Wild Blueberry Almond,” online video, August 2015
- Figure 39: “Jeremy Jones’ Letter To Santa,” online video, October 2015
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- Figure 40: MULO sales of performance bars, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 41: Performance bar launches, by select leading claims, 2012-16*
What’s Struggling?
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- Weight loss brands struggle, Zone benefits from nutritional positioning
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- Figure 42: MULO sales of weight loss bars, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Protein claims are down
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- Figure 43: Nutrition bar launches, by select leading claims, 2012-16*
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- Figure 44: Weight loss bar launches, by select leading claims, 2012-16*
What’s Next?
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- Category gets a flavor boost
- Fruit flavors diversify offerings, lend to health
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- Figure 45: Nutrition bar launches, by leading flavors, 2012-16*
- A focus on efficacy
- Keeping function relevant
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- Figure 46: Important factors to personal wellness, ranked first, October 2015
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- Figure 47: “Dark Chocolate Almond Mint,” online video, April 2016
- Figure 48: “Mountain Etiquette: Soup on the Lift,” online video, March 2016
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- Figure 49: Sports and fitness participation, by select activities, 2011-15
- What follows protein?
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- Figure 50: Natural supermarket sales of nutritional and performance drinks, by pre- and probiotics, at current prices, rolling 52-weeks ending Feb. 23, 2014 and Feb. 21, 2016
- Natural nutrition
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- Figure 51: Purchase factors, by bar type, February 2016
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- Figure 52: Natural supermarket sales of nutrition and protein bars, by GMO ingredients, at current prices, rolling 52-weeks ending March 23, 2014 and March 20, 2016
- Plant-based nutrition
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- Figure 53: “Kashi #GOTOGETHER: Plant-Powered Bars,” online video, March 2015
- Helping consumers help themselves
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- Figure 54: “The Powerade Workout Billboards,” online video, April 2015
- Strong opportunity for engagement online
- Customized health
The Consumer – What You Need to Know
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- 57% of consumers purchase bars, snack bars rule
- Supermarkets/mass lead purchase locations
- The majority of bar buyers do so for snacking
- Bars seen as helping with health habits
- On-pack messaging is important to bar buyers
Bar Purchase
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- 57% of consumers purchase bars, snack bars rule
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- Figure 55: Bar purchase, February 2016
- Instance of bar purchase the same, but types vary by gender
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- Figure 56: Bar purchase, by gender, February 2016
- Millennials appear as a key target
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- Figure 57: Bar purchase, by generation, February 2016
- Specialty bars may be cost prohibitive
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- Figure 58: Bar purchase, by household income, February 2016
- Parents, particularly dads, are ripe for engagement
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- Figure 59: “Clif Kid: Come Out To Play,” online video, June 2015
- Figure 60: Bar purchase, by parental status, February 2016
- Hispanics are more likely to purchase bars than are non-Hispanics
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- Figure 61: Bar purchase, by Hispanic origin, February 2016
Purchase Location
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- Supermarkets/mass lead purchase locations
- The category has the opportunity to nurture online sales
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- Figure 62: Purchase location, February 2016
- Snack bar buyers are particularly drawn to supermarkets/mass
- Performance bar buyers turn to online channels
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- Figure 63: Purchase location, by bar type, February 2016
- Men and Millennials are open to other purchase channels
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- Figure 64: Purchase location, by gender, February 2016
- Figure 65: Purchase location, by generation, February 2016
- General retailers can appeal for efficacy
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- Figure 66: Opinions toward nutritional and performance bars – Agree, February 2016
Consumption Occasion
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- Majority of bar buyers do so for snacking
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- Figure 67: Consumption occasion – Any bar, February 2016
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- Figure 68: Opinions toward snack, nutrition, and performance bars – Agree, February 2016
- Bars do well midday, opportunity to boost morning/evening consumption
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- Figure 69: “Get to Know KIND Breakfast!” online video, February 2016
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- Figure 70: Consumption occasion – Daypart, February 2016
- Weight loss bars have strong meal association
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- Figure 71: Consumption occasion – Meal, February 2016
Opinions toward Bars
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- Bars seen as helping with health habits
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- Figure 72: Opinions toward bars – Agree, February 2016
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- Figure 73: Opinions toward bars – Agree, February 2016
Perceived Functional Attributes
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- Bars have their niches
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- Figure 74: Perceived functional attributes, February 2016
- Specialization may yield better results than trying to be a catchall
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- Figure 75: Opinions toward bars – Agree, February 2016
- A third of snack bar buyers look for indulgence, 22% look for nutrients
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- Figure 76: Perceived functional attributes – Snack bars, February 2016
- More than a quarter of performance bar users look for indulgence
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- Figure 77: Perceived functional attributes – Performance bars, February 2016
- Nutrition bars could stand to boost perception of nutrient delivery
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- Figure 78: Perceived functional attributes – Nutrition bars, February 2016
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- Figure 79: Perceived functional attributes – Meal replacement bars, February 2016
Purchase Factors
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- Flavor/protein are influential in purchase decision
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- Figure 80: “Get to Know KIND Nuts & Spices Bars!” online video, February 2016
- Figure 81: Purchase factors, February 2016
- Protein appeals to performance bar buyers
- Weight loss bar buyers look for nutritional elements: high fiber, low cal, low carb
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- Figure 82: Purchase factors, by bar type, February 2016
Information Sources
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- On-pack messaging important among bar buyers
- Online channels provide opportunity for engagement
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- Figure 83: Information sources, February 2016
- Weight loss bar buyers go beyond the pack
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- Figure 84: Information sources, by segment, February 2016
Desired Amount of Protein
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- Largest percentage of consumers looks for moderate amount of protein
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- Figure 85: Protein amount, by select activity/outcome, February 2016
Preferred Sources of Protein
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- Nuts rule as a preferred protein source
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- Figure 86: Preferred sources of protein, February 2016
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- Figure 87: Preferred sources of protein, by segment, February 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 88: Total US retail sales and forecast of snack bars, at current prices, 2010-20
- Figure 89: Total US retail sales and forecast of snack bars, at inflation-adjusted prices, 2010-20
- Figure 90: Total US retail sales and forecast of nutrition bars, at current prices, 2010-20
- Figure 91: Total US retail sales and forecast of nutrition bars, at inflation-adjusted prices, 2010-20
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- Figure 92: Total US retail sales and forecast of performance bars, at current prices, 2010-20
- Figure 93: Total US retail sales and forecast of performance bars, at inflation-adjusted prices, 2010-20
- Figure 94: Total US retail sales and forecast of weight loss bars, at current prices, 2010-20
- Figure 95: Total US retail sales and forecast of weight loss bars, at inflation-adjusted prices, 2010-20
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- Figure 96: US supermarket sales of snack, nutrition and performance bars, at current prices, 2010-15
- Figure 97: US convenience store sales of snack, nutrition and performance bars, at current prices, 2010-15
- Figure 98: US sales of snack, nutrition and performance bars through other retail channels, at current prices, 2010-15
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- Figure 99: Natural supermarket sales of nutrition and protein bars, at current prices, rolling 52 weeks March 23, 2014-March 20, 2016
- Figure 100: Natural supermarket sales of nutrition and protein bars, by segment, at current prices, rolling 52 weeks ending March 23, 2014 and March 20, 2016
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Appendix – Key Players
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- Figure 101: MULO sales of snack, nutrition, and performance bars, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 102: Snack bar launches, by leading claims, 2012-16*
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- Figure 103: Nutrition bar launches, by leading claims, 2012-16*
- Figure 104: Performance bar launches, by leading claims, 2012-16*
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- Figure 105: Weight loss bar launches, by leading claims, 2012-16*
- Figure 106: Snack bar launches, by leading flavors, 2012-16*
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- Figure 107: Performance bar launches, by leading flavors, 2012-16*
- Figure 108: Weight loss bar launches, by leading flavors, 2012-16*
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- Figure 109: Nutrition bar launches, by leading flavors, 2012-16*
- Figure 110: Natural supermarket sales of nutrition and protein bars, by organic ingredients, at current prices, rolling 52 weeks ending March 23, 2014 and March 20, 2016
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- Figure 111: Natural supermarket sales of nutrition and protein bars, by gluten-free labeling, at current prices, rolling 52 weeks ending March 23, 2014 and March 20, 2016
- Figure 112: Gluten-free* share of natural supermarket sales of nutrition and protein bars, by segment, at current prices, rolling 52 weeks ending March 23, 2014 and March 20, 2016
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- Figure 113: Natural supermarket sales of nutrition and protein bars, by GMO ingredients, at current prices, rolling 52 weeks ending March 23, 2014 and March 20, 2016
- Figure 114: Natural supermarket sales of nutrition and protein bars, by presence of alternative sweetener, at current prices, rolling 52 weeks ending March 23, 2014 and March 20, 2016
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