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Snack, Nutrition and Performance Bars - US - April 2017

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Solid growth for category well-aligned with broader trends
Figure 1: Total US sales and forecast and fan chart of snack, nutrition and performance bars, at current prices, 2011-21
Wide purchase but room for more
Figure 2: Bar purchase, February 2017
Health factors important, but flavor is essential
Figure 3: Bar purchase factors, February 2017
The opportunities
Purchase factors differ by age
Figure 4: Bar purchase factors, by age, February 2017
A wider variety of uses for younger purchasers
Figure 5: Bar consumption occasions, by gender and age, February 2017
Strongest interest in bars made from whole foods
Figure 6: Bar innovation areas, February 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Solid growth for category well-aligned with broader trends
Snack bars outsell more specialized alternatives
MARKET SIZE AND FORECAST
Solid growth for category well-aligned with broader trends
Figure 7: Total US sales and forecast and fan chart of snack, nutrition and performance bars, at current prices, 2011-21
Figure 8: Total US sales and forecast of snack, nutrition and performance bars, at current prices, 2011-21
MARKET BREAKDOWN
Snack bars outsell more specialized alternatives
Figure 9: Share of snack, nutrition, and performance bars, by segment, 2016
Performance bars drive growth, while weight loss bars fall behind
Figure 10: Sales of snack, nutrition and performance bars, by segment, 2011-16
MARKET PERSPECTIVE
More categories and brands chase after snacking occasions.
Figure 11: New product launches containing the word “snack,” 2010-17
MARKET FACTORS
Prevalence of snacking drives bar consumption
Figure 12: Snacking frequency, by demographics, March 2017
Young adults more demanding of snacks, look for energy and satiety
Figure 13: Snack attributes by occasion, Any occasion, by gender and age, March 2017,
KEY PLAYERS – WHAT YOU NEED TO KNOW 
General Mills and Kellogg hold lead, but smaller competitors gain ground
CLIF BAR and KIND rise to major player status
Quest performance bars maintain momentum
Refrigerated bars take freshness to another level
Good fats offer bar brands opportunities for new shapes and textures
COMPANY SALES OF SNACK, NUTRITION, AND PERFORMANCE BARS
General Mills and Kellogg hold lead, but smaller competitors gain ground
“Other” brands a growing force
Sales of snack, nutrition, and performance bars by company
Figure 14: Company sales of snack, nutrition, and performance bars, rolling 52 weeks, 2015 and 2016
WHAT’S WORKING?
CLIF BAR and KIND rise to major player status
LÄRABAR extends into new forms
Quest performance bars maintain momentum
WHAT’S STRUGGLING?
Weight loss brands shed sales
PowerBar goes for brand reset
WHAT’S NEXT?
Refrigerated bars take freshness to another level
Good fats offer bar brands opportunities for new shapes and textures
THE CONSUMER – WHAT YOU NEED TO KNOW 
Wide purchase but room for more
Bars purchased in a wide array of retail channels
Health factors important, but flavor is essential
Bars types defined by purpose, but actual usage tends to be broader
Snacking the most common of a wide range of uses
Strongest interest in bars made from whole foods
BAR PURCHASE
Wide purchase but room for more
Figure 15: Bar purchase, February 2017
Men more likely to purchase nutritional bars and performance bars
Figure 16: Bar purchase, by gender, February 2017
Bar purchase rates higher among the younger adults
Figure 17: Bar purchase, by age, February 2017
Hispanics more likely to purchase specialized bars
Figure 18: Bar purchase, by Hispanic origin, February 2017
PURCHASE LOCATIONS
Bars purchased in a wide array of retail channels
Figure 19: Bar purchase locations, February 2017
Young adults more likely to purchase outside of supermarkets
Figure 20: Bar purchase locations, any purchase, by age, February 2017
PURCHASE FACTORS
Health factors important, but flavor is essential
Figure 21: Bar purchase factors, February 2017
Protein source and organic ingredients important to younger purchasers
Figure 22: Bar purchase factors, by age, February 2017
REASONS FOR USING DIFFERENT TYPES OF BARS
Methodology
Bars types defined by purpose, but actual usage tends to be broader
Figure 23: Correspondence Analysis – Reasons for using bars, February 2017
Figure 24: Reasons for using bars, February 2017
CONSUMPTION OCCASIONS
Snacking the most common of a wide range of uses
Figure 25: Bar consumption occasions, February 2017
A wider variety of uses for younger purchasers
Figure 26: Bar consumption occasions, by gender and age, February 2017
INTEREST IN BAR INNOVATIONS
Strongest interest in bars made from whole foods
Figure 27: Bar innovation areas, February 2017
Young male purchasers gravitate to protein concepts
Figure 28: Bar innovation areas, by gender and age, February 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – MARKET 
Figure 29: Total US sales and forecast of snack, nutrition, and performance bars, at inflation-adjusted prices, 2011-21
Figure 30: Total US sales and forecast of snack bars, at current prices, 2011-21
Figure 31: Total US sales and forecast of nutrition bars, at current prices, 2011-21
Figure 32: Total US sales and forecast of weight loss bars, at current prices, 2011-21
Figure 33: Total US sales and forecast of performance bars, at current prices, 2011-21
Figure 34: Total US sales and forecast of snack, nutrition, and performance bars, by channel, at current prices, 2011-16
APPENDIX – KEY PLAYERS 
Figure 35: MULO sales of snack bars, by leading companies and brands, rolling 52 weeks, 2015 and 2016
Figure 36: MULO sales of nutrition bars, by leading companies and brands, rolling 52 weeks, 2015 and 2016
Figure 37: MULO sales of weight loss bars, by leading companies and brands, rolling 52 weeks, 2015 and 2016
Figure 38: MULO sales of performance bars, by leading companies and brands, rolling 52 weeks, 2015 and 2016

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