Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Note on IRI data adjustments
- Abbreviations & terms
- Abbreviations
- Terms
Executive Summary
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- Cereal bars are one of the fastest-growing food and beverage categories
- Major multinationals and specialty food companies take charge
- Demographic and attitudinal factors drive sales
- The presence of children in the household
- Health concerns
- Lifestyle needs
- Product innovation
- Led by Atkins, the intrinsic health segment soars
- Brand sales are volatile
- Supermarkets lose ground to mass merchandisers, c-stores and drug stores
- Household penetration is high, but consumer usage is light
- Multiple trends drive cereal bar sales through 2009
- Demographics
- New manufacturers will enter market
- Aggressive new product development expected
- Waning of low carb
- Forecast
Market Drivers
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- Presence of children in the household
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- Figure 1: Percentage of households which eat cereal bars, by presence of children, August 2004
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- Figure 2: Projected growth in number of households with children, 1998-2008
- Convenience and portability
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- Figure 3: Meal types eaten at least three times in the previous week, February 2004
- Market is consolidating—no longer a niche play
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- Figure 4: Acquisition highlights, 2000-2003
- Manufacturers luring consumers from other categories
- Healthy eating and dieting
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- Figure 5: Percentage of U.S. adults trying to lose weight, maintain weight in 1996, 1998 and 2000
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- Figure 6: Percentage of U.S. adults exercising or eating fewer calories, 1996, 1998 and 2000
- Rate of obesity and overweight among adults and children
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- Figure 7: Prevalence of obesity among adults aged 20 years and over, 1997-2003
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- Figure 8: Incidence of being overweight, 6-19 year olds, 1976-2000
- The low carb craze
- Competition from alternative breakfast/convenience products
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- Figure 9: Types of breakfast/convenience foods eaten in last seven days, 2003
- Publication of new dietary guidelines (Food Pyramid) in 2005
Market Size & Trends
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- Figure 10: Total U.S. sales of cereal bars, at current and constant prices, 1999-2004
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- Graph 1: Total U.S. sales of cereal bars*, at current and constant prices**, 1999-2004
- Estimated Wal-Mart cereal bar sales
- Market size—Update
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- Updated Figure 10: Total U.S. sales of cereal bars, at current and constant prices, 2000-2005
- Updated Graph 1: Total U.S. sales of cereal bars, at current and constant prices, 2000-2005
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Market Segmentation
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- Overview
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- Figure 11: Sales of cereal bars at FDM*, segmented by product type, 2002 & 2004
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- Graph 2: Market share of cereal bar segments at FDM*, 1999-2004
- Intrinsic health bars
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- Figure 12: Sales of intrinsic health bars at FDM*, 1999-2004
- Breakfast/cereal/snack bars
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- Figure 13: Sales of breakfast/cereal/snack bars at FDM*, 1999-2004
- Granola bars
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- Figure 14: Sales of granola bars at FDM*, 1999-2004
- Rice snack squares
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- Figure 15: Sales of rice snack squares at FDM*, 1999-2004
- Market segmentation—Update
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- Updated Figure 11: Sales of cereal bars at FDM*, segmented by product type, 2004 & 2005
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- Updated Graph 2: Market share of cereal bar segments at FDM*, 2000-2005
- Intrinsic health bars—Update
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- Updated Figure 12: Sales of intrinsic health bars at FDM*, 2000-2005
- Breakfast/cereal/snack bars - Update
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- Updated Figure 13: Sales of breakfast/cereal/snack bars at FDM*, 2000-2005
- Granola bars—Update
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- Updated Figure 14: Sales of granola bars at FDM*, 2000-2005
- Rice snack squares—Update
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- Updated Figure 15: Sales of rice snack squares at FDM*, 2000-2005
Supply Structure
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- Foreign trade
- Companies and brands
- Overview
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- Figure 16: Manufacturer sales of cereal bars at FDM in the U.S.*, 52 weeks ending July 13, 2003 and July 11, 2004
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- Figure 17: FDM brand sales of top 10 cereal bars in the U.S.*, 2003 and 2004
- FDM brand sales by segment
- Intrinsic health bars
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- Figure 18: FDM brand sales of intrinsic health bars*, 52 weeks ending July 13, 2003 and July 11, 2004
- Breakfast/cereal/snack bars
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- Figure 19: FDM brand sales of breakfast/cereal/snack bars*, 52 weeks ending July 13, 2003 and July 11, 2004
- Granola bars
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- Figure 20: FDM brand sales of granola bars*, 52 weeks ending July 13, 2003 and July 11, 2004
- Company Profiles
- Kellogg
- PepsiCo/Quaker Oats
- General Mills
- Atkins Nutritionals
- Unilever/Slim-Fast
- Nestlé
- McKee Foods
- Clif
- Kraft/Balance Bar
- NBTY/Rexall Sundown
- Masterfoods U.S.A.
- Abbott Laboratories/ZonePerfect & Ensure
- Supply structure—Update
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- Updated Figure 16: Manufacturer sales of cereal bars at FDM in the U.S.*, 52 weeks ending July 11, 2004 and July 10, 2005
- FDM brand sales by segment—Update
- Intrinsic health bars—Update
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- Updated Figure 18: FDM brand sales of intrinsic health bars*, 52 weeks ending July 11, 2004 and July 10, 2005
- Breakfast/cereal/snack bars—Update
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- Updated Figure 19: FDM brand sales of breakfast/cereal/snack bars*, 52 weeks ending July 11, 2004 and July 10, 2005
- Granola bars—Updated
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- Updated Figure 20: FDM brand sales of granola bars*, 52 weeks ending July 11, 2004 and July 10, 2005
Advertising & Promotion
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- Overview
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- Figure 21: Selected advertising expenditures for cereal bars in the U.S., 1999-2003
- Companies and brands
- Atkins Nutritionals
- Kellogg
- PepsiCo/Quaker Oats
- Nestlé/ PowerBar
Retail Distribution
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- Introduction
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- Figure 22: U.S. retail sales of cereal bars, by channel, 2002 & 2004
- Supermarkets
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- Figure 23: U.S. supermarket sales of cereal bars*, at current and constant prices, 1999-2004
- Supermarket operating data
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- Figure 24: Top supermarket operating statistics, latest fiscal year-end
- Figure 25: Top supermarket operating statistics, latest fiscal year vs. prior year
- Mass merchandisers
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- Figure 26: U.S. mass merchandiser sales of cereal bars*, at current and constant prices, 1999-2004
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- Figure 27: Top mass merchandiser retailers, by sales, financial years ending 2001 and 2002
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- Figure 28: Number of mass merchandiser retailers outlets, 2003-2004
- Drug stores
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- Figure 29: U.S. drug store sales of cereal bars, at current and constant prices, 1999-2004
- Convenience stores
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- Figure 30: U.S. convenience store sales of cereal bars, at current and constant prices, 1999-2004
- Retail distribution—Update
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- Updated Figure 22: U.S. retail sales of cereal bars, by channel, 2004 & 2005
- Supermarkets—Update
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- Updated Figure 23: U.S. supermarket sales of cereal bars*, at current and constant prices, 2000-2005
- Mass merchandisers—Update
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- Updated Figure 26: U.S. mass merchandiser sales of cereal bars*, at current and constant prices, 2000-2005
- Drug stores—Update
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- Updated Figure 29: U.S. drug store sales of cereal bars, at current and constant prices, 2000-2005
- Convenience stores—Update
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- Updated Figure 30: U.S. convenience store sales of cereal bars, at current and constant prices, 2000-2005
The Consumer
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- Introduction
- Consumption of nutritional snacks
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- Figure 31: Whether eat nutritional snacks, May 2003-April 2004
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- Figure 32: Incidence of eating nutritional snacks, by key demographic variables, May 2003-April 2004
- Household consumption of cereal bars
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- Figure 33: Percentage of households that eat cereal bars, August 2004
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- Figure 34: Percentage of households that eat cereal bars, by household income, August 2004
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- Figure 35: Percentage of households who eat cereal bars, by presence of children, August 2004
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- Figure 36: Percentage of households who eat cereal bars, by type of community, August 2004
- Cereal bar households
- Consumption overview
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- Figure 37: Adult consumption of cereal bars in households with children, August 2004
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- Figure 38: Age of bar consumers, August 2004
- Type of bars consumed
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- Figure 39: Type of cereal bars consumed, August 2004
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- Figure 40: Type of cereal bars consumed, by gender, August 2004
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- Figure 41: Type of cereal bars consumed, by age, August 2004.
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- Figure 42: Type of cereal bars consumed, by household income, August 2004
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- Figure 43: Type of cereal bars consumed, by presence of children, August 2004
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- Figure 44: Type of cereal bars consumed, by marital status, August 2004
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- Figure 45: Percentage of households who eat cereal bars, by geographic region, August 2004
- Frequency of consumption
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- Figure 46: Frequency of consumption, August 2004
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- Figure 47: Frequency of consumption, by gender, August 2004
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- Figure 48: Frequency of consumption, by household income, August 2004
- Reasons for eating cereal bars
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- Figure 49: Reasons for eating cereal bars, August 2004
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- Figure 50: Reasons for eating cereal bars, by gender, August 2004
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- Figure 51: Reasons for eating cereal bars, by marital status, August 2004
- Channel preferences
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- Figure 52: Purchase location for cereal bars, August 2004
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- Figure 53: Purchase location for cereal bars, by gender, August 2004
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- Figure 54: Purchase location for cereal bars, by marital status, August 2004
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- Figure 55: Purchase location for cereal bars, by geographic region, August 2004
- Summary
Future & Forecast
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- Future trends
- Cereal bars have such a broad base of appeal that households with children and single adults are both driving the market
- Cereal bar segment lines will continue blurring to meet consumer demand
- Aggressive product development will continue
- Waning in the low carb trend could mitigate growth in the market
- Media expenditures will increase
- Publication of new dietary guidelines (Food Pyramid) in 2005
- Market Forecast
- Cereal bars
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- Figure 56: Forecast of total U.S. sales of cereal bars, at current and constant prices, 2004-2009
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- Graph 3: Total U.S. sales of cereal bars, 1999-2004, and forecast, 2005-2009
- Intrinsic health bars
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- Figure 57: Forecast of U.S. FDM sales of intrinsic health bars, at current and constant prices, 2004-2009
- Breakfast/cereal/snack bars
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- Figure 58: Forecast of U.S. FDM sales of breakfast/cereal/snack bars, at current and constant prices, 2004-2009
- Granola bars
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- Figure 59: Forecast of U.S. FDM* sales of granola bars, at current and constant prices, 2004-2009
- Forecast factors
- Market Forecast
- Cereal bars
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- Updated Figure 56: Forecast of total U.S. sales of cereal bars, at current and constant prices, 2005-2010
- Intrinsic health bars
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- Updated Figure 57: Forecast of U.S. FDM sales of intrinsic health bars, at current and constant prices, 2005-2010
- Breakfast/cereal/snack bars
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- Updated Figure 58: Forecast of U.S. FDM sales of breakfast/cereal/snack bars, at current and constant prices, 2005-2010
- Granola bars
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- Updated Figure 59: Forecast of U.S. FDM sales of granola bars, at current and constant prices, 2005-2010
- Rice snack squares
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- Updated Figure 60: Forecast of U.S. FDM sales of rice snack squares, at current and constant prices, 2005-2010
Appendix: Trade Associations
Appendix: New Product Developments
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- Category Review
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- Figure 60: Number of functional food introductions, 2000-2004
- New Product Briefs
- Ruth’s MacaPower Snacks
- Honeybar Snacks
- Kellogg’s Nutri-Grain Bars
- Ensure Healthy Mom Snacks
- New England Natural Bakers Save the Forest Snacks
- Prime Health Think Organic Snack Bar
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