Table of Contents
Introduction and Abbreviations
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- Introduction
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Bar sales increase by 69% in 2001-06, but rate of growth is slowing
- Flexibility, desire for healthier food alternatives, and demographic factors drive growth
- Sales are concentrated among Quaker Oats, Kellogg, General Mills and Kraft
- Supermarkets are the dominant sales channel but superstores, natural channel have highest rates of growth
- Cereal bars enjoy high usage among consumers surveyed; Hispanics, teens, young adults and families are greatest users
- Future trends
Market Drivers
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- Consumers turn to cereal bars to satisfy many eating occasions and needs
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- Figure 1: Eating occasions for cereal/breakfast/energy/protein/granola bars, by bar type, August 2006
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- Figure 2: Reasons for eating for cereal/breakfast/granola bars, by bar type, August 2006
- Desire for healthier food alternatives
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- Figure 3: Diet changes made in the past five years, May 2005
- Although the majority of adults eat cereal or granola bars, young adults, teens and kids are more likely to eat them
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- Figure 4: U.S. population, by age, 2000-10
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- Figure 5: Number of married and single U.S. households with children, by age, income, and race/ethnicity, 2005
- The Hispanic market
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- Figure 6: Cereal bar consumption, by selected demographics, August 2006
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- Figure 7: Population, by race and Hispanic origin, 2001-11
Market Size and Trends
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- Figure 8: Total U.S. retail sales of cereal bars, at current and constant prices, 2001-06
- Estimated Wal-Mart cereal bar sales
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- Figure 9: Estimated Wal-Mart sales of breakfast/cereal/snack bars, at current and constant prices, 2001-06
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Market Segmentation
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- Overview
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- Figure 10: Sales of cereal bars, segmented by type, 2004 and 2006
- Granola bars
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- Figure 11: Sales of granola bars, at current and constant prices, 2001-06
- Breakfast/cereal/snack bars
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- Figure 12: Sales of breakfast/cereal/snack bars, at current and constant prices, 2001-06
Supply Structure
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- International new product introductions
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- Figure 13: Snack/cereal/energy bar introductions, by region, January 2004-September 20, 2006
- Companies and brands
- Overview
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- Figure 14: Manufacturer sales of cereal bars in the U.S., 2004 and 2006
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- Figure 15: FDM sales of Top 5 cereal bars in the U.S., 2004 and 2006
- Granola bars
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- Figure 16: Manufacturer brand sales granola bars in the U.S., 2004 and 2006
- Breakfast/cereal/snack bars
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- Figure 17: Manufacturer brand sales of breakfast/cereal/snack bars in the U.S., 2004 and 2006
- Company profiles
- Kellogg
- PepsiCo/Quaker Oats
- General Mills
- McKee Foods
- Kraft
Advertising and Promotion
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- Figure 18: Selected adverting expenditures for cereal bars in the U.S., 2001-05
- Companies and brands
- Quaker Oats
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- Figure 19: Television Spot “Stolen Moments for Quaker Chewy Granola,” 2006
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- Figure 20: Television Spot “Quaker Oatmeal to Go,” 2006
- Kellogg
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- Figure 21: Television Spot “Nutri-Grain,” 2006
- McKee Foods
- General Mills
- Kraft
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- Figure 22: Television Spot “Post – Raisin Bran Bar,” 2006
- Atkins Nutritionals
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- Figure 23: Television Spot “Atkins Advantage/Morning Start,” 2006
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Retail Distribution
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- Introduction
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- Figure 24: U.S. retail sales of cereal bars, by channel, 2004 and 2006
- Supermarkets
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- Figure 25: U.S. supermarket sales of cereal bars, at current and constant prices, 2001-06
- Mass merchandisers
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- Figure 26: U.S. mass merchandiser sales of cereal bars, at current and constant prices, 2001-06
- Drug stores
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- Figure 27: U.S. drug store sales of cereal bars, at current and constant prices, 2001-06
The Consumer
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- Introduction
- Summary
- Cereal bar consumption
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- Figure 28: Cereal bar consumption, by selected demographics, August 2006
- Segmentation
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- Figure 29: Consumption by bar type, by gender, August 2006
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- Figure 30: Consumption by bar type, by age, August 2006
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- Figure 31: Consumption by bar type, by household income, August 2006
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- Figure 32: Consumption by bar type, by race/ethnicity, August 2006
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- Figure 33: Consumption by bar type, by presence of children, August 2006
- Comparison of cereal or breakfast bar consumers and granola bar consumers
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- Figure 34: Eating occasions for cereal/breakfast/granola bars, by bar type, August 2006
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- Figure 35: Reasons for eating for cereal/breakfast/granola bars, by bar type, August 2006
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- Figure 36: Influencers of the decision to buy cereal/breakfast/granola bars, by bar type, August 2006
- Cereal or breakfast bar consumers
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- Figure 37: Eating occasions for cereal/breakfast bars, by gender, August 2006
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- Figure 38: Eating occasions for cereal/breakfast bars, by race/ethnicity, August 2006
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- Figure 39: Eating occasions for cereal/breakfast bars, by presence of children, August 2006
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- Figure 40: Reasons for eating cereal/breakfast bars, by gender, August 2006
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- Figure 41: Reasons for eating cereal/breakfast bars, by race/ethnicity, August 2006
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- Figure 42: Factors influencing the buying decision for cereal/breakfast bars, by gender, August 2006
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- Figure 43: Factors influencing the buying decision for cereal/breakfast bars, by race/ethnicity, August 2006
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- Figure 44: Factors influencing the buying decision for cereal/breakfast bars, by presence of children, August 2006
- Granola bar consumers
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- Figure 45: Eating occasions for granola bars, by presence of children, August 2006
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- Figure 46: Reasons for eating granola bars, by race/ethnicity, August 2006
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- Figure 47: Factors influencing the buying decision for granola bars, by gender, August 2006
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- Figure 48: Factors influencing the buying decision for granola bars, by race/ethnicity, August 2006
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- Figure 49: Factors influencing the buying decision for granola bars, by presence of children, August 2006
- Attitudes and behaviors of cereal bar consumers
- Attitudes and behaviors by brand
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- Figure 50: Comparison of nutritional snack user behaviors/attitues to cereal bars users, January-September 2005
- Teens
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- Figure 51: Teen eating occasions for cereal/breakfast/energy/protein/granola bars, by gender, August 2006
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- Figure 52: Teen reasons for eating cereal/breakfast/energy/protein/granola bars, by gender, August 2006
Future and Forecast
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- Future trends
- Private-label sales will continue to grow
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- Figure 53: Private-label all-outlet volume share 2005, selected food categories
- Shift in sales to Wal-Mart will slow; traditional supermarkets will hold their own
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- Figure 54: Total CPG all outlet dollar share point change vs. prior year – Wal-Mart vs. grocery channel, 2002-06
- Successful cereal brands and category compatible licenses will be a focus of new entrants
- Hispanic market is ripe for growth
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- Figure 55: Population, by race and Hispanic origin, 2006-11
- Figure 56: Percentage of population by age and Hispanic origin, 2006
- Market forecast
- Cereal bars
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- Figure 57: Forecast of total U.S. retail sales of cereal bars, at current and constant prices, 2006-11
- Granola bars segment
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- Figure 58: Forecast of U.S. FDM sales of granola bars, at current and constant prices, 2006-11
- Breakfast, cereal, and snack bars segment
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- Figure 59: Forecast of U.S. FDM sales of breakfast, cereal, and snack bars, at current and constant prices, 2006-11
- Forecast Factors
Appendix: Trade Associations
Appendix: New Product Developments
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