Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
- mySupermarket-Insights.co.uk
Future Opportunities
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- Quest for relevance
- A confused market
- Simplicity is convenience
- A simple story and clear communication
- Grrranola bars
- Cutting through the clutter
- Shaking up the image
- Thinking outside the bar
Market in Brief
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- Market slows in 2009, forecast to regain momentum
- Healthy eating waning, but demographics promising
- Most popular for snacking, cereal bars face stiff competition
- New entrants drive product launches
- Top two manufacturers hold half the market
- Classic snacks the most popular
- Snacking is top use for cereal bars
- Convenient, not tasty?
- ‘Not for me’ say two in five
Internal Market Environment
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- Key points
- Natural appeal waning
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- Figure 1: Agreement that “I am prepared to pay more for foods that don’t contain artificial additives”, 2005-09
- The snack society
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- Figure 2: Agreement that “I often eat between meals, I keep eating snacks”, 2005-09
- On-the-go opportunity
- Fibre-hunters
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- Figure 3: Agreement that “I try to include plenty of fibre in my diet these days”, by selected demographics, 2009
- A slimming nation
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- Figure 4: Agreement with selected lifestyle statements on diet, 2005-09
- The indulgence opportunity
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- Figure 5: Agreement that “I like to treat myself to foods that aren’t good for me”, 2005-09
- Children’s advertising goes healthy
- And so do school lunches
Broader Market Environment
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- Key points
- Consumer confidence and incomes
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- Figure 6: How respondents describe their financial situation, December 2009
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- Figure 7: Index of consumer expenditure, current prices, 2004-14
- More 25-34s is good news for cereal bars
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- Figure 8: Trends in the age structure of the UK population, 2009-14
- Growth of ABs puts health and natural credentials in spotlight
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- Figure 9: Adult population trends, by socio-economic group, 2004-14
- Producer costs rise in 2008
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- Figure 10: UK commodity price of wheat, January 2004-November 2009
Competitive Context
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- Key points
- The snack market is hotly competed
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- Figure 11: Performance of competing markets, 2005-09
- Healthy snacks
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- Figure 12: Performance of competing ‘healthy’ markets, Index, 2005-09
- Indulgent snacks
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- Figure 13: Performance of competing ‘indulgent’ markets, Index, 2005-09
- Snacking on the go
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- Figure 14: Types of snacks eaten on the go most commonly, 2006 and 2008
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Range extensions take the lead in 2009
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- Figure 15: NPD activity, by launch type in the UK cereal bar market, 2007-09
- 100-calorie bars leap ahead
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- Figure 16: NPD activity, top 16 claims in the UK cereal bar market, 2007-2009
- Fragmented launch activity
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- Figure 17: Top ten companies, by NPD activity in the UK cereal bar market, 2007-09
- Berries take the lead
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- Figure 18: NPD activity, top ten flavour component subgroups in the UK cereal bar market, 2007-09
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- Figure 19: NPD activity, top ten flavour components in the UK cereal bar market, 2007-09
- A sharper health proposition
- Aiming for variety through segmentation
Market Size and Forecast
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- Key points
- 46% growth forecast over 2009-14
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- Figure 20: UK retail value sales of cereal bars, and index of growth, 2004-14
- Figure 21: UK retail value sales of cereal bars, at current and constant prices, 2004-14
- Robust growth slows in 2009
- Market to regain steam
- Factors used in the forecast
Segment Performance
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- Key points
- Everyday bars still lead
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- Figure 22: UK retail value sales of cereal bars, by type, 2009
- General bars large but lacklustre
- Healthy bars strong
- Children’s bars benefit from brand activity
- Fragmented premium end
Market Share
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- Key points
- Apart from top two, a fragmented market
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- Figure 23: Manufacturers’ shares in UK retail value sales of cereal bars, 2009
- Small bars with big backing leap ahead
- Healthy bars continue to see robust growth
- ‘Just snack’ bars lack steam
- Eat Natural robust despite top-end pitch
- Leading cereal bar brand's sales and market shares
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- Figure 24: Brand shares in the cereal bar market, by value, 2007-09
Companies and Products
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- Figure 25: Leading manufacturers and brands in the UK cereal bar market, 2009
- Major players
- Eat Natural
- General Mills
- Jordans
- Kellogg’s
- Mars
- United Biscuits
- Weetabix
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Brand Communication and Promotion
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- Key points
- Adspend cut in 2008, regains in 2009
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- Figure 26: Main monitored media advertising spend on cereal bars, 2005-09
- Kellogg’s dominates ad spend
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- Figure 27: Main monitored media advertising spend on cereal bars, by holding company, 2007-09
- TV remains channel of choice
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- Figure 28: Main monitored media advertising spend on cereal bars, by media channel, 2007-09
- Three quarters of spend on three brands
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- Figure 29: Adspend by top ten brands in the cereal bars market, 2007-09
- Bars look to engage users
- Rambling and slimming
- Sampling supports new launches
Channels to Market
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- Key points
- Grocery multiples dominate
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- Figure 30: UK retail distribution of cereal bars, by value, by type of outlet, 2005, 2007 and 2009
- 100+ lines at major grocers
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- Figure 31: Trends in online supermarket ranges of cereal bars, number of lines by retailer, December 2007-November 2009
- Promotional activity on the rise
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- Figure 32: Trends in online supermarket promotions on cereal bars, total number of lines on promotion, December 2007-November 2009
- Own-label accounts for a tenth of lines
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- Figure 33: Trends in online supermarket own-label ranges of cereal bars, number of own-label lines by grocer, December 2007-November 2009
The Consumer – Trends in and Frequency of Usage
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- Key points
- Cereal bar usage low at two in five
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- Figure 34: Consumption of cereal bars in the last 12 months, 2004-08
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- Figure 35: Consumption of cereal bars, by frequency, 2004-08
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- Figure 36: Most valuable consumers for volume sales of cereal bars, 2009
- Two in three 11-14-year-olds eat snack bars weekly
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- Figure 37: Number of cereal bars eaten weekly, 2005-09
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- Figure 38: Most valuable consumers for volume sales of cereal bars, 2009
Consumer – Snack Preferences
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- Key points
- Crisps and cakes are favourite snacks
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- Figure 39: Preferred snacks, December 2009
- Few differences in favourites by age group
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- Figure 40: Most popular snacks, by age group, December 2009
- 25-34-year-olds top users of healthy snacks
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- Figure 41: Types of snacks, by age group most likely to eat them, December 2009
- Who eats snack bars?
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- Figure 42: Demographic groups the most and least likely to eat cereal bars, December 2009
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- Figure 43: Demographic groups the most and least likely to eat granola bars, December 2009
Consumer – Occasions for Eating Cereal Bars
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- Key points
- Snacking remains main use
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- Figure 44: Occasions for eating cereal bars, December 2009
- One in three choose bars for one occasion only
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- Figure 45: Number of occasions for eating cereal bars, December 2009
Consumer – Attitudes Towards Cereal Bars
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- Key points
- A convenience food
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- Figure 46: Words or phrases associated with cereal bars, December 2009
- Loved by users
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- Figure 47: Words or phrases associated, by users with cereal bars, December 2009
- Foreign to non-users
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- Figure 48: Words or phrases associated, by non-users with cereal bars, December 2009
- 45-54-year-olds love snack bars
Consumer – Reasons for not Eating Cereal Bars
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- Key points
- “Not for me” say two in five
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- Figure 49: Reasons for not eating cereal bars as a snack, December 2009
- Unsubstantial
- Snack bars too sweet for women
- Two in five put off by just one factor
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- Figure 50: Repertoire of reasons for not eating cereal bars as a snack, December 2009
Appendix – Internal Market Environment
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- Figure 51: Agreement with selected lifestyle statements on diet and health, 2005-09
- Figure 52: Agreement with selected lifestyle statements on diet and health, by demographics, 2009
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- Figure 53: Agreement with selected lifestyle statements on diet and health, by demographics, 2009 (continued)
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Appendix – Broader Market Environment
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- Figure 54: Forecast adult population trends, by socio-economic group, 2004-14
- Figure 55: Trends in the age structure of the UK population, by gender, 2004-14
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Appendix – Consumer – Trends in and Frequency of Usage
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- Figure 56: Consumption of cereal bars in the last 12 months, 2004-08
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- Figure 57: Consumption of cereal bars in the last 12 months, by demographics, 2009
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- Figure 58: Number of cereal bars eaten weekly, who buys them and location where eaten most, 2005-09
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- Figure 59: 11-14s who ever eat cereal bars, by demographics, 2009
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Appendix – Consumer – Snack Preferences
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- Figure 60: Preferred snacks, December 2009
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- Figure 61: Preferred snacks, by demographics, December 2009
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- Figure 62: Preferred snacks, by demographics (continued), December 2009
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- Figure 63: Preferred snacks, by demographics (continued), December 2009
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Appendix – Consumer – Occasions for Eating Cereal Bars
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- Figure 64: Occasions for eating cereal bars, December 2009
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- Figure 65: Occasions for eating cereal bars, by demographics, December 2009
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- Figure 66: Repertoire of occasions for eating cereal bars, December 2009
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- Figure 67: Repertoire of occasiong for eating cereal bars, by demographics, December 2009
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- Figure 68: Occasions for eating cereal bars, by repertoire of occasions, December 2009
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Appendix – Consumer – Attitudes Towards Cereal Bars
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- Figure 69: Words or phrases associated with cereal bars, December 2009
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- Figure 70: Words or phrases associate with cereal bars, by demographics, December 2009
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- Figure 71: Words or phrases associate with cereal bars, by demographics, December 2009 (continued)
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- Figure 72: Words or phrases associate with cereal bars, by usage of cereal bars, December 2009
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Appendix – Consumer – Reasons for Not Eating Cereal Bars
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- Figure 73: Reasons for not eating cereal bars as a snack, December 2009
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- Figure 74: Reasons for not eating cereal bars as a snack, by demographics, December 2009
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- Figure 75: Repertoire of reasons for not eating cereal bars as a snack, December 2009
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- Figure 76: Repertoire of reasons for not eating cereal bars as a snack, by demographics, December 2009
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- Figure 77: Reasons for not eating cereal bars as a snack, by repertoire of reasons, December 2009
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