Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer data
- Acronyms and terms
- Acronyms
- Terms
Executive Summary
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- Energy bar market moves forward with another solid year in 2011
- All-purpose “wellness” bars lead the pack
- Clif Bar & Company is the leading firm in the nutrition and energy bar market
- Opportunities to increase sales or market share do exist
- Interest in dieting as well as rising food prices driving growth
- Snack bars and supplements loom as competitive threats
- Supermarkets’ selection likely drives the channel’s popularity
- Innovation revolves around new product flavors and new delivery mechanisms
Insights and Opportunities
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- Personalized training and nutrition plans may fuel bar sales and loyalty
- “Extreme” ingredients
- Packaging 2.0
- A little wine with your nutrition bar?
- A nation of snackers craves more
Inspire Insights
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- Trend 1: Many Mes
- Trend 2: Collective Intelligence
Market Size and Forecast
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- Key points
- Growth continues albeit at a slower pace
- Sales and forecast of nutrition and energy bars
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- Figure 1: Total U.S. retail sales of nutrition and energy bars at current prices, 2006-16
- Figure 2: Total U.S. retail sales of nutrition and energy bars at inflation-adjusted prices, 2006-16
- Fan-chart forecast
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- Figure 3: Fan chart forecast of nutrition and energy bars, 2006-16
- Walmart sales
Market Drivers
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- Key points
- Rising cost of food impacting consumers’ eating habits
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- Figure 4: Changes in food price indexes, 2009-12
- Aging population presents opportunity
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- Figure 5: Population by age, 2006-16
- Economy continues to falter—likely driving channel behavior with bars
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- Figure 6: Real disposable income, 2007-11*
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- Figure 7: Consumer sentiment index, January 2007-November 2011
- Many report trying to lose weight
Competitive Context
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- Key points
- Other forms of nutrition continuing to encroach on bars
- Granola and cereal bars still more popular than nutrition and energy bars
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- Figure 8: Household usage of energy/snack bars, November 2011
- Energy and nutrition bars competing against candy-like bars
Segment Performance
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- Key points
- Market share of the different segments remains consistent
- Sales of nutrition and energy bars by segment
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- Figure 9: Total U.S. sales of nutrition and energy bars, by segment, 2009-11
Segment Performance—Health/Wellness Bars
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- Key points
- Sales growth of health/wellness bars continues
- Sales and forecast of health/wellness bars
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- Figure 10: Total U.S. sales of health/wellness bars, 2006-16
Segment Performance—Diet Bars
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- Key points
- A sales decline in 2008 is followed by several years of growth
- Sales and forecast of diet bars
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- Figure 11: Total U.S. sales and forecast of diet bars, at current prices, 2006-16
Segment Performance—Athletic/Sports Bars
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- Key points
- Sales of athletic/sports bar robust in recent years
- Sales and forecast of athletic/sports bars
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- Figure 12: Total U.S. sales and forecast of athletic/sports bars, at current prices, 2006-16
Retail Channels
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- Key points
- Supermarkets remain the channel most consumers use for purchases
- Sales of nutrition and energy bars, by channel
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- Figure 13: Total U.S. sales of nutrition and energy bars, by channel, 2009 and 2011
- Supermarket/food stores’ sales of nutrition and energy bars
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- Figure 14: Supermarket/food stores’ sales of nutrition and energy bars, at current prices, 2006-11
- Other retailers’ sales of nutrition and energy bars
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- Figure 15: Other retailers’ sales of nutrition and energy bars, at current prices, 2006-11
Retail Channels—Natural Supermarkets
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- Key points
- Insights
- Sales of nutrition and energy bars in the natural channel
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- Figure 16: Natural supermarket sales of nutrition and energy bars, at current prices, 2009-11*
- Figure 17: Natural supermarket sales of nutrition and energy bars, at inflation-adjusted prices, 2009-11*
- Natural channel sales by segment
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- Figure 18: Natural supermarket sales of nutrition and energy bars, by segment, 2009 and 2011*
- Brands of note
- Natural channel sales by organic
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- Figure 19: Natural supermarket sales of nutrition and energy, by shelf placement/storage, 2009 and 2011*
- Natural channel sales by gluten-free
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- Figure 20: Natural supermarket sales of nutrition and energy bars, by gluten-free, 2009 and 2011*
Leading Companies
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- Key points
- Clif Bar maintains its lead over its competitors
- FDMx sales of nutrition and energy bars by manufacturer
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- Figure 21: Manufacturer FDMx sales of nutrition and energy bars, 2010-11
Brand Share—Health/Wellness Bars
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- Key points
- Clif Bar maintains its lead by expanding product portfolio
- Manufacturer and brand sales of health/wellness bars
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- Figure 22: Selected FDMx brand sales of health/wellness bars, 2010-11
Brand Share—Diet Bars
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- Key points
- Manufacturers honing in on dieting consumers’ needs
- Manufacturer and brand sales of diet bars
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- Figure 23: Selected FDMx brand sales of diet bars, 2010-11
Brand Share—Athletic/Sports Bars
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- Key points
- PowerBar remains the leader, even as Clif Bar is making headway
- Manufacturer and brand sales of athletic/sports bars
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- Figure 24: Selected FDMx brand sales of athletic/sports bars, 2010-11
Innovations and Innovators
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- Key points
- Snack, cereal, and energy bars product launches 2007-11
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- Figure 25: Snack, cereal, and energy bars product launches, by top 10 claims, 2007-11
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- Figure 26: Snack, cereal, and energy bars product launches, by top 10 flavors, 2007-11
- Figure 27: Snack, cereal, and energy bars product launches, by top 15 companies, 2007-11
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- Figure 28: Snack, cereal, and energy bars product launches, by top 15 brands, 2007-11
- Product innovations
- Unusual flavors and formulations
- Trying to resonate with the use of different or unusual delivery mechanisms
Marketing Strategies
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- Overview
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- Figure 29: Social media presence of selected brands, January 15, 2012
- LUNA BAR
- EAS
- LÄRABAR
Household Usage
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- Key points
- Percentage of those dieting remains stable
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- Figure 30: Dieters, trended 2007-11
- Figure 31: Dieters, April 2010-June 2011
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- Figure 32: Household usage of energy/snack bars, by gender, November 2011
- Figure 33: Household usage of energy/snack bars, by age, November 2011
- Energy/diet snacks and bars less popular than nutritional snacks (granola, fruit, etc.)
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- Figure 34: Adult consumption of nutritional snacks (granola, fruit, etc.), by product type, trended 2007-11
- Energy/diet snacks and bars have not increased their customer base
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- Figure 35: Adult consumption of energy/diet snacks and bars, trended 2007-11
- Teens also gravitate toward nutritional snacks over energy/diet snacks and bars
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- Figure 36: Consumption of bars, among teens aged 12-17, trended 2007-11
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- Figure 37: Energy/diet snacks and bars consumption, brands and frequency among teens aged 12-17, by gender, April 2010-June 2011
Brand Usage
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- Key points
- Brand preferences different among different demographics
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- Figure 38: Adult consumption of energy/diet snacks and bars, by gender, April 2010-June 2011
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- Figure 39: Adult consumption of energy/diet snacks and bars, by age, April 2010-June 2011
- Figure 40: Adult consumption of energy/diet snacks and bars, by race/Hispanic origin, April 2010-June 2011
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- Figure 41: Adult consumption of energy/diet snacks and bars, by household income, April 2010-June 2011
- The bar and supplement connection
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- Figure 42: Usage of nutrition/energy supplements, by gender, November 2011
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- Figure 43: Usage of nutrition/energy supplements, by age, November 2011
What Matters to Bar Users
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- Key points
- Reasons for bar usage vary, but most often as a snack between meals
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- Figure 44: Reasons for bar usage, by gender, November 2011
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- Figure 45: Reasons for bar usage, by age, November 2011
- Attributes that matter range from low-fat to high fiber and gluten-free
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- Figure 46: Attributes that matter with nutrition/energy bars, by age, November 2011
Attitudes toward Nutrition and Energy Bars
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- Key points
- Different attitudes toward bars based on gender
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- Figure 47: Attitudes toward nutrition/energy bars, by gender, November 2011
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- Figure 48: Attitudes toward nutrition/energy bars, by age, November 2011
- Targeting non-users may prove difficult
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- Figure 49: Why consumers don’t eat nutrition/energy bars, by gender, November 2011
- Figure 50: Why consumers don’t eat nutrition/energy bars, by age, November 2011
Cluster Analysis
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- Wholesome Bars:
- Demographics
- Characteristics
- Opportunity
- Diet Regulators:
- Demographics
- Characteristics
- Opportunity
- Light Restrictors:
- Characteristics
- Opportunity
- Energy Hounds
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 51: Target groups, November 2011
- Figure 52: Usage of nutrition/energy supplements by target groups, November 2011
- Figure 53: Energy/diet bar brand usage by target groups, November 2011
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- Figure 54: Reasons for bar usage by target groups, November 2011
- Figure 55: Attributes that matter with nutrition/energy bars by target groups, November 2011
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- Figure 56: Outlets where consumers buy nutrition/energy bars by target groups, November 2011
- Figure 57: Usage of nutrition/energy supplements by target groups, November 2011
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- Figure 58: Attitudes toward nutrition/energy bars by target groups, November 2011
- Cluster demographic tables
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- Figure 59: Target groups, by gender, November 2011
- Figure 60: Target groups, by age, November 2011
- Figure 61: Target groups, by household income, November 2011
- Figure 62: Target groups, by race/Hispanic origin, November 2011
- Cluster methodology
Custom Consumer Groups
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- Figure 63: Attitudes toward nutrition/energy bars, by custom consumer groups, November 2011
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- Figure 64: Household usage of energy/snack bars, by custom consumer groups, November 2011
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- Figure 65: Reasons for bar usage, by custom consumer groups, November 2011
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- Figure 66: Usage of nutrition/energy supplements, by custom consumer groups, November 2011
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SymphonyIRI/Builders—Key Household Purchase Measures
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- Snack bars/granola bars
- Overview of snack bars/granola bars
- Nutritional/intrinsic health value bars
- Consumer insights on key purchase measures – nutritional/intrinsic health value bars
- Brand map
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- Figure 67: Brand map, selected brands of nutritional/intrinsic health value bars, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 68: Key purchase measures for the top brands of nutritional/intrinsic health value bars, by household penetration, 2011*
Appendix: Other Useful Consumer Tables
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- Figure 69: Adult consumption of energy/diet snacks and bars, by presence of children, April 2010-June 2011
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- Figure 70: Household usage of energy/snack bars, by household income, November 2011
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- Figure 71: Attributes that matter with nutrition/energy bars, by gender, November 2011
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- Figure 72: Attributes that matter with nutrition/energy bars, by household income, November 2011
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- Figure 73: Reasons for bar usage, by household income, November 2011
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- Figure 74: Reasons for bar usage, by presence of children in household, November 2011
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- Figure 75: Outlets where consumers buy nutrition/energy bars, by gender, November 2011
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- Figure 76: Outlets where consumers buy nutrition/energy bars, by household income, November 2011
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- Figure 77: Outlets where consumers buy nutrition/energy bars, by age, November 2011
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- Figure 78: Attitudes toward nutrition/energy bars, by household income, November 2011
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- Figure 79: Attitudes toward nutrition/energy bars, by presence of children under 18 in household, November 2011
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- Figure 80: Why consumers don’t eat nutrition/energy bars, by race/Hispanic origin, November 2011
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- Figure 81: Why consumers don’t eat nutrition/energy bars, by presence of children in household, November 2011
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Appendix: Trade Associations
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