Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer data
- Advertising creative
- Acronyms and terms
- Acronyms
- Terms
Executive Summary
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- Cereal/snack bar category reaches total U.S. sales of $3.7 billion
- Snacking behavior drives category
- Category seeing competition from new and existing segments
- Growth in granola bar sales lifting overall category’s fortunes
- Supermarkets see slight market share gain of cereal/snack bar sales
- More than 2,000 product launches between 2007-11
- Social media/websites provide a way to connect with younger consumers
- Today’s cereal/snack bar consumer
Insights and Opportunities
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- Develop more nut/seed-based granola bars
- Merchandise products beyond cereal aisle
- Promote breakfast bars as a dessert option among younger consumers
- Develop private label opportunities
- Develop more fitness-oriented breakfast and granola bars
- Pursue “seal of approval” deals with health associations
- Promote granola bars as a breakfast option
Inspire Insights
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- Trend 1: Extend My Brand
- Trend 2: Transumers
Market Size and Forecast
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- Key points
- Cereal/snack bars market posts new high in 2011
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- Figure 1: Total U.S. retail sales of cereal and snack bars, at current prices, 2006-16
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- Figure 2: Total U.S. retail sales of cereal and snack bars, at inflation-adjusted prices, 2006-16
- Fan-chart forecast
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- Figure 3: Fan chart forecast of cereal and snack bars, 2006-16
- Walmart sales
Market Drivers
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- Key points
- Americans have an appetite for snacks
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- Figure 4: Attitudes/opinions about food by gender, July 2010-September 2011
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- Figure 5: Attitudes/opinions about food by age, July 2010-September 2011
- Cereal and bakery products pricing expected to increase the most in 2012
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- Figure 6: Changes in food price indexes, 2009-12
- Figure 7: Real disposable income, 2007-11*
- New guidelines includes emphasis on whole-grain products
- Americans’ obesity problem a growing concern
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- Figure 8: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988-2008
- Declining number of households with children may become an issue
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- Figure 9: Households, by presence of children, 1999-2009
Competitive Context
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- Key points
- Breakfast time attracting new segments
- Cold cereal connects with households with children
- Snack bars not top of mind with healthy snackers
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- Figure 10: Snacks considered healthy
- Taste perception favors cereal/snack bars over nutrition/energy bars
Segment Performance
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- Key points
- Granola bars’ growth driving category sales higher
- Total U.S. sales of cereal and snack bars
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- Figure 11: Total U.S. sales of cereal and snack bars, by segment, 2009-11
Segment Performance—Granola Bars
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- Key points
- Sales growth continuing, but at a slower pace
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- Figure 12: Total U.S. sales of granola bars, 2006-16
Segment Performance—Breakfast/Cereal/Snack Bars
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- Key points
- Significant sales growth remains elusive
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- Figure 13: Total U.S. sales and forecast of breakfast/cereal/snack bars, at current prices, 2006-16
Retail Channels
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- Key points
- Supermarkets post slight gain in share of cereal/snack bar sales
- Total U.S. sales of cereal and snack bars, by channel
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- Figure 14: Total U.S. sales of cereal and snack bars, by channel, 2009 and 2011
- Supermarket sales growth far off 2007 levels
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- Figure 15: Supermarket/food stores’ sales of cereal and snack bars, at current prices, 2006-11
- “Other” retailers consistently posting annual sales gains
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- Figure 16: Other retailers’ sales of cereal and snack bars, at current prices, 2006-11
- Supermarkets outlet of choice for cereal/snack bars
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- Figure 17: Outlets where consumers buy cereal and snack bars, December 2011
Retail Channels—Natural Supermarkets
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- Key points
- Insights
- Sales of cereal and snack bars in the natural channel
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- Figure 18: Natural supermarket sales of cereal and snack bars at current prices, 2009-11*
- Figure 19: Natural supermarket sales of cereal and snack bars, at inflation-adjusted prices, 2009-11*
- Brands of significance
- Natural channel sales of cereal and snack bars by organic
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- Figure 20: Natural supermarket sales of cereal and snack bars, by organic, 2009 and 2011*
- Natural channel sales of cereal and snack bars by gluten-free
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- Figure 21: Natural supermarket sales of cereal and snack bars, by gluten-free, 2009 and 2011*
Leading Companies
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- Key points
- General Mills the strongest performer
- FDMx sales of cereal and snack bars by manufacturer
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- Figure 22: Manufacturer FDMx sales of cereal and snack bars in the U.S., 2010 and 2011
Brand Share—Granola Bars
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- Key points
- General Mills’ Nature Valley driving company’s sales growth
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- Figure 23: Selected FDMx brand sales of granola bars, 2010 and 2011
Brand Share—Breakfast/Cereal/Snack Bars
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- Key points
- Kellogg continues segment dominance despite flat sales
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- Figure 24: Selected FDMx brand sales of breakfast/cereal/snack bars, 2010 and 2011
Innovations and Innovators
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- Key points
- More than 2,100 snack/cereal/energy bar launches from 2007-11
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- Figure 25: Snack, cereal, and energy bars product launches, by top 10 claims, 2007-11
- Chocolate and fruit top new flavors
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- Figure 26: Snack, cereal, and energy bars product launches, by top 10 flavors, 2007-11
- Product launches concentrated among major manufacturers
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- Figure 27: Snack, cereal, and energy bars product launches, by top 15 companies, 2007-11
- Quaker Chewy top name brand for product launches
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- Figure 28: Snack, cereal, and energy bars product launches, by top 15 brands, 2007-11
- Name brands dominate product launches
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- Figure 29: Snack, cereal, and energy bars product launches, by private label share, 2007-11
- Product innovations—BFY
- Fitness-oriented bars
- Private label
- Cereal-based products
Marketing Strategies
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- Key points
- General Mills’ YouTube channel promotes Nature Valley brand
- Special K website promotes its products as a weight loss tool
- Kashi looks to connect with households with children
- TV advertising
- General Mills Fiber One Brownies
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- Figure 30: General Mills/Fiber One Brownies, July 2011
- Kellogg’s Nutri-Grain Bars
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- Figure 31: Kellogg/Nutri-Grain Bars, May 2011
- Quaker Oats Chewy Smashbar
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- Figure 32: Quaker Oats/Chewy Smashbar, July 2011
- Quaker Café Squares
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- Figure 33: Quaker Oats/Quaker Café Squares April 2011
Usage
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- Key points
- Nutritional snack bar usage posting slight annual gains
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- Figure 34: Nutritional snacks (granola, fruit, etc.), July 2007-September 2011
- Figure 35: Nutritional snacks (granola, fruit, etc.), by age, July 2010-September 2011
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- Figure 36: Nutritional snacks (granola, fruit, etc.), by household income, July 2010-September 2011
- Figure 37: Nutritional snacks (granola, fruit, etc.), by presence of children, July 2010-September 2011
- Quaker leading company and Nature Valley top brand in terms of usage
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- Figure 38: Brand preferences—nutritional snacks (granola, fruit, etc.), by age, July 2010-September 2011
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- Figure 39: Brand preferences—nutritional snacks (granola, fruit, etc.), by household income, July 2010-September 2011
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- Figure 40: Brand preferences—nutritional snacks (granola, fruit, etc.), by presence of children, July 2010-September 2011
- Usage frequency by gender or presence of children
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- Figure 41: Part 1 of 2: Number of packs eaten in last 30 days (by brand/product), by gender or presence of children, July 2010-September 2011
- Figure 42: Part 2 of 2: Number of packs eaten in last 30 days (by brand/product), by gender or presence of children, July 2010-September 2011
- Teens’ and kids’ cereal/snack bar usage
- Teens
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- Figure 43: Nutritional snacks (granola, fruit, etc.), by gender and age, April 2010-June 2011
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- Figure 44: Nutritional snacks (granola, fruit, etc.), by gender and age, April 2010-June 2011
- Kids
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- Figure 45: Nutritional snacks (granola, fruit, etc.), by gender and age, April 2010-June 2011
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- Figure 46: Nutritional snacks (granola, fruit, etc.), by gender and age, April 2010-June 2011
Usage Occasions
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- Key points
- Cereal/breakfast bars favored as a meal replacement
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- Figure 47: Usage occasions, by bar type, December 2011
- Women more likely than men to snack on cereal/breakfast bars
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- Figure 48: Usage occasions—cereal or breakfast bars, by gender, December 2011
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- Figure 49: Usage occasions—cereal or breakfast bars, by age, December 2011
- Figure 50: Usage occasions—cereal or breakfast bars, by presence of children, December 2011
- 18-24s potential target audience for growing chewy granola bar occasions
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- Figure 51: Usage occasions—chewy granola bars, by age, December 2011
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- Figure 52: Usage occasions—chewy granola bars, by presence of children, December 2011
- Crunchy and chewy granola bars generate similar usage by age groups
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- Figure 53: Usage occasions—crunchy granola bars, by age, December 2011
- Figure 54: Usage occasions—crunchy granola bars, by presence of children, December 2011
Usage Reasoning
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- Key points
- Consumers seek energy boosts from cereal/snack bars
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- Figure 55: Usage reasoning, December 2011
- Men seek functional benefits from cereal/breakfast bars
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- Figure 56: Usage reasoning—cereal or breakfast bars, by gender, December 2011
- Figure 57: Usage reasoning—cereal or breakfast bars, by age, December 2011
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- Figure 58: Usage reasoning—cereal or breakfast bars, by household income, December 2011
- Functional benefits also appealing to male chewy granola bar user
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- Figure 59: Usage reasoning—chewy granola bars, by gender, December 2011
- Figure 60: Usage reasoning—chewy granola bars, by age, December 2011
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- Figure 61: Usage reasoning—chewy granola bars, by household income, December 2011
- Women interested in “other” reasons for crunchy granola bar usage
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- Figure 62: Usage reasoning—crunchy granola bars, by gender, December 2011
- Figure 63: Usage reasoning—crunchy granola bars, by age, December 2011
Claims that Matter to Cereal/Snack Bar Users
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- Key points
- Older cereal/snack bar users interested in BFY attributes
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- Figure 64: Nutritional claims that matter, by age, December 2011
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- Figure 65: Positioning claims that matter, by age, December 2011
- Figure 66: Other characteristics of importance, by age, December 2011
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- Figure 67: Nutritional claims that matter, by household income, December 2011
- Figure 68: Positioning claims that matter, by household income, December 2011
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- Figure 69: Other characteristics of importance, by household income, December 2011
Preferences and Attitudes
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- Key points
- Collectively, fruit flavors most popular among cereal/snack bar users
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- Figure 70: Favorite flavors, by gender, December 2011
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- Figure 71: Favorite flavors, by age, December 2011
- Figure 72: Favorite flavors, by household income, December 2011
- Cereal/snack bars enjoy positive perception among users
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- Figure 73: Attitudes toward bars, by gender, December 2011
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- Figure 74: Attitudes toward bars, by age, December 2011
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- Figure 75: Attitudes toward bars, by household income, December 2011
Impact of Race and Hispanic Origin
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- Key points
- Nutritional snack usage prevalent among races/ethnicities
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- Figure 76: Nutritional snacks (granola, fruit, etc.), by race/Hispanic origin, July 2010-September 2011
- Asians health conscious regarding snacking
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- Figure 77: Attitudes/opinions about food, by race/Hispanic origin, July 2010-September 2011
- Blacks strong supporters of individual brands
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- Figure 78: Brand preferences—nutritional snacks (granola, fruit, etc.), by race/Hispanic origin, July 2010-September 2011
- Asians most likely to be interested in nutritional attributes
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- Figure 79: Nutritional claims that matter, by race/Hispanic origin, December 2011
- Asians in tune with product claims
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- Figure 80: Positioning claims that matter, by race/Hispanic origin, December 2011
- Asians tend to generate largest responses regarding cereal/snack bars
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- Figure 81: Attitudes toward bars, by race/Hispanic origin, December 2011
Cluster Analysis
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- Loaded’s
- Demographics
- Characteristics
- Opportunity
- Below-the-Radar’s
- Demographics
- Characteristics
- Opportunity
- Snackers
- Demographics
- Characteristics
- Opportunity
- Bar Explorers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 82: Household consumption by target groups, December 2011
- Figure 83: Usage occasions – Cereal or breakfast bars by target groups, December 2011
- Figure 84: Usage occasions – Chewy granola bars by target groups, December 2011
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- Figure 85: Usage occasions – Crunchy granola bars by target groups, December 2011
- Figure 86: Reasons for consumption – Cereal or breakfast bars by target groups, December 2011
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- Figure 87: Reasons for consumption – Chewy granola bars by target groups, December 2011
- Figure 88: Reasons for consumption – Crunchy granola bars by target groups, December 2011
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- Figure 89: Nutritional claims that matter by target groups, December 2011
- Figure 90: Positioning claims that matter by target groups, December 2011
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- Figure 91: Other qualities that matter by target groups, December 2011
- Figure 92: Flavor favorites by target groups, December 2011
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- Figure 93: Outlets where consumers buy cereal/snack bars – Most often by target groups, December 2011
- Figure 94: Attitudes toward cereal/snack bars by target groups, December 2011
- Cluster demographic tables
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- Figure 95: Target groups, December 2011
- Figure 96: Target groups, by gender, December 2011
- Figure 97: Target groups, by age, December 2011
- Figure 98: Target groups, by household income, December 2011
- Figure 99: Target groups, by race, December 2011
- Cluster methodology
SymphonyIRI/Builders—Key Household Purchase Measures
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- Snack bars/granola bars—U.S.
- Overview of snack bars/granola bars
- Granola bars
- Consumer insights on key purchase measures—granola bars
- Brand map
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- Figure 100: Brand map, selected brands of granola bars, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 101: Key purchase measures for the top brands of granola bars, by household penetration, 2011*
- Breakfast/cereal/snack bars
- Consumer insights on key purchase measures—breakfast/cereal/snack bars
- Brand map
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- Figure 102: Brand map, selected brands of breakfast/cereal/snack bars, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 103: Key purchase measures for the top brands of breakfast/cereal/snack bars, 2011*
Appendix: Other Useful Consumer Tables
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- Figure 104: Nutritional snacks (granola, fruit, etc.), by gender, July 2010-September 2011
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- Figure 105: Nutritional snacks (granola, fruit, etc.), by gender and age, April 2010-June 2011
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- Figure 106: Brand preferences—nutritional snacks (granola, fruit, etc.), by gender, July 2010-September 2011
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- Figure 107: Nutritional snacks (granola, fruit, etc.), by gender and age, April 2010-June 2011
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- Figure 108: Attitudes/opinions about food, by household income, July 2010-September 2011
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- Figure 109: Attitudes/opinions about food, by presence of children, July 2010-September 2011
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- Figure 110: Other characteristics of importance, by race/Hispanic origin, December 2011
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- Figure 111: Favorite flavors, by household income, December 2011
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- Figure 112: Favorite flavors, by race/Hispanic origin, December 2011
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Appendix: Trade Associations
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