Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- The market
- Category sales are estimated to reach $6.2 billion in 2014
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- Figure 1: Total US retail sales and forecast of snack, nutrition, and protein bars, at current prices, 2009-19
- Segment performance
- Snack bars lead; performance and nutrition bars see strong growth
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- Figure 2: Total US retail sales of snack, nutrition, and protein bars, by segment*, at current prices ($ millions), 2009- 14 (plus percent change)
- Leading companies
- Kellogg saw 11.2% declines, KIND doubled in 2014
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- Figure 3: MULO sales of snack, nutrition, and protein bars, by leading companies (plus percentage growth)*, rolling 52 weeks 2013 and 2014 ($ millions)
- The consumer
- 69% of consumers eat bars
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- Figure 4: Any consumption, November 2014
- Snacking is main reason for use across all segments
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- Figure 5: Usage occasion, by bar – any usage, November 2014
- What we think
Issues and Insights
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- Do consumers see products in the category as healthy?
- Issue
- Insight: Room exists to improve health perception.
- What will keep consumers reaching for bars over another option?
- Issue
- Insight: The bar category needs to promote its strengths and boost its game
- How interested are consumers in function?
- Issue
- Insight: Functional claims can help bars hit their target
Trend Application
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- Trend: Transumers
- Trend: Help Me Help Myself
- Trend: Factory Fear
Market Size and Forecast
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- Key points
- Sales and forecast of snack, nutrition, and protein bars
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- Figure 6: Total US retail sales and forecast of snack, nutrition, and protein bars, at current prices, 2009-19
- Figure 7: Total US retail sales and forecast of snack, nutrition, and protein bars, at inflation-adjusted prices, 2009-19
- Category growth will continue, but slow slightly
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- Figure 8: Total US retail sales and forecast of snack, nutrition, and protein bars, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Increase in snacking is good news for bars
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- Figure 9: Agreement with attitudes toward food, April 2008-June 2014
- Exercise trends favor category participation
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- Figure 10: Physical activity, November 2014
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- Figure 11: Consumption (any frequency), by physical activity, November 2014
- Nearly one third of consumers are trying to lose weight by dieting
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- Figure 12: Weight management, November 2014
- General interest in health and wellness benefit category participation
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- Figure 13: Personal goals in 2014, January 2014
- Half of consumers aim for a balanced diet
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- Figure 14: Diet preferences, November 2014
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- Figure 15: Consumption (any frequency), by diet preferences, November 2014
- Aging population suggests a need for nutritional support
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- Figure 16: Population age 18+, by age, 2009-19
- Expanding Hispanic population means increases among key target group
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- Figure 17: Population by race and Hispanic origin, 2009-19
- Continued economic uncertainty favors affordable tools
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- Figure 18: Financial outlook: present vs. last 12 months, April 2008-June 2014
Segment Performance
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- Key points
- Weight-loss bars are the only segment to decline over the period
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- Figure 19: Total US retail sales of snack, nutrition, and protein bars, by segment, at current prices, 2012 and 2014
- Snack bar sales grew 24% from 2009-14
- US retail sales of snack bars
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- Figure 20: Total US retail sales and forecast of snack bars, at current prices, 2009-19
- Figure 21: Total US retail sales and forecast of snack bars, at inflation-adjusted prices, 2009-19
- Nutrition bar sales grew 62% from 2009-14
- US retail sales of nutrition bars
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- Figure 22: Total US retail sales and forecast of nutrition bars, at current prices, 2009-19
- Figure 23: Total US retail sales and forecast of nutrition bars, at inflation-adjusted prices, 2009-19
- Weight loss bar sales fell by 6% in 2014
- US retail sales of weight-loss bars
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- Figure 24: Total US retail sales and forecast of weight-loss bars, at current prices, 2009-19
- Figure 25: Total US retail sales and forecast of weight-loss bars, at inflation-adjusted prices, 2009-19
- Performance bar sales grew 83% from 2009-14
- US retail sales of performance bars
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- Figure 26: Total US retail sales and forecast of performance bars, at current prices, 2009-19
- Figure 27: Total US retail sales and forecast of performance bars, at inflation-adjusted prices, 2009-19
Retail Channels
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- Key points
- Convenience stores see strongest growth
- Bars may help retailers improve health profile
- Total US retail sales of snack, nutrition, and protein bars
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- Figure 28: Total US retail sales of snack, nutrition, and protein bars, by channel, at current prices, 2012 and 2014
- Supermarket sales grew 26% from 2009-14
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- Figure 29: US supermarket sales of snack, nutrition, and protein bars, at current prices, 2009-14
- Convenience store sales grew 53% from 2009-14
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- Figure 30: US convenience store sales of snack, nutrition, and protein bars, at current prices, 2009-14
- Other retail channel sales grew 29% from 2009-14
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- Figure 31: US sales of snack, nutrition, and protein bars through other retail channels, at current prices, 2009-14
- Natural channel sales grew 31% from 2012-14
- Natural channel sales of snack, nutrition, and protein bars
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- Figure 32: Natural supermarket sales of snack, nutrition, and protein bars, at current prices, rolling 52 weeks 2012-2014
- Nutrition bars lead sales at natural channels
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- Figure 33: Natural supermarket sales of snack, nutrition, and protein bars, by segment, at current prices, rolling 52 weeks 2012 and 2014
- Gluten free claims grow at natural channels
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- Figure 34: Natural supermarket sales of snack, nutrition, and protein bars, by gluten-free labeling/certification, at current prices, rolling 52 weeks 2012 and 2014
Competitive Context
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- Consumers have a wide range of snack options from which to choose
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- Figure 35: Snacks eaten in past six months—Any consumption, Top five, November 2013
- Foodservice offerings satisfy cravings away from home
- Health interest challenges the category as much as it helps it
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- Figure 36: Consumption, by weight management, November 2014
- Interest in protein/natural on the rise
- Interest in fiber sees slight decline
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- Figure 37: Watching your diet (for health or weight) (%), top eight, April 2009-June 2014 (plus change)
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- Figure 38: Attitudes/opinions about food, interest in fiber (%), July 2009-September 2014 (plus change)
Leading Companies and Brand Analysis
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- Key points
- Kellogg sees 11.2% declines in 2014
- KIND sales increase by 111% in 2014
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- Figure 39: MULO sales of snack, nutrition, and protein bars, by leading companies, rolling 52 weeks 2013 and 2014
- KIND saw strong snack bar growth in 2014
- MULO sales of snack bars
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- Figure 40: MULO sales of snack bars, by leading companies and brands, rolling 52 weeks 2013 and 2014
- Fiber brands struggle in 2014
- MULO sales of nutrition bars
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- Figure 41: MULO sales of nutrition bars, by leading companies and brands, rolling 52 weeks 2013 and 2014
- All weight loss bar leaders saw declines in 2014
- MULO sales of weight-loss bars
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- Figure 42: MULO sales of weight-loss bars, by leading companies and brands, rolling 52 weeks 2013 and 2014
- Clif Bar sales grew 11% in 2014
- MULO sales of performance bars
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- Figure 43: MULO sales of performance bars, by leading companies and brands, rolling 52 weeks 2013 and 2014
Innovations and Innovators
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- Savory flavors may open the market to non-sweet tooths
- Healthy mix-ins can boost bar health profile
- Health-focused brands bring familiarity/legitimacy to offerings
- New product launches down in all segments
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- Figure 44: Snack bar launches, by launch type, 2010-15*
- Figure 45: Nutrition bar launches, by launch type, 2010-15*
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- Figure 46: Performance bar launches, by launch type, 2010-15*
- Figure 47: Weight loss bar launches, by launch type, 2010-15*
- Gluten-free claims saw strong growth among all segment launches
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- Figure 48: Snack bar launches, by claims (top five), 2010-15*
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- Figure 49: Nutrition bar launches, by claims (top five), 2010-15*
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- Figure 50: Performance bar launches, by claims (top five), 2010-15*
- Figure 51: Weight loss bar launches, by claims (top five), 2010-15*
- Room for flavor variety exists across all segments
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- Figure 52: Snack bar launches, by flavor (top five), 2010-15*
- Figure 53: Nutrition bar launches, by flavor (top five), 2010-15*
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- Figure 54: Performance bar launches, by flavor (top five), 2010-15*
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- Figure 55: Weight loss bar launches, by flavor (top five), 2010-15*
Bar Consumption
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- Key points
- 63% of respondents eat snack bars
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- Figure 56: Any consumption, November 2014
- Snack bars are consumed most often
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- Figure 57: Most often eat, by age, November 2014
- …but nutritional and weight loss bar users most likely to use daily
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- Figure 58: Consumption frequency, by bar type, November 2014
- Performance, weight loss, and nutritional bars appeal to men
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- Figure 59: Any consumption, by gender, November 2014
- 25-34s are a key target group
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- Figure 60: Any consumption, by age, November 2014
- Bar consumption corresponds with income
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- Figure 61: Any consumption, by household income, November 2014
- Full-time workers most likely bar eaters
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- Figure 62: Consumption, by employment, November 2014
Reasons for Use
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- Key points
- Snacking rules among bar users
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- Figure 63: Usage occasion, by age, November 2014
- Respondents willing to make snacks of most bar types
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- Figure 64: Usage occasion, by bar – any usage, November 2014
- Older respondents more likely to stick to snack use
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- Figure 65: Usage occasion, by age, November 2014
- Bars useful as meals for employed respondents
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- Figure 66: Usage occasion, by employment, November 2014
- Snack bars may benefit from functional positioning
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- Figure 67: Reasons for use, by bar – any usage, November 2014
- Ideal bars suggest interest in snacking, breakfast, and workout bars
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- Figure 68: Consumers total ideal bar, by ideal bar use, November 2014
Attributes of Interest
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- Key points
- Fiber and protein lead attributes of interest
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- Figure 69: Attributes of interest, November 2014
- Natural important to young users, fiber key among older respondents
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- Figure 70: Attributes of interest, by age, November 2014
- Protein important for performance bar users; low carb key for weight-loss bars
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- Figure 71: Attributes of interest, by bar – any usage, November 2014
- Snackers interested in natural; protein important for meal users
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- Figure 72: Statements related to snack, nutrition, and protein bars, by usage occasion, November 2014
Opinions toward Bars
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- Key points
- Snack bars lead for taste, but room for improvement exists
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- Figure 73: Opinions toward snack bars (%), by snack bar usage, November 2014
- Less than one third of meal replacement bar users think they are healthy
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- Figure 74: Opinions toward meal replacement bars (%), by meal replacement bar usage, November 2014
- Performance bars could do a better job of hitting their target
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- Figure 75: Opinions toward performance bars (%), by performance bar usage, November 2014
- Nutrition bars lead for health
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- Figure 76: Opinions toward nutritional bars (%), by nutritional bar usage, November 2014
- Weight-loss bars struggle with the perception of efficacy
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- Figure 77: Opinions toward weight-loss bars (%), by weight loss bar usage, November 2014
Ideal Bar
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- Key points
- Respondents desire healthy bars
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- Figure 78: ideal bar categorization, November 2014
- Base/texture
- Chewy bars rule
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- Figure 79: Desired base/texture, November 2014
- Young respondents prefer chewy, crunchy appeals to older eaters
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- Figure 80: Desired base/texture, by age, November 2014
- Mix-ins
- Fruit leads sweet mix-ins of interest
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- Figure 81: Desired sweet mix-ins, November 2014
- Older consumers prefer fruit, chocolate appeals to younger respondents
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- Figure 82: Desired sweet mix-ins, by age, November 2014
- Fruit and yogurt pass as healthy mix-ins
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- Figure 83: Desired sweet mix-ins, by ideal bar categorization, November 2014
- Salted nuts lead savory/other mix-ins
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- Figure 84: Desired savory/other mix-ins, November 2014
- Snack bar users less interested in non-traditional mix-ins
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- Figure 85: Desired savory/other mix-ins, by bar type, November 2014
- Salted nuts, pretzels appear indulgent; grains appear as healthy
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- Figure 86: Desired savory/other mix-ins, by ideal bar categorization, November 2014
- Functional attributes
- One third of respondents interested in low sugar bars
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- Figure 87: Desired function/attributes, November 2014
- Functional claims may resonate with women
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- Figure 88: Desired function/attributes, by gender, November 2014
- Low-in claims appeal to older respondents, energy key for 18-34s
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- Figure 89: Desired function/attributes, by age, November 2014
- Claims should do well among bar buyers
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- Figure 90: Desired function/attributes, by ideal bar categorization, November 2014
- Protein source
- Half of consumers are interested in nut protein
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- Figure 91: Desired protein source, November 2014
- Desired calories
- The majority of respondents want bars less than 150 calories
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- Figure 92: Desired calories, November 2014
- Women are particularly interested in bars less than 100 calories
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- Figure 93: Desired calories, by gender, November 2014
- …as are respondents age 65+
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- Figure 94: Desired calories, by age, November 2014
- Respondents interested in lower calories for snack bars
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- Figure 95: Desired calories, by bar type, November 2014
Purchase for Kids
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- Key points
- 77% of respondents purchase bars for kids
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- Figure 96: Purchase for kids, November 2014
- Moms gravitate toward snack bars, dads are open
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- Figure 97: Purchase for kids, by parental status with presence of children in household, November 2014
Impact of Race and Hispanic Origin
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- Key points
- Hispanics are more likely to eat all bar types
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- Figure 98: Consumption, by race/Hispanic origin, November 2014
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- Figure 99: Purchase for kids, by race/Hispanic origin, November 2014
- Fiber appeals to Black consumers, natural is of interest to Hispanics
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- Figure 100: Attributes of interest, by race/Hispanic origin, November 2014
- Asian respondents select for nut bases
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- Figure 101: Desired base/texture, by race/Hispanic origin, November 2014
- Black respondents interested in caramel, Hispanics drawn to yogurt
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- Figure 102: Desired sweet mix-ins, by race/Hispanic origin, November 2014
- Nut mix-ins appeal to Asians; Blacks may try non-traditional bars
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- Figure 103: Desired savory/other mix-ins, by race/Hispanic origin, November 2014
- Energy boosting appeals to Hispanics; low fat and dairy free of interest to Asians
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- Figure 104: Desired function/attributes (top 11), by race/Hispanic origin, November 2014
Appendix – Other Useful Tables
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- From Market Drivers
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- Figure 105: Activity level, November 2014
- Figure 106: Consumption, by physical activity, November 2014
- Figure 107: Weight management, November 2014
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- Figure 108: Diet preferences, November 2014
- Figure 109: Consumption, by diet preferences, November 2014
- From Competitive Context
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- Figure 110: Consumption, by weight management, November 2014
- Figure 111: Watching your diet (for health or weight), April 2009-June 2014
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- Figure 112: Attitudes/opinions about food, July 2009-September 2014
- From Innovations and Innovators
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- Figure 113: Snack bar launches, by launch type, 2010-15*
- Figure 114: Nutrition bar launches, by launch type, 2010-15*
- Figure 115: Performance bar launches, by launch type, 2010-15*
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- Figure 116: Weight loss bar launches, by launch type, 2010-15*
- Figure 117: Snack bar launches, by claims (top 10), 2010-15*
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- Figure 118: Nutrition bar launches, by claims (top 10), 2010-15*
- Figure 119: Performance bar launches, by claims (top 10), 2010-15*
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- Figure 120: Weight loss bar launches, by claims (top 10), 2010-15*
- Figure 121: Snack bar launches, by flavor (top 10), 2010-15*
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- Figure 122: Nutrition bar launches, by flavor (top 10), 2010-15*
- Figure 123: Performance bar launches, by flavor (top 10), 2010-15*
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- Figure 124: Weight loss bar launches, by flavor (top 10), 2010-15*
- From Bar Consumption
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- Figure 125: Any consumption, November 2014
- Figure 126: Most often eat, by age, November 2014
- Figure 127: Consumption frequency, by bar type, November 2014
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- Figure 128: Any consumption, by gender, November 2014
- Figure 129: Any consumption, by age, November 2014
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- Figure 130: Any consumption, by household income, November 2014
- Figure 131: Consumption, by employment, November 2014
- From Reasons for Use
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- Figure 132: Usage occasion, by bar – any usage, November 2014
- Figure 133: Usage occasion, by age, November 2014
- Figure 134: Usage occasion, by employment, November 2014
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- Figure 135: Reasons for use, by bar – any usage, November 2014
- Figure 136: Ideal bar use, November 2014
- From Attributes of Interest
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- Figure 137: Attributes of interest, November 2014
- Figure 138: Attributes of interest, by age, November 2014
- Figure 139: Attributes of interest, by bar – any usage, November 2014
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- Figure 140: Statements related to snack, nutrition, and protein bars, by usage occasion, November 2014
- From Opinions Toward Bars
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- Figure 141: Opinions toward snack bars, by snack bar usage, November 2014
- Figure 142: Opinions toward meal replacement bars, by meal replacement bar usage, November 2014
- Figure 143: Opinions toward performance bars, by performance bar usage, November 2014
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- Figure 144: Opinions toward nutritional bars, by nutritional bar usage, November 2014
- Figure 145: Opinions toward weight-loss bars, by weight loss bar usage, November 2014
- From Ideal Bar
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- Figure 146: Ideal bar categorization, November 2014
- Figure 147: Desired base/texture, by age, November 2014
- Figure 148: Desired sweet mix-ins, by age, November 2014
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- Figure 149: Desired sweet mix-ins, by ideal bar categorization, November 2014
- Figure 150: Desired savory/other mix-ins, by bar type, November 2014
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- Figure 151: Consumers total ideal bar, by ideal bar categorization, November 2014
- Figure 152: Desired function/attributes, by gender, November 2014
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- Figure 153: Desired function/attributes, by age, November 2014
- Figure 154: Desired function/attributes, by ideal bar categorization, November 2014
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- Figure 155: Desired protein source, by gender, November 2014
- Figure 156: Desired calories, by gender, November 2014
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- Figure 157: Desired calories, by age, November 2014
- Figure 158: Desired calories, by bar type, November 2014
- From Purchase for Kids
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- Figure 159: Purchase for kids, by parental status with presence of children in household, November 2014
- From Impact of Race and Hispanic Origin
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- Figure 160: Consumption (any consumption), by race/Hispanic origin, November 2014
- Figure 161: Purchase for kids, by race/Hispanic origin, November 2014
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- Figure 162: Attributes of interest, by race/Hispanic origin, November 2014
- Figure 163: Desired base/texture, by race/Hispanic origin, November 2014
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- Figure 164: Desired sweet mix-ins, by race/Hispanic origin, November 2014
- Figure 165: Desired savory/other mix-ins, by race/Hispanic origin, November 2014
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- Figure 166: Desired function/attributes, by race/Hispanic origin, November 2014
Appendix – Trade Associations
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- American Association of Cereal Chemists (AACC)
- The Food Institute (FI)
- Food Marketing Institute (FMI)
- Grocery Manufacturers Association (GMA)
- National Association of Convenience Stores (NACS)
- Natural Products Association (NPA)
- Organic Trade Association (OTA)
- Private Label Manufacturers Association (PLMA)
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