Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Bars continue steady year-over-year growth, slowdown in sight
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- Figure 1: Total US sales and fan chart forecast of snack, nutrition, and performance bars, at current prices, 2013-23
- Omnipresence of snacking can challenge snack categories
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- Figure 2: Percentage growth in select snack categories, 2012-17
- Sugar content down across the board
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- Figure 3: Bar launches, by average sugar total, 2014-18
- The opportunities
- Daily bar eaters do so for function
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- Figure 4: Reasons for bar consumption, by consumption frequency, December 2018
- Protein amount drives bar choice, for now
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- Figure 5: Attributes of interest, February 2018 and December 2018
- It’s OK to move beyond protein
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- Figure 6: Holistic health approach, November 2018
- What it means
The Market – What You Need to Know
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- Bars continue steady year-over-year growth, slowdown in sight
- Snack and nutrition bars continue to gain share
- Ubiquitous snacking can challenge snack categories
- Portability is a strength, room for flavor improvement remains
- Aging population should put the bar category on alert
Market Size and Forecast
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- Bars continue steady year-over-year growth, slowdown in sight
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- Figure 7: Total US sales and fan chart forecast of snack, nutrition, and performance bars, at current prices, 2013-23
- Figure 8: Total US retail sales and forecast of snack, nutrition, and performance bars, at current prices, 2013-23
- Figure 9: Total US retail sales and forecast of snack, nutrition, and performance bars, at inflation-adjusted prices, 2013-23
Market Breakdown
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- Snack and nutrition bars continue to gain share
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- Figure 10: Total US retail sales of snack, nutrition, and performance bars, by segment share, 2016 and 2018 (est)
- Figure 11: Total US retail sales of snack, nutrition, and performance bars, by segment, 2013-23 (fore)
- “Other” retail channels dominate bar sales
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- Figure 12: Total US retail sales of snack, nutrition, and performance bars, by channel, at current prices, 2013-18 (est)
Market Perspective
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- The snack landscape continues to grow crowded
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- Figure 13: Percentage growth in select snack categories, 2012-17
- Figure 14: Snack purchase drivers, November 2018
- Snack bars perform well for portability, portion control, and satiety
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- Figure 15: Correspondence Analysis – Symmetrical map – Perception of snacks, December 2018
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- Figure 16: Perception of snacks, December 2018
- Nutrition bars excel for portability, time savings
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- Figure 17: Correspondence analysis – Symmetrical map – Perception of nutrition products, December 2018
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- Figure 18: Perception of nutrition products, December 2018
- Performance bars seen as time-savers and good before workouts
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- Figure 19: Correspondence analysis – Symmetrical map – Perception of performance products, December 2018
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- Figure 20: Perception of performance products, December 2018
Market Factors
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- Snack frequency increasing
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- Figure 21: Snacking frequency, January 2015 and November 2018
- Aging population should put the bar category on alert
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- Figure 22: Population by age, 2013-23
- Nutritional focus will have a wider reach than athletic performance
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- Figure 23: Fitness/health engagement, December 2018
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- Figure 24: Fitness activities participation, December 2018
Key Players – What You Need to Know
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- Big brands score points with consumers
- Performance bars may be pricing themselves out of the general market
- Protein content continues to rise
- It’s OK to move beyond protein
Company and Brand Sales of Snack, Nutrition, and Performance Bars
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- The big three controls nearly 60% of MULO sales of bars
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- Figure 25: Multi-outlet sales of snack, nutrition, and performance bars, by leading companies share, 52 weeks ending November 4, 2018
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- Figure 26: Multi-outlet sales of snack, nutrition, and performance bars, by leading companies, rolling 52 weeks 2017 and 2018
What’s Working?
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- Big brands score points with consumers
- Lärabar gains keep General Mills in the positive
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- Figure 27: Multi-outlet sales of snack bars, by leading companies and brands, rolling 52 weeks 2017 and 2018
- RXBar posts strong MULO gains
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- Figure 28: Multi-outlet sales of nutrition bars, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Atkins is on the rise in MULO
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- Figure 29: Multi-outlet sales of weight loss bars, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Crunchy and chewy textures lead introductions
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- Figure 30: Bar launches, by texture share, 2014-18
- Flavor innovation finally moves beyond traditional chocolate
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- Figure 31: Bar launches, by flavor share, 2014-18
- Gluten free claims keep growing
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- Figure 32: Bar launches, by claim share, 2014-18
- Protein totals continue to rise
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- Figure 33: Bar launches, by average protein total, 2014-18
- Pea protein, please
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- Figure 34: Bar launches, by protein type share, 2014-18
- Chilled launches on the rise among growing segments
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- Figure 35: Bar launches, by storage, 2014-18
What’s Struggling?
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- Performance bars may be pricing themselves out the general market
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- Figure 36: Multi-outlet sales of performance bars, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Total sugar content down across the board
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- Figure 37: Bar launches, by average sugar total, 2014-18
- Use of white sugar is in decline
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- Figure 38: Bar launches, by sugar/sweetener type share, 2014-18
What’s Next?
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- Downsizing
- Bars for any age
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- Figure 39: Fitness/health engagement, by age, December 2018
- Moving beyond protein
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- Figure 40: Holistic health approach, November 2018
The Consumer – What You Need to Know
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- More than two thirds of US adults eat bars
- Bars are primarily snacks
- Protein amount drives bar choice
- Close to half of bar eaters look for between 5-14g of protein
- Half of bar eaters want bars with less than 9g sugar
Bar Consumption
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- More than two thirds of US adults eat bars
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- Figure 41: Bar consumption, December 2018
- A third of consumers are eating two or more bar types
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- Figure 42: Bar consumption – Repertoire, December 2018
- Men make up the lion’s share of performance bar eaters
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- Figure 43: Share of bar consumption, by gender, December 2018
- The majority of bar eaters are under age 45
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- Figure 44: Share of bar consumption, by age, December 2018
- Younger consumers try multiple bar types
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- Figure 45: Bar consumption – Repertoire, by age, December 2018
- Three quarters of Hispanic consumers eat bars
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- Figure 46: Bar consumption, by Hispanic origin, December 2018
- Performance bars may be cost prohibitive
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- Figure 47: Share of bar consumption, by household income, December 2018
- Granola bars lead consumption
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- Figure 48: Types of bars consumed, by age group, 2018
- Bar consumption is down among kids and teens
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- Figure 49: Kids (age 6-11) cereal bar consumption, 2014-18
- Figure 50: Teen (age 12-17) bar consumption, 2014-18
Reasons for Bar Consumption
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- Bars are primarily snacks
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- Figure 51: Reasons for bar consumption, December 2018
- Daily bar eaters do so for function
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- Figure 52: Reasons for bar consumption, by consumption frequency, December 2018
- Performance bar eaters looking for function
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- Figure 53: Reasons for bar consumption, by bar type, December 2018
- Men are more likely to turn to bars for function
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- Figure 54: Reasons for bar consumption, by gender, December 2018
- Younger eaters want more from their bars than satiety
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- Figure 55: Reasons for bar consumption, by age, December 2018
Bar Attributes of Interest
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- Protein amount drives bar choice, for now
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- Figure 56: Attributes of interest, December 2018
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- Figure 57: Attributes of interest, February 2018 and December 2018
- Price and sugar may be barriers to more frequent consumption
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- Figure 58: Attributes of interest, by consumption frequency, December 2018
- Performance bar eaters are particularly interested in protein
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- Figure 59: Attributes of interest, by bar type, December 2018
- Men are more likely to focus on protein, women look at price and sugar
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- Figure 60: Attributes of interest, by gender, December 2018
- Sugar is top of mind for older consumers
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- Figure 61: Attributes of interest, by age, December 2018
- Hispanic respondents pay particular attention to protein source
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- Figure 62: Attributes of interest, by Hispanic origin, December 2018
Protein Amount
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- Close to half of bar eaters look for moderate protein amounts
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- Figure 63: Protein amount, December 2018
- More than a third of performance bar eaters look for bars with 15g+ protein
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- Figure 64: Protein amount, by bar type, December 2018
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- Figure 65: Protein amount, by fitness engagement, December 2018
- Meal replacers pay closer attention to protein
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- Figure 66: Protein amount, by occasions, December 2018
- A third of women don’t pay attention to protein amount
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- Figure 67: Protein amount, by gender, December 2018
- Younger consumers are more likely to pay attention to protein amount
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- Figure 68: Protein amount, by age, December 2018
Sugar Amount
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- Half of bar eaters want bars with less than 9g sugar
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- Figure 69: Sugar amount, December 2018
- Performance bar eaters pay attention to sugar
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- Figure 70: Sugar amount, by bar type, December 2018
- Older bar eaters are most interested in low sugar amounts
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- Figure 71: Sugar amount, by age, December 2018
Mintel Food/Drink Consumer Segmentation
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- Figure 72: Food/drink shopper segmentation, December 2018
- Quality Seekers (37%)
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- Figure 73: Profile of Quality Seekers, December 2018
- Adventure Eaters (32%)
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- Figure 74: Profile of Adventure Eaters, December 2018
- Time Savers (17%)
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- Figure 75: Profile of Time Savers, December 2018
- Value Chasers (15%)
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- Figure 76: Value Chasers, December 2018
- Implications of food/drink consumer segments on the snack, nutrition, and performance bar category
- The bar category is built for Time Savers
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- Figure 77: Reasons for bar consumption, by food/drink consumer segmentation, December 2018
- Quality Seekers could be swayed by a focus on ingredients
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- Figure 78: Attributes of interest, by food/drink shopper segmentation, December 2018
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Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Correspondence analysis methodology
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 79: Total US retail sales and forecast of snack bars, at current prices, 2013-23
- Figure 80: Total US retail sales and forecast of snack bars, at inflation-adjusted prices, 2013-23
- Figure 81: Total US retail sales and forecast of nutrition bars, at current prices, 2013-23
- Figure 82: Total US retail sales and forecast of nutrition bars, at inflation-adjusted prices, 2013-23
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- Figure 83: Total US retail sales and forecast of performance bars, at current prices, 2013-23
- Figure 84: Total US retail sales and forecast of performance bars, at inflation-adjusted prices, 2013-23
- Figure 85: Total US retail sales and forecast of weight loss bars, at current prices, 2013-23
- Figure 86: Total US retail sales and forecast of weight loss bars, at inflation-adjusted prices, 2013-23
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- Figure 87: US supermarket sales of snack, nutrition, and performance bars, at current prices, 2013-18
- Figure 88: US drugstore sales of snack, nutrition, and performance bars, at current prices, 2013-18
- Figure 89: US sales of snack, nutrition, and performance bars through other retail channels, at current prices, 2013-18
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Appendix – Key Players
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- Figure 90: Multi-outlet sales of snack, nutrition, and performance bars, by leading companies, rolling 52 weeks 2017 and 2018
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