Author: Mintel Group Ltd.
Last saved by: HTTP server

Snack, Nutrition and Protein Bars - US - March 2015

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
The market
Category sales are estimated to reach $6.2 billion in 2014
Figure 1: Total US retail sales and forecast of snack, nutrition, and protein bars, at current prices, 2009-19
Segment performance
Snack bars lead; performance and nutrition bars see strong growth
Figure 2: Total US retail sales of snack, nutrition, and protein bars, by segment*, at current prices ($ millions), 2009- 14 (plus percent change)
Leading companies
Kellogg saw 11.2% declines, KIND doubled in 2014
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
Figure 4: Any consumption, November 2014
Snacking is main reason for use across all segments
Figure 5: Usage occasion, by bar – any usage, November 2014
What we think
ISSUES AND INSIGHTS
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
Trend: Transumers
Trend: Help Me Help Myself
Trend: Factory Fear
MARKET SIZE AND FORECAST
Key points
Sales and forecast of snack, nutrition, and protein bars
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
Figure 8: Total US retail sales and forecast of snack, nutrition, and protein bars, at current prices, 2009-19
Forecast methodology
MARKET DRIVERS
Increase in snacking is good news for bars
Figure 9: Agreement with attitudes toward food, April 2008-June 2014
Exercise trends favor category participation
Figure 10: Physical activity, November 2014
Figure 11: Consumption (any frequency), by physical activity, November 2014
Nearly one third of consumers are trying to lose weight by dieting
Figure 12: Weight management, November 2014
General interest in health and wellness benefit category participation
Figure 13: Personal goals in 2014, January 2014
Half of consumers aim for a balanced diet
Figure 14: Diet preferences, November 2014
Figure 15: Consumption (any frequency), by diet preferences, November 2014
Aging population suggests a need for nutritional support
Figure 16: Population age 18+, by age, 2009-19
Expanding Hispanic population means increases among key target group
Figure 17: Population by race and Hispanic origin, 2009-19
Continued economic uncertainty favors affordable tools
Figure 18: Financial outlook: present vs. last 12 months, April 2008-June 2014
SEGMENT PERFORMANCE
Key points
Weight-loss bars are the only segment to decline over the period
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
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
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
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
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
Key points
Convenience stores see strongest growth
Bars may help retailers improve health profile
Total US retail sales of snack, nutrition, and protein bars
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
Figure 29: US supermarket sales of snack, nutrition, and protein bars, at current prices, 2009-14
Convenience store sales grew 53% from 2009-14
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
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
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
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
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
Consumers have a wide range of snack options from which to choose
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
Figure 36: Consumption, by weight management, November 2014
Interest in protein/natural on the rise
Interest in fiber sees slight decline
Figure 37: Watching your diet (for health or weight) (%), top eight, April 2009-June 2014 (plus change)
Figure 38: Attitudes/opinions about food, interest in fiber (%), July 2009-September 2014 (plus change)
LEADING COMPANIES AND BRAND ANALYSIS
Key points
Kellogg sees 11.2% declines in 2014
KIND sales increase by 111% in 2014
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
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
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
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
Figure 43: MULO sales of performance bars, by leading companies and brands, rolling 52 weeks 2013 and 2014
INNOVATIONS AND INNOVATORS
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
Figure 44: Snack bar launches, by launch type, 2010-15*
Figure 45: Nutrition bar launches, by launch type, 2010-15*
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
Figure 48: Snack bar launches, by claims (top five), 2010-15*
Figure 49: Nutrition bar launches, by claims (top five), 2010-15*
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
Figure 52: Snack bar launches, by flavor (top five), 2010-15*
Figure 53: Nutrition bar launches, by flavor (top five), 2010-15*
Figure 54: Performance bar launches, by flavor (top five), 2010-15*
Figure 55: Weight loss bar launches, by flavor (top five), 2010-15*
BAR CONSUMPTION
Key points
63% of respondents eat snack bars
Figure 56: Any consumption, November 2014
Snack bars are consumed most often
Figure 57: Most often eat, by age, November 2014
…but nutritional and weight loss bar users most likely to use daily
Figure 58: Consumption frequency, by bar type, November 2014
Performance, weight loss, and nutritional bars appeal to men
Figure 59: Any consumption, by gender, November 2014
25-34s are a key target group
Figure 60: Any consumption, by age, November 2014
Bar consumption corresponds with income
Figure 61: Any consumption, by household income, November 2014
Full-time workers most likely bar eaters
Figure 62: Consumption, by employment, November 2014
REASONS FOR USE
Key points
Snacking rules among bar users
Figure 63: Usage occasion, by age, November 2014
Respondents willing to make snacks of most bar types
Figure 64: Usage occasion, by bar – any usage, November 2014
Older respondents more likely to stick to snack use
Figure 65: Usage occasion, by age, November 2014
Bars useful as meals for employed respondents
Figure 66: Usage occasion, by employment, November 2014
Snack bars may benefit from functional positioning
Figure 67: Reasons for use, by bar – any usage, November 2014
Ideal bars suggest interest in snacking, breakfast, and workout bars
Figure 68: Consumers total ideal bar, by ideal bar use, November 2014
ATTRIBUTES OF INTEREST
Key points
Fiber and protein lead attributes of interest
Figure 69: Attributes of interest, November 2014
Natural important to young users, fiber key among older respondents
Figure 70: Attributes of interest, by age, November 2014
Protein important for performance bar users; low carb key for weight-loss bars
Figure 71: Attributes of interest, by bar – any usage, November 2014
Snackers interested in natural; protein important for meal users
Figure 72: Statements related to snack, nutrition, and protein bars, by usage occasion, November 2014
OPINIONS TOWARD BARS
Key points
Snack bars lead for taste, but room for improvement exists
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
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
Figure 75: Opinions toward performance bars (%), by performance bar usage, November 2014
Nutrition bars lead for health
Figure 76: Opinions toward nutritional bars (%), by nutritional bar usage, November 2014
Weight-loss bars struggle with the perception of efficacy
Figure 77: Opinions toward weight-loss bars (%), by weight loss bar usage, November 2014
IDEAL BAR
Key points
Respondents desire healthy bars
Figure 78: ideal bar categorization, November 2014
Base/texture
Chewy bars rule
Figure 79: Desired base/texture, November 2014
Young respondents prefer chewy, crunchy appeals to older eaters
Figure 80: Desired base/texture, by age, November 2014
Mix-ins
Fruit leads sweet mix-ins of interest
Figure 81: Desired sweet mix-ins, November 2014
Older consumers prefer fruit, chocolate appeals to younger respondents
Figure 82: Desired sweet mix-ins, by age, November 2014
Fruit and yogurt pass as healthy mix-ins
Figure 83: Desired sweet mix-ins, by ideal bar categorization, November 2014
Salted nuts lead savory/other mix-ins
Figure 84: Desired savory/other mix-ins, November 2014
Snack bar users less interested in non-traditional mix-ins
Figure 85: Desired savory/other mix-ins, by bar type, November 2014
Salted nuts, pretzels appear indulgent; grains appear as healthy
Figure 86: Desired savory/other mix-ins, by ideal bar categorization, November 2014
Functional attributes
One third of respondents interested in low sugar bars
Figure 87: Desired function/attributes, November 2014
Functional claims may resonate with women
Figure 88: Desired function/attributes, by gender, November 2014
Low-in claims appeal to older respondents, energy key for 18-34s
Figure 89: Desired function/attributes, by age, November 2014
Claims should do well among bar buyers
Figure 90: Desired function/attributes, by ideal bar categorization, November 2014
Protein source
Half of consumers are interested in nut protein
Figure 91: Desired protein source, November 2014
Desired calories
The majority of respondents want bars less than 150 calories
Figure 92: Desired calories, November 2014
Women are particularly interested in bars less than 100 calories
Figure 93: Desired calories, by gender, November 2014
…as are respondents age 65+
Figure 94: Desired calories, by age, November 2014
Respondents interested in lower calories for snack bars
Figure 95: Desired calories, by bar type, November 2014
PURCHASE FOR KIDS
Key points
77% of respondents purchase bars for kids
Figure 96: Purchase for kids, November 2014
Moms gravitate toward snack bars, dads are open
Figure 97: Purchase for kids, by parental status with presence of children in household, November 2014
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Hispanics are more likely to eat all bar types
Figure 98: Consumption, by race/Hispanic origin, November 2014
Figure 99: Purchase for kids, by race/Hispanic origin, November 2014
Fiber appeals to Black consumers, natural is of interest to Hispanics
Figure 100: Attributes of interest, by race/Hispanic origin, November 2014
Asian respondents select for nut bases
Figure 101: Desired base/texture, by race/Hispanic origin, November 2014
Black respondents interested in caramel, Hispanics drawn to yogurt
Figure 102: Desired sweet mix-ins, by race/Hispanic origin, November 2014
Nut mix-ins appeal to Asians; Blacks may try non-traditional bars
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
Figure 104: Desired function/attributes (top 11), by race/Hispanic origin, November 2014
APPENDIX – OTHER USEFUL TABLES
From Market Drivers
Figure 105: Activity level, November 2014
Figure 106: Consumption, by physical activity, November 2014
Figure 107: Weight management, November 2014
Figure 108: Diet preferences, November 2014
Figure 109: Consumption, by diet preferences, November 2014
From Competitive Context
Figure 110: Consumption, by weight management, November 2014
Figure 111: Watching your diet (for health or weight), April 2009-June 2014
Figure 112: Attitudes/opinions about food, July 2009-September 2014
From Innovations and Innovators
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*
Figure 116: Weight loss bar launches, by launch type, 2010-15*
Figure 117: Snack bar launches, by claims (top 10), 2010-15*
Figure 118: Nutrition bar launches, by claims (top 10), 2010-15*
Figure 119: Performance bar launches, by claims (top 10), 2010-15*
Figure 120: Weight loss bar launches, by claims (top 10), 2010-15*
Figure 121: Snack bar launches, by flavor (top 10), 2010-15*
Figure 122: Nutrition bar launches, by flavor (top 10), 2010-15*
Figure 123: Performance bar launches, by flavor (top 10), 2010-15*
Figure 124: Weight loss bar launches, by flavor (top 10), 2010-15*
From Bar Consumption
Figure 125: Any consumption, November 2014
Figure 126: Most often eat, by age, November 2014
Figure 127: Consumption frequency, by bar type, November 2014
Figure 128: Any consumption, by gender, November 2014
Figure 129: Any consumption, by age, November 2014
Figure 130: Any consumption, by household income, November 2014
Figure 131: Consumption, by employment, November 2014
From Reasons for Use
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
Figure 135: Reasons for use, by bar – any usage, November 2014
Figure 136: Ideal bar use, November 2014
From Attributes of Interest
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
Figure 140: Statements related to snack, nutrition, and protein bars, by usage occasion, November 2014
From Opinions Toward Bars
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
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
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
Figure 149: Desired sweet mix-ins, by ideal bar categorization, November 2014
Figure 150: Desired savory/other mix-ins, by bar type, November 2014
Figure 151: Consumers total ideal bar, by ideal bar categorization, November 2014
Figure 152: Desired function/attributes, by gender, November 2014
Figure 153: Desired function/attributes, by age, November 2014
Figure 154: Desired function/attributes, by ideal bar categorization, November 2014
Figure 155: Desired protein source, by gender, November 2014
Figure 156: Desired calories, by gender, November 2014
Figure 157: Desired calories, by age, November 2014
Figure 158: Desired calories, by bar type, November 2014
From Purchase for Kids
Figure 159: Purchase for kids, by parental status with presence of children in household, November 2014
From Impact of Race and Hispanic Origin
Figure 160: Consumption (any consumption), by race/Hispanic origin, November 2014
Figure 161: Purchase for kids, by race/Hispanic origin, November 2014
Figure 162: Attributes of interest, by race/Hispanic origin, November 2014
Figure 163: Desired base/texture, by race/Hispanic origin, November 2014
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
Figure 166: Desired function/attributes, by race/Hispanic origin, November 2014
APPENDIX – TRADE ASSOCIATIONS
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)

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.