Abstract
Despite an increased focus on nutrition and healthy eating habits, as well as more people actively undertaking exercise, the nutrition and energy bar category is in a slump. With category maturation and saturation evident, the three diverse segments-health/wellness, diet, and athletic/sports bars-have all been impacted in different ways.
This report explores all aspects of the nutrition and energy bar market during 2001-06, including sales by segment, manufacturer, brand and retail channel. Mintel provides its own unique and revealing consumer survey results analysis. Also provided are IRI scan data results and analysis, as well as estimates for Wal-Mart sales. Comprehensive topline sales data takes into consideration the noteworthy sales growth seen through convenience and natural channels.
Additionally provided is analysis of current market trends as well as noting where current efforts fall short and market opportunity exists. Marketing imperatives are explored and details are provided on what direction the category is anticipated to take in the coming years.
Mintel recognizes that the definition of nutrition and energy bars is subjective. Manufacturers market brands for the widest possible number of eating occasions. Consumers have been educated to recognize that the same product can be used as a breakfast bar, meal replacement, or snack, as well as part of either a weight loss or fitness training program.
For this report, Mintel defines nutrition and energy bars as food bars that offer nutrition and convenience, and fill a special need. This may include supporting a diet, providing added amounts of vitamins/minerals, supplying a significant energy boost for physical activity, or building muscle/encouraging muscle recovery. Three main types of nutrition/energy bars as discussed in this report are:
- Health/Wellness bars such as Balance bars, Genisoy bars, and Odwalla bars
- Diet bars such as Slim-Fast bars, Atkins Advantage, South Beach bars and Zone bars
- Athletic/sports bars such as Clif bars, PowerBars, MET-RX bars and EAS AdvantEdge bars
The bars are sold individually and in boxes. Major brands in this category that are not mentioned above include Luna, Pria, CarbWise, Dr. Soy, Genisoy, Kashi, Snickers Marathon, and Tiger' s Milk.
Candy bars, cereal/breakfast bars and granola bars are not included in the scope of this report. Also excluded are cake bars, nut-based confectionery bars, chocolate confectionery, trail mix, cookies, and crackers.
Table of Contents
Scope and Themes
- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
Executive Summary
- The bottom line
- Three segments-three consumer types
- Opportunity to connect with black and Hispanic audiences
- Five manufacturers with just over half of total sales
- Convenience stores and the natural channels show significant sales gains
- Lifestyle marketing effective in the category
- Health-oriented over-45s look for bars with whole grains and omega-3s
- Four in ten younger bar eaters think of them as daily vitamins
- In the future, probiotic power to have a place in the category
- Market forecast to grow to $982 million by 2011
Market Drivers
- Many reasons for category usage
- Portability
- Figure 1: Reasons for eating nutrition or protein bars, by gender, March 2005
- Sports activity
- Figure 2: Participation* in certain types of sports, 2004 and 2005
- Figure 3: Types of sports food/beverages used before, during and after physical activity, and not at all, by topline, November 2006
- Weight loss
- Figure 4: Experience with diet plans, April-May 2006
- Figure 5: Eating plans used, April-May 2006
- Figure 6: Reasons for eating fewer nutrition/energy bars today than two years ago, by gender, January 2007
- Figure 7: FDM sales of frozen slimming meals, at current and constant prices, 2001-06
- Figure 8: Reasons for eating fewer nutrition/energy bars, by age, January 2007
- The health debate
- Figure 9: Attitudes regarding healthy eating, 2002-05
- Figure 10: Attitudes towards energy/nutrition bars, January 2007
- Blacks, Hispanics and the market
- Figure 11: Number of energy/diet snacks and bars eaten in last 30 days, by Hispanic origin, May 2005-June 2006
- Figure 12: Population, by race and Hispanic origin, 2002-12
- Figure 13: Number and share of population, by age and Hispanic origin, 2006
- Competition from other categories
- Figure 14: Reasons for not eating nutritional/energy bars, January 2007
- Other bars
- Figure 15: Other types of food bars eaten, by age, January 2007
- Other healthy snacks
- Figure 16: Sales of healthy snacks*, segmented by type, 2004 and 2006
Market Size and Trends
- Market size
- Figure 17: U.S. sales of nutrition and energy bars, at current and constant prices, 2001-06
- Wal-Mart estimate
- Market trends
- New product releases
- Figure 18: New product releases, snack/cereal/energy bars, 2001-06
- Category trends
- Bars for kids
- Bars for pregnant and nursing women
- Category blends with candy
- Ingredient “buzzwords”
- Whey protein
- Omega-3
- Fiber
- Low glycemic index
- Organic and minimally processed
- Lower calorie and snack size
Market Segmentation
- Introduction
- Nutrition and energy bars
- Figure 19: FDM sales of nutrition and energy bars, segmented by type of bar, 2004 and 2006
- Wellness bars
- Figure 20: FDM sales of wellness bars, at current and constant prices, 2001-06
- Athletic bars
- Figure 21: FDM sales of athletic bars, at current and constant prices, 2001-06
- Diet bars
- Figure 22: FDM sales of diet bars, at current and constant prices, 2001-06
- Other bars
- Figure 23: FDM sales of other bars, at current and constant prices, 2001-06
Supply Structure
- Companies and brands
- Figure 24: Manufacturer FDM sales of nutrition and energy bars in the U.S., 2004 and 2006
- Wellness bars
- Figure 25: Manufacturer brand FDM sales of wellness bars in the U.S., 2004 and 2006
- Athletic bars
- Figure 26: Manufacturer brand FDM sales of athletic bars in the U.S., 2004 and 2006
- Diet bars
- Figure 27: Manufacturer brand FDM sales of diet bars in the U.S., 2004 and 2006
- Companies
- PowerBar (Nestlé)
- Clif
- Kraft
- Slim-Fast (Unilever)
- Abbott Laboratories
- NBTY
- Atkins Nutritionals
Advertising and Promotion
- PowerBar (Nestlé)
- Figure 28: Television ad for PowerBar' s Pria, 2006
- Slim-Fast (Unilever)
- Figure 29: Television ad for Slim-Fast, 2006
- Abbott Labs
- Balance Bar
- Clif
Retail Distribution
- Introduction
- Figure 30: U.S. retail sales of nutrition and energy bars, by channel, 2004 and 2006
- Supermarkets
- Figure 31: U.S. supermarket sales of nutrition and energy bars, at current and constant prices, 2001-06
- Convenience stores
- Figure 32: U.S. convenience stores' sales of nutrition and energy bars, at current and constant prices, 2001-06
- Natural food stores
- Figure 33: U.S. natural food stores' sales of nutrition and energy bars, at current and constant prices, 2001-06
- Mass merchandisers
- Figure 34: U.S. mass merchandisers' sales of nutrition and energy bars, at current and constant prices, 2001-06
- Drug stores
- Figure 35: U.S. drug store sales of nutrition and energy bars, at current and constant prices, 2001-06
- Other retail considerations-vending
The Consumer
- Introduction
- Summary
- Consumption of nutrition and energy bars
- Figure 36: Usage of any nutrition/energy bars, by key demographics, January 2007
- Brands selected and reason for selection
- Figure 37: Brands of energy/nutrition bars eaten, January 2007
- Figure 38: Reasons for choosing particular brands of energy/nutrition bars, January 2007
- Use of nutrition/energy bars currently versus two years ago
- Figure 39: Usage shifts of energy/nutrition bars, by age, January 2007
- Figure 40: Usage shifts of energy/nutrition bars, by race/ethnicity, January 2007
- Purchase factors: taste versus health of nutrition/energy bars
- Figure 41: Most important factors in nutrition/energy bar selection: taste or health/physical need, by age, January 2007
- Figure 42: Most important factors in nutrition/energy bar selection: taste or health/physical need, by race/ethnicity, January 2007
- Nutritional attributes of importance
- Figure 43: Importance of nutritional product claims, by gender, January 2007
- Figure 44: Importance of nutritional product claims, by age, January 2007
- Attitudes towards nutrition/energy bars
- Figure 45: Attitudes towards energy/nutrition bars, by gender, January 2007
- Figure 46: Attitudes towards energy/nutrition bars, by age, January 2007
- Figure 47: Attitudes towards energy/nutrition bars, by race/ethnicity, January 2007
- Retail channels used for nutrition and energy bar purchases
- Figure 48: Where nutrition and energy bars are purchased, by gender, January 2007
- Figure 49: Where nutrition and energy bars are purchased, by race/ethnicity, January 2007
- Quantity of purchase
- Figure 50: Usage shifts of energy/nutrition bars, by gender, January 2007
Future and Forecast
- Future trends
- Category players to address Hispanics
- Probiotic power
- Focus on portion and calories
- Back to basics
- “Pre- and post-activity” bars
- Figure 51: How often sports food/beverages are used, by age, November 2006
- Market forecast
- Nutrition and energy bars
- Figure 52: Forecast of total U.S. sales of nutrition and energy bars, at current and constant prices, 2006-11
- Wellness bars
- Figure 53: Forecast of U.S. FDM sales of wellness bars, at current and constant prices, 2006-11
- Athletic bars
- Figure 54: Forecast of U.S. FDM sales of athletic bars, at current and constant prices, 2006-11
- Diet bars
- Figure 55: Forecast of U.S. FDM sales of diet bars, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
Appendix: Brand Classification for Segmentation
- Figure 56: brand classification for Mintel' s segmentation
Appendix: New Product Briefs
- Kraft Foods: South Beach Diet Chocolate Raspberry bars
- PowerBar: PowerBar Triple Threat Chocolate Toffee Almond Energy Bar
- Clif Bar: Clif Blueberry Crisp Energy Bar
- Clif Bar: Clif Nectar Cherry Pomegranate Fruit and Nut Bar
- Genisoy: Genisoy Ultra Chocolate and Raspberry Soy Protein Bar
- Kashi GoLean: Crunchy Chocolate Almond Fiber Bar
- EAS: EAS AdvantEdge Peanut Caramel Bar
- Diamond Organics: Diamond All Organic Raw Energy Bar
- Next Proteins: Detour Deluxe Whey Protein Bar
- ZonePerfect Nutrition: ZonePerfect All Natural Orange Cranberry Crunch Bar
