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Cereal Bars and Snack Bars - US - March 2013

“Lackluster product innovation and expanding bar options from competing categories have challenged cereal/snack bar sales. Attracting the attention of consumers away from competing offerings will require the cereal/snack bar category to both emphasize its inherent strengths and enhance nutritional/performance positioning.”

– Beth Bloom, Food and Drink Analyst

  • How can the category prevent flight to competing bar categories?
  • How can the category increase participation among consumers aged 55+?
  • How can the category respond to the interest in health and wellness?

 

Mintel estimates that sales of cereal bars and snack bars fell slightly in 2012, to rest at $3.7 billion. This represents a 7% gain since 2007 (a loss of 3% when adjusted for inflation). The category fared well through the recession, with products in the category appearing as an affordable indulgence.

Positive drivers include the category’s multipurpose appeal and on-the-go convenience, a growth in the snack culture in the U.S., and broad retail distribution that encourages both planned and impulse purchases. Cereal bars and snack bars meet the needs of today’s consumer, interested in health and convenience, and open to a bit of indulgence, all at an affordable price point. However lackluster product innovation and expanding bar options from competing categories have challenged sales.

By capitalizing on consumer trends toward health and developing targeted product positioning, the category has found broad appeal among a consumer base that ranges young men to working mothers. Products in the category are consumed by 79% of households, with similar percentages of consumers eating products across the granola bar and breakfast/snack bar segments. Women, parents, and 18-34 year olds appear as engaged consumers. Future growth will rely on the category’s ability to meet the needs of an aging population. Mintel’s custom consumer research finds that 82% of consumers aged 18-24 eat products in the category, as compared to a much lower 51% of those aged 65+.

Consumer demand for convenient and healthy food options shows no signs of waning and will drive cereal/snack bar sales in years to come. The category is forecast to grow 13% from 2012-17 (4% when adjusted for inflation). Such an increase can be attributed to a resurgence of relevant product launches in 2012, as well as marketing innovation that shows that category is homing in on its target audience.

For the purposes of this report, Mintel has defined the following as cereal bars and snack bars:

  • breakfast and cereal/snack bars, such as Kellogg’s Special K and Nutri-Grain, General Mills’s LÄRABAR, and Quaker’s Oatmeal To Go
  • granola bars, such as Nature Valley, Quaker Chewy, and Kashi TLC

 

 

Liqueurs - UK - January 2012

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: Total U.S. retail sales and fan chart forecast of cereal bars and snack bars, at current prices, 2007-17
                        • Market factors
                          • Market segmentation
                            • Figure 2: Total U.S. retail sales of cereal and snack bars, by segment, at current prices, 2010 and 2012
                          • Leading companies
                            • Figure 3: MULO sales of cereal and snack bars, by leading companies, rolling 52 weeks 2011 and 2012
                          • Retail channels
                            • Figure 4: U.S. retail sales of cereal and snack bars, by channel, at current prices, 2010-12
                          • Innovation
                            • Figure 5: Cereal/snack bar launches, by top five claims, 2008-12
                          • The consumer
                            • Consumption correlates with age
                              • Figure 6: Personal consumption of cereal/snack bars, by age, November 2012
                            • Category rules as snack
                              • Figure 7: Top five cereal/snack bar consumption occasions, November 2012
                            • Hunger cessation leads consumer interest in category
                              • Figure 8: Top five reasons for eating cereal/snack bars, November 2012
                            • What we think
                            • Issues in the Market

                                • How can the category prevent flight to competing bar categories?
                                  • How can the category increase participation among consumers aged 55+?
                                    • How can the category respond to the interest in health and wellness?
                                    • Insights and Opportunities

                                      • Extend brand lines to meet specific consumer needs
                                        • Promotion options for snacks and meals
                                          • Develop options for health and indulgence
                                            • Position options for kids and adults
                                              • Figure 9: Attitudes toward cereal/snack bars, by presence of children in household, November 2012
                                          • Trend Applications

                                              • Trend: A Simple Balance for Health
                                                • Trend: Prove It
                                                  • Mintel Futures trend: Old Gold
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Cereal/snack bar growth is slow
                                                        • Sales and forecast of cereal bars and snack bars
                                                          • Figure 10: Total U.S. retail sales and forecast of cereal bars and snack bars, at current prices, 2007-17
                                                          • Figure 11: Total U.S. retail sales and forecast of cereal bars and snack bars, at inflation-adjusted prices, 2007-17
                                                        • Fan chart forecast
                                                            • Figure 12: Total U.S. retail sales and fan chart forecast of cereal bars and snack bars, at current prices, 2007-17
                                                        • Market Drivers

                                                          • Key points
                                                            • Snacks represent a sweet spot
                                                              • Category should benefit from affordable health halo
                                                                • Food regulation could be an opportunity for growth
                                                                  • Capitalize on popularity among growing population segments
                                                                    • Figure 13: Population, by generation, 2011
                                                                    • Figure 14: Population by race and Hispanic origin, 2008, 2013, and 2018
                                                                • Competitive Context

                                                                  • Key points
                                                                    • As consumer snacking grows, so do snack options
                                                                      • Expansion of nutrition bars and performance bars dilutes/invigorates the market
                                                                        • Cereal/snack bars can parlay healthy/indulgent perception to best other snacks
                                                                          • Figure 15: Nutritional snacks, April 2007-June 2012
                                                                        • Partnering with foodservice outlets could grow snack audience
                                                                          • Category can be positioned as a convenient breakfast solution
                                                                            • Figure 16: Breakfast cereals (cold), August 2011-August 2012
                                                                            • Figure 17: Consumption of breakfast foods, May 2012
                                                                        • Retail Channels

                                                                          • Key points
                                                                            • Supermarkets and drug stores lose share to “other” channels
                                                                              • Sales of cereal bars and snack bars, by channel
                                                                                • Figure 18: U.S. retail sales of cereal and snack bars, by channel, at current prices, 2010-12
                                                                              • Supermarket sales dip in 2012, stay near $1.5 billion
                                                                                • Supermarket sales of cereal bars and snack bars
                                                                                  • Figure 19: U.S. supermarket sales of cereal and snack bars, at current prices, 2007-12
                                                                                • Cereal bars and snack bars show no growth at drug since 2008
                                                                                  • Drug store sales of cereal bars and snack bars
                                                                                    • Figure 20: U.S. drug store sales of cereal and snack bars, at current prices, 2007-12
                                                                                  • “Other” channel sales grow 11% from 2007-12
                                                                                    • “Other” channel sales of cereal bars and snack bars
                                                                                      • Figure 21: U.S. sales of cereal and snack bars, through other retail channels, at current prices, 2007-12
                                                                                  • Retail Channels—Natural Supermarkets

                                                                                    • Key points
                                                                                      • Cereal/snack bars see strong growth in natural channels
                                                                                        • Sales of cereal and snack bars in the natural channel
                                                                                          • Figure 22: Natural supermarket sales of cereal and snack bars, at current prices, 2010-12*
                                                                                          • Figure 23: Natural supermarket sales of cereal and snack bars, at inflation-adjusted prices, 2010-12*
                                                                                        • Brands of note and innovators
                                                                                          • Natural channel sales of organic cereal and snack bars
                                                                                            • Figure 24: Natural supermarket sales of cereal and snack bars, by organic, 2010 and 2012*
                                                                                          • Natural channel sales of gluten-free cereal and snack bars
                                                                                            • Figure 25: Natural supermarket sales of cereal and snack bars, by gluten-free, 2010 and 2012*
                                                                                        • Leading Companies

                                                                                          • Key points
                                                                                            • Four companies represent more than 80% of category sales
                                                                                              • Private label gains speed, can be bested by name brand innovation
                                                                                                • Figure 26: Cereal/snack bar launches, by top 10 companies, 2008-12
                                                                                              • Manufacturer sales of cereal bars and snack bars
                                                                                                • Figure 27: MULO sales of cereal and snack bars, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                            • Brand Share—Granola Bars

                                                                                              • Key points
                                                                                                • Nature Valley tops MULO sales of granola bars
                                                                                                    • Figure 28: Cereal/snack bar launches, by top 10 brands, 2008-12
                                                                                                  • Leading companies' MULO sales of granola bars
                                                                                                    • Figure 29: MULO sales of granola bars, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                • Brand Share—Breakfast/Cereal/Snack Bars

                                                                                                  • Key points
                                                                                                    • Kellogg represents 61.2% of MULO sales in the segment
                                                                                                      • Leading companies' MULO sales of breakfast/cereal/snack bars
                                                                                                        • Figure 30: MULO sales of breakfast/cereal/snack bars, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                    • Innovations and Innovators

                                                                                                      • New product launch trends
                                                                                                        • Figure 31: Cereal/snack bar launches, by launch type, 2008-12
                                                                                                      • Category would benefit from greater emphasis on product claims
                                                                                                        • Fiber claims should attract the attention of 42% of consumers
                                                                                                          • Figure 32: Cereal/snack bar launches, by top 10 claims, 2008-12
                                                                                                        • Focus on hunger cessation
                                                                                                          • Protein positioning can help brands compete with nutrition bars
                                                                                                            • Room for flavor innovation
                                                                                                              • A new take on popular flavors
                                                                                                                • Allowing for sweet indulgence
                                                                                                                  • Figure 33: Cereal/snack bar launches, by top 10 flavors, 2008-12
                                                                                                                • Manufacturers bring life to the category through new ingredients, health
                                                                                                                  • Changing formats meets needs, attracts attention
                                                                                                                    • Blurring the line with baked goods
                                                                                                                      • Wellness brands get in on the act
                                                                                                                        • Social and environmental responsibility helps products stand out
                                                                                                                        • Marketing Strategies

                                                                                                                          • Overview of brand landscape
                                                                                                                            • Brand analysis: Special K
                                                                                                                              • Figure 34: Brand analysis of Special K, 2012
                                                                                                                            • Online initiatives
                                                                                                                              • TV presence
                                                                                                                                • Figure 35: Kellogg’s Special K Bars TV ad, “Heart Skips A Beat,” 2012
                                                                                                                              • Print and other
                                                                                                                                • Brand analysis: Quaker
                                                                                                                                  • Figure 36: Brand analysis of Quaker, 2012
                                                                                                                                • Online initiatives
                                                                                                                                  • TV presence
                                                                                                                                    • Figure 37: Quaker TV ad, “Swimmingly,” 2012
                                                                                                                                  • Print and other
                                                                                                                                    • Brand analysis: Nutri-Grain
                                                                                                                                      • Figure 38: Brand analysis of Nutri-Grain, 2012
                                                                                                                                    • Online initiatives
                                                                                                                                      • TV presence
                                                                                                                                        • Figure 39: Nutri-Grain TV ad, “Sweet Break,” 2012
                                                                                                                                      • Print and other
                                                                                                                                        • Brand analysis: Kashi
                                                                                                                                          • Figure 40: Brand analysis of Kashi, 2012
                                                                                                                                        • Online initiatives
                                                                                                                                          • TV presence
                                                                                                                                            • Figure 41: Kashi TV ad, “Health Food Cravings,” 2012
                                                                                                                                          • Print and other
                                                                                                                                            • Figure 42: Kashi Food & Wine Magazine Ad, November 2012
                                                                                                                                          • Brand analysis: Nature Valley
                                                                                                                                            • Figure 43: Brand analysis of Nature Valley, 2012
                                                                                                                                          • Online initiatives
                                                                                                                                            • TV presence
                                                                                                                                              • Figure 44: Nature Valley TV ad, “Perfect Flavor/Protein Bars,” 2012
                                                                                                                                              • Figure 45: Nature Valley TV ad, “Granola Bars/Granola Thins,” 2012
                                                                                                                                            • Print and other
                                                                                                                                              • Figure 46: Nature Valley, FSI SmartSource Ad, Jan.6, 2013
                                                                                                                                            • Brand analysis: KIND
                                                                                                                                              • Figure 47: Brand analysis of KIND, 2012
                                                                                                                                            • Online initiatives
                                                                                                                                              • Print and other
                                                                                                                                              • Social Media—Cereal and Snack Bars

                                                                                                                                                • Key points
                                                                                                                                                  • Social media metrics
                                                                                                                                                    • Figure 48: Key performance indicators, February 2013
                                                                                                                                                  • Market overview
                                                                                                                                                    • Brand usage and awareness
                                                                                                                                                      • Figure 49: Personal awareness of cereal and snack bar brands, November 2012
                                                                                                                                                    • Interaction with cereal and snack bar brands
                                                                                                                                                      • Figure 50: Interaction with cereal and snack bar brands, November 2012
                                                                                                                                                    • Online conversations
                                                                                                                                                      • Figure 51: Selected cereal and snack bar brands’ share of conversations, Jan. 20-Feb. 19, 2013
                                                                                                                                                      • Figure 52: Conversations on selected cereal and snack bar brands, by brand by day, Jan. 20-Feb. 19, 2013
                                                                                                                                                    • Where are people talking about cereal and snack bar brands?
                                                                                                                                                      • Figure 53: Selected cereal and snack bar brands’ share of brand conversations, by page type, Jan. 20-Feb. 19, 2013
                                                                                                                                                    • What are people talking about?
                                                                                                                                                      • Figure 54: Topics of conversations concerning cereal and snack bar brands, Jan. 20-Feb. 19, 2013
                                                                                                                                                      • Figure 55: Topics of conversation regarding selected cereal and snack bar brands, by day, Jan. 20-Feb. 19, 2013
                                                                                                                                                      • Figure 56: Types of conversation regarding selected cereal and snack bar brands, by type of website, Jan. 20-Feb. 19, 2013
                                                                                                                                                    • Analysis by brand
                                                                                                                                                      • Kellogg’s Nutri-Grain
                                                                                                                                                        • Figure 57: Kellogg’s Nutri-Grain—key social media indicators, Feb 18, 2013
                                                                                                                                                      • Key online campaigns
                                                                                                                                                        • What we think
                                                                                                                                                          • LÄRABAR
                                                                                                                                                            • Figure 58: LÄRABAR —key social media indicators, Feb 18, 2013
                                                                                                                                                          • Key online campaigns
                                                                                                                                                            • What we think
                                                                                                                                                              • Nature Valley
                                                                                                                                                                • Figure 59: Nature Valley—key social media indicators, Feb 18, 2013
                                                                                                                                                              • Key online campaigns
                                                                                                                                                                • What we think
                                                                                                                                                                  • Special K
                                                                                                                                                                    • Figure 60: Special K—key social media indicators, Feb 18, 2013
                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                    • What we think
                                                                                                                                                                      • Quaker Chewy
                                                                                                                                                                        • Figure 61: Quaker Chewy—key social media indicators, Feb 18, 2013
                                                                                                                                                                      • Key online campaigns
                                                                                                                                                                        • What we think
                                                                                                                                                                          • Kashi TLC
                                                                                                                                                                            • Figure 62: Kashi TLC—key social media indicators, Feb 18, 2013
                                                                                                                                                                          • Key online campaigns
                                                                                                                                                                            • What we think
                                                                                                                                                                            • Cereal/Snack Bar Consumption

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Cereal/snack bars are consumed by 79% of households
                                                                                                                                                                                  • Figure 63: Cereal/snack bar consumption, November 2012
                                                                                                                                                                                • Cereal/snack bars appear slightly more popular among women
                                                                                                                                                                                  • Figure 64: Personal consumption of cereal/snack bar consumption, by gender, November 2012
                                                                                                                                                                                • Consumption correlates with age
                                                                                                                                                                                  • Figure 65: Personal consumption of cereal/snack bar consumption, by age, November 2012
                                                                                                                                                                                • HH income doesn’t appear as a major driver of category participation
                                                                                                                                                                                  • Figure 66: Personal consumption of cereal/snack bar consumption, by household income, November 2012
                                                                                                                                                                                • Household size drives personal consumption
                                                                                                                                                                                  • Figure 67: Personal consumption of cereal/snack bar consumption, by household size, November 2012
                                                                                                                                                                                • Children are major drivers of purchase
                                                                                                                                                                                  • Figure 68: Cereal/snack bar consumption, by parents with children and age, November 2012
                                                                                                                                                                                  • Figure 69: Nutritional snacks (granola, fruit, etc.), April 2011-June 2012
                                                                                                                                                                                  • Figure 70: Nutritional snacks, by age, April 2011-June 2012
                                                                                                                                                                                • Presence of children also drives personal consumption
                                                                                                                                                                                  • Figure 71: Personal consumption of cereal/snack bar consumption, by presence of children in household, November 2012
                                                                                                                                                                              • Consumption Occasion

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Category rules as a snack
                                                                                                                                                                                    • Figure 72: Cereal/snack bar consumption occasion, November 2012
                                                                                                                                                                                  • Category calls for low calorie content
                                                                                                                                                                                    • Figure 73: Cereal/snack bar calories, November 2012
                                                                                                                                                                                  • Men are more likely to use bars as meal parts
                                                                                                                                                                                    • Figure 74: Cereal/snack bar consumption occasion, by gender, November 2012
                                                                                                                                                                                  • Men are accepting of higher calorie snacks
                                                                                                                                                                                    • Figure 75: Cereal/snack bar calories, by gender, November 2012
                                                                                                                                                                                  • Snack culture shifts traditional concept of snacks
                                                                                                                                                                                    • Figure 76: Cereal/snack bar consumption occasion, by age, November 2012
                                                                                                                                                                                  • Older consumers may be calorie restricted
                                                                                                                                                                                    • Figure 77: Cereal/snack bar calories, by age, November 2012
                                                                                                                                                                                  • Low-income HHs most likely to use bars as a meal replacement
                                                                                                                                                                                    • Figure 78: Cereal/snack bar consumption occasion, by household income, November 2012
                                                                                                                                                                                • Reasons for Eating Cereal/Snack Bars

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Women attracted to hunger cessation, men to functionality
                                                                                                                                                                                      • Figure 79: Reasons for eating cereal/snack bars, by gender, November 2012
                                                                                                                                                                                    • Older consumers may be attracted by health claims
                                                                                                                                                                                      • Figure 80: Reasons for eating cereal/snack bars, by age, November 2012
                                                                                                                                                                                    • Lowest-income earners looking for nutrients
                                                                                                                                                                                      • Figure 81: Reasons for eating cereal/snack bars, by household income, November 2012
                                                                                                                                                                                  • Attitudes Toward Cereal/Snack Bars

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Flavor rules, men would like to see more
                                                                                                                                                                                        • Current health positioning is important, but room for growth
                                                                                                                                                                                          • Bars appear as a cost effective means of satisfying hunger, price consciousness present
                                                                                                                                                                                            • Figure 82: Attitudes toward cereal/snack bars, by gender, November 2012
                                                                                                                                                                                          • Younger consumers would like more variety
                                                                                                                                                                                            • Health claims may resonate with older consumers
                                                                                                                                                                                              • Name brands should promote affordability among young consumers
                                                                                                                                                                                                • Figure 83: Attitudes toward cereal/snack bars, by age, November 2012
                                                                                                                                                                                              • Respondents with children are health- and price-conscious
                                                                                                                                                                                                • Figure 84: Attitudes toward cereal/snack bars, by presence of children in household, November 2012
                                                                                                                                                                                            • Reasons for Not Eating Cereal/Snack Bars

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Lack of overwhelming deterrent mean bars could benefit from stronger promotion
                                                                                                                                                                                                  • Price limits a quarter of nonparticipants, health a concern among women
                                                                                                                                                                                                    • Figure 85: reasons for not eating cereal/snack bars, by gender, November 2012
                                                                                                                                                                                                  • Health is a detractor for older consumers
                                                                                                                                                                                                    • Figure 86: reasons for not eating cereal/snack bars, by age, November 2012
                                                                                                                                                                                                • Impact of Race and Hispanic Origin

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Hispanics over index in cereal/snack bar consumption
                                                                                                                                                                                                      • Figure 87: Personal consumption of cereal/snack bar consumption, by race/Hispanic origin, November 2012
                                                                                                                                                                                                    • Asian consumers may be swayed by meal replacement
                                                                                                                                                                                                      • Figure 88: Cereal/snack bar consumption occasion, by race/Hispanic origin, November 2012
                                                                                                                                                                                                    • Black consumers attracted to nutrients, Asians functionality, Hispanics general health
                                                                                                                                                                                                      • Figure 89: Reasons for eating cereal/snack bars, by race/Hispanic origin, November 2012
                                                                                                                                                                                                    • Hispanics may be most attracted to category innovation
                                                                                                                                                                                                      • Figure 90: Agreement with attitudes toward cereal/snack bars, by race/Hispanic origin, November 2012
                                                                                                                                                                                                  • Cluster Analysis

                                                                                                                                                                                                      • Cluster 1: Power Bars
                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                              • Cluster 2: Small Bites
                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                      • Cluster 3: Healthy Parents
                                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                              • Cluster 4: Thrifty Snackers
                                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                                      • Cluster characteristic tables
                                                                                                                                                                                                                                        • Figure 91: Target clusters, November 2012
                                                                                                                                                                                                                                        • Figure 92: Cereal/snack bar consumption, by target clusters, November 2012
                                                                                                                                                                                                                                        • Figure 93: Personal consumption of cereal/snack bar consumption, by target clusters, November 2012
                                                                                                                                                                                                                                        • Figure 94: Cereal/snack bar consumption occasion, by target clusters, November 2012
                                                                                                                                                                                                                                        • Figure 95: Reasons for eating cereal/snack bars, by target clusters, November 2012
                                                                                                                                                                                                                                        • Figure 96: Eaten as a meal (e.g., breakfast, lunch or dinner), by target clusters, November 2012
                                                                                                                                                                                                                                        • Figure 97: Eaten as a snack, by target clusters, November 2012
                                                                                                                                                                                                                                        • Figure 98: Agreement with reasons for eating cereal/snack bars, by target clusters, November 2012
                                                                                                                                                                                                                                      • Cluster demographic tables
                                                                                                                                                                                                                                        • Figure 99: Target clusters, by demographic, November 2012
                                                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                                                        • Flavor
                                                                                                                                                                                                                                          • Health
                                                                                                                                                                                                                                            • Function
                                                                                                                                                                                                                                              • Price
                                                                                                                                                                                                                                              • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                                  • Overview of snack bars/granola bars
                                                                                                                                                                                                                                                    • Granola bars
                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures—granola bars
                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                          • Figure 100: Brand map, selected brands of granola bars buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                            • Figure 101: Key purchase measures for the top brands of granola bars, by household penetration, 2012*
                                                                                                                                                                                                                                                          • Breakfast/cereal/snack bars
                                                                                                                                                                                                                                                            • Consumer insights on key purchase measures—breakfast/cereal/snack bars
                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                • Figure 102: Brand map, selected brands of breakfast/cereal/snack bars buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                  • Figure 103: Key purchase measures for the top brands of breakfast/cereal/snack bars, by household penetration, 2012*
                                                                                                                                                                                                                                                              • Appendix: Food and Drink Market Drivers

                                                                                                                                                                                                                                                                • Consumer confidence
                                                                                                                                                                                                                                                                  • Figure 104: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                                                                                                • Food cost pressures
                                                                                                                                                                                                                                                                  • Figure 105: Changes in USDA Food Price Indexes, 2010 through 2013
                                                                                                                                                                                                                                                                • Obesity
                                                                                                                                                                                                                                                                  • Figure 106: U.S. Obesity, by age group, 2008 and 2012
                                                                                                                                                                                                                                                                • Childhood and teen obesity—highest in decades
                                                                                                                                                                                                                                                                  • Figure 107: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                                                                                                • Racial, ethnic population growth
                                                                                                                                                                                                                                                                  • Figure 108: Population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                                                                                                  • Figure 109: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                                                                                                • Shifting U.S. demographics
                                                                                                                                                                                                                                                                  • Figure 110: Population, by age, 2006-16
                                                                                                                                                                                                                                                                  • Figure 111: Households, by presence of own children, 2002-12
                                                                                                                                                                                                                                                                • Unemployment
                                                                                                                                                                                                                                                                  • Figure 112: U.S. Unemployment Rate, by month, 2002-13
                                                                                                                                                                                                                                                                  • Figure 113: U.S. Unemployment and under-employment rates, 2007-13
                                                                                                                                                                                                                                                                  • Figure 114: Number of employed civilians in U.S., in thousands, 2007-13
                                                                                                                                                                                                                                                              • Appendix: Social Media

                                                                                                                                                                                                                                                                • Brand usage or awareness
                                                                                                                                                                                                                                                                  • Figure 115: Brand usage or awareness, November 2012
                                                                                                                                                                                                                                                                  • Figure 116: Kellogg’s Nutri-Grain usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 117: LÄRABAR usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 118: Nature valley usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 119: Kellogg’s Special K bar usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 120: Quaker chewy usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 121: Kashi TLC usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                                • Activities done—cereal and snack bars
                                                                                                                                                                                                                                                                  • Figure 122: Activities done, November 2012
                                                                                                                                                                                                                                                                  • Figure 123: Kellogg’s Nutri-Grain—Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 124: Nature valley—Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 125: Kellogg’s Special K bar—Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 126: Quaker chewy—Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 127: Kashi TLC—Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                • Online conversations
                                                                                                                                                                                                                                                                  • Figure 128: Selected cereal and snack bar brands’ share of conversations, Jan. 20-Feb. 19, 2013
                                                                                                                                                                                                                                                                  • Figure 129: Selected cereal and snack bar brands’ share of brand conversations, by page type, Jan. 20-Feb. 19, 2013
                                                                                                                                                                                                                                                                  • Figure 130: Selected cereal and snack bar brands’ share of brand conversations, by page type, Jan. 20-Feb. 19, 2013
                                                                                                                                                                                                                                                                  • Figure 131: Topics of conversations concerning cereal and snack bar brands, Jan. 20-Feb. 19, 2013
                                                                                                                                                                                                                                                                  • Figure 132: Topics of conversation regarding selected cereal and snack bar brands, by day, Jan. 20-Feb. 19, 2013
                                                                                                                                                                                                                                                                  • Figure 133: Types of conversation regarding selected cereal and snack bar brands, by type of website, Jan. 20-Feb. 19, 2013
                                                                                                                                                                                                                                                              • Appendix: Other Useful Tables

                                                                                                                                                                                                                                                                • Cereal/snack bar consumption
                                                                                                                                                                                                                                                                  • Figure 134: Cereal/snack bar consumption, by presence of children in household, November 2012
                                                                                                                                                                                                                                                                • Consumption occasion
                                                                                                                                                                                                                                                                  • Figure 135: Cereal/snack bar consumption occasion, by parents with children and age, November 2012
                                                                                                                                                                                                                                                                • Reasons for eating cereal/snack bars
                                                                                                                                                                                                                                                                  • Figure 136: Reasons for eating cereal/snack bars, by household size, November 2012
                                                                                                                                                                                                                                                                  • Figure 137: Reasons for eating cereal/snack bars, by presence of children in household, November 2012
                                                                                                                                                                                                                                                                • Attitudes toward cereal/snack bars
                                                                                                                                                                                                                                                                  • Figure 138: Attitudes toward cereal/snack bars, November 2012
                                                                                                                                                                                                                                                                  • Figure 139: Attitudes toward cereal/snack bars, by household income, November 2012
                                                                                                                                                                                                                                                                  • Figure 140: Attitudes toward cereal/snack bars, November 2012
                                                                                                                                                                                                                                                                  • Figure 141: Attitudes toward cereal/snack bars, by gender, November 2012
                                                                                                                                                                                                                                                                • Reasons for not eating cereal/snack bars
                                                                                                                                                                                                                                                                  • Figure 142: Reasons for not eating cereal/snack bars, by household income, November 2012
                                                                                                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                                • Aldi (USA)
                                                                                                                                                                                                                                                                • Atkins Nutritionals, Inc.
                                                                                                                                                                                                                                                                • Bright Food Co Ltd
                                                                                                                                                                                                                                                                • Cadbury Trebor Bassett
                                                                                                                                                                                                                                                                • Clif Bar Inc.
                                                                                                                                                                                                                                                                • Eat Natural Limited
                                                                                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                                                                                • Food Marketing Institute
                                                                                                                                                                                                                                                                • General Mills Inc
                                                                                                                                                                                                                                                                • Häagen-Dazs
                                                                                                                                                                                                                                                                • Intersnack UK
                                                                                                                                                                                                                                                                • Kellogg Company
                                                                                                                                                                                                                                                                • Kellogg Company of GB Limited
                                                                                                                                                                                                                                                                • Kraft Foods Inc.
                                                                                                                                                                                                                                                                • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                                • Kraft Foods UK
                                                                                                                                                                                                                                                                • Lion Capital
                                                                                                                                                                                                                                                                • McKee Foods Corporation
                                                                                                                                                                                                                                                                • Nature Valley
                                                                                                                                                                                                                                                                • Nectar
                                                                                                                                                                                                                                                                • PAI Partners
                                                                                                                                                                                                                                                                • PepsiCo Inc
                                                                                                                                                                                                                                                                • Quaker
                                                                                                                                                                                                                                                                • Target Corporation
                                                                                                                                                                                                                                                                • The Kroger Co.
                                                                                                                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                                                                                                                • United Biscuits
                                                                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                                                                • Weetabix Ltd.

                                                                                                                                                                                                                                                                Cereal Bars and Snack Bars - US - March 2013

                                                                                                                                                                                                                                                                £3,199.84 (Excl.Tax)