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Nutrition and Energy Bars - US - February 2011

While sales in many food and drink categories declined or remained stagnant between 2008 and 2010, sales of nutrition and energy bars rose considerably during this period. Additionally, there is some indication that the category is positioned well for future growth due to strong demand for better-for-you snacks and increasing pressure from regulators to produce more options low in calories, sodium and fat but high in essential nutrients.

To provide insight for capitalizing on opportunities in the nutrition and energy bar market, Mintel has published this report, which addresses the following questions:

  • How have sales of nutrition and energy bars fluctuated in recent years and how are they likely to change in the future?
  • What types of bars tend to be most popular and why?
  • How are macro-level trends in the U.S. impacting the market, and how do these trends imply marketers should approach product development and marketing efforts?
  • What are the leading companies in the category and how have they achieved impressive growth in recent years?
  • What types of new products are companies introducing and what role does innovation play in sales growth?
  • How are companies marketing nutrition and energy bars?
  • Why do consumers use nutrition and energy bars and why do some avoid the bars?

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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

                        • Market poised for continued growth
                          • Widespread desire to lead healthier lifestyle drives growth
                            • Wellness bars dominate the category
                              • FDMx sales of diet bars spiked in 2010
                                • Athletic bar segment also posted growth
                                  • Private label growth could threaten some national brands
                                    • Grocery remains the dominant channel
                                      • Clif Bar and Company, and General Mills, lead in FDMx sales
                                        • Leading firms achieve growth through innovation
                                          • Incidence of use remains steady
                                            • Kashi, PowerBar, and Clif Bar are market leaders
                                              • Desire for healthy snacks is a key usage driver
                                                • Soy and whey are popular protein sources
                                                  • Fat and calories are primary concerns when selecting bars
                                                  • Insights and Opportunities

                                                    • Cause marketing could help drive sales
                                                      • Heirloom grains and non-GMO foods offer areas of differentiation
                                                        • Figure 1: Incidence of concern about genetic modification of food, by gender and presence of children in the HH, October 2010
                                                      • Fat, fiber, and calories important considerations for product developers
                                                        • Figure 2: Attributes that diet watchers look for in food, 2006 and 2009
                                                    • Inspire Insights

                                                        • Trend: Transumers
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Category resistant to recession; saturation could slow future growth
                                                              • Figure 3: FDMx sales and forecast of nutrition and energy bars, at current prices, 2005-15
                                                              • Figure 4: FDMx sales and forecast of nutrition and energy bars, at inflation-adjusted prices, 2005-15
                                                            • Fan chart forecast
                                                                • Figure 5: FDMx sales and fan chart forecast of nutrition and energy bars, at current prices, 2005-15
                                                              • Walmart sales
                                                              • Market Drivers

                                                                • Key points
                                                                  • Most report some health concerns and leading healthier lifestyles
                                                                    • Figure 6: Health-related concerns, by age, October 2010
                                                                    • Figure 7: Population by age, 2006-16
                                                                  • Incidence of healthy eating on the rise
                                                                    • Figure 8: Incidence of eating healthier compared to last year, 2008-10
                                                                  • About half are watching their diets
                                                                    • Figure 9: Incidence of presently watching/controlling diet, May 2004–March 2009
                                                                    • Figure 10: Reasons for watching diet, by gender, July 2007–September 2008
                                                                  • High incidence of obesity drives demand for nutrition and energy bars
                                                                    • Figure 11: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988–2008
                                                                    • Figure 12: Prevalence of obesity among children and adolescents, aged 2-19, 1976–2008
                                                                  • Increase in exercise could drive demand
                                                                    • Figure 13: Prevalence of Americans engaged in recommended and insufficient exercise, 2001–2007
                                                                  • Consumer confidence moderates growth
                                                                    • Figure 14: University of Michigan Consumer Sentiment Index, January 2007–December 2010
                                                                • Competitive Context

                                                                  • Nuts and dried fruit are primary competitive threat
                                                                    • Figure 15: Healthfulness rating of snack foods, September 2010
                                                                  • Granola bars are another key competitive threat
                                                                    • Figure 16: Incidence of adult consumption of cereal bars, granola bars and granola, by product type, 2002–09
                                                                  • Functional beverages may take share in some cases
                                                                    • Figure 17: Purchase of functional food and beverage, by age, January 2010
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Segment performance remains steady; wellness category dominates
                                                                      • Figure 18: Sales of nutrition and energy bars, segmented by type, 2009 and 2010
                                                                  • Segment Performance—Wellness Bars

                                                                    • Key points
                                                                      • Sales growth decelerated in response to recession, but still rising
                                                                        • Figure 19: FDMx sales and forecast of wellness bars, at current prices, 2005-15
                                                                    • Segment Performance—Diet Bars

                                                                      • Key points
                                                                        • Diet bar sales rebound after steep 2006 declines
                                                                          • Figure 20: FDMx sales and forecast of diet bars, at current prices, 2005-15
                                                                      • Segment Performance—Athletic Bars

                                                                        • Key points
                                                                          • Athletic bars benefit from growing interest in exercise and weight loss
                                                                            • Figure 21: FDMx sales and forecast of athletic bars, at current prices, 2005-15
                                                                        • Segment Performance—Private Label Nutrition and Energy Bars

                                                                          • Key points
                                                                            • Private label positioned for impressive growth with premium offerings
                                                                              • Figure 22: FDMx sales and forecast of private label nutrition and energy bars, at current prices, 2005-15
                                                                          • Retail Channels

                                                                            • Key points
                                                                              • Grocery remains dominant channel but mass is a key competitor
                                                                                • Figure 23: FDMx retail sales of nutrition and energy bars, by channel, 2009 and 2010
                                                                            • Retail Channels—Supermarkets

                                                                              • Supermarket sales of nutrition and energy bars
                                                                                • Figure 24: FDMx supermarket sales of nutrition and energy bars, at current prices, 2005-10
                                                                            • Retail Channels—Other FDMx Channels

                                                                              • FDMx sales up in other channels; private label could drive future growth
                                                                                • Figure 25: Other FDMx sales of nutrition and energy bars, at current prices, 2005-10
                                                                            • The Natural Channel Marketplace

                                                                              • Key points
                                                                                • Following a decline, sales rebound
                                                                                  • Sales of nutrition and energy bars in the natural channel
                                                                                    • Figure 26: Natural supermarket sales of nutrition and energy bars, at current prices, 2008-10
                                                                                    • Figure 27: Natural supermarket sales of nutrition and energy bars, at inflation-adjusted prices, 2008-10
                                                                                  • Natural channel sales by segment
                                                                                    • Figure 28: Natural supermarket sales of nutrition and energy bars, by segment, 2008 and 2010
                                                                                  • Leading brands
                                                                                  • Leading Companies

                                                                                    • Key points
                                                                                      • Clif Bar & Company achieves growth
                                                                                        • General Mills sees strong growth from Fiber One
                                                                                          • Brynwood Partners VI L.P. readies for success with Balance Bar
                                                                                            • Kellogg Company leverages strength of Special K line in nutrition and energy bars
                                                                                              • Abbott Laboratories sees ups and downs with ZonePerfect
                                                                                                • Sales success at Atkins Nutritionals
                                                                                                  • Nestlé (PowerBar)
                                                                                                    • Key manufacturer sales
                                                                                                      • Figure 29: Manufacturer sales of nutrition and energy bars in the U.S., 2009 and 2010
                                                                                                  • Brand Share—Wellness Bars

                                                                                                    • Key points
                                                                                                      • Clif Bar & Company achieves impressive growth with targeted products
                                                                                                          • Figure 30: Selected brand sales and market share of wellness bars in the U.S., 2009 and 2010
                                                                                                      • Brand Share—Diet Bars

                                                                                                        • Key points
                                                                                                          • Low-carb, high-protein formulations drive growth in diet bar category
                                                                                                              • Figure 31: Selected brand sales and market share of diet bars in the U.S., 2009 and 2010
                                                                                                          • Brand Share—Athletic Bars

                                                                                                            • Key points
                                                                                                              • PowerBar and Clif Bar & Company products drive strong growth in athletic category
                                                                                                                  • Figure 32: Selected brand sales and market share of athletic bars in the U.S., 2009 and 2010
                                                                                                              • Innovation and Innovators

                                                                                                                • Key points
                                                                                                                  • Companies that lead in FDMx sales also lead in new product introductions
                                                                                                                    • Figure 33: Number of new nutrition and energy bar launches, by company/brand, 2005-10
                                                                                                                  • Kosher, high protein, and no additives among most common claims
                                                                                                                    • Figure 34: Product claims associated with nutrition and energy bars, 2005-10
                                                                                                                  • “Other” flavors still most common
                                                                                                                    • Figure 35: Flavors of new nutrition and energy bar products, 2005-10
                                                                                                                  • Gourmet dessert flavors becoming more common
                                                                                                                  • Brands and the Advertising Landscape

                                                                                                                    • Overview of the brand landscape
                                                                                                                      • Clif Bar
                                                                                                                        • Coupons
                                                                                                                          • Figure 36: Clif Bar coupon from Andronico’s Supermarket, January 2011
                                                                                                                        • Television ads
                                                                                                                          • Figure 37: Luna by Clif Bar ad, 2009
                                                                                                                        • Website
                                                                                                                          • Facebook
                                                                                                                            • Twitter
                                                                                                                              • YouTube
                                                                                                                                • General Mills’ Fiber One
                                                                                                                                  • Coupons
                                                                                                                                    • Figure 38: Fiber One ad from Women’s Health Magazine, January 2011
                                                                                                                                    • Figure 39: Fiber One coupon from Lucky supermarkets, January 2011
                                                                                                                                  • Website
                                                                                                                                    • Facebook
                                                                                                                                      • PowerBar
                                                                                                                                        • Website
                                                                                                                                          • Facebook
                                                                                                                                            • Twitter
                                                                                                                                            • Nutrition and Energy Bar Consumption

                                                                                                                                              • Key points
                                                                                                                                                • Overall incidence of use remains steady
                                                                                                                                                  • Figure 40: Incidence of consuming energy/diet snacks and bars, 2004-10
                                                                                                                                                • Young adults have a concentration of heavy users
                                                                                                                                                  • Figure 41: Energy/diet bar consumption incidence and frequencies, by age, April 2009–June 2010
                                                                                                                                                • Affluents somewhat more likely to be heavy users
                                                                                                                                                  • Figure 42: Energy/diet bar consumption incidence and frequency, by household income, April 2009–June 2010
                                                                                                                                                • Granola bars are most popular subcategory
                                                                                                                                                  • Figure 43: Types of bars consumed, by age, October 2010
                                                                                                                                                • Parents considerably more likely than non-parents to be users
                                                                                                                                                  • Figure 44: Types of bars consumed, by presence of children in household, October 2010
                                                                                                                                              • Brand Preferences

                                                                                                                                                • Key points
                                                                                                                                                  • Increased incidence of Clif Bar and PowerBar usage drives brand sales
                                                                                                                                                    • Figure 45: Brands of energy/diet snacks and bars eaten, April 2008-10
                                                                                                                                                  • Affluents somewhat more likely to use popular brands
                                                                                                                                                    • Figure 46: Brands of energy/diet snacks and bars eaten, by household income, April 2009–June 2010
                                                                                                                                                • Reasons for Eating Nutrition and Energy Bars

                                                                                                                                                  • Key points
                                                                                                                                                    • Desire to improve overall health and wellness is primary driver
                                                                                                                                                      • Figure 47: Reasons for eating nutrition and energy bars, by age, October 2010
                                                                                                                                                  • Where Nutrition and Energy Bars are Purchased

                                                                                                                                                    • Key point
                                                                                                                                                      • Most purchases made in the grocery channel
                                                                                                                                                        • Figure 48: Where nutrition and energy bars are bought, October 2010
                                                                                                                                                      • All income segments purchase in grocery “most often”
                                                                                                                                                        • Figure 49: Where nutrition and energy bars are bought most often, by household income, October 2010
                                                                                                                                                    • Preferred Protein Sources for Nutrition and Energy Bars

                                                                                                                                                      • Key points
                                                                                                                                                        • Both soy and whey protein are more popular with younger consumers
                                                                                                                                                          • Figure 50: Protein sources preferred for nutrition and energy bars, by age, October 2010
                                                                                                                                                        • Those from higher income segments show greater preference for soy and whey protein
                                                                                                                                                          • Figure 51: Protein sources preferred for nutrition and energy bars, by household income, October 2010
                                                                                                                                                      • Other Energy Supplements Used

                                                                                                                                                        • Key points
                                                                                                                                                          • Over-35s more likely to use vitamins and minerals, young adults to use energy drinks
                                                                                                                                                            • Figure 52: Other energy supplements used, by age, October 2010
                                                                                                                                                        • Interests and Concerns for Nutrition and Energy Bars

                                                                                                                                                          • Key points
                                                                                                                                                            • Reduced-fat and -calorie generate highest response
                                                                                                                                                              • The young are more likely to view nutrition and energy bars as appropriate only for really active people
                                                                                                                                                                • Figure 53: Interests and concerns regarding nutrition and energy bars, by age, October 2010
                                                                                                                                                              • Parents less concerned about the amount of sugar in nutrition and energy bars
                                                                                                                                                                • Figure 54: Interests and concerns regarding nutrition and energy bars, by presence of children in household, October 2010
                                                                                                                                                            • Reasons for Not Eating Nutrition and Energy Bars

                                                                                                                                                                • Key points
                                                                                                                                                                  • Young adults are more likely to avoid bars because of taste
                                                                                                                                                                    • Figure 55: Reasons for not eating nutrition and energy bars, by age, October 2010
                                                                                                                                                                  • High cost a primary barrier to adoption
                                                                                                                                                                    • Figure 56: Reasons for not eating nutrition and energy bars, by household income, October 2010
                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                    • Replacers
                                                                                                                                                                      • Characteristics
                                                                                                                                                                        • Opportunity
                                                                                                                                                                          • Reducers
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Opportunity
                                                                                                                                                                                • Tasters
                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                      • Cluster characteristics
                                                                                                                                                                                        • Figure 57: Energy bar clusters, October 2010
                                                                                                                                                                                        • Figure 58: Types of bars consumed, by nutrition and energy bar clusters, October 2010
                                                                                                                                                                                        • Figure 59: Reasons for eating nutrition and energy bars, by nutrition and energy bar clusters, October 2010
                                                                                                                                                                                        • Figure 60: Protein sources preferred for bars, by nutrition and energy bar clusters, October 2010
                                                                                                                                                                                        • Figure 61: Interests and concerns regarding bars, by nutrition and energy bar clusters, October 2010
                                                                                                                                                                                      • Cluster demographics
                                                                                                                                                                                        • Figure 62: Nutrition and energy bar clusters, by gender and age, October 2010
                                                                                                                                                                                        • Figure 63: Nutrition and energy bar clusters, by household income, October 2010
                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                      • SymphonyIRI Group Builders Panel—Key Household Purchase Measures

                                                                                                                                                                                          • Overview of snack bars/granola bars
                                                                                                                                                                                            • Nutritional/intrinsic health value bars
                                                                                                                                                                                              • Consumer insights on key purchase measures
                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                  • Figure 64: Brand map, selected brands of nutritional/intrinsic health value bars buying rate, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                    • Figure 65: Key purchase measures for the top brands of nutritional/intrinsic health value bars, by household penetration, 52-weeks ending June 27, 2010
                                                                                                                                                                                                • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                  • Types of nutrition and energy bars consumed
                                                                                                                                                                                                    • Figure 66: Types of bars consumed, by gender, October 2010
                                                                                                                                                                                                    • Figure 67: Types of bars consumed, by household income, October 2010
                                                                                                                                                                                                  • Nutrition and energy bar brands eaten
                                                                                                                                                                                                    • Figure 68: Brands eaten, by age, October 2010
                                                                                                                                                                                                    • Figure 69: Brands eaten, by gender, October 2010
                                                                                                                                                                                                  • Reasons for consumption
                                                                                                                                                                                                    • Figure 70: Reasons for eating nutrition and energy bars, by gender, October 2010
                                                                                                                                                                                                    • Figure 71: Reasons for eating nutrition and energy bars, by presence of children in household, October 2010
                                                                                                                                                                                                    • Figure 72: Reasons for eating nutrition and energy bars, by household income, October 2010
                                                                                                                                                                                                  • Purchase locations
                                                                                                                                                                                                    • Figure 73: Where nutrition and energy bars are bought, by gender, October 2010
                                                                                                                                                                                                    • Figure 74: Where nutrition and energy bars are bought, by age, October 2010
                                                                                                                                                                                                    • Figure 75: Where nutrition and energy bars are bought, by presence of children in household, October 2010
                                                                                                                                                                                                    • Figure 76: Where nutrition and energy bars are also bought, by household income, October 2010
                                                                                                                                                                                                  • Additional gender comparisons
                                                                                                                                                                                                    • Figure 77: Preferred protein sources for nutrition and energy bars, by gender, October 2010
                                                                                                                                                                                                    • Figure 78: Other energy supplements used, by gender, October 2010
                                                                                                                                                                                                    • Figure 79: Interests and concerns regarding nutrition and energy bars, by gender, October 2010
                                                                                                                                                                                                    • Figure 80: Reasons for not eating nutrition and energy bars, by gender, October 2010
                                                                                                                                                                                                • Appendix: SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                    • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                      • Abbott Laboratories
                                                                                                                                                                                                      • Amazon North America
                                                                                                                                                                                                      • American Dietetic Association (ADA)
                                                                                                                                                                                                      • American Nutraceutical Association (ANA)
                                                                                                                                                                                                      • Andronico's Market Inc.
                                                                                                                                                                                                      • Association of Convenience Stores
                                                                                                                                                                                                      • Atkins Nutritionals, Inc.
                                                                                                                                                                                                      • Centers for Disease Control and Prevention
                                                                                                                                                                                                      • Clif Bar Inc.
                                                                                                                                                                                                      • Consumer Healthcare Products Association (CHPA)
                                                                                                                                                                                                      • Costco Wholesale Corporation
                                                                                                                                                                                                      • EAS, Inc.
                                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                                      • Food and Drug Administration
                                                                                                                                                                                                      • Food Marketing Institute
                                                                                                                                                                                                      • Forest Stewardship Council
                                                                                                                                                                                                      • Gatorade
                                                                                                                                                                                                      • General Mills Inc
                                                                                                                                                                                                      • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                      • Kashi Co. Inc.
                                                                                                                                                                                                      • Kellogg Company
                                                                                                                                                                                                      • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                      • McKee Foods Corporation
                                                                                                                                                                                                      • Met-Rx Engineered Nutrition
                                                                                                                                                                                                      • MSN (USA)
                                                                                                                                                                                                      • Natural Products Association
                                                                                                                                                                                                      • Nature Valley
                                                                                                                                                                                                      • Nestlé USA
                                                                                                                                                                                                      • Organic Trade Association
                                                                                                                                                                                                      • PowerBar Inc.
                                                                                                                                                                                                      • Quaker
                                                                                                                                                                                                      • Red Bull North America, Inc.
                                                                                                                                                                                                      • Safeway Inc
                                                                                                                                                                                                      • SAM's Club
                                                                                                                                                                                                      • Slim-Fast Foods Company
                                                                                                                                                                                                      • Snack Food Association (SFA)
                                                                                                                                                                                                      • Target Corporation
                                                                                                                                                                                                      • Twitter, Inc.
                                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                                                                                      • Unilever USA
                                                                                                                                                                                                      • University of Michigan, The
                                                                                                                                                                                                      • US Department of Commerce
                                                                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                                                                      • Whole Foods Market Inc
                                                                                                                                                                                                      • YouTube, Inc.
                                                                                                                                                                                                      • Zoneperfect Nutrition Co.

                                                                                                                                                                                                      Nutrition and Energy Bars - US - February 2011

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