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Nutrition and Energy Bars - US - February 2012

While sales of many consumer products have seen declines in sales due to the poor economy, this has not been the case for the nutrition and energy bar market. While not entirely recession-proof, this sector has shown itself to have staying power even in the light of continuing economic woes hitting many consumers’ wallets. Sales of nutrition and energy bars in the U.S. increased by 71% between 2006-11; total U.S. sales reached $1.7 billion in 2011.

Growth has been largely driven by consumers’ increasing awareness of the importance of a healthy diet and regular exercise. To provide additional insight on the opportunities available within the nutrition and energy bar market, Mintel has addressed, among others, the following essential questions:

  • How has the recession and subsequently sluggish recovery, impacted the nutrition and energy bar market, in terms of innovation, consumer attitudes and behavior, and marketing strategies?
  • Which types of bars continue to be most popular, and how are manufacturers upping the ante in order to better compete?
  • What macro-market trends are driving the market, and how can companies use those to their advantage?
  • As the definition continues to blur between energy and snack bars, what can and should energy bar companies do to meet consumer needs more effectively?
  • How is social media aiding in the marketing of products within this sector – and which companies are falling behind in the social media arena?
  • How has consumer usage of energy bars shifted in the past five years among adults and teens, and what are companies doing (or what should they do) to entice users and reduce burnout?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer data
              • Acronyms and terms
                • Acronyms
                  • Terms
                  • Executive Summary

                    • Energy bar market moves forward with another solid year in 2011
                      • All-purpose “wellness” bars lead the pack
                        • Clif Bar & Company is the leading firm in the nutrition and energy bar market
                          • Opportunities to increase sales or market share do exist
                            • Interest in dieting as well as rising food prices driving growth
                              • Snack bars and supplements loom as competitive threats
                                • Supermarkets’ selection likely drives the channel’s popularity
                                  • Innovation revolves around new product flavors and new delivery mechanisms
                                  • Insights and Opportunities

                                    • Personalized training and nutrition plans may fuel bar sales and loyalty
                                      • “Extreme” ingredients
                                        • Packaging 2.0
                                          • A little wine with your nutrition bar?
                                            • A nation of snackers craves more
                                            • Inspire Insights

                                                • Trend 1: Many Mes
                                                  • Trend 2: Collective Intelligence
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Growth continues albeit at a slower pace
                                                        • Sales and forecast of nutrition and energy bars
                                                          • Figure 1: Total U.S. retail sales of nutrition and energy bars at current prices, 2006-16
                                                          • Figure 2: Total U.S. retail sales of nutrition and energy bars at inflation-adjusted prices, 2006-16
                                                        • Fan-chart forecast
                                                          • Figure 3: Fan chart forecast of nutrition and energy bars, 2006-16
                                                        • Walmart sales
                                                        • Market Drivers

                                                          • Key points
                                                            • Rising cost of food impacting consumers’ eating habits
                                                              • Figure 4: Changes in food price indexes, 2009-12
                                                            • Aging population presents opportunity
                                                              • Figure 5: Population by age, 2006-16
                                                            • Economy continues to falter—likely driving channel behavior with bars
                                                              • Figure 6: Real disposable income, 2007-11*
                                                              • Figure 7: Consumer sentiment index, January 2007-November 2011
                                                            • Many report trying to lose weight
                                                            • Competitive Context

                                                              • Key points
                                                                • Other forms of nutrition continuing to encroach on bars
                                                                  • Granola and cereal bars still more popular than nutrition and energy bars
                                                                    • Figure 8: Household usage of energy/snack bars, November 2011
                                                                  • Energy and nutrition bars competing against candy-like bars
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Market share of the different segments remains consistent
                                                                        • Sales of nutrition and energy bars by segment
                                                                          • Figure 9: Total U.S. sales of nutrition and energy bars, by segment, 2009-11
                                                                      • Segment Performance—Health/Wellness Bars

                                                                        • Key points
                                                                          • Sales growth of health/wellness bars continues
                                                                            • Sales and forecast of health/wellness bars
                                                                              • Figure 10: Total U.S. sales of health/wellness bars, 2006-16
                                                                          • Segment Performance—Diet Bars

                                                                            • Key points
                                                                              • A sales decline in 2008 is followed by several years of growth
                                                                                • Sales and forecast of diet bars
                                                                                  • Figure 11: Total U.S. sales and forecast of diet bars, at current prices, 2006-16
                                                                              • Segment Performance—Athletic/Sports Bars

                                                                                • Key points
                                                                                  • Sales of athletic/sports bar robust in recent years
                                                                                    • Sales and forecast of athletic/sports bars
                                                                                      • Figure 12: Total U.S. sales and forecast of athletic/sports bars, at current prices, 2006-16
                                                                                  • Retail Channels

                                                                                    • Key points
                                                                                      • Supermarkets remain the channel most consumers use for purchases
                                                                                        • Sales of nutrition and energy bars, by channel
                                                                                          • Figure 13: Total U.S. sales of nutrition and energy bars, by channel, 2009 and 2011
                                                                                        • Supermarket/food stores’ sales of nutrition and energy bars
                                                                                          • Figure 14: Supermarket/food stores’ sales of nutrition and energy bars, at current prices, 2006-11
                                                                                        • Other retailers’ sales of nutrition and energy bars
                                                                                          • Figure 15: Other retailers’ sales of nutrition and energy bars, at current prices, 2006-11
                                                                                      • Retail Channels—Natural Supermarkets

                                                                                        • Key points
                                                                                          • Insights
                                                                                            • Sales of nutrition and energy bars in the natural channel
                                                                                              • Figure 16: Natural supermarket sales of nutrition and energy bars, at current prices, 2009-11*
                                                                                              • Figure 17: Natural supermarket sales of nutrition and energy bars, at inflation-adjusted prices, 2009-11*
                                                                                            • Natural channel sales by segment
                                                                                              • Figure 18: Natural supermarket sales of nutrition and energy bars, by segment, 2009 and 2011*
                                                                                            • Brands of note
                                                                                              • Natural channel sales by organic
                                                                                                • Figure 19: Natural supermarket sales of nutrition and energy, by shelf placement/storage, 2009 and 2011*
                                                                                              • Natural channel sales by gluten-free
                                                                                                • Figure 20: Natural supermarket sales of nutrition and energy bars, by gluten-free, 2009 and 2011*
                                                                                            • Leading Companies

                                                                                              • Key points
                                                                                                • Clif Bar maintains its lead over its competitors
                                                                                                  • FDMx sales of nutrition and energy bars by manufacturer
                                                                                                    • Figure 21: Manufacturer FDMx sales of nutrition and energy bars, 2010-11
                                                                                                • Brand Share—Health/Wellness Bars

                                                                                                  • Key points
                                                                                                    • Clif Bar maintains its lead by expanding product portfolio
                                                                                                      • Manufacturer and brand sales of health/wellness bars
                                                                                                        • Figure 22: Selected FDMx brand sales of health/wellness bars, 2010-11
                                                                                                    • Brand Share—Diet Bars

                                                                                                      • Key points
                                                                                                        • Manufacturers honing in on dieting consumers’ needs
                                                                                                          • Manufacturer and brand sales of diet bars
                                                                                                            • Figure 23: Selected FDMx brand sales of diet bars, 2010-11
                                                                                                        • Brand Share—Athletic/Sports Bars

                                                                                                          • Key points
                                                                                                            • PowerBar remains the leader, even as Clif Bar is making headway
                                                                                                              • Manufacturer and brand sales of athletic/sports bars
                                                                                                                • Figure 24: Selected FDMx brand sales of athletic/sports bars, 2010-11
                                                                                                            • Innovations and Innovators

                                                                                                              • Key points
                                                                                                                • Snack, cereal, and energy bars product launches 2007-11
                                                                                                                  • Figure 25: Snack, cereal, and energy bars product launches, by top 10 claims, 2007-11
                                                                                                                  • Figure 26: Snack, cereal, and energy bars product launches, by top 10 flavors, 2007-11
                                                                                                                  • Figure 27: Snack, cereal, and energy bars product launches, by top 15 companies, 2007-11
                                                                                                                  • Figure 28: Snack, cereal, and energy bars product launches, by top 15 brands, 2007-11
                                                                                                                • Product innovations
                                                                                                                  • Unusual flavors and formulations
                                                                                                                    • Trying to resonate with the use of different or unusual delivery mechanisms
                                                                                                                    • Marketing Strategies

                                                                                                                      • Overview
                                                                                                                        • Figure 29: Social media presence of selected brands, January 15, 2012
                                                                                                                      • LUNA BAR
                                                                                                                        • EAS
                                                                                                                          • LÄRABAR
                                                                                                                          • Household Usage

                                                                                                                            • Key points
                                                                                                                              • Percentage of those dieting remains stable
                                                                                                                                • Figure 30: Dieters, trended 2007-11
                                                                                                                                • Figure 31: Dieters, April 2010-June 2011
                                                                                                                                • Figure 32: Household usage of energy/snack bars, by gender, November 2011
                                                                                                                                • Figure 33: Household usage of energy/snack bars, by age, November 2011
                                                                                                                              • Energy/diet snacks and bars less popular than nutritional snacks (granola, fruit, etc.)
                                                                                                                                • Figure 34: Adult consumption of nutritional snacks (granola, fruit, etc.), by product type, trended 2007-11
                                                                                                                              • Energy/diet snacks and bars have not increased their customer base
                                                                                                                                • Figure 35: Adult consumption of energy/diet snacks and bars, trended 2007-11
                                                                                                                              • Teens also gravitate toward nutritional snacks over energy/diet snacks and bars
                                                                                                                                • Figure 36: Consumption of bars, among teens aged 12-17, trended 2007-11
                                                                                                                                • Figure 37: Energy/diet snacks and bars consumption, brands and frequency among teens aged 12-17, by gender, April 2010-June 2011
                                                                                                                            • Brand Usage

                                                                                                                              • Key points
                                                                                                                                • Brand preferences different among different demographics
                                                                                                                                  • Figure 38: Adult consumption of energy/diet snacks and bars, by gender, April 2010-June 2011
                                                                                                                                  • Figure 39: Adult consumption of energy/diet snacks and bars, by age, April 2010-June 2011
                                                                                                                                  • Figure 40: Adult consumption of energy/diet snacks and bars, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                  • Figure 41: Adult consumption of energy/diet snacks and bars, by household income, April 2010-June 2011
                                                                                                                                • The bar and supplement connection
                                                                                                                                  • Figure 42: Usage of nutrition/energy supplements, by gender, November 2011
                                                                                                                                  • Figure 43: Usage of nutrition/energy supplements, by age, November 2011
                                                                                                                              • What Matters to Bar Users

                                                                                                                                • Key points
                                                                                                                                  • Reasons for bar usage vary, but most often as a snack between meals
                                                                                                                                    • Figure 44: Reasons for bar usage, by gender, November 2011
                                                                                                                                    • Figure 45: Reasons for bar usage, by age, November 2011
                                                                                                                                  • Attributes that matter range from low-fat to high fiber and gluten-free
                                                                                                                                    • Figure 46: Attributes that matter with nutrition/energy bars, by age, November 2011
                                                                                                                                • Attitudes toward Nutrition and Energy Bars

                                                                                                                                  • Key points
                                                                                                                                    • Different attitudes toward bars based on gender
                                                                                                                                      • Figure 47: Attitudes toward nutrition/energy bars, by gender, November 2011
                                                                                                                                      • Figure 48: Attitudes toward nutrition/energy bars, by age, November 2011
                                                                                                                                    • Targeting non-users may prove difficult
                                                                                                                                      • Figure 49: Why consumers don’t eat nutrition/energy bars, by gender, November 2011
                                                                                                                                      • Figure 50: Why consumers don’t eat nutrition/energy bars, by age, November 2011
                                                                                                                                  • Cluster Analysis

                                                                                                                                      • Wholesome Bars:
                                                                                                                                        • Demographics
                                                                                                                                          • Characteristics
                                                                                                                                            • Opportunity
                                                                                                                                              • Diet Regulators:
                                                                                                                                                • Demographics
                                                                                                                                                  • Characteristics
                                                                                                                                                    • Opportunity
                                                                                                                                                      • Light Restrictors:
                                                                                                                                                        • Characteristics
                                                                                                                                                          • Opportunity
                                                                                                                                                            • Energy Hounds
                                                                                                                                                              • Demographics
                                                                                                                                                                • Characteristics
                                                                                                                                                                  • Opportunity
                                                                                                                                                                    • Cluster characteristic tables
                                                                                                                                                                      • Figure 51: Target groups, November 2011
                                                                                                                                                                      • Figure 52: Usage of nutrition/energy supplements by target groups, November 2011
                                                                                                                                                                      • Figure 53: Energy/diet bar brand usage by target groups, November 2011
                                                                                                                                                                      • Figure 54: Reasons for bar usage by target groups, November 2011
                                                                                                                                                                      • Figure 55: Attributes that matter with nutrition/energy bars by target groups, November 2011
                                                                                                                                                                      • Figure 56: Outlets where consumers buy nutrition/energy bars by target groups, November 2011
                                                                                                                                                                      • Figure 57: Usage of nutrition/energy supplements by target groups, November 2011
                                                                                                                                                                      • Figure 58: Attitudes toward nutrition/energy bars by target groups, November 2011
                                                                                                                                                                    • Cluster demographic tables
                                                                                                                                                                      • Figure 59: Target groups, by gender, November 2011
                                                                                                                                                                      • Figure 60: Target groups, by age, November 2011
                                                                                                                                                                      • Figure 61: Target groups, by household income, November 2011
                                                                                                                                                                      • Figure 62: Target groups, by race/Hispanic origin, November 2011
                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                    • Custom Consumer Groups

                                                                                                                                                                          • Figure 63: Attitudes toward nutrition/energy bars, by custom consumer groups, November 2011
                                                                                                                                                                          • Figure 64: Household usage of energy/snack bars, by custom consumer groups, November 2011
                                                                                                                                                                          • Figure 65: Reasons for bar usage, by custom consumer groups, November 2011
                                                                                                                                                                          • Figure 66: Usage of nutrition/energy supplements, by custom consumer groups, November 2011
                                                                                                                                                                      • SymphonyIRI/Builders—Key Household Purchase Measures

                                                                                                                                                                        • Snack bars/granola bars
                                                                                                                                                                          • Overview of snack bars/granola bars
                                                                                                                                                                            • Nutritional/intrinsic health value bars
                                                                                                                                                                              • Consumer insights on key purchase measures – nutritional/intrinsic health value bars
                                                                                                                                                                                • Brand map
                                                                                                                                                                                  • Figure 67: Brand map, selected brands of nutritional/intrinsic health value bars, by household penetration, 2011*
                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                    • Figure 68: Key purchase measures for the top brands of nutritional/intrinsic health value bars, by household penetration, 2011*
                                                                                                                                                                                • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                    • Figure 69: Adult consumption of energy/diet snacks and bars, by presence of children, April 2010-June 2011
                                                                                                                                                                                    • Figure 70: Household usage of energy/snack bars, by household income, November 2011
                                                                                                                                                                                    • Figure 71: Attributes that matter with nutrition/energy bars, by gender, November 2011
                                                                                                                                                                                    • Figure 72: Attributes that matter with nutrition/energy bars, by household income, November 2011
                                                                                                                                                                                    • Figure 73: Reasons for bar usage, by household income, November 2011
                                                                                                                                                                                    • Figure 74: Reasons for bar usage, by presence of children in household, November 2011
                                                                                                                                                                                    • Figure 75: Outlets where consumers buy nutrition/energy bars, by gender, November 2011
                                                                                                                                                                                    • Figure 76: Outlets where consumers buy nutrition/energy bars, by household income, November 2011
                                                                                                                                                                                    • Figure 77: Outlets where consumers buy nutrition/energy bars, by age, November 2011
                                                                                                                                                                                    • Figure 78: Attitudes toward nutrition/energy bars, by household income, November 2011
                                                                                                                                                                                    • Figure 79: Attitudes toward nutrition/energy bars, by presence of children under 18 in household, November 2011
                                                                                                                                                                                    • Figure 80: Why consumers don’t eat nutrition/energy bars, by race/Hispanic origin, November 2011
                                                                                                                                                                                    • Figure 81: Why consumers don’t eat nutrition/energy bars, by presence of children in household, November 2011
                                                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                  • Abbott Laboratories
                                                                                                                                                                                  • Amazon North America
                                                                                                                                                                                  • American Dietetic Association (ADA)
                                                                                                                                                                                  • Atkins Nutritionals, Inc.
                                                                                                                                                                                  • Clif Bar Inc.
                                                                                                                                                                                  • Costco Wholesale Corporation
                                                                                                                                                                                  • EAS, Inc.
                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                  • Food Marketing Institute
                                                                                                                                                                                  • Gatorade
                                                                                                                                                                                  • General Mills Inc
                                                                                                                                                                                  • GNC Corporation
                                                                                                                                                                                  • Grocery Manufacturers of America
                                                                                                                                                                                  • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                  • HarperCollins Publishers Inc.
                                                                                                                                                                                  • Jelly Belly Candy Company
                                                                                                                                                                                  • Kashi Co. Inc.
                                                                                                                                                                                  • Kellogg Company
                                                                                                                                                                                  • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                  • Mars Incorporated
                                                                                                                                                                                  • McDonald's U.S.A.
                                                                                                                                                                                  • McKee Foods Corporation
                                                                                                                                                                                  • Microsoft USA
                                                                                                                                                                                  • National Cancer Institute (NCI)
                                                                                                                                                                                  • Natural Products Association
                                                                                                                                                                                  • Nature Valley
                                                                                                                                                                                  • Nestlé USA
                                                                                                                                                                                  • Odwalla Inc.
                                                                                                                                                                                  • Organic Trade Association
                                                                                                                                                                                  • PowerBar Inc.
                                                                                                                                                                                  • Quaker
                                                                                                                                                                                  • Red Bull North America, Inc.
                                                                                                                                                                                  • SAM's Club
                                                                                                                                                                                  • Slim-Fast Foods Company
                                                                                                                                                                                  • Small Planet Foods Inc. (Cascadian Farms)
                                                                                                                                                                                  • Snack Food Association (SFA)
                                                                                                                                                                                  • Sporting Goods Manufacturers Association (SGMA)
                                                                                                                                                                                  • Starbucks Corporation
                                                                                                                                                                                  • Target Corporation
                                                                                                                                                                                  • The New York Times Company
                                                                                                                                                                                  • Trader Joe's Company Inc
                                                                                                                                                                                  • Turner Broadcasting System, Inc.
                                                                                                                                                                                  • Twitter, Inc.
                                                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                                                  • U.S. Bureau of the Census
                                                                                                                                                                                  • U.S. Department of Agriculture
                                                                                                                                                                                  • University of Iowa, The
                                                                                                                                                                                  • University of Michigan, The
                                                                                                                                                                                  • US Department of Commerce
                                                                                                                                                                                  • USA Today
                                                                                                                                                                                  • Walmart Stores (USA)
                                                                                                                                                                                  • Whole Foods Market Inc
                                                                                                                                                                                  • Yelp Inc.
                                                                                                                                                                                  • YouTube, Inc.

                                                                                                                                                                                  Nutrition and Energy Bars - US - February 2012

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