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Nutritional Food and Drink - US - January 2013

“The blurring of lines between snack bars, cereal bars, performance bars and nutrition bars means nutrition bar makers need to work even harder to differentiate their products from others on the market while appealing to the same consumer preferences that snack bars do.”

– Sarah Day Levesque, Food Analyst

Some questions answered in this report include:

  • How can nutrition and diet bars differentiate from other bars?
  • Why aren’t parents buying nutritional food and drink for their kids?
  • How can nutrition and diet products attract more men?

 

 

After three years of slow sales growth the nutritional food and drink market grew in 2011 and 2012. Americans are increasingly health conscious, motivating many consumers to seek more nutritious food alternatives. Nutritional food and drink companies have found success in meeting consumers’ increasing demand for nutritious snacks, meal supplements, diet tools and fuel. Increasing competition from a variety of categories, including snack foods and snack bars, means that nutrition bar companies need to more clearly define the additional nutritional and functional benefits of nutrition bars that set them apart from competing products. Repositioning products to serve a wider variety of functions and attract a more diverse range of consumers will be key for companies to accomplish this.

Among the topics covered in this report are:

  • What is driving the nutritional food and drink market as well as the current market size and future projections?
  • How can nutritional food and drink companies leverage trends in healthy eating and concerns over obesity to grow sales in the category?
  • Which companies have been the most aggressive in terms of marketing, product mix and product innovations, and are they in sync with what consumers are most interested in?
  • What factors influence consumer behavior and what matters most to consumers?

Mintel recognizes that the definition of nutritional food can be subjective, and manufacturers can market brands for a variety of eating occasions. Consumers know that the same product can be used as a snack, a meal replacement, a supplement, or as part of a special diet or weight loss program.

For this report, Mintel defines nutritional food and drink as those products that offer nutrition and convenience, and fill a specific need, such as providing additional added amounts of vitamins/minerals than are found in a regular diet or that are needed to support a special diet.

Mintel has segmented the market into three main types of nutritional foods: Health/nutrition bars are classified as general-purpose nutrition bars, and include products like LUNA BAR, CLIF BAR, Balance Bar, and Fiber One bars. These items generally include additional nutrients such as fiber, protein, calcium, iron or vitamin D. Diet bars are meant to be used for diet and weight loss/management purposes, and include products such as Atkins, Slim-Fast, and Zone Bars. They are usually portion controlled or nutrient specific for consumer diet needs. RTD/Powdered meal replacements are nutritional drink that are packaged ready-to-drink beverages and shakes or powders that can be added to milk or water designed to replace or supplement a meal. RTD meal replacements include items like Ensure, Glucerna, Boost, Slim-Fast and EAS Carb Control and powdered meal replacements include products such as Carnation Instant Breakfast.

 

 

Liqueurs - UK - January 2012

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Table of contents

  1. Scope and Themes

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

                        • The market
                          • Figure 1: Total U.S. sales and fan chart forecast of market, at current prices, 2007-17
                        • Segment performance
                          • Figure 2: Total retail sales of nutritional food and drink, by segment, 2007-17
                        • Market factors
                          • Diet and exercise tied to use of nutritional food
                            • Figure 3: Nutritional food use, by diet and exercise regimen, October 2012
                          • Increased employment enhances need for convenient nutrition
                            • Figure 4: Number of employed civilians in U.S., in thousands, 2007-12
                          • Children present opportunity for market expansion
                            • Figure 5: Prevalence of obesity among children and teens aged 2-19, 1971-2010
                          • Retail channels
                            • Figure 6: Retail sales of nutritional food and drink, by channel, at current prices, 2007-12
                          • Leading companies
                            • Figure 7: FDMx sales of nutritional health food and drink, by leading companies, 52 weeks 2012
                          • The nutritional food and drink consumer
                            • Nutritional foods appeal more to young consumers than to older consumers
                              • Figure 8: Household consumption of nutrition bars, by age, October 2012
                            • Households with children more likely to use nutritional food than those without
                              • Figure 9: Household consumption of meal replacement or snack bar, by presence of children in household, October 2012
                            • Nutritional food and drink need new positioning as fitness aid
                              • Figure 10: Top eight reasons for personally using nutrition food & drink, October 2012
                            • Taste, sugar and calories create barriers to use
                              • Figure 11: Top five reasons for not using nutritional food and drink, October 2012
                            • What we think
                            • Issues in the Market

                                • How can nutrition and diet bars differentiate from other bars?
                                  • Why aren’t parents buying nutritional food and drink for their kids?
                                    • How can nutrition and diet products attract more men?
                                    • Insights and Opportunities

                                      • Room for expansion of kid focused nutritional food and drink
                                        • Clean eating trend creates opportunity for wholesome nutrition bars
                                          • On-the-go product placement may increase purchase opportunities
                                            • Products that offer emotional benefits may attract new consumers
                                            • Trend Applications

                                                • Trend: Premiumization and Indulgence
                                                  • Trend: Cool Vending
                                                    • 2015 Trend: Access Anything Anywhere
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • 2012 growth strongest in five years with 15.6% increase
                                                          • Lagging consumer confidence expected to slow growth in 2013
                                                            • Sales and forecast of nutritional food and drink
                                                              • Figure 12: Total U.S. retail sales and forecast of nutritional food and drink, at current prices, 2007-17
                                                              • Figure 13: Total U.S. retail sales and forecast of nutritional food and drink, at inflation-adjusted prices, 2007-17
                                                            • Fan chart forecast
                                                                • Figure 14: Total U.S. sales and fan chart forecast of market, at current prices, 2007-17
                                                            • Market Drivers

                                                              • Key points
                                                                • Consumer diet and fitness regimen influences food decisions
                                                                  • Figure 15: Household consumption of meal replacement or snack bar, by diet, October 2012
                                                                  • Figure 16: Household consumption of meal replacement or snack bar, by fitness, October 2012
                                                                • Obesity epidemic thrusts health to forefront of consumer behavior
                                                                  • Figure 17: U.S. obesity, by age group, 2008 and 2012
                                                                • Convenience and portability appeal to increasingly busy lifestyles
                                                                  • Figure 18: U.S. unemployment rate, by month, 2002-12
                                                                  • Figure 19: Number of employed civilians in U.S., in thousands, 2007-12
                                                                • Women’s employment numbers drive demand for nutritional food
                                                                  • Hispanic population growth may drive nutrition food and drink use
                                                                    • Figure 20: Household consumption of meal replacement or snack bar, by Hispanic origin, October 2012
                                                                  • Consumer confidence will affect spending
                                                                  • Competitive Context

                                                                    • Performance food competes for same users
                                                                      • Snack bars offer tastier, less expensive alternative
                                                                        • Snack foods challenge nutrition bars for consumers
                                                                          • Diet programs and diet meals compete for serious dieters
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Sales increases show consumer willingness to spend on nutrition
                                                                                • Sales of nutritional food and drink market, by segment
                                                                                  • Figure 21: Sales of nutritional food and drink market, by segment, at current prices, 2010 and 2012
                                                                              • Segment Performance – Health/Wellness Bars

                                                                                • Key points
                                                                                  • Strong growth expected as challenges, opportunities lie ahead
                                                                                    • Sales and forecast of health and wellness bars
                                                                                      • Figure 22: Sales and forecast of health and wellness bars, at current prices, 2007-17
                                                                                  • Segment Performance – Diet Bars

                                                                                    • Key points
                                                                                      • Despite recent growth, diet bars facing challenges
                                                                                        • Sales and forecast of diet bars
                                                                                          • Figure 23: Sales and forecast of diet bars, at current prices, 2007-17
                                                                                      • Segment Performance – Meal Replacements

                                                                                        • Key points
                                                                                          • Category leader driven by demand for convenience
                                                                                            • Sales and forecast of meal replacements
                                                                                              • Figure 24: Sales and forecast of meal replacements, at current prices, 2007-17
                                                                                          • Retail Channels

                                                                                            • Key points
                                                                                              • Supermarkets lose share of retail sales as nutrition drink sales grow
                                                                                                • Sales of nutritional food and drink, by channel
                                                                                                  • Figure 25: Sales of nutritional food and drink, by channel, 2010 and 2012
                                                                                                • Supermarkets, Walmart top retail outlets for nutrition consumers
                                                                                                  • Figure 26: Nutrition food purchase preferences, by retail channel, October 2012
                                                                                                • Households with children shop at a variety of outlets
                                                                                                  • Figure 27: Nutrition food (meal replacement, fiber, nutrition bars) purchase, by outlet, by presence of children in household, October 2012
                                                                                                • Convenience stores, vending machines ease on-demand purchases
                                                                                                  • Figure 28: Nutrition food (meal replacement, fiber, nutrition bars) purchase, by outlet, by age, October 2012
                                                                                              • Retail Channels – Supermarkets

                                                                                                • Key points
                                                                                                  • Nutritional food and drink supermarket sales strongest in five years
                                                                                                    • Figure 29: Consumption of nutritional drink, by age, October 2012
                                                                                                  • Supermarket sales of nutritional food and drink
                                                                                                    • Figure 30: Supermarket sales of nutritional food and drink, at current prices, 2007-12
                                                                                                • Retail Channels – Other Retail Channels

                                                                                                  • Key points
                                                                                                    • Growth in other channels exemplifies market opportunities
                                                                                                      • Other retail channels sales of nutritional food and drink
                                                                                                        • Figure 31: Other retail channels sales of nutritional food and drink, at current prices, 2007-12
                                                                                                    • Retail Channels – Natural Supermarkets

                                                                                                      • Key points
                                                                                                        • Insights
                                                                                                          • Sales of nutritional foods in the natural channel
                                                                                                            • Figure 32: Natural supermarket sales of nutritional foods, at current prices, 2010-12*
                                                                                                            • Figure 33: Natural supermarket sales of nutritional foods, at inflation-adjusted prices, 2010-12*
                                                                                                          • Natural channel sales of nutritional foods by segment
                                                                                                            • Figure 34: Natural supermarket sales of salty snacks, by segment, 2010 and 2012*
                                                                                                          • Brands of note and innovators
                                                                                                            • Natural channel sales of health, nutrition and diet bars by organic
                                                                                                              • Figure 35: Natural supermarket sales of health, nutrition and diet bars, by organic, 2010 and 2012*
                                                                                                            • Natural channel sales of health, nutrition and diet bars by gluten-free
                                                                                                              • Figure 36: Natural supermarket sales of nutrition and diet bars, by gluten-free, 2010 and 2012*
                                                                                                          • Leading Companies

                                                                                                            • Key points
                                                                                                              • Top six companies account for 85% of nutritional food and drink sales
                                                                                                                • Abbott Labs Inc. leads category with almost 40% market share
                                                                                                                  • The number two and three companies gain market share
                                                                                                                    • Manufacturer sales of nutritional food and drink market
                                                                                                                      • Figure 37: FDMx sales of nutritional health food and drink, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                  • Brand Share – Meal Replacements

                                                                                                                    • Key points
                                                                                                                      • Abbott, Nestle and Unilever hold top five meal replacement brands
                                                                                                                        • Ensure Clear represents innovation in meal replacement segment
                                                                                                                          • Manufacturer sales of meal replacements
                                                                                                                            • Figure 38: FDMx sales of meal replacements, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                          • Consumer usage data only tells part of the story
                                                                                                                            • Figure 39: Household consumption of nutritional drinks, October 2012
                                                                                                                        • Brand Share – Diet Bars

                                                                                                                          • Key points
                                                                                                                            • Number two diet bar brand Special K Protein loses sales in 2012
                                                                                                                              • All the leading brands have formal diet/nutrition programs
                                                                                                                                • Protein content is important but not any more so for dieters
                                                                                                                                  • Figure 40: Reasons for purchasing nutrition products, by dieting status, October 2012
                                                                                                                                • Manufacturer sales of diet bars
                                                                                                                                  • Figure 41: FDMx sales of diet bars, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                              • Brand Share – Health and Wellness Bars

                                                                                                                                • Key points
                                                                                                                                  • Segment leader, Fiber One, loses sales in 2012
                                                                                                                                    • Nature Valley melds snack bars and nutrition bars for sales success
                                                                                                                                      • CLIF Bar products and image appeal to consumers
                                                                                                                                        • Manufacturer sales of health and wellness bars
                                                                                                                                          • Figure 42: FDMx sales of health/wellness bars, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                                      • Innovations and Innovators

                                                                                                                                        • Product innovation down for meal replacements, up for bars in 2012
                                                                                                                                          • Figure 43: New meal replacement product introductions, 2008-12
                                                                                                                                          • Figure 44: New nutrition and diet bar product introductions, 2008-12
                                                                                                                                        • Product claims for bars hitting mark, meal replacement claims missing
                                                                                                                                          • Figure 45: New nutrition/diet bar product claims, 2008-12
                                                                                                                                          • Figure 46: New meal replacement product claims, 2008-12
                                                                                                                                        • Clear products address fat content and texture issues
                                                                                                                                          • Drink product addresses cosmetic health
                                                                                                                                          • Marketing Strategies

                                                                                                                                            • Overview of the brand landscape
                                                                                                                                              • Brand analysis: CLIF Bar
                                                                                                                                                • Online initiatives
                                                                                                                                                  • Print and other
                                                                                                                                                    • Figure 47: LUNA BAR ad, NowYouKnow, September 2012
                                                                                                                                                  • Brand analysis: Ensure
                                                                                                                                                    • Online initiatives
                                                                                                                                                      • TV presence
                                                                                                                                                        • Figure 48: Ensure, “Protect, Preserve, Promote,” TV AD 2012
                                                                                                                                                        • Figure 49: Brand analysis for Ensure, 2012
                                                                                                                                                        • Figure 50: Ensure, “Nutritional Party,” TV AD, 2012
                                                                                                                                                        • Figure 51: Brand analysis for Ensure, 2012
                                                                                                                                                      • Print and other
                                                                                                                                                        • Figure 52: Ensure print ad, SmartCanucks, May 2012
                                                                                                                                                      • Brand analysis: PediaSure
                                                                                                                                                        • Online initiatives
                                                                                                                                                          • TV presence
                                                                                                                                                            • Figure 53: PediaSure, “My Child Is A Picky Eater,” TV AD, 2012
                                                                                                                                                            • Figure 54: Brand analysis for PediaSure, 2012
                                                                                                                                                          • Print and other
                                                                                                                                                            • Figure 55: PediaSure print ad, Save Big, Live Better!, May 2012
                                                                                                                                                          • Brand analysis: Atkins
                                                                                                                                                            • Online initiatives
                                                                                                                                                              • TV presence
                                                                                                                                                                • Figure 56: Atkins Nutritionals, “Lose It,” TV AD, 2012
                                                                                                                                                                • Figure 57: Brand analysis for Atkins, 2012
                                                                                                                                                              • Brand analysis: Fiber One
                                                                                                                                                                • Online initiatives
                                                                                                                                                                  • TV presence
                                                                                                                                                                    • Figure 58: General Mills Fiber One, “Oh The Fame,” TV AD, 2012
                                                                                                                                                                    • Figure 59: Brand Analysis for Fiber One, 2012
                                                                                                                                                                  • Print and other
                                                                                                                                                                    • Figure 60: Fiber One print ad, QueenBee Coupons, May 2012
                                                                                                                                                                • Social Media-Nutritional Food and Drink

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Social media metrics
                                                                                                                                                                      • Figure 61: Key performance indicators, December 2012
                                                                                                                                                                    • Market overview
                                                                                                                                                                      • Brand usage and awareness
                                                                                                                                                                        • Figure 62: Personal awareness of nutrition food brands, October 2012
                                                                                                                                                                      • Interaction with nutritional food and drink brands
                                                                                                                                                                        • Figure 63: Interaction with nutritional food and drnk brands, October 2012
                                                                                                                                                                      • Motivations for interacting with nutritional food and drink brands
                                                                                                                                                                        • Figure 64: Why people interact with nutritional food and drink brands, October 2012
                                                                                                                                                                      • Online conversations
                                                                                                                                                                          • Figure 65: Selected nutritional food and drink brands’ share of conversations, Sept. 18-Dec. 18, 2012
                                                                                                                                                                          • Figure 66: Conversations on selected nutritional food and drink brands, by brand by day, Sept. 18-Dec. 18, 2012
                                                                                                                                                                        • Where people are talking about nutritional food and drink?
                                                                                                                                                                          • Figure 67: Selected nutritional food and drink brands’ share of brand conversations, by page type, Sept. 18-Dec. 18, 2012
                                                                                                                                                                        • What are people talking about?
                                                                                                                                                                          • Figure 68: Topics of conversations concerning selected nutritional food and drink brands, Sept.18-Dec. 18, 2012
                                                                                                                                                                          • Figure 69: Topics of conversation regarding selected nutritional food and drink brand, by day, Sept.18-Dec. 18, 2012
                                                                                                                                                                          • Figure 70: Types of conversation regarding selected nutritional food and drink brands, by type of website, Sept.18-Dec. 18, 2012
                                                                                                                                                                        • Analysis by brand
                                                                                                                                                                          • SlimFast
                                                                                                                                                                            • Figure 71: SlimFast—key social media indicators, as of Dec. 18, 2012
                                                                                                                                                                          • Key online campaigns
                                                                                                                                                                            • What we think
                                                                                                                                                                              • Fiber One
                                                                                                                                                                                • Figure 72: Fiber One—key social media indicators, as of Dec. 18, 2012
                                                                                                                                                                              • Key online campaigns
                                                                                                                                                                                • What we think
                                                                                                                                                                                  • CLIF Bar
                                                                                                                                                                                    • Figure 73: CLIF Bar—key social media indicators, as of Dec. 18, 2012
                                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                                    • What we think
                                                                                                                                                                                      • Special K
                                                                                                                                                                                        • Figure 74: Special K—key social media indicators, as of Dec. 18, 2012
                                                                                                                                                                                      • Key online campaigns
                                                                                                                                                                                        • What we think
                                                                                                                                                                                          • Lärabar
                                                                                                                                                                                            • Figure 75: Lärabar—key social media indicators, as of Dec. 18, 2012
                                                                                                                                                                                          • Key online campaigns
                                                                                                                                                                                            • What we think
                                                                                                                                                                                              • Luna Bar
                                                                                                                                                                                                • Figure 76: Luna Bar—key social media indicators, as of Dec. 18, 2012
                                                                                                                                                                                              • Key online campaigns
                                                                                                                                                                                                • What we think
                                                                                                                                                                                                • Household Consumption of Nutritional Food

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Vitamin use signals growth potential for nutrition bars
                                                                                                                                                                                                      • Figure 77: Household consumption of meal replacement or snack bar, October 2012
                                                                                                                                                                                                    • Nutrition bar usage increases in households with income over $50K
                                                                                                                                                                                                      • Figure 78: Household consumption of meal replacement or snack bar, by household income, October 2012
                                                                                                                                                                                                    • Households with children, but not children themselves, are high users
                                                                                                                                                                                                      • Figure 79: Household consumption of meal replacement or snack bar, by presence of children in household, October 2012
                                                                                                                                                                                                  • Personal Consumption of Nutritional Food

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Dieters and exercisers influence top nutrition bar picks
                                                                                                                                                                                                        • Men lag behind women in nutrition bar use
                                                                                                                                                                                                          • Figure 80: Household consumption of meal replacement or snack bar, by gender, October 2012
                                                                                                                                                                                                        • Nutrition bars appeal to younger consumers, appeal declines with age
                                                                                                                                                                                                          • Figure 81: Household consumption of meal replacement or snack bar, by age, October 2012
                                                                                                                                                                                                      • Personal Consumption of Nutritional Drink

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Less than 20% of consumers use nutritional drink products
                                                                                                                                                                                                            • Figure 82: Liquid/powdered nutritional supplements or liquid breakfasts, by gender, April 2011-June 2012
                                                                                                                                                                                                          • Men and women use products for different things
                                                                                                                                                                                                            • Figure 83: Liquid/powdered nutritional supplements or liquid breakfasts, by gender, April 2011-June 2012
                                                                                                                                                                                                          • Older consumer group use products more often as vitamin supplement
                                                                                                                                                                                                            • Figure 84: Liquid/powdered nutritional supplements or liquid breakfasts, by age, April 2011-June 2012
                                                                                                                                                                                                        • Reasons for Using Nutritional Food and Drink

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Nutritional food and drink as fitness aids
                                                                                                                                                                                                              • Figure 85: Reasons for personally using nutrition food & drink, October 2012
                                                                                                                                                                                                            • Opportunities exist to expand nutritional food and drink as diet tool
                                                                                                                                                                                                              • Figure 86: Reasons for personally using nutrition food & drink, by gender, October 2012
                                                                                                                                                                                                            • Convenience and portability appeal to Baby Boomers
                                                                                                                                                                                                              • Figure 87: Reasons for personally using nutrition food & drink, by age, October 2012
                                                                                                                                                                                                          • Purchase Preferences for Nutritional Food

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Energy tops nutritional food attributes
                                                                                                                                                                                                                • Figure 88: Reasons for choosing nutritional food products, by gender, October 2012
                                                                                                                                                                                                              • Women are more concerned with fat content, calories and carbohydrates
                                                                                                                                                                                                                • Older consumer groups seek out high-fiber, low-fat products
                                                                                                                                                                                                                  • Figure 89: Reasons for choosing nutritional food products, by age, October 2012
                                                                                                                                                                                                              • Reasons for not Using Nutritional Food and Drink

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Majority of non-users don’t recognize need
                                                                                                                                                                                                                    • Figure 90: Attitudes toward nutrition food and drinks abstention, by age, October 2012
                                                                                                                                                                                                                    • Figure 91: Attitudes toward nutrition food and drinks abstention, by gender, October 2012
                                                                                                                                                                                                                  • Taste is barrier to adoption
                                                                                                                                                                                                                    • Sugar and caloric content concern dieters in particular
                                                                                                                                                                                                                      • Figure 92: Attitudes toward nutrition food and drinks abstention, by diet, October 2012
                                                                                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Hispanics are more likely to use nutritional food and drink
                                                                                                                                                                                                                        • Figure 93: Liquid/powdered nutritional supplements or liquid breakfasts, by Hispanic origin, April 2011-June 2012
                                                                                                                                                                                                                        • Figure 94: Diet regimen, by Hispanic origin, October 2012
                                                                                                                                                                                                                      • Hispanics are more likely to buy nutritional food for their children
                                                                                                                                                                                                                        • Figure 95: Household consumption of meal replacement or snack bar, by Hispanic origin, October 2012
                                                                                                                                                                                                                      • Hispanics more likely to buy nutrition food at a variety of locations
                                                                                                                                                                                                                        • Figure 96: Nutrition food (meal replacement, fiber, nutrition bars), by Hispanic origin, October 2012
                                                                                                                                                                                                                    • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                        • Figure 97: Diet regimen, by gender, October 2012
                                                                                                                                                                                                                        • Figure 98: Diet regimen, by age, October 2012
                                                                                                                                                                                                                        • Figure 99: Diet regimen, by household income, October 2012
                                                                                                                                                                                                                        • Figure 100: Household consumption of nutritional drinks, October 2012
                                                                                                                                                                                                                        • Figure 101: Household consumption of nutritional drinks, by gender, October 2012
                                                                                                                                                                                                                        • Figure 102: Household consumption of nutritional drinks, by age, October 2012
                                                                                                                                                                                                                        • Figure 103: Household consumption of nutritional drinks, by household income, October 2012
                                                                                                                                                                                                                        • Figure 104: Reasons for personally using nutrition food & drink, by presence of children in household, October 2012
                                                                                                                                                                                                                        • Figure 105: Nutrition food (meal replacement, fiber, nutrition bars), by household income, October 2012
                                                                                                                                                                                                                        • Figure 106: Purchase of nutritional drink (Ensure, Boost, Slim-Fast), by outlet, by age, October 2012
                                                                                                                                                                                                                        • Figure 107: Attitudes and behaviors toward nutrition food and drink, by age, October 2012
                                                                                                                                                                                                                    • Appendix – Social Media – Nutritional Food and Drink

                                                                                                                                                                                                                      • Brand usage and awareness
                                                                                                                                                                                                                        • Figure 108: Brand usage and awareness of SlimFast, October 2012
                                                                                                                                                                                                                        • Figure 109: Brand usage and awareness of Special K, October 2012
                                                                                                                                                                                                                        • Figure 110: Brand usage and awareness of Luna Bar, October 2012
                                                                                                                                                                                                                        • Figure 111: Brand usage and awareness of Lärabar, October 2012
                                                                                                                                                                                                                        • Figure 112: Brand usage and awareness of CLIF Bar, October 2012
                                                                                                                                                                                                                        • Figure 113: Brand usage and awareness of CLIF Bar, October 2012
                                                                                                                                                                                                                      • Interaction with brands
                                                                                                                                                                                                                        • Figure 114: Interaction with SlimFast, October 2012
                                                                                                                                                                                                                        • Figure 115: Interaction with SlimFast, October 2012 (continued)
                                                                                                                                                                                                                        • Figure 116: Interaction with Special K, October 2012
                                                                                                                                                                                                                        • Figure 117: Interaction with Special K, October 2012 (continued)
                                                                                                                                                                                                                        • Figure 118: Interaction with Luna Bar, October 2012
                                                                                                                                                                                                                        • Figure 119: Interaction with Luna Bar, October 2012 (continued)
                                                                                                                                                                                                                        • Figure 120: Interaction with Lärabar, October 2012
                                                                                                                                                                                                                        • Figure 121: Interaction with Lärabar, October 2012 (continued)
                                                                                                                                                                                                                        • Figure 122: Interaction with Lärabar, October 2012
                                                                                                                                                                                                                        • Figure 123: Interaction with Lärabar, October 2012 (continued)
                                                                                                                                                                                                                        • Figure 124: Interaction with Fiber One, October 2012
                                                                                                                                                                                                                        • Figure 125: Interaction with Fiber One, October 2012 (continued)
                                                                                                                                                                                                                      • Motivations for interacting brands
                                                                                                                                                                                                                        • Figure 126: Why people interact with SlimFast, October 2012
                                                                                                                                                                                                                        • Figure 127: Why people interact with SlimFast, October 2012 (continued)
                                                                                                                                                                                                                        • Figure 128: Why people interact with Special K, October 2012
                                                                                                                                                                                                                        • Figure 129: Why people interact with Special K, October 2012 (continued)
                                                                                                                                                                                                                        • Figure 130: Why people interact with Luna Bar, October 2012
                                                                                                                                                                                                                        • Figure 131: Why people interact with Luna Bar, October 2012 (continued)
                                                                                                                                                                                                                        • Figure 132: Why people interact with Lärabar, October 2012
                                                                                                                                                                                                                        • Figure 133: Why people interact with Lärabar, October 2012 (continued)
                                                                                                                                                                                                                        • Figure 134: Why people interact with CLIF Bar, October 2012
                                                                                                                                                                                                                        • Figure 135: Why people interact with CLIF Bar, October 2012 (continued)
                                                                                                                                                                                                                        • Figure 136: Why people interact with Fiber One, October 2012
                                                                                                                                                                                                                        • Figure 137: Why people interact with Fiber One, October 2012 (continued)
                                                                                                                                                                                                                      • Online conversations
                                                                                                                                                                                                                        • Figure 138: Select nutritional food and drink brands’ share of conversations, Sept. 18-Dec. 18, 2012
                                                                                                                                                                                                                        • Figure 139: Conversations by brand by day, Sept. 18-Dec. 18, 2012
                                                                                                                                                                                                                        • Figure 140: Selected nutritional food and drink brands’ share of brand conversations, by page type, Sept. 18-Dec. 18, 2012
                                                                                                                                                                                                                        • Figure 141: Types of conversations concerning selected nutritional food and drink brands, Sept.18-Dec. 18, 2012
                                                                                                                                                                                                                        • Figure 142: Types of conversation regarding selected nutritional food and drink brand, by day, Sept.18-Dec. 18, 2012
                                                                                                                                                                                                                        • Figure 143: Types of conversation regarding selected nutritional food and drink brands, by type of website, Sept.18-Dec. 18, 2012
                                                                                                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                      • Abbott Laboratories
                                                                                                                                                                                                                      • Atkins Nutritionals, Inc.
                                                                                                                                                                                                                      • Clif Bar Inc.
                                                                                                                                                                                                                      • EAS, Inc.
                                                                                                                                                                                                                      • General Mills Inc
                                                                                                                                                                                                                      • Kellogg Company
                                                                                                                                                                                                                      • Nestlé USA

                                                                                                                                                                                                                      Nutritional Food and Drink - US - January 2013

                                                                                                                                                                                                                      £3,174.67 (Excl.Tax)