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Snack, Nutrition and Performance Bars - Canada - June 2017

"The snack bars have experienced growth. This is undoubtedly spurred on by snacking’s growth and a heightened demand for flexible food options that can be eaten when and where people want. As consumers live in an age where they can carry the contents of their lives wherever they go, snack bars like smart phones offer portability and customization through the number of options offered. That said, the success of the category breeds competition and, as such, manufacturers need to continually innovate to consumers’ demands and also be aware of potential concerns they may have in order to address them with informed strategic decisions."

- Joel Gregoire, Senior Food & Drink Analyst

This report covers the following areas:

  • Snacking’s popularity supports cross-category competition
  • Sugar inhibits snack bars’ ‘better-for-you’ credentials
  • Aging population can impede category growth

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The issues
            • Snacking’s popularity supports cross-category competition
              • Figure 1: Top foods eaten as a snack, July 2016
            • Sugar inhibits snack bars’ ‘better-for-you’ credentials
              • Figure 2: “Snack bars often contain too much sugar” (% agree), by gender, March 2017
            • Aging population can impede category growth
              • Figure 3: Snack bar consumption (net) in the past three months, by age, March 2017
            • The opportunities
              • Protein is of higher importance to younger adults
                • Figure 4: Importance of protein when deciding what snack bars to purchase, by age, March 2017
              • Concerted daypart focus can help drive frequency
                • Figure 5: Consumption of snack bars, by daypart, March 2017
              • Super flavours made from superfoods
                • Figure 6: Growth in global launches* of snack/cereal/energy bars by flavour, 2014-16
              • What it means
              • The Market – What You Need to Know

                • Snack bar category to experience growth
                  • Canada’s aging population represents a challenge for snack bars
                    • Portable snacking a crowded market
                    • Market Size and Forecast

                      • Snack bar category expected to experience growth
                        • Figure 7: Retail Canadian value sales and fan chart forecast of snack bar market, at current prices, 2011-22
                        • Figure 8: Retail Canadian value sales forecast of snack bar market, at current prices, 2011-22
                        • Figure 9: Retail Canadian volume sales and fan chart forecast of snack bar market, 2011-22
                    • Market Perspective

                      • Portable snacking draws cross-category competition
                        • Figure 10: Foods eaten in the past week as a snack, March 2017
                        • Figure 11: Retail market volume consumption per capita in select categories & CAGR, 2011 vs 2016
                    • Market Factors

                      • How Canadians “feel” supersedes how they “look”
                        • Figure 12: Motivators for living a healthy lifestyle, May 2016
                      • Canada’s aging population represents a potential challenge for snack bars
                        • Figure 13: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                      • Canadians are more time-pressed
                      • Key Players – What You Need to Know

                        • Private label’s growing share of the snack back market may heighten price competition
                          • Sugar does not hit the sweet spot for many snack bar consumers
                            • Protein continues to muscle its way into the category
                            • What’s Working?

                              • Private label is capturing share
                                • Figure 14: Company retail volume (%) market share of snack bars in Canada, 2012-16
                                • Figure 15: Snack bars: Company retail market share by volume and value (%) in Canada, 2016
                            • Challenges

                              • Weight loss appears to be shedding appeal
                                • Figure 16: Atkins Lift Chocolate Almond Low Carb Protein Bar (Australia, February 2017)
                                • Figure 17: Atkins Lift Chocolate Chip Cookie Dough Carb Protein Bar (Australia, February 2017)
                              • Sugar does not hit the sweet spot for many snack bar consumers
                              • What’s Next?

                                • Savoury influences broaden flavour experience
                                  • Figure 18: Kashi Quinoa, Corn & Roasted Pepper Savory Bars (USA, July 2016)
                                  • Figure 19: Kashi Basil, White Bean & Olive Oil Savory Bars (USA, July 2016)
                                  • Figure 20: SimplyVeggie Sesame Chive Savoury Bar (Canada, April 2016)
                                  • Figure 21: Mrs. May’s Naturals Stix Roasted Seaweed Almond Rice Snack Sticks (USA, January 2017)
                                • Protein will continue to muscle its way into the category
                                  • Figure 22: Interest in snack bars with protein from natural sources, by age, March 2017
                                  • Figure 23: Interest in bars with protein among US consumers, February 2017
                                  • Figure 24: SimplyProtein Chocolate Coconut Bar (USA, February 2017)
                                  • Figure 25: SimplyProtein Apple Cinnamon Whey Bar (USA, February 2017)
                                  • Figure 26: Vega Chocolate Peanut Butter Protein+ Snack Bar (USA, November 2016)
                                  • Figure 27: 22 Days Nutrition Peanut Butter Chocolate Chip Plant Power Protein Bar (USA, May 2017)
                                  • Figure 28: SimplyProtein Kids Apple Maple Snack (Canada, January 2016)
                                  • Figure 29: Betty Lou’s Peanut Butter Nuts About Energy Balls (Canada, April 2017)
                                  • Figure 30: Bounce Vanilla Almond Protein Energy Ball (USA, April 2017)
                                • Formats continue to evolve
                                  • Figure 31: Laughing Giraffe Organics Matcha Snakaroons (USA, August 2016)
                                  • Figure 32: Quaker Cranberry Flavoured Oat Yogurt Bites (China, February 2017)
                                  • Figure 33: Bioglan Super Foods Raw Bites Cacao, Coffee & Coconut Snack Bites (UK, April 2016)
                                  • Figure 34: Iswari Fruits of Love Snack Mix (UK, April 2017)
                                  • Figure 35: Epic Hunt & Harvest Mix Berry Blossom Wholesome Trail Mix (USA, January 2016)
                                  • Figure 36: Clif Bar & Company Peanut Butter Filled Energy Bars (USA, June 2016)
                                  • Figure 37: Regrained Eat Beer Chocolate Coffee Stout Bar (USA, September 2016)
                                  • Figure 38: Good 4U Cocoa & Orange Super Bites (UK, July 2016)
                                  • Figure 39: Lärabar Bites Mint Chocolate Truffle (USA, August 2016)
                              • The Consumer – What You Need to Know

                                • Three quarters of Canadians eat snack bars
                                  • Snack bars’ popularity varies by daypart
                                    • Snack bars are the ‘ideal’ on-the-run solution
                                      • Protein exceeds fibre in importance when deciding on snack bars
                                        • Consumers are looking for transparency when it comes to ingredients in their snack bars
                                        • Snack, Nutrition and Performance Bars Usage

                                          • Three quarters of Canadians eat snack bars
                                            • Figure 40: Snack bar consumption in the past three months, March 2017
                                            • Figure 41: Total Canadian sales of snack bar market, at current prices, 2007-16
                                            • Figure 42: Snack bar consumption in the past three months, by age, March 2017
                                          • The popularity of snack bars varies by daypart
                                            • Figure 43: Occasions when snack bars are eaten throughout the day, March 2017
                                            • Figure 44: Snacking dayparts when snack bars are eaten by type, March 2017
                                            • Figure 45: Correspondence map – Relationship between types of snacks eaten and dayparts, July 2016
                                            • Figure 46: B.eat Morning Sunshine Snack, Afternoon Beats Snack and Peaceful Night Snack (Brazil, September 2016)
                                          • Occasions impact when different types of snack bars are eaten
                                            • Figure 47: Correspondence analysis – Usage and occasion, March 2017
                                          • Performance bars can help ordinary ‘athletes’ be their best
                                            • Figure 48: Types of snack bars eaten with exercise, March 2017
                                            • Figure 49: Types of bars eaten pre/post/during exercise, “any bars” vs “performance” bars, March 2017
                                            • Figure 50: Gatorade Prime Fuel Bar Oatmeal Raisin Energy Bar (USA, August 2016)
                                            • Figure 51: Gatorade Recover Snacks Peanut Butter Chocolate Whey Protein Bar (USA, September 2016)
                                            • Figure 52: Participation in individual sports, May 2015
                                        • Attitudes towards Snack Bars

                                          • Snack bars are the ‘ideal’ on-the-run solution
                                            • Figure 53: Statements related to snack, nutritional or performance bars (% agree), March 2017
                                            • Figure 54: Statements regarding snack bars as a supplement and as a meal replacement (% agree), by gender, March 2017
                                          • Women are less likely to perceive snack bars as being nutritious
                                            • Figure 55: Nutrition-related snack bar statements (% agree), by gender, March 2017
                                          • Canadians are skeptical that snack bars are good for kids
                                            • Figure 56: Snack bars are good for kids (% agree), by age of children in the household, March 2017
                                            • Figure 57: Snack bar usage among parents and non-parents, March 2017
                                            • Figure 58: Iced Oatmeal Cookie Baked Whole Grain Energy Snack (Canada, January 2017)
                                            • Figure 59: Peanut Butter Chocolate Protein Bar (USA, May 2017)
                                            • Figure 60: Mother Earth Beetroot, Apple & Berry Vege Fruit Sticks (New Zealand, March 2017)
                                            • Figure 61: Mother Earth Carrot, Apple & Orange Vege Fruit Sticks (New Zealand, March 2017)
                                        • Important Factors When Selecting Snack Bars

                                          • Flavours and price dominate as the top considerations when choosing a snack bar
                                            • Figure 62: Factors considered when purchasing snack bars, March 2017
                                            • Figure 63: Snack bars: company retail market share by volume (%) – Own label, March 2017
                                          • Protein exceeds fibre in importance when deciding on snack bars
                                            • Figure 64: Importance of select ingredient claims, by age, March 2017
                                            • Figure 65: Aloha Vanilla Almond Crunch Plant-Based Organic Protein Bars (USA, May 2017)
                                            • Figure 66: 22 Days Nutrition Peanut Butter Chocolate Chip Plant Power Protein Bar (USA, May 2017)
                                            • Figure 67: Tone It Up Peanut Butter Chocolate Plant Based Protein Bar (USA, May 2017)
                                            • Figure 68: Exo Mango Curry Savory Meal Bar (USA, August 2016)
                                            • Figure 69: Paleo Glazed Donut Protein Bar (USA, March 2017)
                                          • GMO-free, organic, gluten free and vegan prove to be of relatively lesser importance
                                            • Figure 70: Select claims share of launches for snack/cereal/energy bars, 2014 vs 2016 (North America)
                                        • Opportunities for Innovation

                                            • Figure 71: Areas of interest for snack bars, March 2017
                                          • Consumers are looking for transparency when it comes to ingredients
                                            • Figure 72: Interest in visible ingredients in snack bars, by age and gender, March 2017
                                            • Figure 73: Kellogg’s Special K Nourish Cranberries & Almonds Chewy Bars (Canada, March 2016)
                                            • Figure 74: Kellogg’s Special K Nourish Dark Chocolate Chunks & Almonds Chewy Bars (Canada, March 2016)
                                          • A quarter of snack bar eaters show interest in exploring new and different flavours
                                            • Figure 75: Interest in new and different flavours, by age, March 2017
                                            • Figure 76: Growth in global launches* of snack/cereal/energy bars by flavour, 2014-16
                                          • Opportunity exists for premiumized category offerings
                                            • Figure 77: Interest in snack bars with premium ingredients, by income break, March 2017
                                            • Figure 78: Raw Health Organic Blissed Chocada Truffles (UK, April 2015)
                                            • Figure 79: Curate Dark & Tempting Balsamic Fig & Hazelnut Bars, (USA, March 2016)
                                          • Areas of limited interest among Canadians
                                            • Figure 80: Kellogg’s Vector Mixed Nut Protein Chewy Bars (Canada, January 2017)
                                            • Figure 81: Kellogg’s Vector Trail Mix Bars (Canada, February 2017)
                                            • Figure 82: Snickers Marathon Multi-Grain Crunch Energy Bar (USA, June 2008)
                                            • Figure 83: Snickers Marathon Protein Bar Caramel Nut Crush Bar (USA, September 2010)
                                            • Figure 84: Kellogg's All-Bran Apple Crunch Wheat Flakes (Mexico, September 2016)
                                        • Snack Bars Ingredients

                                          • Canadians look for snack bars with ‘nuts n’ honey’
                                            • Figure 85: TURF Analysis – Appealing ingredients, March 2017
                                            • Figure 86: Table – TURF Analysis – Appealing ingredients, March 2017
                                          • ‘Secondary’ ingredients support differentiation
                                            • Figure 87: Appeal of snack, nutritional and performance bar ingredients, March 2017
                                            • Figure 88: Kashi Chocolate Almond Sea Salt with Chia Chewy Granola Bars (USA, May 2017)
                                            • Figure 89: Kashi Dark Chocolate Coconut Layered Granola Bars (USA, March 2017)
                                            • Figure 90: Rise Chocolatey Coconut Protein Bar (USA, April 2017)
                                            • Figure 91: Perk!er Coconut & Chia Quinoa Bar (Norway, May 2017)
                                            • Figure 92: MacroLife Naturals Fresh Berri Berri Superfood Bar (USA, November 2016)
                                            • Figure 93: Lärabar Organic with Superfoods Tumeric, Ginger and Beet (USA, September 2016)
                                            • Figure 94: Lärabar Organic with Superfoods Hazelnut, Hemp & Cocoa (USA, September 2016)
                                            • Figure 95: Great Bear Cocoa-Goji Mojo Paleo Bites (Canada, December 2016)
                                            • Figure 96: Top superfood ingredients in Snack/Cereal/Energy Bar North American launches in 2016 that include the words “superfood”, “superfruit” or “supergrain” in the description
                                            • Figure 97: Share of food sub-categories North American launches in 2016 with “superfood”, “superfruit” or “supergrain” in the description
                                        • Consumer Groups

                                          • Snack bars are most commonly eaten in Canada and the US
                                            • Figure 98: Per capita volume consumption of snack bars across top 15 countries, 2016
                                            • Figure 99: Trended per capita volume consumption of snack bars, US vs Canada, 2011-16
                                            • Figure 100: Snack bar purchase factors, US vs Canada, February 2017 (US)/March 2017 (Canada)
                                        • Appendix – Data Sources and Abbreviations

                                          • Data sources
                                            • Sales data
                                              • Fan chart forecast
                                                • Consumer survey data
                                                  • Consumer qualitative research
                                                    • Correspondence analysis
                                                      • TURF analysis
                                                        • Abbreviations and terms
                                                          • Abbreviations

                                                          Companies Covered

                                                          To learn more about the companies covered in this report please contact us.

                                                          Snack, Nutrition and Performance Bars - Canada - June 2017

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