Snack, Nutrition and Protein Bars - US - March 2015
“Consumers want healthy options. When asked to create their ideal bar, 65% of respondents built a bar they categorized as healthy (compared to 28% who built an indulgent bar).”
– Beth Bloom, Food and Drink Analyst
This report answers the following questions:
- Do consumers see products in the category as healthy?
- What will keep consumers reaching for bars over another option?
- How interested are consumers in function?
Sales of snack, nutrition, and protein bars grew from 2009-14. The pace of growth has slowed, up only 2.3% over 2013 totals. A growing arrat of snack options from both food and drink categories compete for attention. Mintel predicts steady, but slowed frowth through 2019. Category players must boost the perception of health, efficacy, and good tast, and continue to promote the bars' convenience and portability. The promotion of functional claims and utilization of whole ingredients will meet consumer demand and help stave off competition.
Bars are well-positioned for success, offering indulgent flavors with some attention paid to health, and some degree of functionality in a widely available, non-perishable, and highly portable package. However, offerings across segments have room for growth in boosting their perception among consumers across these measures. While some combination of health and good taste rise to the top among users, the percentage of respondents does not point to overwhelming support in any segment. While sales have been strong, a slowing of growth can be seen. This is largely due to expanding, competing offerings in other food (and drink) categories, which may do better to meet consumer interest in health and flavor.
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