Cereal, Energy and Snack Bars - Europe - November 2010
Value sales of cereal, energy and snack bars reported double-digit growth in the review countries between 2005 and 2009, with the exception of Germany. However, growth slowed down in recent years and is expected to remain as such during the forecast period (2010-14).
Healthy snacks targeted at young adults have been the main driver of sales, with Special K by Kellogg’s the leading brand. The market seems to have reached maturity though, and snack bars are suffering from their own positioning as not indulgent enough and not healthy enough.
The market felt the pressure of the recession as cereal, energy & snack bars are generally sweet products with a healthy positioning, but compete with confectionery and biscuits; and during the recession the healthy eating trend waded away. In addition, higher prices hampered sales.
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