US Snack, Nutrition and Performance Bars Market Report 2023

Understand the current market and opportunities within the food bars category in the US market. Use Mintel’s research on snack, nutritional, and performance bars to become more informed and tackle challenges in your industry. This report examines the food bar buying habits of US consumers, trends among age groups, opportunities for brands in the food bar market, and much more. Read on to discover our insights.

For the purpose of this page, “food bar” refers to snack, nutrition, and performance bars. See “Covered in this Report” for more info.

Food Bar Market Overview

Though food and drink prices are weighing heavily on US consumers, food bars are well-placed to weather the storm. Mintel’s research finds that more than two-thirds of US adults anticipate buying the same or more bars in 2023, and a quarter of those attribute the desire to buy more affordable food as the motivator for increased purchases.

The food bar market has risen far above the hardships of recent years, with estimated growth in the double digits for 2022. Food bars have been positioned effectively through the pandemic as having functional benefits and as a convenient at-home food, and these communications persist effectively amid hybrid work, financial stress, and general fatigue.

Our findings in this report indicate that the ease, affordability, health, and versatility of food bars will drive another year of strong growth through 2023 before a brief period of temporary recalibration driven by price stabilisation and returning competition. Long-term success will be granted to brands that continue to apply what they learned amid turbulent times, aligning with evolving and shifting needs, occasions, and lifestyles.

• Food bar market share: General Mills Inc leads the way with 22.1% market share, followed by 15% for Kellogg Co.

Find a comprehensive breakdown of the food bar market size, market share, and segment performance in the full report, alongside expert analysis.

Food Bar Market Trends

While overall food bar purchasing remained relatively flat between 2021-22, the nutrition bar market showed a notable increase. Indeed, over half of US food bar purchasers stick with one type of bar, indicating that the nutritional bar is proving to be the best “catch-all” for consumers. This could be due to the convenience and health benefits offered in nutritional bars, that are sought during current financial strains and general fatigue.

In terms of age group differences, Gen Z bar buyers significantly overindex for using bars as a meal replacement, but actual meal replacement bars fall to the bottom of their purchase list. Meanwhile, US consumers aged 25-34 need no convincing to browse the food bar aisle; the vast majority are purchasing bars this year, and they’re mostly sticking with popular brands.

• Consumer behaviors: 95% of consumers 25-34 are purchasing food bars this year.
• Food bar trends: Taste is paramount; 62% of consumers strongly agree that food bars they buy must taste good.

Food Bar Market Opportunities

This report reveals that food bars are a category with strong brand loyalty. Embedded, habitual purchase behavior can make it challenging for small or new brands to break in. Looking to concepts consumers have not tried but are interested in trying are potentially one way in, such as bars with functional benefits and bars with ethical claims.

Growth is likely to come from existing users rather than new category entrants, making the challenge to be reaching the most engaged groups, where they are, with what they are most interested in seeing. Food bar market growth will be driven by performance and weight loss bars, indicating 2023 purchases will lean toward speciality offerings with more direct and specific health claims. Reasons for buying more are plentiful, while cost savings largely drive reasons for cutting back.

• Food bar market innovation: 26% have not purchased, but are interested in purchasing bars with functional benefits, leading against other elements.

To discover more about the food bar and snack industry, read our US Snacking Motivations and Attitudes Market Report or take a look at our extensive snack market research.

This Report Looks at the Following Areas

• Bar types purchased.
• Adult and children food bar consumption occasions.
• Experience with various bar types and innovation.
• Anticipated change in food bar purchases.
• Concepts, flavours, and claims to motivate trial.
• Attitudes toward food bars.

Covered in this Report

Products: Snack bars (cereal and snack bars), nutrition bars (health/nutrition bars), performance bars (athletic bars), weight loss bars (meant for diet and weight management).

Companies: General Mills Inc, Kellogg Co, Mondelez Intl Inc, Mars Inc, The Simply Good Foods Co, PepsiCo Inc, 1440 Foods Company, BioNutritional Research Group, Glanbia PLC, and more.

Brands: Nature Valley, LÄRABAR, General Mills, Kellogg’s, RXBAR, Nature’s Bakery, Quaker, Clif, Pure Protein, MET-Rx, Power Crunch, Protein One, Perfect, Luna, Think!, Atkins, Special K, Slim Fast, and more.

Expert Analysis from a Food and Drink Specialist

This report, written by Sydney Olson, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends in the food bar market and add expert context to the numbers.

75% of current bar buyers anticipate maintaining or increasing their category purchases in 2023, driven by conditions such as inflation, hybrid work schedules and consumers’ general burnout. However, the challenge stems from category crowding that will further intensify competition. Brands that can strike the balance between innovation and familiarity, while maintaining great taste, will come out on top.

 

Sydney Olson
Senior Food and Drink Analyst