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Snack, Nutrition and Performance Bars - US - February 2019

"Consumer interest in convenient food options and an effort to adopt healthier lifestyles have supported category growth. While the likely continuation of these trends is an advantage to bar players, the subsequent growth in other food and drink categories stepping in to meet these needs presents a challenge. Year-over-year gains in the category are predicted to slow. Bar makers and marketers will need to establish their unique selling points, and maintain accessible price points, in order to stand apart from the competition."
- Beth Bloom, Associate Director - Food & Drink

This Report looks at the following areas:

  • Bars continue steady year-over-year growth, slowdown in sight
  • Omnipresence of snacking can challenge snack categories
  • Sugar content down across the board

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Bars continue steady year-over-year growth, slowdown in sight
            • Figure 1: Total US sales and fan chart forecast of snack, nutrition, and performance bars, at current prices, 2013-23
          • Omnipresence of snacking can challenge snack categories
            • Figure 2: Percentage growth in select snack categories, 2012-17
          • Sugar content down across the board
            • Figure 3: Bar launches, by average sugar total, 2014-18
          • The opportunities
            • Daily bar eaters do so for function
              • Figure 4: Reasons for bar consumption, by consumption frequency, December 2018
            • Protein amount drives bar choice, for now
              • Figure 5: Attributes of interest, February 2018 and December 2018
            • It’s OK to move beyond protein
              • Figure 6: Holistic health approach, November 2018
            • What it means
            • The Market – What You Need to Know

              • Bars continue steady year-over-year growth, slowdown in sight
                • Snack and nutrition bars continue to gain share
                  • Ubiquitous snacking can challenge snack categories
                    • Portability is a strength, room for flavor improvement remains
                      • Aging population should put the bar category on alert
                      • Market Size and Forecast

                        • Bars continue steady year-over-year growth, slowdown in sight
                          • Figure 7: Total US sales and fan chart forecast of snack, nutrition, and performance bars, at current prices, 2013-23
                          • Figure 8: Total US retail sales and forecast of snack, nutrition, and performance bars, at current prices, 2013-23
                          • Figure 9: Total US retail sales and forecast of snack, nutrition, and performance bars, at inflation-adjusted prices, 2013-23
                      • Market Breakdown

                        • Snack and nutrition bars continue to gain share
                            • Figure 10: Total US retail sales of snack, nutrition, and performance bars, by segment share, 2016 and 2018 (est)
                            • Figure 11: Total US retail sales of snack, nutrition, and performance bars, by segment, 2013-23 (fore)
                          • “Other” retail channels dominate bar sales
                            • Figure 12: Total US retail sales of snack, nutrition, and performance bars, by channel, at current prices, 2013-18 (est)
                        • Market Perspective

                          • The snack landscape continues to grow crowded
                            • Figure 13: Percentage growth in select snack categories, 2012-17
                            • Figure 14: Snack purchase drivers, November 2018
                          • Snack bars perform well for portability, portion control, and satiety
                            • Figure 15: Correspondence Analysis – Symmetrical map – Perception of snacks, December 2018
                            • Figure 16: Perception of snacks, December 2018
                          • Nutrition bars excel for portability, time savings
                            • Figure 17: Correspondence analysis – Symmetrical map – Perception of nutrition products, December 2018
                            • Figure 18: Perception of nutrition products, December 2018
                          • Performance bars seen as time-savers and good before workouts
                            • Figure 19: Correspondence analysis – Symmetrical map – Perception of performance products, December 2018
                            • Figure 20: Perception of performance products, December 2018
                        • Market Factors

                          • Snack frequency increasing
                            • Figure 21: Snacking frequency, January 2015 and November 2018
                          • Aging population should put the bar category on alert
                            • Figure 22: Population by age, 2013-23
                          • Nutritional focus will have a wider reach than athletic performance
                            • Figure 23: Fitness/health engagement, December 2018
                            • Figure 24: Fitness activities participation, December 2018
                        • Key Players – What You Need to Know

                          • Big brands score points with consumers
                            • Performance bars may be pricing themselves out of the general market
                              • Protein content continues to rise
                                • It’s OK to move beyond protein
                                • Company and Brand Sales of Snack, Nutrition, and Performance Bars

                                  • The big three controls nearly 60% of MULO sales of bars
                                    • Figure 25: Multi-outlet sales of snack, nutrition, and performance bars, by leading companies share, 52 weeks ending November 4, 2018
                                    • Figure 26: Multi-outlet sales of snack, nutrition, and performance bars, by leading companies, rolling 52 weeks 2017 and 2018
                                • What’s Working?

                                  • Big brands score points with consumers
                                    • Lärabar gains keep General Mills in the positive
                                      • Figure 27: Multi-outlet sales of snack bars, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                    • RXBar posts strong MULO gains
                                      • Figure 28: Multi-outlet sales of nutrition bars, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                    • Atkins is on the rise in MULO
                                      • Figure 29: Multi-outlet sales of weight loss bars, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                    • Crunchy and chewy textures lead introductions
                                      • Figure 30: Bar launches, by texture share, 2014-18
                                    • Flavor innovation finally moves beyond traditional chocolate
                                      • Figure 31: Bar launches, by flavor share, 2014-18
                                    • Gluten free claims keep growing
                                      • Figure 32: Bar launches, by claim share, 2014-18
                                    • Protein totals continue to rise
                                      • Figure 33: Bar launches, by average protein total, 2014-18
                                    • Pea protein, please
                                      • Figure 34: Bar launches, by protein type share, 2014-18
                                    • Chilled launches on the rise among growing segments
                                      • Figure 35: Bar launches, by storage, 2014-18
                                  • What’s Struggling?

                                    • Performance bars may be pricing themselves out the general market
                                      • Figure 36: Multi-outlet sales of performance bars, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                    • Total sugar content down across the board
                                      • Figure 37: Bar launches, by average sugar total, 2014-18
                                    • Use of white sugar is in decline
                                      • Figure 38: Bar launches, by sugar/sweetener type share, 2014-18
                                  • What’s Next?

                                    • Downsizing
                                      • Bars for any age
                                          • Figure 39: Fitness/health engagement, by age, December 2018
                                        • Moving beyond protein
                                          • Figure 40: Holistic health approach, November 2018
                                      • The Consumer – What You Need to Know

                                        • More than two thirds of US adults eat bars
                                          • Bars are primarily snacks
                                            • Protein amount drives bar choice
                                              • Close to half of bar eaters look for between 5-14g of protein
                                                • Half of bar eaters want bars with less than 9g sugar
                                                • Bar Consumption

                                                  • More than two thirds of US adults eat bars
                                                    • Figure 41: Bar consumption, December 2018
                                                  • A third of consumers are eating two or more bar types
                                                    • Figure 42: Bar consumption – Repertoire, December 2018
                                                  • Men make up the lion’s share of performance bar eaters
                                                    • Figure 43: Share of bar consumption, by gender, December 2018
                                                  • The majority of bar eaters are under age 45
                                                    • Figure 44: Share of bar consumption, by age, December 2018
                                                  • Younger consumers try multiple bar types
                                                    • Figure 45: Bar consumption – Repertoire, by age, December 2018
                                                  • Three quarters of Hispanic consumers eat bars
                                                    • Figure 46: Bar consumption, by Hispanic origin, December 2018
                                                  • Performance bars may be cost prohibitive
                                                    • Figure 47: Share of bar consumption, by household income, December 2018
                                                  • Granola bars lead consumption
                                                    • Figure 48: Types of bars consumed, by age group, 2018
                                                  • Bar consumption is down among kids and teens
                                                    • Figure 49: Kids (age 6-11) cereal bar consumption, 2014-18
                                                    • Figure 50: Teen (age 12-17) bar consumption, 2014-18
                                                • Reasons for Bar Consumption

                                                  • Bars are primarily snacks
                                                    • Figure 51: Reasons for bar consumption, December 2018
                                                  • Daily bar eaters do so for function
                                                    • Figure 52: Reasons for bar consumption, by consumption frequency, December 2018
                                                  • Performance bar eaters looking for function
                                                    • Figure 53: Reasons for bar consumption, by bar type, December 2018
                                                  • Men are more likely to turn to bars for function
                                                    • Figure 54: Reasons for bar consumption, by gender, December 2018
                                                  • Younger eaters want more from their bars than satiety
                                                    • Figure 55: Reasons for bar consumption, by age, December 2018
                                                • Bar Attributes of Interest

                                                  • Protein amount drives bar choice, for now
                                                    • Figure 56: Attributes of interest, December 2018
                                                    • Figure 57: Attributes of interest, February 2018 and December 2018
                                                  • Price and sugar may be barriers to more frequent consumption
                                                    • Figure 58: Attributes of interest, by consumption frequency, December 2018
                                                  • Performance bar eaters are particularly interested in protein
                                                    • Figure 59: Attributes of interest, by bar type, December 2018
                                                  • Men are more likely to focus on protein, women look at price and sugar
                                                    • Figure 60: Attributes of interest, by gender, December 2018
                                                  • Sugar is top of mind for older consumers
                                                    • Figure 61: Attributes of interest, by age, December 2018
                                                  • Hispanic respondents pay particular attention to protein source
                                                    • Figure 62: Attributes of interest, by Hispanic origin, December 2018
                                                • Protein Amount

                                                  • Close to half of bar eaters look for moderate protein amounts
                                                    • Figure 63: Protein amount, December 2018
                                                  • More than a third of performance bar eaters look for bars with 15g+ protein
                                                    • Figure 64: Protein amount, by bar type, December 2018
                                                    • Figure 65: Protein amount, by fitness engagement, December 2018
                                                  • Meal replacers pay closer attention to protein
                                                    • Figure 66: Protein amount, by occasions, December 2018
                                                  • A third of women don’t pay attention to protein amount
                                                    • Figure 67: Protein amount, by gender, December 2018
                                                  • Younger consumers are more likely to pay attention to protein amount
                                                    • Figure 68: Protein amount, by age, December 2018
                                                • Sugar Amount

                                                  • Half of bar eaters want bars with less than 9g sugar
                                                    • Figure 69: Sugar amount, December 2018
                                                  • Performance bar eaters pay attention to sugar
                                                    • Figure 70: Sugar amount, by bar type, December 2018
                                                  • Older bar eaters are most interested in low sugar amounts
                                                    • Figure 71: Sugar amount, by age, December 2018
                                                • Mintel Food/Drink Consumer Segmentation

                                                      • Figure 72: Food/drink shopper segmentation, December 2018
                                                    • Quality Seekers (37%)
                                                      • Figure 73: Profile of Quality Seekers, December 2018
                                                    • Adventure Eaters (32%)
                                                      • Figure 74: Profile of Adventure Eaters, December 2018
                                                    • Time Savers (17%)
                                                      • Figure 75: Profile of Time Savers, December 2018
                                                    • Value Chasers (15%)
                                                      • Figure 76: Value Chasers, December 2018
                                                    • Implications of food/drink consumer segments on the snack, nutrition, and performance bar category
                                                      • The bar category is built for Time Savers
                                                          • Figure 77: Reasons for bar consumption, by food/drink consumer segmentation, December 2018
                                                        • Quality Seekers could be swayed by a focus on ingredients
                                                            • Figure 78: Attributes of interest, by food/drink shopper segmentation, December 2018
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Sales data
                                                              • Fan chart forecast
                                                                • Consumer survey data
                                                                  • Correspondence analysis methodology
                                                                    • Abbreviations and terms
                                                                      • Abbreviations
                                                                        • Terms
                                                                        • Appendix – The Market

                                                                            • Figure 79: Total US retail sales and forecast of snack bars, at current prices, 2013-23
                                                                            • Figure 80: Total US retail sales and forecast of snack bars, at inflation-adjusted prices, 2013-23
                                                                            • Figure 81: Total US retail sales and forecast of nutrition bars, at current prices, 2013-23
                                                                            • Figure 82: Total US retail sales and forecast of nutrition bars, at inflation-adjusted prices, 2013-23
                                                                            • Figure 83: Total US retail sales and forecast of performance bars, at current prices, 2013-23
                                                                            • Figure 84: Total US retail sales and forecast of performance bars, at inflation-adjusted prices, 2013-23
                                                                            • Figure 85: Total US retail sales and forecast of weight loss bars, at current prices, 2013-23
                                                                            • Figure 86: Total US retail sales and forecast of weight loss bars, at inflation-adjusted prices, 2013-23
                                                                            • Figure 87: US supermarket sales of snack, nutrition, and performance bars, at current prices, 2013-18
                                                                            • Figure 88: US drugstore sales of snack, nutrition, and performance bars, at current prices, 2013-18
                                                                            • Figure 89: US sales of snack, nutrition, and performance bars through other retail channels, at current prices, 2013-18
                                                                        • Appendix – Key Players

                                                                            • Figure 90: Multi-outlet sales of snack, nutrition, and performance bars, by leading companies, rolling 52 weeks 2017 and 2018

                                                                        Snack, Nutrition and Performance Bars - US - February 2019

                                                                        US $4,395.00 (Excl.Tax)