Nutrition and Energy Bars - US - March 2009

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Data sources and methodology
• Sales data
• Consumer survey data
• Abbreviations
• Terms
• Executive Summary
• Dads and basics
• Few keep it going
• The most convenient snack
• Being well
• Exercise, health and diet
• Buying more at a time
• Clif Bar on fire
• Different shapes and sizes
• Global energy
• Three main reasons to use
• Most popular brand names not the same brands that are growing
• Attitudes towards bars
• How bars relate to other energy products
• Race and Hispanic origin
• Market Size and Forecast
• Key points
• Something convenient and healthy--and make it fast
• On the road to growth again
• Small audience
  • Figure 17: Total U.S. sales and forecast of nutrition and energy bars, at current prices, 2003-13
  • Figure 18: Total U.S. sales and forecast of nutrition and energy bars, at inflation-adjusted prices, 2003-13
• Wal-Mart sales
• Competitive Context
• Summary
• Fruit
• Energy drinks
• Yogurt, smoothies, healthy snacks
• Confectionery
• Segment Performance
• Key points
• No more diets
• Be well
• Want it raw or not at all
• Sales and forecast of nutrition and energy bars, by segment
  • Figure 19: U.S. FDMx sales and forecast of nutrition and energy bars, at current prices, by segment, 2003-13
  • Figure 20: U.S. FDMx sales of nutrition and energy bars, by segment, 2007 and 2008
• Segment Performance--Diet Bars
• Key points
• Losing in all the wrong places
• Depends on the brand
• Sales and forecast of diet bars
  • Figure 21: FDMx sales and forecast of diet bars, at current prices, 2003-13
• Segment Performance--Wellness Bars
• Key points
• Sales looking healthy
• The predominant brands
• Sales and forecast of wellness bars
  • Figure 22: FDMx sales and forecast of wellness bars, at current prices, 2003-13
• Segment Performance--Athletic Bars
• Key points
• Getting a second wind?
• Raw energy
  • Figure 23: Natural product supermarket retail sales of nutrition and energy bars, raw vs. not raw, 2006 and 2008
• More bang for your buck--added vitamins
  • Figure 24: Clif Bar, example of energy bar with added vitamins, November 2008
  • Figure 25: Tiger' s Milk, example of energy bar with added vitamins, October 2008
  • Figure 26: PowerBar Energize, example of energy bar with added vitamins, April 2008
  • Figure 27: Promax Nutrition, example of energy bar with added vitamins, April 2008
• Sales and forecast of athletic bars
  • Figure 28: FDMx sales and forecast of athletic bars, at current prices, 2003-13
• Retail Channels
• Key points
• The top two destinations
• Convenient and natural
  • Figure 29: U.S. sales of nutrition and energy bars, by retail channel, 2007 and 2008
• Retail Channels--Supermarket/Food Stores
• Key points
• Women and promotions driving sales
• Grocery stores top destination
  • Figure 30: Where nutrition/energy bars are bought, by gender, November 2008
• Let' s make our own
• Supermarket/food store sales
  • Figure 31: U.S. sales of nutrition and energy bars at supermarkets/food stores, 2003-08
• Retail Channels--C-stores
• Key points
• Sales vary from market to market, but they are there
• 18-24 year olds go to convenience stores, and everywhere else
• Buy one on a whim?
  • Figure 32: Where nutrition/energy bars are bought, by age, November 2008
• Convenience store sales
  • Figure 33: U.S. sales of nutrition and energy bars at c-stores, 2003-08
• Retail Channels--Natural Food Stores
• Key points
• Sales moving upward
• Demand for all-natural
  • Figure 34: Macro; MacroNutrient Bar, example of nutrition bar made with natural ingredients, April 2008
  • Figure 35: MacroLife Naturals Miracle Reds, example of energy bar made with natural ingredients, April 2008
• Whole stores of Whole Foods
• Natural food store sales
  • Figure 36: U.S. sales of nutrition and energy bars at natural food stores, 2003-08
• Leading brands in natural food stores
  • Figure 37: Natural product supermarket retail sales* of nutrition and energy bars, by brand, 2006 and 2008
• Retail Channels--Mass Merchandisers and Other Outlets
• Key points
• Bars and the mass merchandiser--a perfect fit
• One-stop shopping
• Retail Channels--Drug Stores
• Key points
• Not at the top of the list
• Drug store sales
  • Figure 38: U.S. sales of nutrition and energy bars at drug stores, 2003-08
• Market Drivers
• Key points
• The bar that' s many things to many people
  • Figure 39: Reasons for eating nutrition/energy bars, by age, November 2008
  • Figure 40: Population aged 18 or older, by age, 2003-13
• Nutrition/energy bars for weight loss
• Healthy fast food for a nation on the run
  • Figure 41: Top ten countries, by snack/cereal/energy bar launches, 2005-08
• Leading Companies
• Key points
• The Clif Bar sensation
• Still in the zone
• Trying to keep the power
• The ever-changing diet
  • Figure 42: Sales of leading nutrition and energy bars companies, 2007 and 2008
• Selected Brand Analysis--Wellness Bars
• Key points
• The golden child
• Trying to find some balance
  • Figure 43: Balance Pure, example of bar that addresses specific health issue, November 2008
• The other guys
  • Figure 44: Selected FDMx brand sales of wellness bars in the U.S., 2007 and 2008
• Selected Brand Analysis--Diet Bars
• Key points
• Tired of the same old diet
• Two make up half
• The popular diet programs
• A brand powerhouse
  • Figure 45: FDMx brand sales of diet bars in the U.S., 2007 and 2008
• Selected Brand Analysis--Athletic Bars
• Key points
• It' s got the power
• The middle tier
  • Figure 46: Snickers Marathon, January 2009
• Smaller brands growing
  • Figure 47: EAS Myoplex Lite, example of bar for specific activity, January 2009
  • Figure 48: Whole in One, example of Omega 3 energy bar, April 2008
  • Figure 49: FDMx brand sales of athletic bars in the U.S., 2007 and 2008
• Brand Qualities
• PowerBar
• Clif Bar
• Balance (Kraft)
• LÄRABAR
• Kashi
• SOYJOY
• MET-Rx
• Innovation and Innovators
• Clif Bar launches Clif Shot Roks
• Clif Bar intros new design for Clif Shot Bloks
• Kellogg gets brainy
• LUNA appeals to the snack-aholic
• Build your own bar at Element Bars
• Treat your health issue
  • Figure 50: Nature' s Plus, example of bar that addresses specific health issue, October 2008
  • Figure 51: Snickers Marathon, example of bar that addresses specific health issue, September 2008
  • Figure 52: Snickers Multi-grain Marathon, example of bar that addresses specific health issue, June 2008
  • Figure 53: Muscle Milk, example of bar that addresses specific health issue, July 2008
  • Figure 54: On Track Snack, example of bar that addresses specific health issue, April 2008
  • Figure 55: Balance Pure Gluten Free, example of bar that addresses specific health issue, April 2008
• Advertising and Promotion
• SOYJOY touts health benefits to females
  • Figure 56: SOYJOY television ad, jump rope vitality, February 2009
  • Figure 57: SOYJOY television ad, jelly beans vs. fruit, February 2009
• Balance Bar goes grass-roots
• Supporting athletes and events
• Clif and LUNA
• PowerBar
  • Figure 58: PowerBar television ad, February 2009
• Other ads--Special K, Glucerna and Power Ice
  • Figure 59: Special K television ad, February 2009
  • Figure 60: Glucerna television ad, February 2009
  • Figure 61: Power Ice television ad, February 2009
• Incidence of Eating Nutrition and Energy Bars
• Key points
• Only one in seven eat them
  • Figure 62: Incidence of eating energy/diet snacks and bars, April 2007-June 2008
• Slowly growing in popularity
  • Figure 63: Trended use of energy/diet snacks and bars, 2003-08
• Reasons for Purchase
• Key points
• Three most popular reasons for purchase: as a snack, for recovery, meal replacement
  • Figure 64: Reasons for eating nutrition/energy bars, by gender, November 2008
• 18-34s for vitality; over-65s for meal replacement
  • Figure 65: Reasons for eating nutrition/energy bars, by age, November 2008
• Source of Purchase
• Key points
• Grocery stores, mass merchandisers top destinations
  • Figure 66: Where nutrition/energy bars are bought, by gender, November 2008
• 18-24s go to convenience stores, and everywhere else
  • Figure 67: Where nutrition/energy bars are bought, by age, November 2008
• Popular Brands eaten
• Key points
• The big three: Kashi GoLean, PowerBar, and Slim-Fast
  • Figure 68: Incidence of eating selected brands of nutrition/energy bars, November 2008
• Females like diet bars, males like energy bars
  • Figure 69: Brands of energy/diet snacks and bars eaten, by gender, April 2007-June 2008
• Age matters
  • Figure 70: Brands of energy/diet snacks and bars eaten, by age, April 2007-June 2008
• Attitudes and Motivations
• Key points
• Only for the active, according to males
  • Figure 71: Attitudes towards nutrition or nutrition/energy bars, by gender, November 2008
• 18-34s for activity and energy
  • Figure 72: Attitudes towards nutrition or nutrition/energy bars, by age, November 2008
• Larger household want larger bars
  • Figure 73: Attitudes towards nutrition or nutrition/energy bars, by presence of children and number of people in household, November 2008
• Use of other Energy/Nutrition Products
• Key points
• Males want energy and muscles
  • Figure 74: Link between nutrition/energy bars and other energy and nutrition supplements, by gender, November 2008
  • Figure 75: Incidence of drinking energy drinks, by gender, 2003-07
  • Figure 76: Usage of vitamins/mineral tablets/capsule/liquids, 2002-06
• 18-34s like their energy and nutrition supplements
  • Figure 77: Link between nutrition/energy bars and other energy and nutrition supplements, by age, November 2008
• With children and using energy drinks
  • Figure 78: Link between nutrition/energy bars and other energy and nutrition supplements, by presence of children, November 2008
• Impact of Race/Hispanic Origin
• Key points
• Blacks and Hispanics like their energy bars
  • Figure 79: Reasons for eating nutrition/energy bars, by race/Hispanic origin, November 2008
• Asians and Hispanics like energy drinks, and more
  • Figure 80: Link between nutrition/energy bars and other energy and nutrition supplements, by race/Hispanic origin, November 2008
• Appendix: Other Useful Consumer Tables
• Reasons for usage, by bar brand
  • Figure 100: Reasons for eating nutrition/energy bars, by key bar brands (part 1), November 2008
  • Figure 101: Reasons for eating nutrition/energy bars, by key bar brands (part 2), November 2008
• Preferred proteins
  • Figure 102: Types of protein source preferred, by gender, November 2008
• Attitudes towards diet and exercise
  • Figure 103: Diet and exercise behavior, by gender, November 2008
  • Figure 104: Diet and exercise behavior, by age, November 2008
  • Figure 105: Diet and exercise behavior, by household income, November 2008
  • Figure 106: Incidence of watching/controlling diet by use of energy/diet snacks and bars, April 2007-June 2008
  • Figure 107: Sports participation, by incidence of use of energy/diet snacks and bars, April 2007-June 2008
• Attitudes towards general health
  • Figure 108: Attitudes towards health and use of energy/diet snacks and bars, cross-tab, April 2007-June 2008
• Appendix: Trade Associations