Abstract
Despite an increased focus on nutrition and healthy eating habits, as well as
more people actively undertaking exercise, the nutrition and energy bar
category is in a slump. With category maturation and saturation evident, the
three diverse segments-health/wellness, diet, and athletic/sports bars-have
all been impacted in different ways.
This report explores all aspects of the nutrition and energy bar market during
2001-06, including sales by segment, manufacturer, brand and retail channel.
Mintel provides its own unique and revealing consumer survey results analysis.
Also provided are IRI scan data results and analysis, as well as estimates for
Wal-Mart sales. Comprehensive topline sales data takes into consideration the
noteworthy sales growth seen through convenience and natural channels.
Additionally provided is analysis of current market trends as well as noting
where current efforts fall short and market opportunity exists. Marketing
imperatives are explored and details are provided on what direction the
category is anticipated to take in the coming years.
Mintel recognizes that the definition of nutrition and energy bars is
subjective. Manufacturers market brands for the widest possible number of
eating occasions. Consumers have been educated to recognize that the same
product can be used as a breakfast bar, meal replacement, or snack, as well as
part of either a weight loss or fitness training program.
For this report, Mintel defines nutrition and energy bars as food bars that
offer nutrition and convenience, and fill a special need. This may include
supporting a diet, providing added amounts of vitamins/minerals, supplying a
significant energy boost for physical activity, or building muscle/encouraging
muscle recovery. Three main types of nutrition/energy bars as discussed in
this report are:
- Health/Wellness bars such as Balance bars, Genisoy bars, and Odwalla bars
- Diet bars such as Slim-Fast bars, Atkins Advantage, South Beach bars and
Zone bars
- Athletic/sports bars such as Clif bars, PowerBars, MET-RX bars and EAS
AdvantEdge bars
The bars are sold individually and in boxes. Major brands in this category
that are not mentioned above include Luna, Pria, CarbWise, Dr. Soy, Genisoy,
Kashi, Snickers Marathon, and Tiger' s Milk.
Candy bars, cereal/breakfast bars and granola bars are not included in the
scope of this report. Also excluded are cake bars, nut-based confectionery
bars, chocolate confectionery, trail mix, cookies, and crackers.
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