Abstract
This report assesses the state of the cereal bars market since the last Mintel report was published in February 2006. Over the last two years market growth has remained strong, propelled by consumers' hectic lifestyles and the growth in healthy eating. Long-standing favourites like Nutri-Grain, Alpen and Frusli now compete with a huge array of niche players. Experimentation with ingredients and formats has become the way to stand out from the crowd. However, the question over how healthy cereal bars actually are is one that will become more prominent as consumers become a lot more health-savvy.
Key themes:
- Breakfast vs. other occasions.
- Health vs. indulgence.
- Use of natural ingredients.
- Experimentation with formats, sizes and shapes.
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