The U.S. Market for Food Bars, 2nd Edition

Table of Contents

Chapter 1 Executive Summary

• Scope
• Methodology
• The Market
  • Market Size and Growth
  • Figure 1-1 U.S. Food Bar Retail Market Sales, 2000-2005 (in billion $)
  • Market Composition
  • Table 1-1 IRI-Tracked Retail Share of Food Bars by Category, 2000-2005(E) (%)
  • Table 1-2 IRI-Tracked Retail Food Bar Sales by Category, 2000-2005(E)
  • The Marketers
  • Table 1-3 IRI-Tracked Retail Sales of Top 10 Food Bar Marketers, 2003-2005 (E)
  • Marketing Dynamics
  • Advertising Spend
  • Promotion Initiatives
  • Market Trends
  • The Low-Carb Slowdown
  • Hectic Lifestyle Trends
  • Key User Groups
  • Product Trends
  • Convenient Products
  • Multiple Health Claims
  • Indulgent Food Bars
  • Organic Food Bars
  • Dietary Fiber and Whole Grains
  • Protein Ingredients: Soy and Whey
  • The Consumer
  • Outlook
  • Table 1-4 Projected U.S. Retail Sales of Food Bars, 2005-2010

Chapter 2 The Market

• Market Definition
  • Overview
  • The Products
• Market Size and Growth
  • Figure 2-1 U.S. Food Bars Retail Market Sales, 2000-2005
  • Retail Sales on Growth Track After 2004 Slow Down
  • Table 2-1 U.S. Food Bars Retail Market Sales, 2000-2005
  • Table 2-2 IRI-Tracked Retail Sales of Snack/Granola Bars, 2000-2004
• Market Composition
  • Figure 2-2 Market Composition by Category Share of Food Bars, 2000 vs. 2004 (%)
  • Figure 2-3 IRI-Tracked Share by Retail Outlet Type of U.S. Food Bar Sales, 2004 (%)
  • Breakfast/Cereal/Snack Bars
  • Figure 2-4 IRI-Tracked Retail Sales of Breakfast/Cereal/Snack Bars, 2000- 2005
  • Granola Bars
  • Figure 2-5 IRI-Tracked Retail Sales of Granola Bars, 2000- 2005
  • Nutritional/ Intrinsic Health Value Bars
  • Figure 2-6 IRI-Tracked Retail Sales of Nutritional / Intrinsic Health Value Bars, 2000- 2005
• Factors to Future Growth
  • Need for Convenient On-The-Go Products
  • Health and Wellness - the Key Factor
  • Untapped Segments - Growth Potential
• Projected Market Growth
  • Sales to Reach $5.1 Billion in 2010
  • Figure 2-7 Projected U.S. Retail Sales of Food Bars, 2005-2010
  • Table 2-3 Projected U.S. Retail Sales of Food Bars, 2005-2010

Chapter 3 Marketers

• Overview
• Figure 3-1 Top 10 U.S. Food Bar Marketer by Market Share, 2005 (E) (%) Table 3-1 IRI-Tracked Retail Sales of Top 10 Food Bar Marketers, 2000-2005 (E)
• Granola Bars
• Granola Bars
  • Top Granola Bar Marketers
  • Table 3-2 IRI-Tracked Market Share of Top 10 Granola Bar Marketers, 2004-2005 (E) (%)
  • Granola Bar Performance Analysis
  • Table 3-3 IRI-Tracked Retail Sales of Top 10 Granola Bar Marketers, 2004-2005 (E) (in million $)
  • General Mills
  • Quaker Oats Company
  • Kellogg Co.
  • Private Label Products
  • Top Granola Bar Brands
  • Figure 3-2 IRI-Tracked Retail Share of Top 10 Granola Bar Brands, 2005 (E) (%)
  • Table 3-4 IRI-Tracked Retail Sales of Top 10 Granola Bar Brands, 2000-2005 (E)
• Nutritional/Intrinsic Health Value Bars
• Nutritional/Intrinsic Health Value Bars
  • Top Nutritional/Intrinsic Health Value Bars Marketers
  • Table 3-5 IRI-Tracked Retail Share of Top 10 Nutritional/Intrinsic Health Value Bar Marketers, 2000-2005 (E) (%)
  • Nutritional/Intrinsic Health Value Bars Performance Analysis
  • Table 3-6 IRI-Tracked Retail Sales of Top 10 Nutritional/Intrinsic Health Value Bar Marketers, 2000-2005 (E)
  • PowerBar Inc.
  • Clif Bar
  • Atkins Nutritionals
  • Kraft Foods Inc.
  • Top Nutritional/Intrinsic Health Value Bars Brands
  • Figure 3-3 IRI-Tracked Retail Share of Top 10 Nutritional/Intrinsic Health Value Bar Brands, 2004 (%)
  • Table 3-7 IRI-Tracked Retail Sales of Top 10 Nutritional/Intrinsic Health Value Bar Brands, 2000-2005 (E)
• Breakfast/Cereal/Snack Bars
  • Top Breakfast/Cereal/Snack Bar Marketers
  • Table 3-8 IRI-Tracked Retail Share of Top 10 Breakfast/Cereal/Snack Bar Marketers, 2004-2005 (E) (%)
  • Breakfast/Cereal/Snack Bar Performance Analysis
  • Table 3-9 IRI-Tracked Retail Sales of Top 10 Breakfast/Cereal/Snack Bar Marketers, 2004-2005 (E)
  • Kellogg Co
  • Kraft/Nabisco
  • Slim-Fast Foods Co.
  • Top Breakfast/Cereal/Snack Bar Brands
  • Figure 3-4 IRI-Tracked Retail Share of Top 10 Breakfast/Cereal/Snack Bar Brands, 2004 (%)
  • Table 3-10 IRI-Tracked Retail Sales of Top 10 Breakfast/Cereal/Snack Bar Brands, 2000-2005 (E)
  • Washington Post Taste Test
• Rice Snack Squares
  • Top Rice Snack Squares Marketers
  • Table 3-11 IRI-Tracked Retail Share of Top 10 Rice Snack Square Marketers, 2004-2005 (E) (%)
  • Rice Snack Squares Performance Analysis
  • Table 3-12 IRI-Tracked Retail Sales of Top 10 Rice Snack Square Marketers, 2004-2005 (E)
  • Hershey Foods Corp.
  • McKee Foods Corporation
  • Top Rice Snack Squares Brands
  • Figure 3-5 IRI-Tracked Retail Share of Top 5 Rice Snack Square Brands, 2004 (%)
  • Table 3-13 IRI-Tracked Retail Sales of Top 10 Rice Snack Square Brands, 2004-2005 (E)
• New Product Introductions
  • Table 3-14 U.S. Market for Food Bars: Selected New Product Introductions, 2004-2005

Chapter 4 Competitive Profiles

• Atkins Nutritionals, Inc.
  • Company Overview
  • Downturn of the Low Carb Fad
  • Performance
  • Figure 4-1 IRI-Tracked Retail Sales of Atkins Nutritionals Food Bars, 2000-2005 (E)
  • New Product Introductions
  • Table 4-1 Atkins Nutritionals - Select New Food Bar Product Introductions, 2004-2005
• Kraft Foods, Inc.
  • Company Overview
  • Increasing Growth
  • Marketing Initiatives Emphasize More Nutritious Products
  • Performance
  • Figure 4-2 IRI-Tracked Retail Sales of Kraft Food Bars, 2000-2005 (E)
  • New Product Introductions
  • Table 4-2 Kraft Foods - Select New Food Bar Product Introductions, 2004-2005
• Clif Bar, Inc.
  • Company Overview
  • Athletes Primary Target
  • Performance
  • Figure 4-3 IRI-Tracked Retail Sales of Clif Bar Food Bars, 2000-2005 (E)
  • New Product Introductions
  • Table 4-3 Clif Bar, Inc. - Select New Food Bar Product Introductions, 2004 - 2005
• General Mills, Inc.
  • Company Overview
  • Leader in the Granola Segment
  • Performance
  • Figure 4-4 IRI-Tracked Retail Sales of General Mills Food Bars, 2000-2005 (E)
  • New Product Introductions
  • Table 4-4 General Mills - Select New Food Bar Product Introductions, 2004 - 2005
• Kellogg Co.
  • Company Overview
  • Kellogg Co. to Stay Put
  • Performance
  • Figure 4-5 IRI-Tracked Retail Sales of Kellogg Food Bars, 2000-2005 (E)
  • Table 4-5 Kellogg Co. - Select New Food Bar Product Introductions, 2004 - 2005
• PowerBar, Inc. (Nestle S.A.)
  • Company Overview
  • PowerBar Leads Health Bar Segment
  • Performance
  • Figure 4-6 IRI-Tracked Retail Sales of PowerBar Food Bars, 2000-2005 (E)
  • New Product Introductions
  • Table 4-6 PowerBar Inc.- Select New Food Bar Product Introductions, 2004 - 2005
• Quaker Oats Co. (PepsiCo, Inc.)
  • Company Overview
  • Quaker Chewy Ranks First
  • Performance
  • Figure 4-7 IRI-Tracked Retail Sales of Quaker Oats Food Bars, 2000-2005 (E)
  • New Product Introductions
  • Table 4-7 Quaker Oats - Select New Food Bar Product Introductions, 2004 - 2005
• Slim-Fast Foods Co. (Unilever)
  • Company Overview
  • Ranks Fifth with 5.4% Share
  • Performance
  • Figure 4-8 IRI-Tracked Retail Sales of Slim-Fast Food Bars, 2000-2005 (E)
  • New Product Introductions
  • Table 4-8 Slim-Fast Foods Co. - Select New Food Bar Product Introductions, 2004 - 2005
• MasterFoods USA
  • Company Overview
  • Granola Bar Sales Down
  • Performance
  • Figure 4-9 IRI-Tracked Retail Sales of MasterFoods USA Food Bars, 2000-2005 (E)
  • New Product Introductions
  • Table 4-9 MasterFoods USA - Select New Food Bar Product Introductions, 2004 - 2005
• McKee Foods Corporation
  • Company Overview
  • Third Largest Granola Bar Maker
  • Performance
  • Figure 4-10 IRI-Tracked Retail Sales of McKee Foods Corporation Food Bars, 2000-2005 (E)

Chapter 5 Marketing and Retail Trends

• Consumer Advertising Expenditure
• Kellogg's is Top Advertiser
• Table 5-1 Estimates of Ad Spends by Major Marketers, 2004
• Quaker Targets the Working Population
• Atkins Backs Morning Start Bars with $17 Million
• Table 5-2 Major Brands by Ad Spends, 2004
• Magazines: Preferred Ad Medium by Food Bar Makers
• Table 5-3 Media Used by Top Brands, 2004
• Advertiser Take Note
• Retail
  • Food Bars Grow in Drug Stores
  • Convenience Stores Respond to Health Trend As Well
  • Retailer 7-Eleven Crosses Over
• Marketing Initiatives
• Promotions Revolve Around Health
• Celebrity Food Bar
• Hershey Partners with Diet Expert
• Earth's Best Teams With Big Bird and Elmo
• Snickers Sponsors weather.com's Fitness Forecast
• Frito-Lay Boosts Ad Spend
  • Promotions Emphasize Taste
  • Confectionery Brands Move to Healthy Food Bar Category
  • Coupons
  • Table 5-4 New Food Bar Product Launches With FSI's, January 2004 - March 2005
  • Gourmet Positioning
  • General Mills Campaign Targets Kids
• New Product Introductions
  • Table 5-5 Top Marketers' Based on Number of New Food Bar SKUs Introduced, January 2004 - March 2005
  • New Product Introductions by Package Tags
  • Table 5-6 Food Bars New Product Selling Points by Select Package Tags, January 2004 - March 2005
  • Table 5-7 New Food Bar Brand Introductions with "Single Serve" Package Tag, January 2004 - March 2005
  • Table 5-8 New Food Bar Brand Introductions with "High Protein" Package Tag, January 2004 - March 2005
  • Table 5-9 New Food Bar Brand Introductions with "Low Carb" Package Tag, January 2004 - March 2005
  • Table 5-10 New Food Bar Brand Introductions with "High Vitamin" Package Tag, January 2004 - March 2005
  • Flavor Trends for New Products Introductions
  • Table 5-11 Top Food Bar Flavor Groups for Selected New Product Introductions, January 2004 - March 2005
  • 59% New Food Bars Have Nuts
  • Table 5-12 Top "Nut" Flavor Groups for Selected New Food Bar Product Introductions, January 2004 - March 2005
  • Table 5-13 New "Nut" flavored Food Bar Brands, January 2004 - March 2005
  • Chocolate Outranks Fruit
  • Table 5-14 Top "Chocolate" Flavor Groups for Selected New Food Bar Product Introductions, January 2004 - March 2005
  • Table 5-15 New "Chocolate" flavored Food Bar Brands, January 2004 - March 2005
  • Fruit Food Bars
  • Table 5-16 Top "Fruit" Flavor Groups for Selected New Food Bar Product Introductions, January 2004 - March 2005
  • Table 5-17 New "Fruit" flavored Food Bar Brands, January 2004 - March 2005
  • One-Third of New Food Bars Peanut or Peanut Butter
  • Table 5-18 Top "Peanut" Flavor Groups for Selected New Food Bar Product Introductions, January 2004 - March 2005
  • Table 5-19 New "Peanut" or "Peanut Butter" flavored Food Bar Brands, January 2004 - March 2005

Chapter 6 The Consumer

• Simmons Survey
• Granola/Cereal Bars
  • Table 6-1 Demographic Characteristics Favoring Use of Cereal/Granola Bars
  • Chewy Granola Bars Most Popular
  • Table 6-2 Usage Rate for Granola/Cereal Bar Types, 2004
  • Table 6-3 Demographic Characteristics Favoring Use of Cereal, Chewy Granola and Granola Bars, 2004
  • Table 6-3 (continued) Demographic Characteristics Favoring Use of Cereal, Chewy Granola and Granola Bars, 2004
  • Usage Rate by Brand
  • Table 6-4 Usage Rate for Granola/ Cereal Bar Brands, 2004 (U.S. adults)
  • Quaker Chewy Granola Most Popular
  • Households With Children Prime Demographic
  • Young Adults Major Consumers
  • Table 6-5 Usage Rate for Granola/Cereal Bar Brands of U.S. Adults Aged 18 to 24, 2004
  • Table 6-6 Demographic Characteristics Favoring Use of Quaker Chewy Granola Bars and Nature Valley, 2004
  • Table 6-6 Demographic Characteristics Favoring Use of Quaker Chewy Granola Bars and Nature Valley, 2004
  • Table 6-7 Demographic Characteristics Favoring Use of Kellogg's Nutri-Grain Bars and Quaker Fruit And Oatmeal Bars, 2004
  • Table 6-8 Demographic Characteristics Favoring Use of General Mills Milk & Cereal Bars and Sunbelt, 2004
• Energy Snacks and Bars
  • Energy/Diet Snacks and Bars Consumed by 29 Million People
  • Table 6-9 Demographic Characteristics Favoring Use of Energy/Diet Snacks & Bars, 2004
  • Usage Rate by Brand
  • Table 6-10 Usage Rate for Energy/Diet Snack & Bar Brands, 2004
  • The Gender Gap
  • Table 6-11 Usage Rate for Energy/Diet Snacks and Bars Brands by U.S. Adult Women, 2004
  • High Protein Bars Popular With Men
  • Table 6-12 Demographic Characteristics Favoring Use of Slim-Fast Snack Bars and Atkins Advantage Bar, 2004
  • Table 6-12 (continued) Demographic Characteristics Favoring Use of Slim-Fast Snack Bars and Atkins Advantage Bar, 2004
  • Table 6-13 Demographic Characteristics Favoring Use of Carb Solutions and PowerBar (Original), 2004
  • Frequency of Use
  • Table 6-14 Frequency of Use for Energy/Diet Snacks, 2004
  • Table 6-15 Frequency of Use for Energy/Diet Snacks, 2004 (U.S. adults): 10 or more, 8 to 9, 5 to 7 and 3 to 4
• Consumer Attitudes Affecting Food Bar Usage
  • Health Statements
  • Table 6-16 Health Attitudinal Statements, Percentage of Population Agreeing, 2004
  • Table 6-17 Demographic Profile of U.S. Adults Agreeing with Statement: Try To Eat Healthier Food These Days, 2004
  • Table 6-18 Demographic Profile of U.S. Adults Agreeing with Statement: Work At Eating Well Balanced Diet, 2004
  • Table 6-19 Demographic Profile of U.S. Adults Agreeing with Statement: Pay Anything When It Concerns My Health, 2004
  • Table 6-20 Demographic Profile of U.S. Adults Agreeing with Statement: I Think Of The Calories In What I Eat, 2004
  • Table 6-21 Demographic Profile of U.S. Adults Agreeing with Statement: Too Busy To Take Care Of Myself As I Should, 2004
  • Table 6-22 Demographic Profile of U.S. Adults Agreeing with Statement: Don't Have Time Prepare/Eat Healthy Meal, 2004
  • Food Statements
  • Table 6-23 Food Attitudinal Statements, Percentage of U.S. Population Agreeing, 2004
  • Table 6-24 Demographic Profile of U.S. Adults Agreeing with the Statement: Most Snack Foods are Not Healthy, 2004
  • Table 6-25 Demographic Profile of U.S. Adults Agreeing with Statement: I Often Snack Between Meals, 2004
  • Table 6-26 Demographic Profile of U.S. Adults Agreeing with Statement: I Like Trends Towards Healthier Fast Food, 2004
  • Table 6-27 Demographic Profile of U.S. Adults Agreeing with Statement: Nutritional Value Most Important In Food I Eat, 2004
  • Table 6-28 Demographic Profile of U.S. Adults Agreeing with Statement: I Like To Try Out New Food Products, 2004
  • Table 6-29 Demographic Profile of U.S. Adults Agreeing with Statement: Eat Several Small Meals During The Day, 2004
  • Table 6-30 Demographic Profile of U.S. Adults Agreeing with Statement: Usually Only Snack On Healthy Foods, 2004
  • Table 6-31 Demographic Profile of U.S. Adults Agreeing with Statement: Usually Quick To Try New Nutritional Product, 2004
  • Table 6-32 Demographic Profile of U.S. Adults Agreeing with Statement: Normally Count Calories The Foods I Eat, 2004

Chapter 7 Trends and Opportunities

• Overview
• The Low-Carb Effect
• Low-Carb Peaks & Usage of Cereal/Granola Bars Drop in 2004
• Figure 7-1
• Low-Carb Effect: Usage Rate of Food Bars, 2004 vs. 2002
• 2005 Low-Carb Slow Down & Low-Carb Food Bars Sales Decline
• Figure 7-2 Sales of Low-carb Bars by Quarterly Comparison, 2004 vs. 2005
• ...And it's Effect on Food Bar Categories
• Figure 7-3 Sales of Snack Bar Categories in Q1 and Q2, 2005 vs. 2004
• Lifestyle Trends: Convenience Products
  • Fast-paced Lifestyles
  • Table 7-1 American Eating Habits: Time Spent Eating Per Day (in hours)
  • One-Third Americans Skip Breakfast
  • Figure 7-4 Time Constraints and The Effect on Breakfast
  • Snacking on The Rise
  • Table 7-2 Fastest Growing Snacks, 2000-2004 (%)
  • Food Bars as Lunch Items
• Key User Groups
  • Women Prime Target
  • Table 7-3 Usage Indices for Selected Food Bar Classifications by Gender, 2004
  • Table 7-4 Attitude/Opinion on Health and Diet, Men vs. Women, 2004 (%)
  • Table 7-5 Select New Food Bar Introductions for Women by Need, January 2004- March 2005
  • Targeting Men
  • Higher Usage Among Young Adults
  • Table 7-6 Usage Indices for Selected Food Bar Types by Age, 2004
  • Table 7-7 Projected Growth of U.S. Population of Younger Adults, 2000-2010 (in thousands)
  • Lower Usage Among Baby Boomers
  • Table 7-8 Usage Indices for Selected Food Bar Types: Baby Boomers, 2004
  • Table 7-9 Projected U.S. Population of Those Aged 45-69 years, 2000-2010 (in thousands)
  • Kid Issues: Obesity and Need for Healthy Snacks
  • Table 7-10 Usage Indices for Selected Food Bar Types: Children, 2004
  • Figure 7-5 Rising Obesity Among U.S. Children
  • Kids Free to Choose What They Eat
  • Healthier Snack Foods Becoming More Popular
  • The Ethnic Market
  • Table 7-11 Usage Indices for Selected Food Bar Types By Race/Ethnicity, 2004 (U.S. adults)
  • Table 7-12 Ethnic Purchasing Power 2000-2009 (in $billion)
  • Table 7-13 Percentage Of Households in Los Angeles Purchasing Food Bars by Type, Hispanic vs. Non-Hispanic, 2003
• Marketing and Consumer Trends
  • Convenient Products
  • Food Bar Miniatures
  • Multiple Health Claims
  • Figure 7-6 New Product Introductions with Multiple Health Claims
  • Don't Ignore Indulgence
  • Product Trends
    • A Future in Phood Bars
    • Organic and Natural Products
    • Table 7-14 Sales of Organic vs. Regular Confectionary
    • Protein Ingredients: Soy and Whey
    • 2005 Food Pyramid: Dietary Fiber and Whole Grains
    • Oatmeal, The Next Hot Ingredient?
    • Other Ingredient Trends