It is known that while
purchasing snacks health is not often a key driver, particularly for impulse
lines, whereas companies continue to position product on health platforms of
various kinds. Requirement of snacks, which has low-calorie, natural
components, whole grains etc. also includes functional and passive claims on occasion such as
added vitamins, minerals and fortified ingredients offering specific health
benefits for hearth and digestive health.
Product
Overview
Energy bars are also called supplement
bars containing cereals other high energy foods. These energy bars are intended
to boost physical energy of the consumer. The components include carbohydrates,
fats, vitamin, minerals and protein.
Bars:
An Enclosed Market
Bars has become a snack that
is witnessing a strong growth in parts due to its healthy position in cereal or
granola bar segment. The US market for bars has seen strong growth recently
and very high levels of new product launches, reflecting nutritional and health
image, which has remained persistent despite the contradicting publicity about
the sugar content of the few products. The energy bars will acquire a potential
role as a convenient on-the-go meal or snack replacement.
Company
Performance in Nutritional Bars
Nutritional Bars
manufacturer Quest Brand remained a untouchable in the bars category has grown around
450% on the back of distribution strong and gains sales in existing channels.
While relative new entrants such as quest bran are having big impact on the
bars market, some other brands are tapping into the current trends.
United
States Energy Bars Market
Energy bars market in United states grew on the bases
of high demand due to key factor such as it serves as a quick energy and meal
replacement for fitness freaks and athletes. Nutritional and granola bar has
witnessed higher demand by the consumer in the bars market. These segments have
shifted from mere snack to healthier food category. Bars as food supplement
segments has led manufacturers to combine sweet baked appeal with gluten free,
natural or organic components such as wholegrains, protein and other functional
ingredients for health concern consumers.
Figure 1:
United States Population, 2010-2015 (Million)
Source:
World Bank
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Demographic
trend
18 to 34 years of men hold
the largest end users segment of high volume sales and women represents fourth
largest group of consumers. Women above 65 and female boomers are increasingly
important target for energy manufacturers.
Factors
to driving Energy Bars Market
- Snack bars are multi-purpose snacks and also
appeals to broad range of consumer. High protein bars work for body builders,
fitness freaks and athletes to replenish their lost energy.
- Bars provides flexibility of eating at
convenience anywhere and anytime
- Energy
bars provide adult with almost one third of total daily calories
- Energy bars is available in broad retail
distribution channel from dollar stores, delis, grocery stores to gas stations.
About
the Manufacturers
In the highly competitive
energy bars market Clif Bar, General Mills and Kellogg’s together contribute to
over 50% market share. General mills have one fourth of the market share due to
its high-profile campaign to improve the quality of nutritional content has led
to high demand for products such as Betty Crocker, Fiber One, Nature Valley and
Larabar brands.
Clif bar is the leading
manufacturers in the energy bar market in United States. The company rarely
advertises in the main stream media but eventually relies and promote its
product sports events, sport sponsorship and social media to maintain its lead
in the market. Kellogg’s is another largest competitor in energy bars in the
market and has successfully expanded its breakfast brands Rice, Krispies,
Nutri-grain and special K across the multiple snack bar formats.
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