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 include functional and passive claims on occasion such as added vitamins, minerals and fortified ingredients offering specific health benefits for heart 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 an 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. 

India Nutritional Bars Market

In a recent report by TechSci Research, India Nutritional Bars Market By Type (Snack Bar, Protein Bar, Meal Replacement Bar & Others), By Distribution Channel (Supermarket/Hypermarket, Pharmacies, Convenience Stores, Independent Small Grocers/Departmental Stores & Online), Competition, Forecast & Opportunities, 2026”, the India nutritional bars market is expected to demonstrate an impressive growth with cumulative annual growth rate in the forecast period, 2022-2026 on the account 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.

Although, the market may face some major restraint from the lack of awareness among the consumers lack penetration in the semi urban and rural areas. Moreover, the highly competitive market may seem like a pretty difficult position for the new entrants to establish their brands in the well-adjusted market, though approaching the market with the advanced products that considers the consumer demand and fulfills it substantially with aid their market entering strategies. Busy and hectic life that the new generation of the country lives is expected to drive the market growth. The consistently developing habit of munching while working, and regulated energy supply to change and switch their eating habits is a major base of the market growth. Over the last few years, there has been a positive shift in consumer mindset towards healthier lifestyle. A large portion of rising affluent middle class population, especially in urban areas, is becoming health conscious, thereby getting attracted toward health and wellness products.

Furthermore, increasing acceptance of western fads in urban India is anticipated to be a driving factor for the future market in the years to come. As there is increased sharing of cultures due to an interconnected world through various communication mediums, people in developing economies like India are increasingly adopting Western concepts. This is promoting the market for nutritional bars in India.

Impact of COVID-19 on United States Energy Bars Market

In December 2020 World Health Organization, WHO pronounced the spread of COVID-19 virus to be a pandemic. The effect the virus spread had on the economies of the world including United States and food industry was not unaffected either. The lockdown observed for moths kept the consumers inside their home, although the online shift of the businesses aided to the delayed growth of the market. Now, since the pandemic has almost come to an end or is expected to be, the online platform has expanded the horizon for the businesses to reach their consumers in far off geography from their retail stores. With the effective delivery system in action, the market is expected to register an impressive CAGR in the upcoming years.

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.

In another report by TechSci Research, discussing the similar market in United States in the report, United States Wheat Protein Market, By Product (Wheat Gluten, Textured Wheat Protein, Wheat Protein Isolate and Hydrolyzed Wheat Protein), By Application (Bakery & Snacks, Pet Food, Processed Meat, Meat Analogs, Nutritional Bars & Drinks and Others), By Form (Dry and Liquid), By Company and By Geography, Forecast & Opportunities, 2026, the United States wheat protein market is anticipated to show a robust growth in the forecast period, 2022-2026 on the account of rising health conscious population, rising demand for high-proteins and healthy foods, increasing popularity of plant-based foods and increasing fitness awareness. The market bifurcated on the basis of application; the market is expected to register largest revenue shares for the nutritional bars in the upcoming years. The market growth can further be attributed to the multiple market player present in the geography.

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 mainstream media but eventually relies on 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.