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Nutrition and Energy Bars in the United States
Mintel, March 2007, Pages: 98
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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