Category

Mintel, 2009: o The Nutrition and Energy Bar Category: · Definition: For this report, Mintel defines and energy bars as food bars that offer nutrition and convenience, and fill a special need such as 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 are: · health/wellness such as Balance bars, Genisoy bars, and bars · diet such as Slim-Fast bars, Atkins Advantage, South Beach bars and Zone bars · athletic/sports such as Clif Bars, PowerBars, MET-Rx bars and EAS AdvantEDGE bars.?  · Overall situation: Since 2006, sales of /energy to experience moderate to healthy growth through 2013. Mintel’s analysis of Simmons NCS/NHCS data reveals that about one in seven (14%) respondents eat energy/diet snack, an increase from 12% in 2007. The wellness bar segment is faring the best, offering broader options and appealing to diet bar and athletic bar users alike. o The wellness bar category: Wellness bars are having more broad appeal, offering a little of everything to everyone, and stealing share from the diet and athletic bar segments. Growth is also coming as more healthy options appeal to a broader range of consumers. Wellness bars are expected to experience the most robust growth out of the three segments through 2013.

CATEGORY The wellness bar is defined as a food bar that provides high levels of energy or nutrition as well as a meal replacement and/or dietary supplement. The category has grown dramatically since energy bars were first introduced [in ]. “Market analyst company Mintel predicts that energy-bar sales in the United States alone will total US $982 million by 2011, up from less than US $200 million in 1997” according to The Straits Times.

The food bars in this category are geared towards athletes, time constrained consumers looking for quick nutritional meal alternatives, and health conscious people. The bars offer specific supplemental benefits including protein, carbohydrates, and vitamins/minerals. Bars that contain protein, higher caloric content, and carbohydrates are typical of energy bars. These bars can be beneficial to athletes and those consumers interested in adding or maintaining muscle mass. Examples of energy bars include Clif Bar, Powerbar, MetRx, and Pure Protein. Energy bars can be sold at supermarkets, gyms, athletic equipment stores such as REI and City Sports, and vitamin/nutrition stores such as GNC. Energy bars have been predominantly geared towards males, however, some brands have introduced bars specifically for women such as Luna Bars by Clif Bar.

The wellness bar category has seen rapid growth as result of consumers becoming more health and weight conscious. Thanks to numerous new product introductions, an increased interest in healthy snacking and exercise, diet fatigue and American's on-the-go lifestyle, nutrition and energy bars have experienced moderate growth since 2003.