Consumers

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.

The three most popular reasons for purchase of energy/diet snacks and bars are as a snack, for recovery, and meal replacement (see Reasons for Usage section). People are looking for convenient and nutritious food for their on-the-go lifestyles. As Mintel’s //Functional Foods—U.S., May 2008// points out, bars represent an ideal delivery system for nutrients and functional ingredients. They make up for less-than-stellar dietary habits or complement an already healthy diet. Consumers are becoming accustomed to enhancements such as added vitamins and minerals, additional protein, more fiber, all-natural or unprocessed ingredients, and benefits such as a low glycemic index or balance of carbohydrates and protein.

Respondents aged 18-34 are much more likely to use /energy bars for exercise recovery, to build muscle, as a vitamin/mineral supplement, or as part of a weight gain program.

Older respondents are more likely to use them for meal replacements or as a snack.

**Primary research** 22-yr old female grad student __Good:__ Clif bars are great meal substitutes, too many calories to be just a snack, good because packed with protein and fruit __Bad:__ the ones with lots of protein have a weird taste, expensive to get just 1 but that also depends on where you’re getting them

21-yr old male college student Clif bar is more of a snack/meal substitute because it has lots of carbs and fat and sugar and although it does have protein as well, it doesn’t have enough to be used as a hardcore workout energy bar

7-11 store clerk: Clif Bar is their best selling nutrition bar, placed above Power Bar and MetRx, stocked at least 5 different flavors; the real bodybuilders buy MetRx not Clif Bar so they’re mostly male, Clif Bar has a more even 50-50 gender split

21-yr old male college student: thinks Clif bars are high in fat and meant for gaining weight, doesn’t like them or use them as a fitness supplement

25-yr old male graphic designer (perfect target audience member): never heard of Clif, even though he runs fairly regularly – maybe an anomaly? Or perception problem

25-yr old female Marketing for Lululemon Athletica (Chicago based yoga company) Used to often eat Clif Bars. Great for nutrition and energy. Luna Bars are much more popular in her "field".

22-yr old female (Trader Joe's consumer) Bad: Clif bars are designed for athletes, cannot meet the need of diet.

25-yr old malecomputer engineer (Trader Joe's consumer) Bad: Clif bar's package is not attractive, it looks like only designed for athletes.

24-yr old female grad student (Trader Joe's consumer) Bad: Does not like Clif bar's flavor.

CVS store manager: Stocks Clif bars with a decent variety of flavors but doesn’t know anything about the brand

**MRI Data**

__Demographics/Psychographics__ Higher education Most between 18-44, majority 18-24 (college students & recent grads) More men, but women follow relatively closely (156 v. 128) Management/business jobs w/$150,000+ HHI, avg home value >$500,000 à LOTS of disposable income Very concentrated on west coast (211 – maybe objective to expand geographically?) Most never married (correlates with age majority) Those who have children are <1 yr old Perhaps somewhat itinerant – majority (135) spent <1 yr at current address – importance of freedom, adventurous, not being tied down Primary races= asian (majority – 168) and white Value adventure & experience-driven – BIG into travel à importance of self-actualization LIVE online à value & embrace technology

__Magazines__ American Way (owned by American Airlines) Arthur Frommer’s Budget Travel The Atlantic (411) – literary and cultural commentary magazine – caters to higher educated Bicycling (531) Car Craft (242) Cigar Aficionado (212) – higher class/culture Cottage Living (216) – expendable income, importance of freedom/escape/natural living The Economist (218) – higher education Elle Décor (212) – suggest more women Fitness (200) Golfweek (301) – attracts men & women Inc. (292) – NYC based for ppl who run growing business à entrepreneurs, not afraid to chase & actualize big ideas More (216) – written for a community of affluent, influential woman over 40 National Geographic Adventure (235) – importance of travel & experiencing new stuff The New Yorker (308) – upscale, sophisticated, cultured NWA WorldTraveler (267) Outside (550) – focuses on freelance travel & adventure Real Simple (290) – attracts a much more female audience, focused on emotional wellbeing Road and Track (204) Rolling Stone (201) – a little bit offbeat Runner’s World (390) Scientific American (221) – importance of science & technology Self (217) – fitness health & nutrition for women Shape (208) – similar to above Sierra (470) – importance of preserving nature, community, health & well-being Ski (446) Skiing (382) Spin (338) – importance of overall fitness Sunset (376) – focuses on lifestyle, cooking & travel, almost exclusive to western U.S. Tennis (273) United Hemispheres (347) – in flight magazine from United airlines Vanity Fair (209) – sophisticated women’s fashion & lifestyle Wired (265)

__Lifestyle/psychographics__ TV not important, even with cable/satellite service – exceptions are BBC America, Bloomberg, Fine Living, Independent Film Channel, The N (teen network), the Science Channel, Sundance Channel (independent films – indicates more sophisticated taste), Versus (outdoor sports) à when they do watch TV, tune into specialized networks – outdoor recreation biggest Live online – biggest sites are Gmail, IMDb (big on movies, esp independent), PBS.com, about.com (indicates adventure, curiosity), wikipedia, cnn.com (importance in keeping up with the world, maybe democratic slant), nytimes.com, cnet.com, wsj.com (business-oriented), amazon.com, shopping.com, Facebook, Flickr, phtotobucket.com kodakgallery.com (importance of capturing & sharing experience globally), orbitz.com, tripadvisor.com (very travel-oriented) Not big on radio, somewhat into outdoor & magazines (quintile I & II are biggest)