Baking & Snack - August 2010 - 45

BARS

49

By differentiating bar products for
the needs and desires of specific
audiences, manufacturers rejuvenate
the bar market through ...

NOTABLE
BY JENNIFER BARNETT FOX
erched in the pocket, clasped in the hand or packed
in the lunchbox, the ubiquitous nutrition and snack
bar is firmly entrenched in consumer eating habits.
A walk down the exhibit halls of many recent trade
shows proves there's a bar to fit every market and then some.
Gluten-free, vegan, allergen-free, whole food or baked, these
niches serve as the building blocks of innovation for bars.
In its heyday from 2006 to 2007, nutrition and snack
bar sales experienced some of their strongest growth, but
momentum in the category stalled under the difficult economic conditions of 2008-09, according to Mintel, a Chicago, IL-based researcher provider. Yet, the $1.7 billion
category remains viable through a focus on health and
wellness, attention to wholesome and natural ingredients
and new taste experiences. But in what some are calling
an oversaturated market, innovative manufacturers are
setting themselves up to grow by creating bars that meet
consumer desires for clean labels, natural ingredients and
sizes that complement busy, on-the-go lifestyles.

P

NEW AUDIENCE. Back when General Mills introduced
its Nature Valley crunchy granola bars in 1975, consumers were looking for simple, next-to-homemade options.
After 35 years of category innovation, these twin-pack
wafer-style bars remain basically unchanged and a steady
success for the company.

Relatively nutritious and infinitely portable, bars were deemed a perfect match for the
sports nutrition category. Long-distance runners were the earliest bar devotees, followed by
bodybuilders who willingly consumed proteinpacked, chalky-tasting bars in order to bulk up.
Soon athletes and recreational weekend warriors followed suit, discovering the quick fuel
and portability of the nutrient-dense bars.
Recently, Datamonitor, a New York, NYbased information provider, heralded lifestyle
users as the latest devotees of sport nutrition
bars. The not-necessarily-athletic group consumes the products as building blocks to a
healthier lifestyle. Datamonitor suggested the
trend among lifestyle users is representative of
changing consumer patterns.
"Formulating products that cater to their needs is
crucial," said Richard Parker, senior consumer analyst, Datamonitor. "They want to feel they are engaging in healthy practices through consumption, so products
must be positioned as a great-tasting, healthy indulgence."
NOSTALGIC PULL. In times of stress and uncertainty, reverting back to the familiar and beloved can be beneficial.
For companies such as 18 Rabbits, San Francisco, CA, the

August 2010 / BAKING & SNACK



Baking & Snack - August 2010

Table of Contents for the Digital Edition of Baking & Snack - August 2010

Contents
Baking & Snack - August 2010 - 1
Baking & Snack - August 2010 - 2
Baking & Snack - August 2010 - 3
Baking & Snack - August 2010 - Contents
Baking & Snack - August 2010 - 5
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