SNAC World - Official State of the Industry 2020 - 32

BARS

STATE OF THE INDUSTRY

BANKING ON VARIETY
The US bar mar
market experienced steady growth over
the past few
fe years reflecting consumer snacking
habits
ts and the continued pursuit of improved health
and nutritio
nutrition. However, the overall category did
not reflect
eflect the surge of snack consumption during
the pandemic, based on IRI's quarterly
retail sales report for snacks ending
June 14, 2020. Only the cereal bar
subcategory increased dollar sales.
The softening of the bar category may be
attributed to an increase in comfort eating.
Typically perceived as healthy or a permissible indulgence, bars may not have been top
of mind as consumers turned to more indulgent core snacks.
Continued interest in functional ingredients
and health may bode well for the category.
Bars are versatile and can be personalized
for functionality, taste and format. Individual
packaging also addresses consumer concerns about COVID-19 contamination.
"Consumers will have preferences for
indulgent snacks, but overall, they will be
looking for balance and variety. It is critical
for all producers to consider all factors and

TOP

strike a balance," said Sally Lyons Wyatt executive vice
president and practice leader, client insights, IRI.
Over the years, Clif Bar & Company, Emeryville, Calif.,
expanded its portfolio to include a variety of products for
different occasions, including breakfast foods and snacks,
like CLIF Granola and CLIF Nut Butter Bars to help manage everyday energy needs and sweet treats that balance
nutrition with flavors and textures, like LUNA Bars.
"We redesigned the packaging of our CLIF Whey
Protein Bars to better communicate the high protein, low
sugar nutritional content and to show the bar's unique
texture through a clear 'window' on the front of the package," said Becca Hart, Clif Bar brand manager.
Bars perceived as more indulgent have seen declines
as consumer concerns about sugar amounts have increased. To feature a "no sugar added" label, producers
are replacing sugar using natural sweeteners, fruit purées
and dried fruits that don't count as added sugar, thus allowing "no sugar added" label claims.
Bar consumers tend to remain loyal to favorite flavors
and most purchase multi-packs with the same flavor, according to the Mintel survey. However, 30% of respondents
said they increased bar consumption in the past year due
to flavor variety. Innovation beyond chocolate and nut butters, like fruit flavors, may be an area of opportunity.

BAR SNACK BRANDS
Volume
Sales

Unit Sales

($mil)

%
Change

(mil)

%
Change

Total Snack Bars/Granola Bars

$5,504.9

0.3%

1,594.5

-6.4%

819.0

0.7%

Nutritional/Intrinsic Health Value Bars

$2,757.2

-0.2%

742.3

-10.1%

289.0

-1.8%

Clif Bar

$355.1

-1.6%

97.5

-11.9%

53.9

-2.7%

Atkin's

$240.9

6.4%

29.4

2.3%

18.9

4.6%

Granola Bars

$1,384.9

-4.6%

422.2

-5.7%

294.7

-2.5%

Nature Valley

$265.7

-6.7%

69.8

-5.5%

63.2

-5.0%

Quaker Chewy

$257.7

2.1%

74.9

-1.4%

60.8

3.5%

Breakfast/Cereal/Snack Bars

$1,341.8

6.9%

423.8

-0.2%

233.2

8.4%

Kellog's Rice Krispies Treats

$275.9

12.4%

81.7

8.5%

55.0

14.2%

Private Label

$169.5

11.9%

65.7

3.4%

50.8

14.4%

BRAND

Dollar Sales

(mil lb)

Source: IRI
Total US Multi-outlet | 52 Weeks Ending 06-14-20 | Note: Many companies may have multiple brand listings in the IRI data.

SNAC WORLD 2020

%
Change

SNAC World - Official State of the Industry 2020

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