Nature Valley

Part
01
of three
Part
01

Brand Loyalty Efforts

Key players in the granola bar industry are running campaigns on multiple social media platforms such as YouTube, Twitter, Instagram and Facebook. The brands tend to communicate throughout the whole year with their followers, and take advantage of most festivities and celebrations to stay close to them. They use social media to advertise prize games, share recipes, tell their stories via videos, and keep offering new flavors to improve brand affinity and loyalty. Aside from Nature Valley, and private label brands, the three top granola bars brands are Quaker, Sunbelt Bakery and Kind.

RESEARCH METHOD

The top 10 brands in the granola bar industry are Nature Valley, Nature Valley Sweet and Salty Nut, Quaker Chewy, private labels, Sunbelt Bakery, Kind Healthy Grains, Quaker Chewy Dipps, Kashi, Atkins and Cascadian Farm Organic. As per instructions not to include Nature Valley, this means that the next top three brands are Quaker Chewy, Sunbelt Bakery, and Kind Healthy Grains. Private labels represent brands that are sold by the supermarket themselves under their brand names and are not considered for this brief. Research will focus on the four main social media platforms, meaning YouTube, Twitter, Facebook and Instagram.

Quaker

Quaker Chewy is one the top granola cereal bars on the US Market with 14.4% of the total market. However, on social media, it does not have its own channel or own page, and feature under the main brand's name, Quaker. It only represents a very small fraction of Quaker products on social media, as the company mainly advertises its oatmeal products.

1) YouTube

Quaker has a YouTube channel, which features three recent videos of their granola bar products, published within the last two years. The first video was added in April 2017, and portrays teenagers and children welcoming a new teenage neighbor, thus giving a feeling of belonging, and showing a pack of granola bars to associate this feeling with. The slogan for this campaign is "Break out the Good", and "A yummy snack that brings the crew together". This message sums up the intention of the brand to inspire goodness and a positive feeling towards it.

The second and third videos on Quaker's YouTube channel featuring granola bars have been added in March 2019, and advertise kid's bars. They are two versions of the same ad, with different duration, and simply show the product, without an important effort to tell a story.

Therefore, it can be concluded that Quaker has not used the YouTube platform in a major way to improve brand loyalty for their granola bars.

2) Twitter

The Twitter page for Quaker does not feature posts about the granola bars of the brand. However, other Twitter pages feature them in partnership with the movie Transylvania 3. The brand has associated itself with the movie by featuring its characters in some of its packages. This could be an attempt of the brand to build loyalty with its clients base, by associating with a kid's movie, and therefore associating with a feeling of happiness.

Similarly, to YouTube, Quaker does not use its Twitter page extensively to promote its granola bars.

3) Facebook

Quaker has a Facebook page, which only features a handful of posts regarding granola bars. The most recent one is a post from the 4th of March, which is aimed at kids, and highlights the fact that the Quaker granola bars are free from artificial flavors. Another post from the 3rd of January associates the brand with the holiday season, and its heavy food, to advertise the fact that granola bars are easy to digest. The brand chose to communicate during the winter holidays, when most people are not at work, to make itself a part of this family moment. In another strategy, posts from the 9th of April and 14th of May 2018 are aimed at people at work, offering them a treat to refuel, in the form of granola bars. Taken all together, these Facebook posts aim to build loyalty and affinity by showing that the granola bars are always there when people need them the most, whether it is at home with the family or at work.

Despite featuring only a few posts on Facebook related to granola bars, Quaker tries to associate the snack to good moments, at work or at home.

4) Instagram

Out of a variety of recent publications posted on Quaker's Instagram page, only one is about granola bars, published on the 4th of March. It is aimed at kids, and is a short video that is also available on the YouTube channel.

The effort of building Quaker granola bars' brand loyalty on Instagram is weak, with very little content aimed at improving it.

Sunbelt Bakery

Sunbelt Bakery is different from Quaker as it mainly makes granola bars. Therefore, its granola bars are well featured on social media platforms. It represents 5.6% of the market.

1) YouTube

Sunbelt Bakery's YouTube channel includes 24 videos from the last two years, all of them advertising granola bars. Some of their videos feature music hits such as the song "ho hey" by the lumineers, with over 12 million views. This is one of their strategy to associate the brands with a song that is popular. Aside from the song, the theme of the video is "Share Fall Flavors", and the main message is to share the granola bars with a loved one, as well as spending time with family. The brand is improving its affinity by appealing to people's sense of family and their love for each other. This specific marketing video campaign was launched in August 2017.

Another campaign aimed at improving brand loyalty and affinity was launched in November 2017, highlighting the fact that the Sunbelt Bakery's granola bars are "freshly baked" and "preservatives-free". The campaign was relaunched with the same videos in February-March 2018. In these videos published on YouTube, the company's message is that its products are baked in a homely bakery, and therefore are fresh and appealing, and dispatched to stores every week, as if they had just come out of the oven. This gives a sense of familiarity with the product, as if bought from a local bakery.

From May 2018, with the arrival of summer, Sunbelt Bakery launched four short videos advertising different limited editions seasonal flavors. These are inspired from summer treats, such as coconut, key lime pie, and Lemon Meringue pie. They are advertised under the theme of "picnic flavors". The idea here is to convey the message to American clients, who like to picnic during summer, that the granola bars have taken their tastes into account, and that Sunbelt Bakery works to provide different flavors for different seasons. This range and reactivity is used to build brand loyalty and capture clients with various tastes.

The company has used their YouTube channel to convey the message that its products are freshly baked, free from preservatives and that they have seasonal flavors. Sunbelt Bakery has also used videos to emotionally connect with customers thanks to music.

2) Twitter

Sunbelt Bakery have a Twitter page that was opened in 2009, with over 4,393 tweets and close to 31,000 followers. This platform has been used more actively than YouTube, featuring the following campaigns:
— "Bakery Fresh Friends"
4th July
Valentine's Day
Labor Day

The company communicates with its followers every time there is a national celebration, to stay close to them. It also uses this platform to share recipes, promote games with prizes, and get involved in discussions about sports. They try to participate and communicate about every facet of American life, be it sports, food preparation, celebrations or holidays.

3) Facebook

Sunbelt Bakery has close to 400,000 followers on its Facebook page, and uses it in a similar way to Twitter to show that its granola bars can be a part of every moment of life, including summer, moments with kids, memorial day, spring, mothers day, etc... It is there to generate comments, and create a conversation.

4) Instagram

Sunbelt Bakery's Instagram page includes the same photos published on Facebook or Twitter, with similar themes such as family, festivities, and health, that bring closer the brand with its consumers.

Kind Snacks

Kind Snacks is a brand similar to Sunbelt Bakery, as most of its products are granola bars. The company represents around 5.6% of granola bar sales in the US. In a similar way to Quaker and Sunbelt Bakery, they have a presence on YouTube, Facebook, Twitter and Instagram.

1) YouTube

Kind Snacks has 29 recent videos on its YouTube channel, that are used to show the consumers that the company has a social good aspect to it, and that part of its mission is also to help others, build a community spirit, and create a positive movement. The videos are also used to explain where the name Kind came from, thus creating an intimacy and a connection with the consumer. Actresses and Vloggers are used to give a personal touch, and make the customer feel connected to the brand even more. Even the headquarters are shown in the video to increase the feeling of knowing the company.

2) Facebook

The company has 472,000 followers on its Facebook page, which features a large range of posts. These feature articles on Forbes about how the company was founded, many photos and videos of granola bars, publications about partnerships with various charities, posts about initiatives to allow employees to vote, and posts associating moments such as having coffee with granola bars. The theme of a social company is well-used by Kind, even in its name to associate itself with a positive action, as in working with charities or giving time off to allow people to vote. Another theme is associating the granola bar with kids' meals.

3) Twitter

The brand maintains a strong presence on Twitter with close to 17,000 tweets since its page was launched in 2009, and 73,500 followers. Kind has used Twitter to challenge food companies to be transparent about their content, thus siding with the consumer, which can increase its appeal as a brand that cares. It also uses Twitter to post promotion offers, and advertise the life of its founder.

4) Instagram

Finally, Kind Snacks uses Instagram with 1,136 publications and 136,000 followers to advertise its many types of granola bars, but most importantly to show families, kids' meals and coffee. The message here is to portray the granola bar as part of the nice moments of a person, be it with their kid, with a coffee or at work. It also shows that the bar should be a part of kids' lives also, as part of their school lunch pack.



















Part
02
of three
Part
02

Brand Loyalty Stats

While we were unable to find statistics supporting that most consumers purchase granola bars due to brand loyalty, our research team found out that Gen Xers (67%) and Baby boomers (75%) were more brand loyal than Millenials (49%).
Below you can find our methodology and key findings.

METHODOLOGY

We began our search by looking for pre-compiled surveys or reports supporting the idea that most consumers purchase granola bars due to brand loyalty. We looked on sites such as E- marketer, Emerald Insights and Supermarket News but were unable to find such statistics, instead we found out that consistency in price is what led most consumers to buy granola bars in stores.

Next, we looked at the top 5 granola companies on Statista and went to each of their websites seeking any information they had put out on press releases or annual releases indicating statistics of what percentage of their revenue comes from repeat customers thus indicating brand loyalty. Unfortunately, none of these companies had put out such information.

Finally, we expanded the research criteria to include brand loyalty in consumer packaged goods in general. Our findings can be found below.

KEY FINDNGS

A recent survey conducted in August 2018, found that some consumers—particularly Gen Z and Millennials are equally brand loyal and explorers in their consumption of goods. Slightly more than half (51%) of 18- to 21-year-olds said they were likely to try out different items, "even when I know there's one I like."

According to Inc., 78% of Millenials declare that a company would have to work very hard in order to secure their loyalty, while 64% would consider themselves as or more brand loyal than their parents. 63% admitted to using the same products they grew up on.

Older respondents were not as adventurous. Approximately two-thirds (67%) of Gen Xers and over three-quarters (75%) of boomers revealed that when they find a product they like, they are likely to buy it over and over again.
However, factors like quality, ethics and price affect why many shoppers stop buying from a brand they were once loyal to.

Increase in price (41%), personal recommendations (38%), and if a more attractive brand comes out (37%) are some reasons that millennials will still switch brands. One of the most interesting reasons has to do with public image problems, this accounts for 32% of the reasons why Millennials will switch brands.
Boomers—who this survey found to be most brand loyal—said they stopped buying from a particular brand because the quality of products depreciated (24%), prices went up (17%) while some had customer service issues (14%). Meanwhile, the younger respondents were more likely to stop buying from a brand because of the same issues: quality (32%), price (19%) and customer service issues (19%).
Similarly, a study from Forrester Consulting conducted last year, found that these very factors caused an increase in driving brand loyalty. Nearly six in ten digital shoppers said the quality and variety of items offered is what leads them to make repeat purchases, while 26% said it was great customer service.

CONCLUSION

Brand loyalty is definitely not dead, but it has certainly shifted due to the plethora of options available in consumer goods. Because consumers have a lot more options, brands have to work extremely hard in offering quality products and consistency in pricing and good customer service in order to retain customers.
Part
03
of three
Part
03

Granola Bar Purchase Motivations

The key motivations for consumers purchasing granola bars in the US include — flavor and taste, health benefits, transparent label claims, organic and vegan formulations, on-the-move packing, nutritional value, functional ingredients, among others.

Methodology

To identify the key motivations for consumers to purchase granola bars in the US we scanned through credible industry reports, media publications, survey reports, and research publications like — FONA, Mintel, Vending MarketWatch, Food Business News, Outside, Candy Industry, Natural Products Insider, Business Wire, Produce Business, MarketWatch, CS News, Elon Journal, and IFTSA.

The US snack bar market has seen an increase in demand, due to appropriate positioning by the companies and consumer interest in clean labels, real ingredients, and vegan formulations. About four-fifths of Americans eat snack at least once a day; while protein and fiber are the two ingredients that millennials, baby boomers and other consumer groups prefer to eat for maintaining a healthy lifestyle. Today, about 75% consumers eat granola as a snack while 60% consider it as a portable replacement for traditional breakfast. Moreover, about 30% find it hard to prepare meals due their busy schedules. In our research it is found that an average snack bar eater is under the age of 45, has a college degree holder, and has a household income of $150,000.

According to the new research from Mintel, the top factors that motivate Americans to have some kind of snack throughout the day are — treat themselves (50%), taste (28%), self-care (37%), relieving stress (24%), control weight (17%), healthy alternative (32%), light and energizing nature (23%), sweet taste (30%), and indulgence (22%). To ascertain the key motivations for purchasing granola snack bars, we were able to identify the following parameters below.

Grab and Go Convenience

Cereal bars have always been considered as the healthier on-the-go breakfast snack items over other snacks. According to recent report by Persistence Market Research, people are increasingly motivated to consume cereal bars as snacks between meals, because cereal bars are convenient ready-to-eat and inexpensive sources of nutrition and this trend is gaining popularity among all age groups. The consumers are also motivated by the fact that snack bars are the ultimate portable food solution with no mess and minimal waste, also about 40% want cereals to be more portable. According to the report by Vending MarketWatch, the demand for convenient and health on-the-go snack options has been the primary attribute for sales of snack bars in the US. This is also bolstered by the fact that changing consumer lifestyle involve consumption of smaller meals is leading to an increased consumption of snack bars. The nature of snack bars to be an inexpensive source of nutrient dense food preparation leads to impulse buying by consumers. Snack bars are also appealing to the US consumer because, it is easy to grab 250 calories and 5 grams on the move.

Healthy Snacking Benifits

Over 50% of the population purchase some form of food bars. A growth of 26% is noted in food bar sales from 2010 to 2016. This is most likely due to incorporation of health claims and convenience. American consumers are also looking for healthy snack options for their children. Parents seek snack options that meet more stringent nutritional standards. According to a report by FONA, the consumers perceive snack bars to be a healthier choice, this can be confirmed by the fact that top trending claim for snack bars (healthy brain+nervous system) grew by 1,300% during 2017 to 2018. According to Food Business News, baby boomers are motivated by their specific health needs and millennials prefer more snack bars with fruits and vegetables crackers in an easy, on-the-go pack.

Retailers Push

According to a recent report by Produce Business, more retailers are motivating conscious customers to buy nutritious fruit, nut and protein bars by increasingly showing up in the produce section. Snack bars prepared from dried fruits, nuts, coconut and seeds appeal to consumers who prefer nutritious diet over less healthy treats like candy bars. This also supports the latest consumer diet and fitness trends like gluten-free, high protein, Paleo, vegan and vegetarian diets. Retailers motivate the consumers by emphasizing the healthy ingredients in both the bars and the produce, this also tends to inspire impulse purchases because consumers perceive them as fresher and less processed than items stocked in other parts of the store. Placing granola snack bars near the bulk granola section of the store adjacent to the dried fruit and nut section, are other popular cross-marketing techniques that communicate a relationship to consumers. These communication channels are playing a key role in generating product awareness and motivation to purchase granola bars. Another factor points out the fact that due to more people getting educated on harms of sugar intake, a cultural shift is noted towards purchasing healthier snacks. Recently CVS changed their checkout line stock by replacing 25% of the space with healthier options. According to the Center for Science in the Public Interest, about 79% of adults want supermarkets to make it easier for them to select healthier options.

Flavor, Texture, functional ingredients

According to Kind bar survey, about 33% of parents said sugar is the biggest problem with kids’ snack options and 64% said sugar should be limited in the school lunches. Also, more than 50% millennial moms are more likely to choose a better for you snack compared to other prepared snack. About 61% cereal snackers wish cereals to keep them full longer, and 56% wish cereals to provide more energy. Another survey by Packaged Facts reveals that 39% consumers reported buying nutritional bars. Demographically, 46% of consumers (18-34 years) purchase nutritional bars, followed by 45% of consumers in the age bracket of 35-44 years, while just 32% shoppers aged (55-64) purchase nutritional bars. Of the consumers who buy snack bars, 67% are motivated by high protein content, 53% look for low sugar content, 50% desire high fiber content, and 36% are motivated by healthy fats. According to IFIC, 49% of Boomers are motivated by functional foods like fiber, carotenoids, probiotics and vitamin fortification. Today, more cereal snackers are eating ancient grain-based cereal (49%), muesli (40%), granola (36%), and high-fiber cereal (33%). The US snack bar market features granola/muesli bars as the leading category of snack bars, in terms of market share in 2017.

Clean Label and Transparency

The first wave of bar consumers was the health/gym/bodybuilding crowd looking for carbs to provide energy bursts. By contrast, today’s wave includes consumers with a range of motivations, from weight loss to a busy lifestyle. Snack bars have become a preferred option for a lot of people because they exist outside the ‘junk food’ category. A recent survey on more than 700 consumers found that 82% Americans are motivated by clean labels with short lists of recognizable ingredients. About 72% of baby boomers read labels to know that the product is healthy and 51% read labels to know that the product is safe. While 17% millennials are twice as likely as baby boomers (9%) to get motivated by more organic food and product options. For some consumers, the flip side to being “clean” is being “free from” ingredients such as gluten, genetically modified organisms (GMOs), and excess sweeteners both artificial and “natural.”

High Protein, Vegan, and Organic

As U.S. consumers’ concern about the origin and quality of ingredients used in the preparation of food products, the popularity of organic packaged foods has skyrocketed among health-conscious consumers, and the rapid expansion of supermarkets and hypermarkets plays a key role in making these products easily accessible to consumers. Also, vegan consumers make a conscious effort to stay away from products derived from animals, whether it be food, clothing or accessories. With the increasing vegan culture, packaged foods like granola bars are becoming increasingly popular among consumers. Also, the manufacturers use protein and fiber formulations in their bars to motivate the vegan consumers. The top five claims that motivate the snack bar consumers are — (1) low or reduced allergens; (2) gluten free; (3) kosher; (4) GMO free; and (5) ethical-environmentally friendly packaging.

Sources
Sources

From Part 01
Quotes
  • "One trend in market is burgeoning marketing initiatives. Granola bar vendors are following integrated marketing communication, using newspapers, magazines, and social media such as YouTube and Facebook to sell their products. These communication channels are playing a key role in generating product awareness and focusing on the benefits of granola bars. Players are also launching innovative advertisement campaigns displaying the various new flavors of granola bars and the important ingredients used in these bars to create a positive impact on consumers."
  • "Key vendors General Mills Kellogg Quaker KIND Snacks Clif Bar Sunbelt Bakery"
From Part 03
Quotes
  • "Over half of the population purchases some form of food bars. Twenty-six percent of growth in food bar sales took place between 2010 and 2015. This growth is most likely due to companies incorporating health claims and convenience—recent popular categories for grocery products."
  • "The market is driven by demand for healthy foods, which likely hurts sales of many cereal and snack bar brands, as many contain high levels of sugar, but spurs sales of nutritional bars, which are perceived as healthier than snack and cereal bars."
  • "It feels personal to the consumer and fulfilling by consuming something with benefits specifically created for their needs rather than basic satiety."
Quotes
  • "As U.S. consumers’ concern about the origin and quality of ingredients used in the preparation of food products, the popularity of organic packaged foods. "
  • "Organic snack bars are becoming increasingly popular among health-conscious consumers, and the rapid expansion of supermarkets and hypermarkets plays a key role in making these products easily accessible to consumers."
  • "Consumers who lead a vegan lifestyle make a conscious effort to stay away from products derived from animals, whether it be food, clothing or accessories, and they opt for healthy substitutes for meat, dairy and other conventional sources of protein."
  • "With the increasing vegan culture, packaged foods like granola bars that have vegan specifications are becoming increasingly popular among consumers. "
  • "With more than four-fifths of U.S. consumers snacking at least once a day, protein and fiber are the two ingredients consumers look for in snack bars. Millennials, baby boomers and other consumer groups are takers of high-protein snack bars."
  • " Manufacturers use protein and fiber formulations in their snack bars to capture the consumer attention."
Quotes
  • "Cereal bars have always been perceived as on-the-go breakfast snack items that are healthier alternatives of chocolate and other snacks."
  • "Generally, people consume cereal bars as snacks between meals and this trend is gaining popularity among all age groups. This trend would continue to boost the cereal bars market during the forecast period."
  • "Cereal bars are convenient and inexpensive sources of nutrition, which help build a billion dollar global industry. "
  • "Nowadays, people are more concerned about the nutritional value of the food they eat and cereal bars make for the perfect snack items for people who want healthy, ready-to-eat food."
Quotes
  • "Thanks to a growing group of health-conscious consumers, many of whom are too busy to cook, nutritious fruit, nut and protein bars are gaining popularity and increasingly showing up in the produce section"
  • "Snack bars made with whole foods, such as nuts, dried fruits, coconut and seeds appeal to consumers who are hungry for sweet, satiating snacks, but leery of candy bars and other less-than-healthy treats."
  • "The increasing market for snack bars made with natural ingredients accompanies recent but sustained consumer diet and fitness trends like gluten-free, high protein, Paleo, vegan and vegetarian."
  • "Americans are also looking for healthy snack options for their children. Kids rarely eat three square meals per day. To fill in the gaps, parents seek snack options that meet more stringent nutritional standards."
  • "Bars are becoming more appealing to the U.S. consumer because of their compact nutritional profile. It’s very easy to grab 250 calories and 5 grams of protein by just simply grabbing a nutrition bar"
  • "Consumers are eating healthier than ever and they want foods packed with nutrition to support their busy lifestyles. "
  • "Nutrient-dense snack bars are attractive because they are relatively inexpensive — anywhere from $1 to $3 per bar — making them an appealing impulse buy."
  • "This technique emphasizes the healthy ingredients in both the bars and the produce. Placing healthy snack bars in the produce section is more likely to inspire impulse purchases because consumers perceive them as fresher than items stocked in other parts of the store. They also perceive snack bars placed near produce to be healthier and less processed."
  • "Retailers are clamoring to get their bars near this popular section because shoppers are sure to stop and peruse. Placing granola snack bars near the bulk granola section of the store adjacent to the dried fruit and nut section, or date bars near the dates in bulk foods, are other popular cross-marketing techniques that communicate a relationship to consumers."
  • "All of this has led retailers to get creative in marketing to an increasing group of consumers hungry for snack bars made with healthy, natural ingredients by creating associations amongst seasonal and super-healthy ingredients and the attractiveness of grab-and-go servings."
Quotes
  • "Maintaining a healthy lifestyle with healthy snacks is a top priority among consumers today. However, besides health benefits, consumers also look for good taste when purchasing food products. Thus, granola bars fit all the requirements of consumers"
  • "Vegan diet is a part of the larger vegan lifestyle that displays strong support for animal rights and concern for the environment. Consumers embracing the vegan lifestyle make a conscious effort to stay away from products of animal origin, be it food, clothing, or accessories. "
  • "These communication channels are playing a key role in generating product awareness and focusing on the benefits of granola bars. Players are also launching innovative advertisement campaigns displaying the various new flavors of granola bars and the important ingredients used in these bars to create a positive impact on consumers."
  • "Players are coming up with interesting flavors to attract the consumes. Many new organic granola bars such as Bora Bora, Cascadian Farm, and Honest Foods have been introduced in the market."
Quotes
  • "“The first wave of bar consumers was the health/gym/bodybuilding crowd looking for carbs to provide energy bursts, and to rebuild and refuel muscle after a heavy workout.” By contrast, today’s wave “includes consumers with a range of motivations, from weight loss to a busy lifestyle.”"
  • "Enter snack bars, which he said are “the preferred option for a lot of people because they exist outside the ‘junk food’ space. "
  • "And consumers’ perception of snack bars is that they provide a healthier choice when feeling hungry. Now that they’re so widely available, they’re much easier to find and the category just continues to snowball.”"
  • "Snack bars also fit the way consumers eat today. “They’re the ultimate portable food solution with no mess and minimal waste,"
  • "One clear motive: nutrition. According to Packaged Facts’ 2017 report, “US Retail Market Trends and Opportunities,” of the 39 percent of consumers who reported buying nutrition bars, 67 percent look for high-protein content, 53 percent sought low-sugar levels, half wanted high fiber and 36 percent welcomed “healthy” fats."
  • "A Kerry-commissioned survey of more than 700 consumers found 82 percent considered clean labels with short lists of recognizable ingredients important. "
  • "For some consumers, the flipside to being “clean” is being “free from” ingredients such as gluten, genetically modified organisms (GMOs), and excess sweeteners both artificial and “natural.” "
  • "Grains further enhance a bar’s appeal by lending “chew, crunch, crisp pops and other textural interest"
Quotes
  • "Health continues to be the top driver in the category with North American consumer interest in clean labels and plant-based bar options leading to products promoting “whole” and “real” ingredients, as well as vegan formulations. "
  • "+1,300%: Top trending global snack bar claim: functional – brain + nervous system (Q2 2017 – Q2 2018)"
  • "TOP FIVE CLAIMS • Low/No/Reduced Allergen • Gluten Free • Kosher • GMO Free • Ethical-Environmentally Friendly Package"
  • " As consumers continue to look for whole food ingredients, health propositions, and vegetarian/vegan options (20% of launches carry the vegan claim, Jan. 2014-Aug. 2018), we see use of ingredients such as flax, chia, pumpkin and hemp seeds increasing."
  • "33% of parents in Kind bar survey said sugar is biggest problem with today’s kids’ snack options. 64% said sugar is top ingredient they want to limit in school lunches."
  • "TOP 5 FLAVORS INCLUDING BLENDS - Chocolate, Chocolate & Peanut Butter, Peanut Butter, Blueberry, Berry"
  • "MORE THAN 50% OF MILLENNIAL MOMS SAY THEIR KIDS ARE MORE LIKELY TO CHOOSE A BETTER-FORYOU SNACK COMPARED TO ANOTHER PREPACKAGED SNACK."
Quotes
  • "New research from Mintel reveals that more than two in five (43 percent) US cereal consumers eat cereal as a snack at home*, ranking as the second most common reason to consume cereal, aside from breakfast (89 percent). What’s more, almost one in five (17 percent) say they have cereal as a snack away from home and 10 percent enjoy cereal on the go."
  • "In fact, more than half (56 percent) of Millennials (aged 23-40) say they have eaten cereal as a snack at home, compared to just 32 percent of Baby Boomers (aged 53-71). Meanwhile, the iGeneration (aged 18-22**) are the most likely cohort (21 percent) to enjoy cereal on the go."
  • "packaging innovation may be a key opportunity as two in five (40 percent) agree that cereals should be more portable."
  • "Today, many cereal consumers say that, compared to last year, they’re eating more ancient grain-based cereal (49 percent), muesli (40 percent), granola (36 percent) and high-fiber cereal (33 percent)."
  • "Despite the fact that three in 10 (29 percent) cereal consumers say they are eating less heavily-sweetened cereals, the same amount (30 percent) are choosing cereal that tastes good regardless of how nutritious it is."
  • "More than six in 10 (61 percent) cereal eaters agree that they wish cereals kept them full longer, and over half (56 percent) say that they wish cereals gave them more energy. When searching for a filling breakfast to start the day, hot cereal may be the answer as 58 percent of cereal consumers agree that hot cereal is more filling than cold cereal."
Quotes
  • " Packaged Facts surveyed in September 2017, 51 percent said they buy neither nutritional bars nor shakes. Furthermore, 39 percent of surveyed consumers reported buying nutritional bars, while 22 percent buy shakes. "
  • "Demographically, 46 percent of consumers ages 18-34 purchase nutritional bars, followed by 45 percent of consumers in the 35-44 bracket. Just 32 percent of shoppers ages 55-64 and 29 percent of the 65-plus bracket purchase nutritional bars."
  • "Of the consumers who buy snack bars, 67 percent seek high protein content, while 53 percent look for low sugar content. Half of consumers desire high fiber content, while 36 percent seek out “healthy fats."
  • "Nutritional shakes and bars are expected to continue experiencing growth in niche areas as consumers persist in seeking out novel flavors and ingredients,” the report reads. “Increases in disposable personal income will support purchases of premium shakes and bars, including non-GMO, organic, ‘free-from’ and superfood-infused types."
Quotes
  • "Today, though, 75 percent of American bar consumers eat them as a snack and 60 percent replace a traditional breakfast with the more portable option. Moreover, 30 percent of Americans say it’s hard to prepare meals, given their busy schedules. "
  • "Bar eaters have an above-average likelihood of being both young (under age 45) and wealthy (with a college degree and a household income of $150,000). "
Quotes
  • "But as more people have educated themselves on just exactly how bad sugar is for you, there’s been a cultural shift toward making healthier choices. Several retailers have responded to that, stocking their checkout aisles with Kind bars, unsalted trail mix blends, and veggie chips."
  • "CVS recently underwent their own checkout line makeover, replacing 25 percent of the space with healthier options."
  • "They wanted to know what was next. Adding healthier options [at checkout] was an easy decision because it was what customers were asking for and what made sense for our mission."
  • "According to the Center for Science in the Public Interest, 79 percent of adults say supermarkets should make it easier for them to stay healthy; one way to do so would be making options at checkout more nutritious. "
Quotes
  • "Even though 90% of marketing dollars target Millennials, Boomers are trend drivers and just as likely as Millennials to snack on healthy foods, seek organic or natural foods and fresh ingredients. "
  • "Baby Boomers (33%) are more than twice as likely as Millennials (15%) to prioritize wanting product labels that provided information they can better understand as the top priority, while Millennials (17%) are nearly twice as likely as Baby Boomers (9%) to point to more organic food and product options as the most important change brands and retailers could make."
  • "72% of Baby Boomers are reading labels on food or beverage products to know that the product is healthy. 51% of Baby Boomers are reading labels on food or beverage products to know that the product is safe"
  • "According to IFIC, 49% of Boomers are more interested than Millennials in functional foods, such as fiber, carotenoids, probiotics and vitamin fortification. Boomers are interested in foods associated with healthy aging, bone health, weight management, cardiovascular health and digestive health."
  • "They choose snacks based on taste and craving, and while the healthy choice of fruit is tops for both generations, we see Boomers’ drive for healthy eating with their selections of nuts and yogurt, versus tortilla chips and cookies for Millennials."
  • " For consumers, snacking has gotten healthier in the last 5 years and new product innovation is steering consumers in a different direction."
Quotes
  • "“Baby boomers are more specific about their health needs,” Ms. Holman said. “Millennials are more on the fresh side. They want fruits and vegetables with crackers in an easy, on-the-go pack."
  • "They are also more interested in flavor; a lot more than any other generation. I think it has to do with the exposure they had growing up."
Quotes
  • "Consumer demand for convenient and health on-the-go snack options has by-far been the primary attribute for sales of snack bars in the US. "
  • "The changing lifestyle of consumers involving the consumption of smaller meals is further leading to the increased consumption of snacks, which is expected to propel the demand for snack bars. "
  • "Owing to the availability of a wide range of flavors within various snack bar categories, the demand in the US for snack bars grew considerably."
  • "The US snack bar consumption has witnessed a spurring increase in demand among consumers, due to appropriate positioning of these products. Currently, the market has snack bar products for every occasion, ranging from energy bar for workout, to fruit or nut bars for fulfilling fruity taste at any point of time."
  • "Consumer preference for clean label ingredients is evidently high. Snack bar has various opportunities within functional ingredients, reduced sugar, savory spins, and plant proteins, which is a fueling factor for the growth of US snack bar market."
  • "The US snack bar market has granola/muesli bars as the leading category of snack bars, in terms of market revenue share in 2017."
Quotes
  • "New research on snacking motivations from Mintel reveals that the top reason Americans say they snack is to treat themselves (50 percent) and more than one quarter (28 percent) agree that taste is more important than health when choosing a snack."
  • "In addition to rewarding one’s self, snacking for self-care continues to be a popular motivator as nearly two in five (37 percent) consumers say they snack to give themselves a break during the day and 24 percent snack to relieve stress"
  • "One in six (17 percent) Americans snack today in order to control their weight, up from just 10 percent who said they snack to help them lose weight in 2015."
  • "One third (32 percent) of consumers say the majority of snacks they eat are healthy and over one quarter (28 percent) say they are snacking on healthier foods this year than in 2016."
  • "Not surprising, younger consumers are leading the snacking revolution as Millennials (aged 23-40) are the most likely to snack four or more times per day (25 percent), compared to just 10 percent of Generation X consumers (aged 41-52) and nine percent of those in the Baby Boomer generation (aged 53-71)."
  • "Snackers appear to be interested in starting the day on a high note, looking for snacks that are healthy (29 percent), light (23 percent) and energizing (23 percent), while sweet (30 percent), comforting (25 percent) and indulgent (22 percent) snacks are more sought after in the evening"
  • "When it comes to an afternoon pick-me-up, consumers are most likely to look for snacks that are healthy (26 percent), sweet (23 percent) and energizing (22 percent). This is also the time of day consumers are most likely to reach for a beverage as a snack, including 15 percent of snacking Americans, compared to 12 percent who say the same for the morning and 11 percent in the evening."