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栄養バー・シリアルバーの米国市場:第4版

Nutritional and Cereal Bars in the U.S., 4th Edition

発行 Packaged Facts 商品コード 325606
出版日 ページ情報 英文 101 Pages
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栄養バー・シリアルバーの米国市場:第4版 Nutritional and Cereal Bars in the U.S., 4th Edition
出版日: 2015年02月19日 ページ情報: 英文 101 Pages
概要

当レポートでは、栄養バーおよびシリアル/グラノーラバーの新しい市場機会について調査しており、市場を形成する主な動向、米国における小売り売上げの予測、マーケティング・新製品の動向、および現在の消費者動向の詳細分析などをまとめ、お届けいたします。

第1章 エグゼクティブサマリー

第2章 考察・機会

  • 主な考察
  • 市場機会
  • 女性が多数を占める栄養バー
  • 携帯電話が市場機会を提供
  • ソーシャルメディアと結びつくバー消費者
  • 有名人が食品バーの消費者に影響を及ぼす、ほか

第3章 市場動向

  • 過去の動向
  • より多くの消費者が食品バーに関心を向ける
  • 市場に影響を及ぼす動向
  • 変化を続ける食習慣
  • 朝食がオンザゴーミール (On-the-Go Meal) に姿を変える
  • フィットネスが8200万人の米国人の中心に
  • 多くの米国人が体重管理に集中し続ける
  • 市場規模・構造
  • 栄養バーが急激な成長率を記録
  • シリアル/グラノーラバーの売上が勢いを失う
  • スナックバー市場は全体的に成長が鈍化
  • 栄養バーはスナックバー市場の大幅なシェアを獲得
  • 小売りチャネル
  • 小売りチャネル
  • C-Storeは栄養バーにとって重要な販路
  • スーパーマーケットはシリアル/グラノーラバー区分で支配力を持つ
  • 量販店も重要な役割を果たす
  • 市場成長の影響因子
  • 市場成長の予測
  • 栄養バー市場は健全さを保つ
  • スナックバー市場は77億米ドルへ成長する見込み、ほか

第4章 競合企業

  • 概要
  • General Mills, Inc. と Kellogg Company が支配的
  • 変動期にある市場
  • 競合戦略、ほか

第5章 マーケティング・新製品の動向

  • マーケティング動向

第6章 消費者プロファイル

  • 消費パターン
  • バーは食事の置換えとしてスナックよりも魅力
  • 頻繁なバー消費は一般的
  • 朝はバーを食べるお気に入りの時間
  • バーは自宅でも戸外でも食べられる
  • 購入パターン
  • スーパーマーケットは栄養・シリアルバーの一般的な調達場所
  • フレーバー・価格は求める製品特徴リストのトップ
  • 健康的な食事
  • 体重管理・フィットネス
  • 人口統計ハイライト、ほか
目次
Product Code: LA5228008

Snack bars continue to serve as a source of quick energy and meal replacements for athletes and fitness buffs. However, nutrition and cereal/granola bars have achieved broad appeal in the pantheon of snacks revered by what has become a nation of snackers. They are a handy way for consumers to stop eating three meals a day at set times and to start eating smaller portions of food throughout the day, whether they are on the go or at home.

Moreover, nutrition and cereal/granola bars conform to a broad cultural shift toward healthier, good-for-you food products. Bars provide an attractive way for food marketers to offer alternative, exotic sources of protein; bold, exciting flavors; ingredients with a shiny health halo resulting from their organic and “natural” characteristics; and superfoods and other functional ingredients targeting specific health concerns such as a desire or need for food to be gluten-free. Nutrition bars, which have achieved torrid sales growth in recent years, provide an especially appropriate platform to deliver the kind of dense nutrition today's consumers crave and search for in sources such as ancient grains and healthy seeds, including quinoa, amaranth, sorghum, chia and flaxseed.

Nutritional and Cereal Bars in the U.S., 4th Edition highlights emerging opportunities for marketers of nutrition and cereal/granola bars. For example, the report shows that while 18- to 34-year-old men account for the largest demographic segment of high-volume users of nutrition bars, women of all ages represent the next four largest groups of consumers who use relatively large quantities of nutrition bars. Female Boomers and women in the 65+ age group will be an increasingly important target for marketers. One in six (16.4%) high-volume users of nutrition bars are women 55 years old and over.

The report also focuses on trends shaping the market for nutrition and cereal/granola bars; provides an estimate of U.S. retail sales of nutrition and cereal/granola bars for the 2009 through 2014 period and a projection of U.S. retail sales through 2019; identifies marketing and new product trends; and provides an in-depth look at today's consumers of nutrition and cereal/granola bars.

Scope of the Report

This Packaged Facts report analyzes the market for nutrition bars and cereal/granola bars. When this report refers to both of these products, it uses the terms “snack bars” or “bars.”

The categories covered by this report are subject to wide differences in semantic usage in data sources such as IRI and Simmons National Consumer Studies as well as company websites and industry and trade publications.

  • The category “nutrition bars” (which are sometimes called “nutritional bars”) includes bars marketed as “energy bars,” “diet bars,” “performance bars,” “protein bars” and “sports bars.”
  • The equivalent terms used by IRI that appear in figures and tables in Chapter 4 of this report are “nutritional/intrinsic health value” bars and “breakfast/cereal/snack bars and granola bars.” The IRI category incorporating both of these categories is “snack bars/granola bars.”
  • The analogous categories in Simmons National Consumer Study (NCS) data are “energy/diet snacks and bars” and “cereal bars.” However, for the sake of clarity and simplification, tables and figures using NCS data in this report use the terms “nutrition bars” and “cereal/granola bars.” Simmons NCS data on users of cereal/granola bars was compiled from data on users of the leading brands of cereal bars.

Table of Contents

Chapter 1: Executive Summary

  • Scope of the Report
  • Methodology
  • Market Overview
  • Table 1-1: U.S. Retail Sales of Nutritional and Cereal/Granola Bars, 2009-2014 (in million $)
  • Table 1-2: Projected U.S. Retail Sales of Nutritional and Cereal/Granola Bars, 2014-2019 (in million $)
  • Topline Insights and Opportunities
  • Megatrends Boost Popularity of Snack Bars
  • Bars Reflect Today's Food Fads
  • Newcomers Upend Market for Bars
  • Savory Bars Take Off
  • New Protein Sources Invade Nutritional Bars
  • Women Dominate World of Nutritional Bars
  • Many Users of Nutritional Bars Fit Marketing Stereotype
  • Cereal/Granola Bars Appeal to Different Type of Consumer
  • Nutritional Bar Consumers Are Highly Attractive Market Segment
  • The Competitors
  • General Mills, Inc. and Kellogg Company Dominate
  • Market in State of Flux
  • Clif Bar & Company Stays on Top in Nutritional Bar Segment
  • General Mills Fades
  • Market for Cereal/Granola Bars Highly Concentrated
  • Kellogg Company Slips in Cereal/Granola Bar Market
  • Snack Bars Increasingly Vital to Breakfast Cereal Behemoths
  • KIND LLC Disrupts the Market
  • Marketing and New Product Trends
  • thinkThin Promotes Guilt Free Snacking in New Campaign
  • Nature Valley Encourages Consumers to “Get Out There”
  • CLIF Bar Inspires Adventure with “Meet the Moment”
  • GoMacro Fuels Tour de Cure
  • Gluten Free Bigger Than Ever
  • Pea Protein Grows in Popularity
  • Nutritional Bars Go From Sweet to Savory
  • Consumer Profile
  • Frequent Use of Bars Is Common
  • Mornings Are the Favorite Time for Eating Bars
  • Bars Get Eaten Both at Home and On the Go
  • Healthy Eating Drives Nutritional Bar Users
  • Nutritional Bar Users Choose Foods for Specific Health Concerns
  • Weight Management and Frequent Exercise a Top Priority
  • Risk-Taking Part of the Psyche of Nutritional Bar Users
  • Demographics Skew Young and Female
  • Consumers of Nutritional Bars Highly Educated and Affluent
  • Households with Children Represent Key Segment for Cereal/Granola Bars

Chapter 2: Insights and Opportunities

  • Topline Insights
  • Megatrends Boost Popularity of Bars
  • Newcomers Upend Market for Bars
  • Savory Bars Take Off
  • New Protein Sources Invade Nutritional Bars
  • Market Opportunities
  • Women Dominate World of Nutritional Bars
  • Figure 2-1: Consumers of Five or More Nutritional Bars in Last 30 Days Rank Ordered by Age and Gender, 2014
  • Table 2-1: Consumers of Five or More Nutritional Bars in Last 30 Days by Age and Gender, 2014
  • Many Users of Nutritional Bars Fit Marketing Stereotype
  • Cereal/Granola Bars Appeal to Different Type of Consumer
  • Nutritional Bar Consumers Are Highly Attractive Market Segment
  • Nutritional Bar Users Are Fashion Forward
  • Table 2-2: Attitudes toward Fashion of Users of Nutritional and Cereal/Granola Bars, 2014
  • Cellphones Provide Marketing Opportunities
  • Table 2-3: Attitudes toward Cellphones as Shopping Tool of Users of Nutritional and Cereal/Granola Bars, 2014
  • Table 2-4: Use of Mobile/Handheld Devices as Shopping Tool by Users of Nutritional and Cereal/Granola Bars, 2014
  • Bar Consumers Tied to Social Media
  • Table 2-5: Use of Social Media for Consumer Purposes by Users of Nutritional and Cereal/Granola Bars, 2014
  • Celebrities Influence Consumers of Food Bars
  • Figure 2-2: Percent Agreeing “I Like to Use the Same Products that Celebrities Use,” Consumers of Nutrition or Cereal/Granola Bars vs. All Adults, 2014

Chapter 3 Market Trends

  • Historical Trends
  • More Consumers Turn to Food Bars
  • Table 3-1: Number of Adults Using Nutrition or Cereal/Granola Bars, 2009 vs. 2014 (in thousands)
  • Higher-Volume Users Drive Growth in Nutritional Bar Use
  • Table 3-2: Number of Adults Consuming Nutritional Bars and Number of Nutritional Bars Consumed in Last 30 Days, 2009 vs. 2014 (in thousands)
  • Trends Affecting the Market
  • Eating Habits Keep Changing
  • Table 3-3: Number of Consumers Agreeing “I Eat Several Small Meals throughout the Day,” 2004 vs. 2014 (in thousands)
  • Breakfast Morphs into On-the-Go Meal
  • Table 3-4: Perceived Importance of Breakfast, Lunch and Dinner, 2004 vs. 2014
  • Table 3-5: Number and Percent of Households Using Breakfast Foods in Last 30 Days by Type of Food, 2004 vs. 2014
  • Fitness at the Forefront for 82 Million Americans
  • Table 3-6 Number of Consumers Participating in Fitness Activities, 2005 vs. 2014 (in thousands)
  • Many Americans Keep Focusing on Weight Management
  • Table 3-7: Growth in Number of Consumers Watching Diet to Lose or Maintain Weight, 2009 vs. 2014 (in thousands)
  • Size and Composition of the Market
  • Nutritional Bars Post Torrid Growth Rate
  • Table 3-8: U.S. Retail Sales of Nutritional Bars, 2009-2014 (in million $)
  • Sales of Cereal/Granola Bars Lose Steam
  • Table 3-9: U.S. Retail Sales of Cereal/Granola Bars, 2009-2014(in million $)
  • Overall Snack Bar Market Experiences Slower Growth
  • Table 3-10: U.S. Retail Sales of Nutritional and Cereal/Granola Bars, 2009-2014 (in million $)
  • Nutritional Bars Pick Up Substantial Share of Snack Bar Market
  • Table 3-11: U.S. Retail Sales of Nutritional and Cereal/Granola Bars by Type of Bar, 2009-2014 (in million $)
  • Retail Channels
  • C-Stores Important Outlet for Nutritional Bars
  • Figure 3-1: Projected U.S. Dollar Retail Sales of Nutritional Bars by Retail Channel, 2015 (% of total U.S. retail sales)
  • Figure 3-2: Projected U.S. Dollar Retail Sales of Nutritional Bars by Retail Channel, 2015 (in million $)
  • Supermarkets Hold Sway in Cereal/Granola Bar Segment
  • Figure 3-3: Projected U.S. Dollar Retail Sales of Cereal/Granola Bars by Retail Channel, 2015 (% of total U.S. retail sales)
  • Figure 3-4: Projected U.S. Dollar Retail Sales of Cereal/Granola Bars by Retail Channel, 2015 (in million $)
  • Mass Retailers Also Play Key Role
  • Figure 3-5: Projected U.S. Dollar Retail Sales of Nutritional and Cereal/Granola Bars by Retail Channel, 2015 (% of total U.S. retail sales)
  • Figure 3-6: Projected U.S. Dollar Retail Sales of Nutritional and Cereal/Granola Bars by Retail Channel, 2015 (in million $)
  • Factors Affecting Market Growth
  • Bars Will Benefit as Sit-Down Meals Morph into Eating on the Go
  • Rise of Healthy Eating Culture Will Benefit Bars
  • Marketers of Bars Can Leverage Broad Shifts in Food Preferences
  • Fitness Fetish and Weight Management Concerns Will Boost Growth
  • Innovative Products Will Continue to Lift Market
  • Projected Market Growth
  • Market for Nutritional Bars Will Remain Healthy
  • Table 3-12: Projected U.S. Retail Sales of Nutritional Bars, 2014-2019 (in million $)
  • Market for Cereal/Granola Bars Will Show Modest Growth
  • Table 3-13: Projected U.S. Retail Sales of Cereal/Granola Bars, 2014-2019 (in million $)
  • Snack Bar Market Will Grow to $7.7 Billion
  • Table 3-14: Projected U.S. Retail Sales of Nutritional and Cereal/Granola Bars, 2014-2019 (in million $)

Chapter 4 The Competitors

  • Overview
  • General Mills, Inc. and Kellogg Company Dominate
  • Figure 4-1: Leading Marketers' Shares of IRI-Tracked Dollar Sales of Snack Bars/Granola Bars, 52 Weeks Ending November 30, 2014
  • Market in State of Flux
  • Table 4-1: Changes in Leading Marketers' Shares of IRI-Tracked Dollar Sales of Snack Bars/Granola Bars, 52 Weeks Ending November 30, 2014 (in thousand $)
  • Clif Bar & Company Stays on Top in Nutritional Bar Segment
  • Figure 4-2: Leading Marketers' Shares of IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars, 52 Weeks Ending November 30, 2014
  • General Mills Fades
  • Table 4-2: Changes in Leading Marketers' Shares of IRI-Tracked Dollar Sales of Nutritional/Intrinsic Health Value Bars, 52 Weeks Ending November 30, 2014 (in thousand $)
  • Market for Cereal/Granola Bars Highly Concentrated
  • Figure 4-3: Leading Marketers' Shares of IRI-Tracked Dollar Sales of Breakfast/Cereal/Snack Bars and Granola Bars, 52 Weeks Ending November 30, 2014 (in thousand $)
  • Kellogg Company Slips in Cereal/Granola Bar Market
  • Table 4-3: Changes in Leading Marketers' Shares of IRI-Tracked Dollar Sales of Breakfast/Cereal/Snack Bars and Granola Bars, 52 Weeks Ending November 30, 2014 (in thousand $)
  • Competitive Strategies
  • Snack Bars Increasingly Vital to Breakfast Cereal Behemoths
  • Table 4-4: U.S. Retail Sales by General Mills 2012-2014, Snacks vs. Other Divisions (in million $)
  • Figure 4-4: Dollar Sales of Snacks Division of General Mills as Percent of Total U.S. Retail Sales, 2009-2014
  • Table 4-5: Changes in IRI-Tracked Dollar Sales of General Mills Brands of Breakfast/Cereal/Snack Bars and Granola Bars, 52 Weeks Ending November 30, 2014 (in thousand $)
  • Table 4-6: Changes in IRI-Tracked Dollar Sales of Major Kellogg Company Brands of Breakfast/Cereal/Snack Bars and Granola Bars, 52 Weeks Ending November 30, 2014 (in thousand $)
  • Clif Bar & Company Hits a Few PR Bumps on the Road to Success
  • KIND LLC Disrupts the Market
  • Table 4-7: Changes in IRI-Tracked Dollar Sales of Snack Bars/Granola Bars by KIND LLC, 52 Weeks Ending November 30, 2014 (in thousand $)
  • thinkThin Prospers with Astute Brand-Building
  • Figure 4-5: Changes in IRI-Tracked Dollar Sales of Snack Bars/Granola Bars by thinkThin LLC, 52 Weeks Ending November 30, 2014 (in thousand $)

Chapter 5 Marketing and New Product Trends

  • Marketing Trends
  • thinkThin Promotes Guilt Free Snacking in New Campaign
  • Nature Valley Encourages Consumers to “Get Out There”
  • CLIF Bar Inspires Adventure with “Meet the Moment”
  • GoMacro Fuels Tour de Cure
  • Gluten Free Bigger Than Ever
  • Nutritional Bars Go From Sweet to Savory
  • Kellogg's Launches New Cereal Bar

Chapter 6 Consumer Profile

  • Consumption Patterns
  • Bars Appeal More as Snacks than as Meal Replacements
  • Table 6-1: Reasons Why Consumers Eat Nutrition or Cereal/Granola Bars, 2014 (percent of those eating nutrition or cereal/granola bars)
  • Frequent Use of Bars Is Common
  • Table 6-2: Frequency of Eating Nutrition or Cereal/Granola Bars, 2014 (percent of those eating nutrition or cereal/granola bars)
  • Mornings Are the Favorite Time for Eating Bars
  • Table 6-3: Time of Day Consumers Eat Nutrition or Cereal/Granola Bars, 2014 (percent of those eating nutrition or cereal/granola bars)
  • Bars Get Eaten Both at Home and On the Go
  • Table 6-4: Where Consumers Eat Nutrition or Cereal/Granola Bars, 2014 (percent of those eating nutrition or cereal/granola bars)
  • Purchasing Patterns
  • Supermarkets Popular Source of Nutritional and Cereal Bars
  • Table 6-5: Where Consumers Regularly Buy Nutrition or Cereal/Granola Bars, 2014 (percent of those eating cereal/granola or nutritional bars)
  • Flavor and Price Top the List of Desired Product Characteristics
  • Table 6-6: Product Characteristics Most Important When Buying Nutrition or Cereal/Granola Bars, 2014
  • Nutritional and Cereal Bar Users Good Customers for Grocery Stores
  • Table 6-7: Average Amount Spent per Week on Groceries by Users of Nutrition or Cereal/Granola Bars Grocery Shopping, 2014
  • Healthy Eating
  • Healthy Eating Drives Nutritional Bar Users
  • Table 6-8: Attitudes toward Health and Nutrition of Users of Nutrition or Cereal/Granola Bars, 2014
  • Table 6-9: Attitudes of Users of Nutrition or Cereal/Granola Bars toward Healthy Eating, 2014
  • Nutritional Bar Users Choose Foods for Specific Health Concerns
  • Figure 6-1: Percent of Nutrition or Cereal/Granola Bar Users Who Seek Out Foods with Nutrients that Target Specific Health Concerns, 2014
  • Figure 6-2: Percent of Nutrition or Cereal/Granola Bar Users Who Regularly Incorporate Probiotics into Their Diet, 2014
  • Organic and Natural Foods Important to Nutritional Bar Users
  • Figure 6-3: Percent of Users of Nutrition or Cereal/Granola Bars Who Agree “When Shopping for Food, I Especially Look for Organic or Natural Foods,” 2014
  • Figure 6-4: Percent of Users of Nutrition or Cereal/Granola Bars Who Shopped at Whole Foods or Trader Joe's in Last 30 Days, 2014
  • Weight Management and Fitness
  • Weight Management a Top Priority
  • Table 6-10: Attitudes of Users of Nutrition or Cereal/Granola Bars toward Dieting and Weight Loss, 2014
  • Exercise Important Part of Daily Life
  • Figure 6-5: Percent of Users of Nutrition or Cereal/Granola Bars Who Agree “I Make Sure I Get Plenty of Exercise,” 2014
  • Table 6-11: Frequency of Participation in Physical Fitness Program by Users of Nutrition or Cereal/Granola Bars, 2014
  • Risk-Taking Part of the Psyche of Nutritional Bar Users
  • Figure 6-6: Percent of Users of Nutrition or Cereal/Granola Bars Who Agree “I Enjoy Taking Risks,” 2014
  • Table 6-12: Sports and Fitness Activities of Users of Nutrition or Cereal/Granola Bars, 2014
  • Demographic Highlights
  • Demographics Skew Young and Female
  • Table 6-13: Users of Nutrition or Cereal/Granola Bars by Age and Gender, 2014
  • Cereal/Granola Bars Appeal to Latinos and Blacks
  • Table 6-14: Users of Nutrition or Cereal/Granola Bars by Race and Hispanic Origin, 2014
  • Nutritional Bars an Urban Phenomenon
  • Table 6-15: Users of Nutrition or Cereal/Granola Bars by Region and Place of Residence, 2014
  • Consumers of Nutritional Bars Highly Educated and Affluent
  • Table 6-16: Users of Nutrition or Cereal/Granola Bars by Educational Attainment and Household Income, 2014
  • Households with Children Represent Key Segment for Cereal/Granola Bars
  • Table 6-17: Users of Nutrition or Cereal/Granola Bars by Marital Status and Household Structure, 2014
  • Figure 6-7: Percent of Users of Nutrition or Cereal/Granola Bars Living in a Household with Children, 2014
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