Strong NPD Reflects Growth In Nutrition Bar Market

DUIVEN, NetherlandsThe growing market for nutrition bars reflects a rising interest in healthy and convenient snacks to consume on-the-go, and new products continually launch to meet this consumer demand.

New product activity levels in the cereal bars sector are relatively high overall due to the variety of formats, ingredients and target markets available. The total number of global launches recorded by Innova Market Insights continued to rise during the 12 months to the end of April 2013.

While convenience is the leading positioning for cereal bars overall, used on over 90% of total launches in the sector, health has also been a key driver," said Lu Ann Williams, director of innovation at Innova Market Insights. This is not only in terms of the importance of nutrition and performance bars, but also in the perception of offering a healthier snack alternative to products such as confectionery, biscuits and cakes."

More than 75% of global launches in the 12 months to the end of April 2013 were positioned on a health platform of some kind, ranging from passive health" (such as natural, organic, low-calorie) to active health" launches (vitamin-fortified, digestive health, weight management). This rises to more than 90% in Australasia, just under 85% in the United States and almost two-thirds in Asia.

More than 22% of global cereal bar launches were marketed on a sports recovery or energy and alertness positioning, down from just under half in 2005, when launches of bars with a sports or energy positioning peaked. This indicates how interest in the market has moved to new areas, most notably a more general positioning as an anytime nutritious snack or meal replacement.

Recent snacking research reveals kids and teens turn to snack-oriented convenience foods most, with the typical American eating more than 1,000 snack foods a year. Women eat an average of 3.1 snack-oriented foods per day, compared to men who eat an average of 2.7 snacks per day.