SAS

ENERGY BARS

Energy bars are most often associated with top athletes and endurance sports. But as consumers have found themselves pressed for time—and energy—the category has morphed into an array of tasty, low-cost products that provide a quick meal solution across multiple day parts. More importantly, the category has evolved to include a multitude of variations from healthy snacks to sugar-free and low-carb options that target niche consumers. The popularity of bars lies in their simplistic, portable format. Any kind of food bar provides grab-and-go convenience and portion control. This makes them handy for a fast breakfast or between-meal snack.

The market has rapidly specialized in order to target the growing number of interested consumers, including women, the diet conscience (both for weight loss and general health) and those with special dietary needs, such as arthritics and diabetics.

Comparing the first quarter of 2010 to the first quarter of 2009 the quantity sold surged 25%. Sales data from SymphonyIRI Group, which tracks the snack bar/granola bar category reported that for the 52 weeks ended March 21, 2010, category unit sales in U.S. convenience stores increased 2.32%.

The total breakfast/cereal/snack bar subcategory performed well, posting a 31.82% increase in dollar sales during the same period.

The nutritional/intrinsic health bar category performed well, but sales slipped as customers seemed to gravitate toward snack bars and granola bars. Segment sales dropped 2.79%, while unit sales sold in convenience stores fell 4.43%.

General Mills has continued to introduce new products to the bar category. The newest to arrive is the Wheaties FUEL Energy Bar which was co-created with five of today's elite athletes who worked with a performance nutrition expert. The Wheaties FUEL is designed for the active individual, whether due to an athletic activity, work-related activity or leisure time activies.

By using complex carbohydrates made from whole grain and mixed with added fiber, a portion of the carbohydrate is digested more slowly to provide a constant supply of energy when activity levels are high. These energy bars contain 15g of protein and 100% daily value of 5 B-vitamins to control many of the metabolic reactions that supply energy to the muscles and are essential for endurance and stamina.

Source: Convenience Store Decisions, May 2010