Energy Bar & Sports Bar Market Mania

Call them energy bars, sports bars, nutrition bars..... are we going manic over quick fix energy?  Energy bars sales are growing at 20% per annum and have moved beyond the sports fanatic niche to the wider convenience food market.

Power Bars intial market was seen in 2002 as men and women competitive athletes between the ages of 24 and 34. These coated protein bars are now moving out of the niche market long reserved for sports fanatics and health freaks; to fulfil the mainstream demands for meal replacers, slimming bars, energy snacks and products that promote general well being.

The U.S. Market for Food Bars is expected to more than double by 2007, propelled by U.S. women, according to The U.S. Market for Food Bars. The market includes nutrition bars, energy (or sports) bars, granola bars and cereal bars.

Top 3 Selling Energy Bars In A $700M Market

1. PowerBar - $160 million
2. Clif Bar - $100 million
3. Balance Bar - $63.4 million

Notes:

• PowerBar is expanding to cater to carb-counting consumer with its Carb Select line: ProteinPlus Carb Select targets men and Pria Carb Select targets women.
• Clif Bar Products include Clif Bar, Clif Shot, Luna Bar, Mojo Bar, Builders Bar and Zbar. Read More...
• Balance Bar Products include: Balance Bar, Balance Bar GoMix, Balance Carbwell Bar, and Balance Satisfaction. Read More...

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Energy & Sports Bar Market Review

Sports bars are marketed under a number of names including sports bars, energy bars, meal replacement bars. According to Consumer Reports,

Related Reading on Energy Bar Market

• Americans spend nearly $1.4 billion on Energy Bars. Read More
• 'Battle of the Bars' between Berkeley’s PowerBar and Clif Bar
• Clif Bar Case Study
• Review of U.S. energy bar market by Tom Clough. INNOVA. February 12, 2003.
• Power Bar’s Obsession: Power Consumers. Marketing - lessons from a top brand builder. John Gaffney. May 02, 2002
• A1 Nutrition Products Report.
• Segmentation of the food bar market: Cereal bars. Granola bars. Protein and sports/energy bars. Diet/weight-control bars. Low-carb bars Speciality products like diabetic bars.

Energy Bar Market Growth

Competition in the bar category is increasing with the bigger manufacturers including Pepsi Co., Nestle, Unilever, Kraft, Kellogg and General Mills. In January 2004, Mars Inc launched the Snickers Marathon bar and low-carb and protein-plus varieties. Their target market is active people aged 18 to 45.

• Is this growing demand driven by convenience? Read This News Report
• 2002 sales for the top 3 market leaders
• Growth of Power Bar

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