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February 1, 2009: 04:24 PM EST
Satiety, digestive health and “natural” are key ingredients for bar consumers in 2009, according to recent surveys. Fiber, probiotics and protein are the buzzwords. Neilsen Company says sales of nutrition bars totaled $416 million for the year ended October 4, 2008, up 3.5 percent over the previous 12 months. The breakfast bar category rose nearly 10 percent in that time, with sales totaling $585 million. Nutrition bars continue to trail behind granola and yogurt bars, with sales topping $1 billion. In a 2006 Mintel survey, 41 percent of respondents said they were eating more nutrition bars. Taste was the prime driver for 43 percent of these respondents. Health, wellness and physical needs such as diet motivated 14 percent. Three-quarters of consumers in 2006 were looking for a good source of protein or vitamins. But now people are more concerned about overall nutrition, says Chris Brandt, vice president of marketing for Odwalla.
Amanda Baltazar, "Nutrition Bars Fill a Role", Nutraceuticals World, February 01, 2009, © Nutraceuticals World
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