US food bar market set to double

The $3 billion market for food bars is expected to more than double by 2007, largely due to the popularity these items enjoy among US women, according to 'The US Market for Food Bars', a new report published by Packaged Facts, a division of MarketResearch.com.

The market includes nutrition, energy (sports), granola and cereal bars. An important trend among nutrition bar marketers is positioning product lines more broadly to appeal to health-conscious and time-pressed women, states the report. And it seems women are responding, as they are 12 to 15 per cent more likely to eat food bars than men.

Research shows that most American women get less than two-thirds of the vitamins and minerals they need. The report remarks that marketers want to appeal to these consumers by focusing on the portability and wholesome ingredients in their food bar products. As such new offerings such as Clif Bar's Luna line and PowerBar's Pria line are aimed specifically at women, and feature flavors like Cherry-Covered Chocolate and Strawberry Shortcake.

"In many ways, the food bar is the quintessential food for the 21st century America,"​said Don Montuori, acquisitions editor for Packaged Facts. "We have less time and desire to cook, but we're increasingly interested in better diets. Food bars, particularly the energy and nutrition varieties, fit that bill well."​

The US Market for Food Bars report also includes sales data on the different types of food bars - from the new wave of breakfast bars to bite-size versions that are blurring the lines between candy and cookies. Market size and composition, marketing and retail trends, consumer profiles and forecasts through 2007 are also available.

For the full report, see the MarketResearch website​.