Consumption By Women Helping To Fuel The $3B Food Bar Market.

The $3 billion market for food bars is expected to more than double by 2007, thanks in large part to the popularity these items enjoy among U.S. women, according to The U.S. Market for Food Bars, a new report published by Packaged Facts. The market includes nutrition bars, energy (or sports) bars, granola bars 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. And women are responding, as they are 12 percent to 15 percent 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. Marketers want to appeal to these consumers by focusing on the portability and wholesome ingredients in their food bar products. 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 U.S. Market for Food Bars combines quantitative sales data with extensive qualitative research and analysis to provide complete coverage of all 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 included.

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