New Opportunities Emerging in Bar Categories

The breakfast category offers by far the best opportunities as market research by the Solae company has indicated. According to Greg Paul, Global Director Sports Nutrition, its all about capturing the opportunity for protein enhanced bars targeting the breakfast/morning day part.

9 Apr 2010 --- Sport bars offer an excellent platform for active consumers who are looking for an energy or protein load before, during or after the exercise. According to Dennis Schoemburg, Marketing Manager with PowerBar Europe, the growing number of people (approx. 20 Million in Germany), whom are active more than 3 hours per week. PowerBar is an important player in the Euro 330 Million German sport nutrition market. Important barriers for consumers buying into the category are that they think that the products are too expensive, that they think that normal food is as good as specialised food, and that these foods do not fit a healthy life style. These considerations have led to the development of new great tasting natural energy bars. On top of these innovations, PowerBar has taken the bar market to new heights by introducing a sweet & salty concept. It is clear that consumer communication is key to further category development.

Sport & weight management are related in many consumer minds. Weight management is a concern for the French population: 55% of them being women, while 40% of the total French population wishes to control weight, and 15% wishes to loose weight. Thinking about weight management and actually loosing weight is very difficult according to 83% of the French people. These circumstances are the driving forces for Jean-Francois Fairise, Development and Strategy Director with Nutribio, to develop weight management bars with their French retail and business partners. Science is important to make products actually perform and offer an healthy alternative, he explained.
 
The breakfast category offers by far the best opportunities as market research by the Solae company has indicated. According to Greg Paul, Global Director Sports Nutrition, its all about capturing the opportunity for protein enhanced bars targeting the breakfast/morning day part. Breakfast consumers can be classified into 7 need groups: tide me over, help me achieve my balance, help me with my kids and thrive & succeed, fill me up, energize me, improve my morning mood/productivity, and help me gain control. Typical needs which drive buying performance. Drivers for protein bar purchases are the fact that consumers think that protein keeps them from getting hungry, that a healthy and balance breakfast can help them make better food choices throughout the day, and sustain their energy level. Energy, muscle growth, and satiety are the most widely recognised benefits of protein.

Source: www.bridge2food.com