Consumers find BFY, grab-and-go bars satisfying

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Consumers find BFY, grab-and-go bars satisfying

5 Apr 2023

Commercial Baking Staff

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KANSAS CITY, MO — The goal of good health has become far more than a New Year’s resolution. For many, the health-related scares of the COVID-19 pandemic left a lasting impression — one that’s brought everyday health and wellness to the forefront of consumers’ minds. The result is an increasing demand for better-for-you (BFY) bars for busy lifestyles.

Bars featuring functional benefits such as added protein, less sugar and fewer carbs are proving to be just the ticket. BFY attributes accounting for the most dollar sales include natural, protein, sugar, gluten-free, non-GMO and energy. Some up-and-coming BFY attributes include calcium, heart-health claims, immune defense and no artificial sweeteners, although, relatively speaking, they are not largely impacting sales.

While the simple granola bar is often thought of as the original bar, Minneapolis-based General Mills retains its title as reigning leader. The company’s bar portfolio includes Nature Valley and Quaker Chewy, and while both showed strong dollar sales growth in 2022, they had a 6%-7% unit sales decline.

Quaker Chewy saw pockets of unit growth with its Chewy Yogurt and newer Fruity Fun and Mini Dips, but it failed to offset decline across core sub brands. Newer players enjoying strong growth as a result of distribution gains include MadeGood bars, which are vegan, organic and free from the most common allergens, and Junkless bars, made with clean, non-GMO ingredients.

Smaller formats in the form of bites, thins and clusters further encourage on-the-go convenience and snacking with some well-known favorites.

Battle Creek, MI-based Kellogg Co., a longtime leader in the snacking space, enjoyed strong dollar growth in 2022 in its bar offerings. Its largest brand, Rice Krispies, continues to explore trends that address consumer interest in smaller, grab-and-go formats while staying true to its indulgence roots with 50% larger “homestyle” treats.

Kellogg’s also launched Nutri-Grain Bites to help consumers “come prepared” for breakfast on-the-go or snacking throughout the day.

New York-based Kind Snacks, the second largest player in snack bars, showed strong dollar growth in 2022 with its KIND Minis, KIND Breakfast Protein, KIND Clusters and new KIND Thins bars.

Reno, NV-based Nature’s Bakery also showed strong dollar and unit sales growth last year.

“Nearly 55 percent of adults snack two to three times a day,” said Melissa Altobelli, principal, strategic solutions group for IRI. “Because of their size and convenience, bars are well positioned to accommodate consumers who are looking for better-for-you nutrition and who want to limit sugar and carbs.”

This story has been adapted from the February | Q1 2023 issue of Commercial Baking. Read the full story in the digital edition here.

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