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Nutritional Food and Drink - US - January 2013

Published By :

Mintel

Published Date : Jan 2013

Category :

Beverages

No. of Pages : 232 Pages


The blurring of lines between snack bars, cereal bars, performance bars and nutrition bars means nutrition bar makers need to work even harder to differentiate their products from others on the market while appealing to the same consumer preferences that snack bars do.
Table of Content

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: Total U.S. sales and fan chart forecast of market, at current prices, 2007-17
Segment performance
Figure 2: Total retail sales of nutritional food and drink, by segment, 2007-17
Market factors
Diet and exercise tied to use of nutritional food
Figure 3: Nutritional food use, by diet and exercise regimen, October 2012
Increased employment enhances need for convenient nutrition
Figure 4: Number of employed civilians in U.S., in thousands, 2007-12
Children present opportunity for market expansion
Figure 5: Prevalence of obesity among children and teens aged 2-19, 1971-2010
Retail channels
Figure 6: Retail sales of nutritional food and drink, by channel, at current prices, 2007-12
Leading companies
Figure 7: FDMx sales of nutritional health food and drink, by leading companies, 52 weeks 2012
The nutritional food and drink consumer
Nutritional foods appeal more to young consumers than to older consumers
Figure 8: Household consumption of nutrition bars, by age, October 2012
Households with children more likely to use nutritional food than those without
Figure 9: Household consumption of meal replacement or snack bar, by presence of children in household, October 2012
Nutritional food and drink need new positioning as fitness aid
Figure 10: Top eight reasons for personally using nutrition food & drink, October 2012
Taste, sugar and calories create barriers to use
Figure 11: Top five reasons for not using nutritional food and drink, October 2012
What we think
ISSUES IN THE MARKET
How can nutrition and diet bars differentiate from other bars?
Why aren’t parents buying nutritional food and drink for their kids?
How can nutrition and diet products attract more men?
INSIGHTS AND OPPORTUNITIES
Room for expansion of kid focused nutritional food and drink
Clean eating trend creates opportunity for wholesome nutrition bars
On-the-go product placement may increase purchase opportunities
Products that offer emotional benefits may attract new consumers
TREND APPLICATIONS
Trend: Premiumization and Indulgence
Trend: Cool Vending
2015 Trend: Access Anything Anywhere
MARKET SIZE AND FORECAST
Key points
2012 growth strongest in five years with 15.6% increase
Lagging consumer confidence expected to slow growth in 2013
Sales and forecast of nutritional food and drink
Figure 12: Total U.S. retail sales and forecast of nutritional food and drink, at current prices, 2007-17
Figure 13: Total U.S. retail sales and forecast of nutritional food and drink, at inflation-adjusted prices, 2007-17
Fan chart forecast
Figure 14: Total U.S. sales and fan chart forecast of market, at current prices, 2007-17
MARKET DRIVERS
Key points
Consumer diet and fitness regimen influences food decisions
Figure 15: Household consumption of meal replacement or snack bar, by diet, October 2012
Figure 16: Household consumption of meal replacement or snack bar, by fitness, October 2012
Obesity epidemic thrusts health to forefront of consumer behavior
Figure 17: U.S. obesity, by age group, 2008 and 2012
Convenience and portability appeal to increasingly busy lifestyles
Figure 18: U.S. unemployment rate, by month, 2002-12
Figure 19: Number of employed civilians in U.S., in thousands, 2007-12
Women’s employment numbers drive demand for nutritional food
Hispanic population growth may drive nutrition food and drink use
Figure 20: Household consumption of meal replacement or snack bar, by Hispanic origin, October 2012
Consumer confidence will affect spending
COMPETITIVE CONTEXT
Performance food competes for same users
Snack bars offer tastier, less expensive alternative
Snack foods challenge nutrition bars for consumers
Diet programs and diet meals compete for serious dieters
SEGMENT PERFORMANCE
Key points
Sales increases show consumer willingness to spend on nutrition
Sales of nutritional food and drink market, by segment
Figure 21: Sales of nutritional food and drink market, by segment, at current prices, 2010 and 2012
SEGMENT PERFORMANCE – HEALTH/WELLNESS BARS
Key points
Strong growth expected as challenges, opportunities lie ahead
Sales and forecast of health and wellness bars
Figure 22: Sales and forecast of health and wellness bars, at current prices, 2007-17
SEGMENT PERFORMANCE – DIET BARS
Key points
Despite recent growth, diet bars facing challenges
Sales and forecast of diet bars
Figure 23: Sales and forecast of diet bars, at current prices, 2007-17
SEGMENT PERFORMANCE – MEAL REPLACEMENTS
Key points
Category leader driven by demand for convenience
Sales and forecast of meal replacements
Figure 24: Sales and forecast of meal replacements, at current prices, 2007-17
RETAIL CHANNELS
Key points
Supermarkets lose share of retail sales as nutrition drink sales grow
Sales of nutritional food and drink, by channel
Figure 25: Sales of nutritional food and drink, by channel, 2010 and 2012
Supermarkets, Walmart top retail outlets for nutrition consumers
Figure 26: Nutrition food purchase preferences, by retail channel, October 2012
Households with children shop at a variety of outlets
Figure 27: Nutrition food (meal replacement, fiber, nutrition bars) purchase, by outlet, by presence of children in household, October 2012
Convenience stores, vending machines ease on-demand purchases
Figure 28: Nutrition food (meal replacement, fiber, nutrition bars) purchase, by outlet, by age, October 2012
RETAIL CHANNELS – SUPERMARKETS
Key points
Nutritional food and drink supermarket sales strongest in five years
Figure 29: Consumption of nutritional drink, by age, October 2012
Supermarket sales of nutritional food and drink
Figure 30: Supermarket sales of nutritional food and drink, at current prices, 2007-12
RETAIL CHANNELS – OTHER RETAIL CHANNELS
Key points
Growth in other channels exemplifies market opportunities
Other retail channels sales of nutritional food and drink
Figure 31: Other retail channels sales of nutritional food and drink, at current prices, 2007-12
RETAIL CHANNELS – NATURAL SUPERMARKETS
Key points
Insights
Sales of nutritional foods in the natural channel
Figure 32: Natural supermarket sales of nutritional foods, at current prices, 2010-12*
Figure 33: Natural supermarket sales of nutritional foods, at inflation-adjusted prices, 2010-12*
Natural channel sales of nutritional foods by segment
Figure 34: Natural supermarket sales of salty snacks, by segment, 2010 and 2012*
Brands of note and innovators
Natural channel sales of health, nutrition and diet bars by organic
Figure 35: Natural supermarket sales of health, nutrition and diet bars, by organic, 2010 and 2012*
Natural channel sales of health, nutrition and diet bars by gluten-free
Figure 36: Natural supermarket sales of nutrition and diet bars, by gluten-free, 2010 and 2012*
LEADING COMPANIES
Key points
Top six companies account for 85% of nutritional food and drink sales
Abbott Labs Inc. leads category with almost 40% market share
The number two and three companies gain market share
Manufacturer sales of nutritional food and drink market
Figure 37: FDMx sales of nutritional health food and drink, by leading companies, rolling 52 weeks 2011 and 2012
BRAND SHARE – MEAL REPLACEMENTS
Key points
Abbott, Nestle and Unilever hold top five meal replacement brands
Ensure Clear represents innovation in meal replacement segment
Manufacturer sales of meal replacements
Figure 38: FDMx sales of meal replacements, by leading companies, rolling 52 weeks 2011 and 2012
Consumer usage data only tells part of the story
Figure 39: Household consumption of nutritional drinks, October 2012
BRAND SHARE – DIET BARS
Key points
Number two diet bar brand Special K Protein loses sales in 2012
All the leading brands have formal diet/nutrition programs
Protein content is important but not any more so for dieters
Figure 40: Reasons for purchasing nutrition products, by dieting status, October 2012
Manufacturer sales of diet bars
Figure 41: FDMx sales of diet bars, by leading companies, rolling 52 weeks 2011 and 2012
BRAND SHARE – HEALTH AND WELLNESS BARS
Key points
Segment leader, Fiber One, loses sales in 2012
Nature Valley melds snack bars and nutrition bars for sales success
CLIF Bar products and image appeal to consumers
Manufacturer sales of health and wellness bars
Figure 42: FDMx sales of health/wellness bars, by leading companies, rolling 52 weeks 2011 and 2012
INNOVATIONS AND INNOVATORS
Product innovation down for meal replacements, up for bars in 2012
Figure 43: New meal replacement product introductions, 2008-12
Figure 44: New nutrition and diet bar product introductions, 2008-12
Product claims for bars hitting mark, meal replacement claims missing
Figure 45: New nutrition/diet bar product claims, 2008-12
Figure 46: New meal replacement product claims, 2008-12
Clear products address fat content and texture issues
Drink product addresses cosmetic health
MARKETING STRATEGIES
Overview of the brand landscape
Brand analysis: CLIF Bar
Online initiatives
Print and other
Figure 47: LUNA BAR ad, NowYouKnow, September 2012
Brand analysis: Ensure
Online initiatives
TV presence
Figure 48: Ensure, “Protect, Preserve, Promote,” TV AD 2012
Figure 49: Brand analysis for Ensure, 2012
Figure 50: Ensure, “Nutritional Party,” TV AD, 2012
Figure 51: Brand analysis for Ensure, 2012
Print and other
Figure 52: Ensure print ad, SmartCanucks, May 2012
Brand analysis: PediaSure
Online initiatives
TV presence
Figure 53: PediaSure, “My Child Is A Picky Eater,” TV AD, 2012
Figure 54: Brand analysis for PediaSure, 2012
Print and other
Figure 55: PediaSure print ad, Save Big, Live Better!, May 2012
Brand analysis: Atkins
Online initiatives
TV presence
Figure 56: Atkins Nutritionals, “Lose It,” TV AD, 2012
Figure 57: Brand analysis for Atkins, 2012
Brand analysis: Fiber One
Online initiatives
TV presence
Figure 58: General Mills Fiber One, “Oh The Fame,” TV AD, 2012
Figure 59: Brand Analysis for Fiber One, 2012
Print and other
Figure 60: Fiber One print ad, QueenBee Coupons, May 2012
SOCIAL MEDIA-NUTRITIONAL FOOD AND DRINK
Key points
Social media metrics
Figure 61: Key performance indicators, December 2012
Market overview
Brand usage and awareness
Figure 62: Personal awareness of nutrition food brands, October 2012
Interaction with nutritional food and drink brands
Figure 63: Interaction with nutritional food and drnk brands, October 2012
Motivations for interacting with nutritional food and drink brands
Figure 64: Why people interact with nutritional food and drink brands, October 2012
Online conversations
Figure 65: Selected nutritional food and drink brands’ share of conversations, Sept. 18-Dec. 18, 2012
Figure 66: Conversations on selected nutritional food and drink brands, by brand by day, Sept. 18-Dec. 18, 2012
Where people are talking about nutritional food and drink?
Figure 67: Selected nutritional food and drink brands’ share of brand conversations, by page type, Sept. 18-Dec. 18, 2012
What are people talking about?
Figure 68: Topics of conversations concerning selected nutritional food and drink brands, Sept.18-Dec. 18, 2012
Figure 69: Topics of conversation regarding selected nutritional food and drink brand, by day, Sept.18-Dec. 18, 2012
Figure 70: Types of conversation regarding selected nutritional food and drink brands, by type of website, Sept.18-Dec. 18, 2012
Analysis by brand
SlimFast
Figure 71: SlimFast—key social media indicators, as of Dec. 18, 2012
Key online campaigns
What we think
Fiber One
Figure 72: Fiber One—key social media indicators, as of Dec. 18, 2012
Key online campaigns
What we think
CLIF Bar
Figure 73: CLIF Bar—key social media indicators, as of Dec. 18, 2012
Key online campaigns
What we think
Special K
Figure 74: Special K—key social media indicators, as of Dec. 18, 2012
Key online campaigns
What we think
Lärabar
Figure 75: Lärabar—key social media indicators, as of Dec. 18, 2012
Key online campaigns
What we think
Luna Bar
Figure 76: Luna Bar—key social media indicators, as of Dec. 18, 2012
Key online campaigns
What we think
HOUSEHOLD CONSUMPTION OF NUTRITIONAL FOOD
Key points
Vitamin use signals growth potential for nutrition bars
Figure 77: Household consumption of meal replacement or snack bar, October 2012
Nutrition bar usage increases in households with income over $50K
Figure 78: Household consumption of meal replacement or snack bar, by household income, October 2012
Households with children, but not children themselves, are high users
Figure 79: Household consumption of meal replacement or snack bar, by presence of children in household, October 2012
PERSONAL CONSUMPTION OF NUTRITIONAL FOOD
Key points
Dieters and exercisers influence top nutrition bar picks
Men lag behind women in nutrition bar use
Figure 80: Household consumption of meal replacement or snack bar, by gender, October 2012
Nutrition bars appeal to younger consumers, appeal declines with age
Figure 81: Household consumption of meal replacement or snack bar, by age, October 2012
PERSONAL CONSUMPTION OF NUTRITIONAL DRINK
Key points
Less than 20% of consumers use nutritional drink products
Figure 82: Liquid/powdered nutritional supplements or liquid breakfasts, by gender, April 2011-June 2012
Men and women use products for different things
Figure 83: Liquid/powdered nutritional supplements or liquid breakfasts, by gender, April 2011-June 2012
Older consumer group use products more often as vitamin supplement
Figure 84: Liquid/powdered nutritional supplements or liquid breakfasts, by age, April 2011-June 2012
REASONS FOR USING NUTRITIONAL FOOD AND DRINK
Key points
Nutritional food and drink as fitness aids
Figure 85: Reasons for personally using nutrition food & drink, October 2012
Opportunities exist to expand nutritional food and drink as diet tool
Figure 86: Reasons for personally using nutrition food & drink, by gender, October 2012
Convenience and portability appeal to Baby Boomers
Figure 87: Reasons for personally using nutrition food & drink, by age, October 2012
PURCHASE PREFERENCES FOR NUTRITIONAL FOOD
Key points
Energy tops nutritional food attributes
Figure 88: Reasons for choosing nutritional food products, by gender, October 2012
Women are more concerned with fat content, calories and carbohydrates
Older consumer groups seek out high-fiber, low-fat products
Figure 89: Reasons for choosing nutritional food products, by age, October 2012
REASONS FOR NOT USING NUTRITIONAL FOOD AND DRINK
Key points
Majority of non-users don’t recognize need
Figure 90: Attitudes toward nutrition food and drinks abstention, by age, October 2012
Figure 91: Attitudes toward nutrition food and drinks abstention, by gender, October 2012
Taste is barrier to adoption
Sugar and caloric content concern dieters in particular
Figure 92: Attitudes toward nutrition food and drinks abstention, by diet, October 2012
RACE AND HISPANIC ORIGIN
Key points
Hispanics are more likely to use nutritional food and drink
Figure 93: Liquid/powdered nutritional supplements or liquid breakfasts, by Hispanic origin, April 2011-June 2012
Figure 94: Diet regimen, by Hispanic origin, October 2012
Hispanics are more likely to buy nutritional food for their children
Figure 95: Household consumption of meal replacement or snack bar, by Hispanic origin, October 2012
Hispanics more likely to buy nutrition food at a variety of locations
Figure 96: Nutrition food (meal replacement, fiber, nutrition bars), by Hispanic origin, October 2012
APPENDIX – OTHER USEFUL CONSUMER TABLES
Figure 97: Diet regimen, by gender, October 2012
Figure 98: Diet regimen, by age, October 2012
Figure 99: Diet regimen, by household income, October 2012
Figure 100: Household consumption of nutritional drinks, October 2012
Figure 101: Household consumption of nutritional drinks, by gender, October 2012
Figure 102: Household consumption of nutritional drinks, by age, October 2012
Figure 103: Household consumption of nutritional drinks, by household income, October 2012
Figure 104: Reasons for personally using nutrition food & drink, by presence of children in household, October 2012
Figure 105: Nutrition food (meal replacement, fiber, nutrition bars), by household income, October 2012
Figure 106: Purchase of nutritional drink (Ensure, Boost, Slim-Fast), by outlet, by age, October 2012
Figure 107: Attitudes and behaviors toward nutrition food and drink, by age, October 2012
APPENDIX – SOCIAL MEDIA – NUTRITIONAL FOOD AND DRINK
Brand usage and awareness
Figure 108: Brand usage and awareness of SlimFast, October 2012
Figure 109: Brand usage and awareness of Special K, October 2012
Figure 110: Brand usage and awareness of Luna Bar, October 2012
Figure 111: Brand usage and awareness of Lärabar, October 2012
Figure 112: Brand usage and awareness of CLIF Bar, October 2012
Figure 113: Brand usage and awareness of CLIF Bar, October 2012
Interaction with brands
Figure 114: Interaction with SlimFast, October 2012
Figure 115: Interaction with SlimFast, October 2012 (continued)
Figure 116: Interaction with Special K, October 2012
Figure 117: Interaction with Special K, October 2012 (continued)
Figure 118: Interaction with Luna Bar, October 2012
Figure 119: Interaction with Luna Bar, October 2012 (continued)
Figure 120: Interaction with Lärabar, October 2012
Figure 121: Interaction with Lärabar, October 2012 (continued)
Figure 122: Interaction with Lärabar, October 2012
Figure 123: Interaction with Lärabar, October 2012 (continued)
Figure 124: Interaction with Fiber One, October 2012
Figure 125: Interaction with Fiber One, October 2012 (continued)
Motivations for interacting brands
Figure 126: Why people interact with SlimFast, October 2012
Figure 127: Why people interact with SlimFast, October 2012 (continued)
Figure 128: Why people interact with Special K, October 2012
Figure 129: Why people interact with Special K, October 2012 (continued)
Figure 130: Why people interact with Luna Bar, October 2012
Figure 131: Why people interact with Luna Bar, October 2012 (continued)
Figure 132: Why people interact with Lärabar, October 2012
Figure 133: Why people interact with Lärabar, October 2012 (continued)
Figure 134: Why people interact with CLIF Bar, October 2012
Figure 135: Why people interact with CLIF Bar, October 2012 (continued)
Figure 136: Why people interact with Fiber One, October 2012
Figure 137: Why people interact with Fiber One, October 2012 (continued)
Online conversations
Figure 138: Select nutritional food and drink brands’ share of conversations, Sept. 18-Dec. 18, 2012
Figure 139: Conversations by brand by day, Sept. 18-Dec. 18, 2012
Figure 140: Selected nutritional food and drink brands’ share of brand conversations, by page type, Sept. 18-Dec. 18, 2012
Figure 141: Types of conversations concerning selected nutritional food and drink brands, Sept.18-Dec. 18, 2012
Figure 142: Types of conversation regarding selected nutritional food and drink brand, by day, Sept.18-Dec. 18, 2012
Figure 143: Types of conversation regarding selected nutritional food and drink brands, by type of website, Sept.18-Dec. 18, 2012
APPENDIX – TRADE ASSOCIATIONS

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