September 10, 2024 – Globally, consumers like cereal and energy bars for their convenience, nutritional benefits, and ability to support on-the-go lifestyles. Innova’s 360 research into the energy bar market highlights the latest innovations, product launches, and what may develop in future within the global cereal and energy bar market.
Product Launch and Sales Trends
Cereal and energy bars is the second leading subcategory for launches in the global cereals category. There has been a 3% rise in global cereal and energy bars launches as a percentage of the cereals category over the past five years. Energy bar market research reveals that this growth is driven by diverse types of cereals like oats, rice, wheat, quinoa, and buckwheat, along with handmade options and products featuring real, simple ingredients such as fruits, nuts, spices, and vegetables. Global sales value for cereal and energy bars has also increased by 4% during this period.
Consumer trends reveal that 1 in 3 consumers globally always look at ingredient of interest on the product pack, while 42% of them prioritize protein. This aligns with Innova’s Top 10 Trend, ‘Ingredients: Taking the Spotlight,’ which emphasizes brands efforts to feed positive consumer attitudes toward key ingredients by promoting a product’s star element. This focus has led to a 2% rise in protein claims in the cereal and energy bars industry, with launches featuring protein loaded with nuts, milk protein, and plant protein like soy, pea, and rice.
Leading Cereal and Energy Bar Markets
Europe is the top region for cereal and energy bars launches over the past three years. The United Kingdom is the leading country in Europe, driven by a range of flapjacks stuffed with fruits like apricot, raspberry, blueberry, and banana and chocolate, puffed seed bar offerings, and formulations with nutraceutical ingredients. Meanwhile, the Middle East and Africa show the fastest growth, accounting for 18% of cereal and energy bar launches.
Energy bar trends research displays that North America accounts for 61% of sales value in the cereal and energy bar market over the past year. The region’s new product development is driven by soft baked oats and muffin bars, cross-category flavors like cookie dough, brownies, and pie, as well as combinations of chocolate and peanut butter. Launches featuring sea salt and refreshing mint flavors, such as mint and peppermint, further boost innovation in this energy bar market.
Top Companies and Brands
Cereal Partners Worldwide leads the global cereal and energy bar market, driven by its Fitness brand, featuring bars made from a blend of cereals like wholegrain wheat, oats, and rice, chocolate cereal bars, brown flavors, and berry fruits.
Other key players include Aldi, Schwartauer Werke, Kind, General Mills, Dm-Drogerie Markt, and Kellogg, with the top 7 companies accounting for 11% of launches in the past year.
Among the top 7 companies, Aldi is the fastest growing company, with a 21% CAGR over the past two years. Protein bars fortified with vitamins or omega-3 and MCT oils, muesli bars in flavors like chocolate and hazelnut, and fruit bars combining apple, raisin, strawberry, mango, and banana remain attractive at the company.
Claims and Positionings Trends
The top 5 claims are source of fiber, gluten free, source of protein, no additives or preservatives, and vegan. Energy bar trends research shows that source of fiber is the top claim in Europe, Asia Pacific, and the Middle East and Africa.
In Asia Pacific, there is a rising interest in low sugar, natural, low/no/reduced calorie claims. North American consumers prefer claims like energy/alertness, antioxidant, HFCS free. Meanwhile, in Europe, digestive/gut health, natural, no added sugar claims are growing. In the Middle East and Africa, low/no/reduced sodium, GMO free, low sugar claims are gaining popularity. These diverse claim preferences indicate that consumers in different regions prioritize health benefits and dietary needs tailored to their specific lifestyles and concerns.
Energy Bar Flavor Trends
Milk chocolate is the top flavor in cereal and energy bar launches, followed by almond, nuts, dark chocolate, and peanut.
In North America and Latin America, chocolate chip, red berry, and cranberry flavors are on the rise. Energy bar trends research highlights that Asia Pacific consumers are inclined towards cocoa, cookies and cream, and mango flavors. Consumers in Europe prefer red berry, biscuit, and green apple flavors.
What’s Next in Energy Bar Market Trends?
Energy bar trends research displays that globally 1 in 4 consumers purchasing decisions are influenced by low/no/reduced sugar claims when buying cereals & energy bars. This has led to a 4% CAGR rise in launches with sugar-related claims over the past four years. Brands can tap into this trend by launching products prepared with natural low/no calorie alternatives for sugar, options claiming less than 2 grams of sugar per bite and 85% less sugar content, that can cater to those consumers who look for healthier and low – calorie cereal and energy bars in the market.
The Middle East and Africa show the fastest growth in cereal and energy bar launches, making it a significant region for brands to watch out for. Reductionism, free from claims, and indulgent flavors are prominent in the global cereal and energy bar market. Brands can explore cranberry, berry, chocolate chip, biscuit, salted caramel, peanut butter, honey, and cocoa flavors for healthy indulgent experiences.
The global cereal and energy bar market is likely to witness the rising global emphasis on personalized health and wellness in product development and unique taste profiles to meet evolving consumer desires.
This article is based on our report, “Overview of Cereal & Energy Bars – Global.” If you are interested in reading this report, feel free to request a demo.
You can do this by either booking a demo or using our Contact Form.
