RetailingTrends:ConsumersAreTakingAHealthy
ApproachToTheirEnergyCrisis
Astheworldcontinuestomoveatwarpspeed,agrowingawarenessofhealthhas
shiftedconsumersawayfromquickfixeslikecaffeineandsugarassourcesofenergy.
Healthyenergyandsnackingwasonceanichemarket,butitispoisedtoemergeasa
lastingnationaltrend:healthysnacksgrewfasterthanindulgentsnacksin2013.1
Today’sconsumersarecognizantofwhattheyareeatingandwhateffectsdifferent
foodhasontheirbodies.It’sresultinginanincreaseddemandforhighproteinenergy
sourceslikeenergybars,trailmix,granolaandfortifieddrinksthatfunctionaslonglastingfuelforthebody.AccordingtoaJanuary2013Mintelreport,46%ofallmealreplacementusersintheU.S.statethathighproteinisanimportantselectionattribute
and87%indicatesatietyasanimportantfoodattributewhenchoosingproducts.2
Whoisthehealthyenergyconsumer?
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Teenagersandyoungeradults:Morethanathirdof18-24yearoldsareactively
buyingfoodsandbeveragesthatimprovetheirphysicalenergy3Theyarelooking
forenergydrinksandsnacksthathelpthemtostayawakeandalert,andtopull
throughlatenightsandlongdays.
Familieswithchildren:Studiesshowthatthisgroupeatssnackbarsmorethan
anyotherhouseholdtype.Thereisgreatopportunityforbarsandother
nutritionalfoodstobepurchasedbykidsaschildrenareencouragedtoeat
healthierbytheirparents.4
Women:55%ofpeoplewhohaveeatenagranolabarinthepast30daysare
women,accountingforapproximately15.2millionconsumers.5Thesewomen
areweightmanagersseekingenergytofueltheirlifestyles.
Men35-44:Menarethemostlikelytoconsumeenergybarsforfitness/exercise
reasons.6Theyturntoenergysourceslikesnackbarsfortheirnutritionalvalue,
protein,vitaminsandnutrients.
Whatarehealthyenergyconsumerslookingfor?
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Long-lasting:Consumerswantenergythatlasts.About40%ofconsumerseat
granola,cerealandbreakfastbarstoimprovetheirenergyandfocus.7Thisis
resultinginrecordgrowthfortheenergybarindustry,withprojectedcategory
salesofalmost$3billionby2016.8
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Nutrient-rich:32%ofconsumersaremakingastrongefforttoeatmore
food/drinksthatarenaturallyrichinnutrients,and42%areconcernedaboutthe
nutrientcontentofthefoodstheybuy.9
Allnatural:All-naturalproductshavethehighestshareofconsumerpackaged
goodsthatfeaturewellnessclaims.10
Snackattack:Trailmix,withitsdualappealofhealthyenergyandsnackability,
outperformedpotatochipsinconveniencein201311asapopularsnack.
Lessprocessing,please:Overhalfofconsumerssaythattheyaretryingto
minimizetheamountofprocessedfoodtheyeat.12
Rapidlifestylesrequirefast-pacedenergysources.Consumerswantenergysourcesthat
canbeconsumedonthego,makingC-storestheidealsourceforenergyfoods.Two
thirdsofconsumers(and96%ofheavyC-Storeshoppers)believeConveniencestores
shouldcarrymorehealthyfoods.13Displayinghealthyenergyproductsatcheckoutorat
theendofaisleswillhelpthisgrowingconsumersegmentfindwhattheyneedquickly
sothattheycangetbackontheroadandonwiththeirday.
1IRI,SnaxpoStateoftheSnackIndustry,March2014
2Mintel,NutritionalFoodandDrinkReport,January2013
3Datamonitor,Vitality&BalanceReport,April2013
4Mintel,NutritionalFoodandDrinkReport,January2013
5IFT.org,2/3/14,“To10-FunctionalFoodTrends.”
6Mintel,NutritionalFoodandDrinkReport,Jan2013
7Mintel,NutritionalFoodandDrinkReport,January2013
8Euromonitor,SnackBarsMarketSize,March24,2014
9MSI,2010
10IDDBA2011
11Nielsen,Convenience,52WeeksEndingJanuary18,2014
12Mintel,AttitudesTowardHealthyFood,June2012
13Mintel,ConvenienceStores,March2014