Bars (Non-Chocolate)-AMERICAN EATING TRENDS REPORT 2012

CONSUMPTION DEMOGRAPHICS

The bar product category includes diet/energy bars, ready-to-eat treat/cookie bars, breakfast/granola/fruit/cereal bars, and all other bars, excluding chocolate bars. American consumption of bars has increased significantly over the past ten years across all bar categories. In 2010, American consumers reported eating bars an average of 18 times per year, more than doubling the consumption reported in 2000 of 7.9 times per year. Of those who eat bars, 20.9% will, on average, consume these products about three times in a two-week period. The breakfast/granola/fruit/cereal bars segment is the largest bar category; Americans consumed them an average of 12.3 times per year in 2010.

Core Markets (at least 20% above average consumption rate)
Adults 35-44 years of age over all bar categories, with the exception of ready-to-eat treat/cookie bars;
Female adults, particularly for diet/energy bars;
Children, especially ready-to-eat treat/cookie bars;
One-member households;
Children and adults on a diet;
Homemakers* 34 years and younger;
Middle-income households (annual income over $50,000);
Employed, full-time college graduates, and professionals; and
Affluent singles, double income households with no children, and affluent, traditional families.
* The "homemaker" is defined by NPD as the head of the household or the primary food shopper, who is typically female.