In fact, women outnumber men in consumption of all four food bar segments. The data show that of the market for niche granola and weight management bars, women make up 64 percent and 63 percent respectively, while men comprise just over a third of the market for each. The gender gap in the snack bar and nutrition intrinsic bar markets is less dramatic, but still significant. In the snack bar category, 58 percent of the market is women; for nutrition intrinsic bars, the gap closes a bit, with women comprising 53 percent of the market. Overall, women make up 58 percent of total food bar consumers.Among other key demographic data gathered in the Kerry food bar study: - Half of food bar consumers fall in the 18 to 34 age range.
- Only 5 percent of food bar consumers are aged 55 to 64.
- Food bar consumers cross all income levels, with the largest percentage in the $35,000 to $75,000 income bracket.
- Food bar consumers are relatively well-educated, with 33 percent having either a bachelor’s or graduate degree, 12 percent having an associate degree and 34 percent having at least some college.
- Food bar consumers mirror the U.S. population on race or ethnic background.
- Among major ethnic groups, the smallest segment of consumers is Asian or Pacific Islander (4 percent), followed by blacks (11 percent), and Hispanic or Latino (13 percent).
What, besides convenience, do consumers want in their bars? Participants in the Kerry study said taste is most important, but so is the use of whole grains and all-natural ingredients. Functional food components including protein, fiber, multiple vitamins and minerals, and antioxidants are also important. There are also a number of things consumers don’t want in food bars. Namely, they look for options that are low in fat, calories, cholesterol and sugar. Asked to name the most important benefit of food bars, women mentioned help with weight loss and curbing hunger most often, while men mentioned curbing hunger and heart health. Lest it be thought that food bars are an adults-only phenomenon, kids are a growing part of the market, as well. Kerry’s study shows children’s usage patterns similar to those of adults, with predominate consumption by kids for breakfast (22 percent), as school snacks (26 percent) and as after-school/before-dinner snacks (26 percent). Parents named curbing hunger and sustaining energy as key benefits to children, along with strong bones and healthy hearts. Phil Molina (phil.molina@kerrygroup.com) is marketing manager for the cereal and bar categories at Kerry Ingredients & Flavours (KerryGroup.com). His background includes more than 23 years of food industry experience including a variety of brand management roles leading popular consumer brands, as well as developing a handful of successful entrepreneurial enterprises.
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