Granola Bar Shoppers
Detail the in-store journey, reasons for buying, and thought processes for granola bar shoppers (i.e. brands like Nature Valley, not health/wellness bars) in order to gather data for a business pitch regarding a retail plan and visual/messaging strategy for Nature Valley.
Granola Bar Industry Data
- According to research from TechNavio, granola bar sales from super and hyper markets account for 58% of the total market share. The market as a whole is expected to experience a CAGR of 9% between 2017-2021.
- Consumers are often interested in granola bars because they feel as though they are a healthy snack alternative, which is a top priority for maintaining a healthy lifestyle.
- The 2018 U.S. Snacking Survey found that 65% of consumers want an energy boost from a snack, 53% look for snacks with fruits and vegetables, and 40% want something with probiotics. This often leads them to choose granola, breakfast, and/or snack bars.
- In 2017, the second most important buying factor for snack/granola bars was found to be ones that have no/low/reduced sugar. The number one factor was that a product was all-natural.
- Research from Information Resources, Inc. found that in 2017, although the entire market for snack bars is growing, total dollar sales for granola bars (not protein or breakfast bars) actually dropped by 3% and unit sales decreased by 3.6%. This was found to be related to the number of consumers questioning how nutritional granola bars actually are.
- FONA International found that the top five drivers that led consumers to or not to purchase a granola or food bar are 1) low/no/reduced allergens, 2) gluten free, 3) Kosher, 4) GMO free, and 5) ethically-environmentally friendly packaging.
- In a study conducted regarding the KIND granola bars, 33% of parents reported that sugar levels are their highest concern when choosing snacks for their children. Another 64% of parents also said that they want to limit sugar in their children's school lunches, and thus look to healthy granola bars as an alternative.
- The Center for Generational Kinetics also found in 2017 the Millennial moms are 50% more likely to choose a snack that is known to be healthier for their kids than other prepackaged snacks and bars.
Proprietary Research Available
Bolster your final deliverable with proprietary research from TechNavio for an additional $816.02. This research specifically includes data and statistics related to granola bar market in the U.S., focused specifically on brands from General Mills, Kellogg's, Quaker Oats Company, and other smaller vendors. Also available within the same report is data on the increased demand for snack bars for $230.00, competitive positioning for $230.00, or even the whole report for $3,500.00.
Proposed next steps:
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Initial research regarding consumer purchase journeys and influencers for the granola bar market appear abundant. As a result, we suggest moving forward with additional research to better understand the communication and marketing techniques that drive purchases of granola bars by consumers (i.e. the ways in which they are marketed, and why). We also recommend additional research to understand the in-store journey that consumers follow when purchasing granola bars, including what makes them choose one brand over another when in-store, and why. Finally, we believe a third prong of reseach would be helpful to better understand when exactly consumers in the U.S. are purchasing granola bars (i.e. in their regular grocery trips, at quick-stops during the day, do they purchase in bulk or not, etc.). Since the studies on granola bars appear abundant via initial research, we will back up our findings with hard data, where possible.
Alternatively, we suggest moving forward with two chunks of research. The first one would analyze the types of marketing and messaging that is used to influence purchases for granola bar products, while the second one would analyze exactly when, why, and how consumers purchase granola bar products (i.e. in their regular grocery trips, in bulk or in single pieces throughout a day, etc.).