Baking & Snack - June 2024 - 38

TRACKING BAR SALES
Calendar year sales for snack bars, granola bars, clusters
Year
Dollar sales
(in millions)
2023
2022
2021
2020
2019
$8,046.8
$7,627.6
$6,925.3
$6,308.9
$6,776.3
Source: Circana OmniMarket total store view
% change
vs. year ago
5.5%
10.1%
9.8%
-6.9%
4.0%
Unit sales
(in millions)
1,788
1,861.5
1,996.2
1,965.8
2,294.1
% change
vs. year ago
-4%
-6.7%
1.6%
-14.3%
-1.7%
apart in highly processed, highly functional categories
with its unique bakery process. "
Hughes also said the company believes taste and
health can go hand-in-hand with innovation.
" We keep it as simple as we can and ensure that Bobo's
can be consumed by everyone, so we're using purity protocol
oats that are also gluten-free, and our products are glutenfree,
vegan, non-GMO and free of top allergens, " he said.
ers, " McAndrews said. " We seek feedback through surveys
and social media engagement to understand what
flavors and formats our customers are craving. Whether
it's a desire for more indulgent varieties like our White
Chocolate Macadamia bar or a need for convenient onthe-go
formats like our mini snack bars, we take our
customers' preferences and suggestions into account
when developing new offerings. "
Quaker also talks with parents as part of the compaHighlighting
the
healthfulness of
their bars, some
brands contain
organic ingredients
and are free from
GMOs, additives and
preservatives.
Kate's Real Food
ny's R&D process, Vesper said.
" We speak with real parents and consider their needs
and wants when developing new products, " she said.
Bobo's, Loveland, Colo., which offers a variety of bars
and bites, focuses on taste and simplicity in its portfolio,
said Henry Hughes, vice president of marketing.
" We have worked tirelessly to scale our manufacturing
processes without sacrificing the quality and taste of
the product that Beryl Stafford, company founder, baked
in her kitchen 21 years ago, " he said. " Bobo's sets itself
Challenges and opportunities
The cost of food along with other inflationary pressures
are forcing consumers to change their buying habits.
There is no question that prices have impacted consumers,
Lyons Wyatt pointed out but added that value means
different things to different people.
" THERE'S SOME GREAT
ROOM AND OPPORTUNITY
FOR BARS TO DO MORE
LIMITED-TIME OFFERS. "
Sally Lyons Wyatt, Circana
" Getting the value proposition right is the key, " she
said. " To appeal to consumers looking for health benefits,
CPGs should zero in on the channels consumers are
shopping and the packaging and price points they need
to hit in those channels. "
She acknowledged that bars are facing a few obstacles
looking ahead, so it's important for brands to offer customers
what they want where and when they are looking
for a snack. Effective messaging behind their products
on social media channels can create excitement.
" If they have products and options out in the marketplace
at a variety of sizes and with the right flavors consumers
are looking for, then they have a tailwind behind
them, " Lyons Wyatt said. " But they have to be able to be
agile enough to have the right packaging and size in the
different channels, so they maximize their incrementality
and get back into growth in unit sales. "
She noted that online bar sales at brick-and-mortar
retailers offering grocery delivery and pickup are doing
well.
" Online is a favored channel for them right now
where there is growth, " Lyons Wyatt said. " I think there
will continue to be growth. It is one of those categories
that is suited for online, whether delivery or pickup. We
are seeing delivery especially with brick-and-mortar retailers
winning. "
Bar makers interested in expanding their customer base
should find ways to differentiate their products, especially
since consumers are turning to cheaper retail brands.
38 Baking & Snack June 2024 / www.bakingbusiness.com
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