Food Bites - Confectionery Bars
CATEGORY ANALYSIS
May 11th 2011, 12:58
Health bars experienced 4.5% growth during the base year and are expected to grow at higher rates in 2011 and 2012. Health bars have shown consistent year on year growth and this is mainly attributed to the healthy eating trend that has been growing in popularity over the years.
General retail remains the most popular distribution channel for health bars, although it lost some share to other channels in 2010. Gauteng continues to consume the greatest health bar volumes countrywide, with 56.7% of the industry’s output sold in this region.
The growth seen in this category over the years could be attributed to regular innovation and reformulation, as well as new brands and flavours. This generates consumer interest particularly with the innovator group of consumers. Health bars represent a convenient meal replacement solution, which is congruent with the trend to on-the-go consumption. The addition of “natural or wholesome” ingredients is also believed to drive sales.
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