Who’s Buying Nutrition Bars?

One survey, an online sample taken last September of 694 adults who had eaten at least one type of bar within the past 30 days, found that compared with the general population, bar consumers tend to be better educated, younger, and female. Just under three-fourths of the sample ate a snack bar within the past 30 days. The consumers ate the snack bars primarily to curb hunger between meals.

On the other hand, the consumers in the sample were more likely to eat another type of product, weight-management bars, with meals or as meal replacements. Weight-management bars were more popular among women than men, according to the survey, which also found that women tended to eat the bars for breakfast.

Nutrition bar consumers also want their bars to have several important attributes, according to the survey. The most important characteristics are: taste, made with whole grains, and all-natural.

In the second survey, a May 2008 online sample of 441 consumers who had purchased a weight-management or energy bar in the past 30 days, 81% of weight-management bar consumers were female and 56% of energy bar consumers were male.

Compared with the weight-management consumers, the energy bar consumers were more likely to be younger, better educated, and single. Energy bar consumers were also more likely to eat their bars during athletic activities. In addition, energy bar consumers tended to prefer bars with high amounts of fiber and protein, while weight-management bar consumers tended to prefer bars that were low in calories, fat, and sugar.