Breakfast Bars Eat Up Market Share

Aug 04, 2003
George Anderson

By George Anderson

Nutritionists and food manufacturers agree there is a need for nutritious,
portable breakfast foods and beverages. What they don’t agree on is the success
food companies have had in developing these products.

According to an article in USA Today, nutritionists are concerned ‘extra calories
and fewer vitamins and minerals in many new beverage and breakfast bar substitutes
for sit-down breakfasts often offset some health benefits.’

Lisa Young, a nutritionist and assistant professor with New York University
said the problem with convenience foods is, “When you eat on the run, you forget
you have eaten and end up eating more.”

Consumers have been drawn to convenience foods such as meal replacement bars
and beverages. NPD says sales of convenient breakfast foods and wholesome snacks
are up 11% since 1999. Cold cereal sales have declined nearly five percent during
the same time period.

Moderator’s Comment: How will the growing number of
meal replacement bars and drinks affect store merchandising and display?

Quaker Oats is asking grocers to display its new Quaker
Oatmeal Breakfast Squares next to oatmeal cereals rather than in the energy
bar or snack aisle section where many of these types of products are often found.

Anderson – Moderator

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