C S P Category Management Handbook 2012102

Up and Down

Nutrition bars Breakfast

Granola

Snacks

Energy/Diet/Granola Bars

Market Share by Bar TypeC-store sales, 52 weeks ending Dec. 25, 2011

Examined by dollar share, nutritional bars—high-protein, energy, etc.—supplied 57% of sales in the category. By units, share was split roughly between the three segments.

Dollar share

Nutritional 57.0%

Breakfast 26.1%

Granola 16.9%

Unit share

Nutritional 36.4%

Breakfast 32.1%

Granola 31.5%

Source: SymphonyIRI Group

Market Share by Nutrition-Bar TypeC-store sales, 52 weeks ending Dec. 24, 2011

By dollars, high-protein bars supply nearly 40% of c-store sales; by units, they provide less than 29%, according to Nielsen. Energy contributes nearly 35%.

Dollar share

High protein 39.9%

Energy 29.9%

Diet plans 15.5%

Healthy snack 14.1%

Breakfast 0.6%

Unit share

Energy 34.8%

High protein 28.8%

Diet plans 18.2%

Healthy snack 17.3%

Breakfast 0.9%

Sources: The Nielsen Co., U.S. Nutrition

Where the Gains AreC-store sales, 52 weeks ending Dec. 25, 2011

According to SymphonyIRI, c-store sales of bars—nutrition, breakfast and granola—rose 10%, with unit sales up about 2%. The nutrition segment drove the growth, with double-digit gains in dollars and units. Breakfast and granola saw dollar gains but unit losses in 2011.

C-store sales Unit sales Bar type ($ millions) PCYA* (millions) PCYA*

Nutritional/intrinsic health value $335.4 +15.2% 168.1 +15.5%

Breakfast/cereal/snack $153.5 +5.1% 148.5 –3.2%

Granola $99.5 +1.9% 145.4 –6.0%

Total $588.4 +10.0% 462.1 +1.9%

Source: SymphonyIRI Group * Percent change from a year ago

Market Share by Nutrition-Bar ManufacturerC-store sales, 52 weeks ending Dec. 24, 2011

General Mills and Clif Bar showed gains in dollar share of c-store nutrition-bar sales in 2011, according to Nielsen fi gures.

Manufacturer Dollar share Point change

Kellogg 31.8% –0.4

Nestlé 16.1% –1.8

General Mills 12.2% +2.4

U.S. Nutrition 10.4% –0.5

Clif Bar 9.7% +1.9

Pro Source 3.9% +0.8

Mars 2.7% –0.8

Forward Foods LLC 2.0% 0.0

All others* 11.2% N/A

Sources: The Nielsen Co., U.S. Nutrition * Manufacturers with less than 2% dollar share

C S P Category Management Handbook 2012104

Snacks

Energy/Diet/Granola Bars

Nutrition-Bar TrendsThe nutrition-bar segment continues to enjoy strong sales in c-stores, with dollars and units up 15% to 16%, according to Nielsen and SymphonyIRI fi gures.

Nutrition-Bar Sales by SegmentC-store sales, 52 weeks ending Dec. 24, 2011

C-store sales Unit salesBar type ($ millions) PCYA* (millions) PCYA*

High protein $102.8 +15.0% 36.0 +15.5%

Energy $76.8 +22.8% 43.5 +24.1%

Diet plans $39.9 +13.0% 22.7 +12.1%

Healthy snack $36.3 +5.0% 21.6 +4.1%

Total $257.4 +16.0% 125.0 +16.5%(including brands not shown)

Sources: The Nielsen Co., U.S. Nutrition

BrandsC-store sales, 52 weeks ending Dec. 25, 2011

C-store sales Unit salesBrand ($ millions) PCYA* (millions) PCYA*

Kellogg’s Special K Protein $47.8 +18.9% 28.0 +16.0%

Clif $39.5 +33.1% 21.6 +33.5%

PowerBar Protein Plus $28.7 +0.5% 10.7 +8.8%

MET-Rx Protein Plus $16.1 +13.7% 5.0 +13.2%

PowerBar Performance $14.5 –2.2% 8.0 –3.0%

Total $335.4 +15.2% 168.1 +15.5% (including brands not shown)

Source: SymphonyIRI Group * Percent change from a year ago

SKUsC-store sales, 52 weeks ending Dec. 24, 2011

SKU C-store sales ($ millions) PCYA*

Kellogg’s Special K Protein (chocolate peanut butter, 1.59-oz.) $13.2 +21.5%

Kellogg’s Special K Protein(strawberry, 1.59-oz.) $10.3 +35.7%

PowerBar Protein Plus (chocolate peanut butter, 2.75-oz.) $9.5 +2.5%

MET-Rx Big 100 (chocolate chip cookie dough, 3.52-oz.) $9.3 +11.5%

Kellogg’s Special K Protein(double chocolate, 1.59-oz.) $8.7 +22.5%

Total $257.4 +16.0% (including SKUs not shown)

Sources: The Nielsen Co., U.S. Nutrition * Percent change from a year ago

5SKU

BRAND5

Snack-Bar Trends**C-store sales, 52 weeks ending Dec. 25, 2011

After strong unit sales in 2010, breakfast and granola bars saw mixed numbers in 2011. Nature Valley Sweet & Salty Nut was one of the few brands to post gains in both dollars and units.

Breakfast/Cereal/Snack-Bar Brands

C-store sales Unit sales Brand ($ millions) PCYA* (millions) PCYA*

Kellogg’s Rice Krispies Treats $55.1 +7.1% 50.9 –1.1%

Kellogg’s Nutri-Grain Bars $31.0 –4.4% 37.2 –7.6%

General Mills Golden Grahams Treats $15.4 +1.6% 12.0 –1.7%

General Mills Lucky Charms Treats $9.7 +412.1% 7.3 +388.3%

Kellogg’s Special K Bar $8.7 –7.4% 10.5 –11.2%

Total $153.5 +5.1% 148.5 –3.2%(including brands not shown)

Granola-Bar Brands

C-store sales Unit sales Brand ($ millions) PCYA* (millions) PCYA*

Nature Valley $39.1 +0.6% 46.9 –3.1%

Nature Valley Sweet & Salty Nut $18.5 +8.0% 21.4 +5.7%

Sunbelt $14.8 +3.4% 49.4 –12.5%

Nature Valley Chewy Trail Mix $8.8 –1.4% 10.5 –5.0%

Quaker Chewy $4.6 –10.9% 5.0 –16.0%

Total $99.5 +1.9% 145.4 –6.0%(including brands not shown)

BRAND5

BRAND5

5

Sources: SymphonyIRI Group, General Mills Inc. * Percent change from a year ago** Breakfast, cereal, snack and granola bars only

C S P Category Management Handbook 2012 105

Top UPCs by Dollars and Units

Examined by dollars, Kellogg’s 2.6-ounce Rice Krispies Treat is the top-selling snack bar SKU; by units, the 1.5-ounce Nature Valley Oats & Honey leads.

Dollars

C-store sales Unit sales UPC ($ millions) PCYA* (millions) PCYA*

Kellogg’s Rice Krispies Treats (2.6-oz.) $27.0 +10.9% 22.2 +6.6%

Nature Valley Oats & Honey granola bar (1.5-oz.) $21.7 +9.7% 25.8 +6.0%

Kellogg’s Rice Krispies Treats (1.3-oz.) $13.6 –1.6% 16.5 –6.4%

Kellogg’s Nutri-Grain Strawberry cereal bar (1.3-oz.) $12.9 –6.1% 15.4 –9.4%

Golden Grahams Treats Chocolate Marshmallow snack bar (2.1-oz.) $11.8 +5.4% 9.0 +0.3%

Units

C-store sales Unit sales UPC ($ millions) PCYA* (millions) PCYA*

Nature Valley Oats & Honey granola bar (1.5-oz.) $21.7 +9.7% 25.8 +6.0%

Kellogg’s Rice Krispies Treats (2.6-oz.) $27.0 +10.9% 22.2 +6.6%

Sunbelt Chocolate Chip granola bar (1.3-oz.) $4.3 +0.4% 16.9 +0.2%

Kellogg’s Rice Krispies Treats (1.3-oz.) $13.6 –1.6% 16.5 –6.4%

Sunbelt Oats & Honey granola bar (1-oz.) $3.9 –5.4% 15.6 –5.5%

Sources: SymphonyIRI Group, General Mills Inc. * Percent change from a year ago** Breakfast, cereal, snack and granola bars only

5UPC

5UPC