Mintel believes the market has a two-fold mission if it hopes to sustain its strong sales growth. First, more products must appeal to the heaviest user groups—those in the 15-24 and 65+ age groups. Note that the reasons for cereal bar consumption vary between these two groups. Younger consumers eat cereal bars more as a snack and, frequently, in conjunction with exercise. The older group is more apt to eat cereal bars in place of a meal.
Second, the category should work to attract new consumers in the under-consuming 25-64 age range. This demographic is likely to require new types of cereal bar products, such as those that merge confectionery, yogurt, coffee or other beverages. One option to grow consumption among this group has been to position cereal bars for specific benefits.