Nutrition Bars are fueling profitable growth in Non-Foods
Michael D. Sleeper, President/CEO, Imperial Distributors, Inc.
With growing expectations of longer life and increased interest in keeping fit and healthy, it comes as no surprise that one of our fastest growing HBC category’s is nutrition bars. We often refer to it as the “Million Dollar Category”.
Despite the fact that nutrition bars could be classified within the food category, the department has flourished under the broad banner of Whole Health in the HBC department.
With over 150 different SKU’s, nutrition bars are comprised of literally dozens of different types of bars with hundreds of ingredients for each brand.
There are supplement bars for gaining weight and loosing weight, for extra energy, with low-carb and high-carb, and protein bars designed specifically for men and others for women. Of course, there are bars for just snacking—but without sugar, which is shunned by nutritionist.
Nutrition bars are manufactured by a range of small to very large companies. Among the largest is Kellogg, which prefers that its bars be positioned in the "Wellness" section and not in the cereal aisle. Another big name is M&M Mars. Its new entry is branded as Marathon; featured as a long-lasting energy bar.
Supermarkets typically devote 12-feet which most often consist of 8-feet for assorted bars and 4-feet for liquid nutritional supplements adjacent to HBC. Major chains dedicate 16-feet to nutrition bars adjacent to liquid supplements, followed by large vitamin sections. Liquid nutrition drinks, are geared towards older shoppers managing a medical condition and have been more successful in supermarkets with pharmacies.
Retailers also merchandise nutrition bars at the front end. As singles, they retail for the same price as candy bars at 99¢ to $1.50. Many shoppers prefer buying assorted singles to satisfy members of their household with a greater choice of flavors.
Nutrition bars are fueling profitable growth in Non-Foods. When switched from Grocery to Health & Beauty Care, they deliver healthy results for both consumer and retailers alike.
Nutrition Bars are fueling profitable growth in Non-Foods