LaraBar and Kashi Bar Case Study: retaining growth in the competitive cereal bar market

Publication Date	July 2009
Publisher	Datamonitor
Product Type	Report
Pages	12
ISBN Number	not applicable
Product Code	DAT15178

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Summary

Introduction

This case study on LaraBar and Kashi Bars forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the cereal bar brands have retained growth in this competitive category.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
The cereal bars market has grown strongly due to consumer demand for functional foods
Cereal bars are a strong growth category in the US
Functional foods are popular due to their convenient health food positioning
Consumers desire cereal bars that have an ethical stance while tasting good
LaraBar: the company has achieved success by focusing on a healthy indulgent offering
LaraBar has grown quickly on the back of the functional foods trend
The company's bars have dessert-inspired flavors that promote its indulgent but healthy offering
The company has branched out in to children's bars, promoting its products for all the family
Kashi Company: cereal bars form an integral part of the company's wellness-focused product offerings
The Kashi Company has grown from the niche to the mainstream with the help of the functional food trend
The company's cereal bars stress a wholegrain, natural content while coming in indulgent flavors
Kashi's website enables wide ranging consumer participation, showing that customer contributions and feedback are important to the company
Conclusions: healthy indulgence is a key attribute of successful cereal bar brands
APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- Table 1: US cereal bar market ($m), 2008-13
- Table 2: Top five claims in cereal bar US launches, July 2007-July 2009
- Table 3: Larabar product varieties
- Table 4: Kashi bar varieties
List of Figures
- Figure 1: Over 400 cereal bar launches have been introduced annually to the US market since 2007
- Figure 2: Functional foods are well regarded by Americans
- Figure 3: A significant proportion of consumers remain unconvinced that health foods can be enjoyable
- Figure 4: A fifth of US consumers boycott brands due to a company's bad ethical reputation
- Figure 5: LaraBars are available in three varieties
- Figure 6: Kashi offers four different food lines