Energy bars are popular, delicious snacks and substitute meals for exercise lovers and sports participants.
They
are often supplemental bars containing cereals and other high energy
foods targeted at people that require quick energy but do not have time
for a meal. Living faster means an increased need for on-the-go energy
and in-between meal snacks.
The increase in obesity has also lead to a
growing interest in ‘satiating’ meal replacement bars. Both pleasure
and health are strong drivers of this snackification trend.
Snacking is now an integral part of North American and British culture and is becoming an increasingly apparent trend in many other international markets.
In
Germany, where cereals face stiff competition from traditional
breakfast foods, the emphasis is shifting towards the promotion of
cereals as a quick pick-me-up, as meals become lighter and less stodgy.
In the Mediterranean countries of Spain, Italy and France, where a late
evening meal is the cultural norm, cereals are being promoted as a
substantial after-school snack for children.
In this competitive
market, companies are battling for market share and constantly looking
at new product introductions and improvements to traditional favourites.
New product introductions may target specific segments of consumers –
young and old – or ride on current trends, whether its health
consciousness, the latest action figure or some other ingredient or
formulation improvement that will gain interest by its promotion.
The need for convenience has been propelling the processed food industry, which includes breakfast cereals.
Developed nations already have breakfast cereals as part of their regular course of meals, while increasing income in developing countries is giving the industry a new dimension. However, the market in developed economies tends to saturate mainly due to the desire for other traditional breakfasts, as well as some on-the-go alternatives such as cereal bars.
This is partly compensated for with growing breakfast cereals markets in Asia, as well as some Latin American countries. Some markets such as China and India offer high growth potential due to their large population; people in these countries are changing food habits and including breakfast cereals in their regular meals.
Breakfast cereals are broadly marketed under two segments: RTE (ready-to-eat) cereals and Hot cereals – the market for RTE cereals is much larger when compared to that for Hot breakfast cereals.
Energy bars are popular, delicious snacks and substitute meals for exercise lovers and sports participants. 
