Whether consumers are looking to eat breakfast on the go, refuel after a workout, or indulge in a tasty but nutritious treat, there are more choices than ever when it comes to bars. If you ask Jessica Gardeck, associate channel manager, platform marketing and innovation, General Mills Convenience & Foodservice, Minneapolis, the bar space can be divided up into four main categories: mainstream grain, performance, wellness, and treat. “Each of these areas offers consumers something very different,” she says. “For instance, there are consumers seeking out a bar that offers protein (performance), while others may be seeking out an option that accommodates a particular dietary need or preference, whether it’s gluten-free or keto (wellness).”
In a category capable of appealing to such a wide range of consumers, it’s no surprise that, sales-wise, things are holding strong.