While Mintel last examined the market for cereal bars in tandem with that for cake bars, in 2002, it is a measure of the significant activity seen in the market that it now warrants analysis in isolation. The growth in the market since the late 1990s has been impressively high, due to an increase in penetration and rising sales volumes. Increased competition has also benefited the market, as greater numbers of companies have entered the market, attracted by the opportunity to extend and build their brands. Major suppliers now include Kellogg (Nutri-Grain and Special K Bars), Weetabix (Alpen), Jordans (Frusli and Crunchy), Masterfoods (Tracker, Tracker Breakfast Bars), Cadbury's (Brunch Bar) and McVitie's (a:m Bars).

This report offers a full analysis of all the major trends in a burgeoning sector, providing an overview of the market's size, trends, structure and consumers that will be as vital to category marketers as it will be to those in the service industries. Highlighting how growth in the cereal bar market has been driven by the development of products ideally tailored for current eating habits and trends, key issues analysed include:

In what ways increasing household numbers and busier lifestyles are creating opportunities for more convenient foods.

How cereal bars have capitalised on consumer health perceptions

Market segmentation – competition between chewy, baked and crunchy bars.

Major brand launches and new activity

The most effective ways of targeting young consumers