The Energy Bar Industry Essay

1321 Words Jun 18th, 2007 6 Pages
Energy Bar Overview
The energy bar market grew from a grass roots effort focused on the consumer base of performance athletes. These athletes usually obtained products at competitive events that were geared towards the everyday consumer. The build up of this market is attributed to PowerBar, but there was significant contribution from others.
PowerBar and the Market
PowerBar began as a company seeking to create a performance-enhancing food that marathoners could consume during an energy-draining race. Initially, the product was marketed and distributed at bike shops and events where running and biking were the competition medium. As this new category began to expand, new entrants began to enter the market. These new entrants began
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However, this limited view allowed them to miss the concept of creating bars focused on women. Their close competitor, Clif Bar, built a solid brand for itself. However, Clif Bar recognized that the market was heavily focused on males and was missing the opportunity to bring women into category. Clif Bar had major success with the launch of Luna Bar.
Luna Bar saw that women were not being properly targeted and marketed. Luna positioned itself as being created "by women for women" to address their needs. Luna's recognized that women have interest driven by several needs and interests. These needs and interest will directly influence their purchasing behaviors.
Balance Bar paired its approach to go hand in hand with the Zone Diet. The Zone Diet focused on reduced carbohydrates by balancing them with protein and unsaturated fats. Balance Bar focused more on the fact that consumers were interested in more than energy from carbohydrates, but more of a balanced approach to nutrients.
MetRx, which greatly influenced the sports protein bar market, became popular with members of the bodybuilding industry and then with consumers outside of that industry. MetRx helped drive the market for protein bars. In addition, MetRx marketed the awareness for the need of high protein supplementation for weekend athletes in addition to current market of…