health bars report

Online Health Bars Category Report1010data Market Insights Report

January – July 2017

BRAND SHARE

BRAND GROWTH

BRAND CONVERSION

RETAILERSHARE

TOPPRODUCTS

Online Health Bars Category Report

Executive Summary 3

Top Brands by Sales Online 4

Fastest Growing Brands by Sales Online 5

Top Converting Brands 6

Top Retailers by Sales Online 7

Most Popular Products 8

Key Highlights 9

2

Table of Contents


44%

365%

40%

13%

17%

71%

Plant

Other

Whey

Share and YOY Growth of Online Health Bar Sales by TypeJan - Jul 2017

Share YOY Growth

Health bars are becoming popular products to buy online, especially since they are typically meal-replacements that are shelf-stable. Online health bar sales totaled $80 million during the first seven months of 2017, which is 60% greater than last year. Whey health bars generated the most sales during this period, but health bars from the other category are growing the fastest. 80% of the Other category is comprised by RxBar, which is the fastest growing health bar brand, focusing on simple ingredients.

3

Executive Summary


3%

3%

3%

3%

4%

5%

5%

6%

14%

25%

Julian Bakery

MusclePharm

Power Crunch

Lenny & Larry's

CLIF Bar

ISS OhYeah

Pure Protein

ThinkThin

RxBar

Quest Nutrition

Share of Online Health Bar Sales By BrandJan - Jul 2017

Quest Nutrition bars lead the health bar category with a quarter of all online sales. Rxbar, which launched in 2013, already ranks second among top brands for market share in this category online. While more than half of the top brands fall into the whey health bar category, a couple of plant-based bars make the list, like CLIF Bar and Lenny & Larry’s. Julian Bakery, a small, locally-owned business, is on par with health industry giants like Power Crunch and MusclePharm.

Top Brands by Sales OnlineBRAND SHARE

4


60%

64%

70%

102%

106%

120%

156%

232%

260%

398%

ISS OhYeah

Simply Protein

CLIF Bar

ThinkThin

Rise Bar

Power Bar

Pure Protein

Atkins

Gatorade

RxBar

YOY Growth of Health Bar Brands Online With $250K+ in Sales Jan - Jul 2017

Rxbar is the fastest growing brand online, with sales up 5x year over year. The brand promotes a ’No B.S.’ product and labels all the ingredients on the front of the packaging. Rise Bar, which doubled sales since last year, also promotes the number of ingredients used. Meanwhile, Gatorade’s NFL-approved recover bars are experiencing tremendous growth online. Brands that promote low-calories, like Atkins, ThinkThin and Simply Protein, are also experiencing healthy growth.

Fastest Growing Brands by Sales OnlineBRAND

GROWTH

5


8%

9%

9%

9%

9%

9%

10%

11%

11%

15%

Quest Nutrition

Power Bar

Atkins

Primal Kitchen

Julian Bakery

ProMAX

ThinkThin

CLIF Bar

Gatorade

Isagenix

Top Health Bar Brands By Online Conversion RateWith $250K+ in Sales, Jan - Jul 2017

Isagenix has the highest conversion rate of any health bar brand online. This means that 15% of consumers that look at Isagenix bars online end up buying the product. Isagenix promotes a diet for weight loss, similar to Atkins, which has an online conversion rate of 9%. Gatorade and CLIF Bar, two mainstream brands, also have high conversion rates. High conversion rate can indicate strong advertising and product pricing.

Top Brands by Online Conversion RateBRAND

CONVERSION

6


1%

1%

1%

1%

2%

3%

3%

23%

25%

39%

walmart.com

gnc.com

jet.com

costco.com

vitacost.com

bodybuilding.com

vitaminshoppe.com

amazon.com - market

amazon.com - subscription

amazon.com - direct

Share of Online Health Bar Sales By RetailerJan - Jul 2017

Amazon sells 87% of all health bars online across all its channels. Amazon Subscription accounts for a quarter of the entire category, which indicates that consumers like to buy health bars regularly online. After Amazon, Vitamin Shoppe and Bodybuilding.com sell the most health bars online, followed by Vitacost.com. Bulk retailers like Costco and Jet.com sell as many health bars as category-specific retailer, GNC.

Top Retailers by Sales OnlineRETAILER

SHARE

7


The most popular product sold online is a pack of Quest Nutrition’s protein bar. It is closely followed by Pure Protein’s variety pack, which sells 9% less units than Quest Nutrition’s protein bar. Most of the most popular health bars have a chocolate flavor and contain the word ‘protein’ in the product name. The top search terms that lead to health bar purchases are ‘quest bars’ and ‘protein bars’. This means that brands looking to boost share in this category might consider including the word ‘protein’ in their products’ names.

Most Popular Products

ProductPopularity

Index

1. Quest Nutrition Protein Bar Chocolate Chip Cookie Dough, 2.1 Oz Bar, 12 Count 100

2. Pure Protein Bar Variety Pack, 18 Count of 1.76 Oz Bars 91

3. thinkThin High Protein Bars Chocolate Fudge, 2.1 Oz Bar, 10 Count 83

4. MusclePharm Combat Crunch Bars Delicious Protein Bar 76

5. RXBAR Whole Food Protein Bar Chocolate Sea Salt, 1.83 Ounce, Pack of 12 63

6. Quest Nutrition Quest Bars Whey Protein Bar for Building Muscle 49

7. BSN Syntha-6 Protein Crisp Protein Crisp Bar 44

8. Atkins Meal Bar Chocolate Peanut Butter, 8 Bars 40

9. Optimum Nutrition Opti-Bar High-Protein Bar To Support Muscle Recovery 38

10. MuscleTech NITRO-TECH Crunch Bar 36

TOPPRODUCTS

Most Popular Health Bar Products Sold OnlineJan – Jul 2017

8


Quest Nutrition generated a quarter of online sales in the health bar category

Rxbar is the fastest growing brand online with sales up 5x year over year

15% of consumers who view Isagenix bars online end up purchasing the product

Amazon Subscription accounts for 25% of all health bar sales online

Most of the top products are chocolate flavored

Key Highlights

BRAND SHARE

BRAND GROWTH

BRAND CONVERSION

RETAILERSHARE

TOPPRODUCTS

9


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Methodology1010data utilizes a number of sources of consumer spending data representing millions of consumers to provide an accurate assessment of online and offline retail sales, market share, and more. Our data enables clients to track consumer behavior using high-quality, granular datasets that are often difficult to source, cleanse, and consolidate.

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