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Q: Sports/Energy bar market in Canada ( Answered 5 out of 5 stars,   0 Comments )
Subject: Sports/Energy bar market in Canada
Category: Business and Money > Small Businesses
Asked by: colleen3-ga
List Price: $130.00
Posted: 08 Nov 2004 21:45 PST
Expires: 08 Dec 2004 21:45 PST
Question ID: 426435
I'm developing a business plan for an energy bar manufacturing company
I'm starting and I need some industry information such as market size,
main competitors(Canadian and American),industry overview, annual
sales of main competitors. . . etc. The bars will contain organic
ingredients however won't be 100% organic, they will fall into the
"all-natural" category. They will also contain flax seeds and hemp
seeds as the star ingredients. Some Canadian companies I would love to
get some financials on are: Rebar,Puresource,Honeybar,and Ruth's Hemp
Foods. . ?(if possible)I would basically like to find hard numbers on
the value of the market in Canada and anything I could include in my
business plan to make the bank lend me money!
Hopefully this question isn't too confusing,
Best Regards,
Subject: Re: Sports/Energy bar market in Canada
Answered By: belindalevez-ga on 10 Nov 2004 02:15 PST
Rated:5 out of 5 stars
<Canadian market size and growth.

The organic and natural markets are growing at an estimated rate of 20%.

Snack foods account for 5% of the Canadian Natural and Organic Market.
Retail sales in this category were $68 million in 2001  and are
projected to reach $558 million by 2011 (the report also  gives
figures for all intervening years.) The snack food market comprises
candy and gum, and snacks and bars. Snacks and bars account for 87% of
the natural and organic markets. Based on these figures the natural
snacks and bars market was $59 million in 2001 and is projected to
reach $485 million by 2011.

A survey by Environics found that 40% of the Canadian population have
bought  organic foods ? 18% regularly (heavy buyers), 22% several
times (light buyers) and 31% have experimented once or twice with
organic foods.

The heavy buyer is more likely to be female (60%) and from British
Columbia (22%), compared to nationally 18% and less likely to be from
either Saskatchewan or Alberta (12%).
Heavy and light buyers tend to be aged 18-34 years and highly
educated. Both are under-represented in the $60-80K income range.

Main reasons for purchasing organic :
Specific food allergies.
Healthy lifestyle.

A US 2001 Roper Starch survey found that 75% of Americans believe ?all
natural? and ?organic? mean the same thing.

Natural food supermarket chains are beginning to expand their presence
in Canada. Whole Food Markets opened their first Canadian store in
Toronto on May 1, 2002.

 (Source: Canadian Natural and Organic Retail Markets. By Rosalie
Cunningham. July 2002.)

1999 projected sales for sports bars in Western Canada were $78
million.  Western Canada is the fastest growing part of the country.
One out of three Canadians lives there. (Translating Western Canadian
Trends Into U.S. Export Sales. By Brian Woodcock.)

According to this report energy bars and drinks are the fastest
growing categories in grocery stores in Canada with annual growth of
81%. (Source: State of the Industry Report 2002. AC. Nielsen.)

Natural and health foods in Canada are showing exceptional growth due
to customer awareness and knowledge. Sales within this sector are
estimated at £43 million, but experts are projecting this figure will
escalate over the next few years to approximately £1.2 billion by
2005.  (Source: UK Trade & Investment).

Snackbars in Canada
This report from Euromonitor costs Euro 749.00.

US market

According to the Organic Trade Association, sales of organic snack
foods in 2003 reached $484 million.

Sports bars are marketed under a number of names including sports
bars, energy bars, meal replacement bars. According to Consumer
Reports, Americans spend nearly $1.4 billion on these bars.

Energy bars are a $700 million market. 
Top three selling bars.
1. PowerBar is - $160 million.
2. Clif Bar - $100 million
3. Balance Bar - $63.4 million

Energy bars have a growth rate of 20 percent annually.
This article also looks at the advertising campaigns of the two market leaders.
(The Battle of the Bars. Berkeley?s PowerBar and Clif Bar duke it out
over image, profits. Carolyn Said. Sunday, April 27, 2003. San
Francisco Chronicle.)

According to this Clif Bar case study, energy bars are a $800 million market.

In 2002 the energy bar market was worth $600 million. Power Bar has
identified its customers as men and women between the ages of 24 and
34 who see themselves as competitive athletes and eat at least one
energy bar a day.  (Power Bar?s Obsession: Power Consumers. Marketing
lessons from a top brand builder. John Gaffney. May 02, 2002).,17863,514724,00.html

According to Arla Foods Ingredients, coated protein bars are moving
out of the niche market long reserved for sports fanatics and health
freaks. Mainstream demands for meal replacers, slimming bars, energy
snacks and products that promote general well being have spurred the
protein bar market into rapid growth - turning it into a $2 billion
market in the US.

The U.S. Market for Food Bars: Cereal, Snack, Sports, Meal Replacement 
The market for food bars is expected to more than double by 2007,
thanks in large part to the popularity these items enjoy among U.S.
women, according to The U.S. Market for Food Bars, a new report
published by Packaged Facts. The market includes nutrition bars,
energy (or sports) bars, granola bars and cereal bars. This report
cost $3000 from

There is no end point in Innovation: A look at the U.S. energy bar
market. By Tom Clough. INNOVA. February 12, 2003.

According to a1nutritionproducts, the Nutrition bar market now totals
$1.5 billion a year, with options ranging from basic workout snacks to
meal replacements, weight-loss aids to muscle builders, even bars
designed specifically for women.

Segmentation of the food bar market:
Cereal bars.
Granola bars.
Protein and sports/energy bars.
Diet/weight-control bars.
Low-carb bars
Speciality products like diabetic bars.

This article gives dollar sales and unit sales for the top then brands
for 52 weeks ended May 18, 2003.

This article give details of 2002 sales and 2003 new products,1231,113105,00.html

From the companies that you listed, I could only find financial
information on Puresource Inc (the other companies are private
companies and do not disclose financial information).

Puresource Inc.
Founded 1989.
Annual sales $30.5 million.

Puresource Inc.
Sales volume $10-50 million.
R&D Expenditures <2.5%
Employees 125
Facilities: 40,000 sq ft distribution.
7,500 sq ft production.
20,000 sq ft Calgary
Exports $500,001- $1 million. (Source: Agriculture and Agri-Food Canada.)

Rebar was developed in 1999. 
Mark Hitchon, president of Healthco initially started out with 5,000
bars. Within two months production had grown to 50,000 bars. The
company has continued to expand.
The company has 157 employees.

The ReBar brand is manufactured by Healthco in British Columbia.

Sun Rype  Products Ltd
Sales $100 million.
?Fruit to Go? fruit snacks (now the top fruit snack in Canada) and its
?Energy to Go? fruit bars (sales of this have grown 37% over the last
year).  More recently, Sun-Rype is launching a new ?Fruit and Veggie?

Sun Rype Products Ltd

PureSource Natural Products manufactures The Real Organic Bars.
Sales $10-50 million

This article gives details of new products and financial information
for companies including Atkins Nutritional, Kellogg?s, General Mills,
PepsiCo Quaker and Unilever.  (No Hold Barred. By Mike Pehanich).,1231,113105,00.html

Nutiva hemp seed bars.
August to October $40,000 in sales.
Sales, 100,000 bars in five months.

Competition in the bar category is increasing with the bigger
manufacturers including Pepsi Co., Nestle, Unilever, Kraft, Kellogg
and General Mills.
In January 2004, Mars Inc launched the Snickers Marathon bar and
low-carb and protein-plus varieties. Their target market is active
people aged 18 to 45. They aim to be the number one advertised brand
during the products launch with 1.2 billion media impressions.

Clif Bar is continuously developing new varieties of its Clif Bar
brand. Its latest offering is Clif Builder?s ? protein bar.

PowerBar is expanding its brand to cater to carb-counting consumer
with its Carb Select line divided into sub segments. ProteinPlus Carb
Select targets men and Pria Carb Select  targets women.

Part of the growth of these bars can be attributed to the big and
growing demand for convenience.

According to Mintel, energy bars do not experience a huge difference
in age group usage. It's a little higher among younger adults, but
even up through the Baby Boomers group has a pretty healthy rate of
consumption, though it generally drops off after age 65,

(The Energy Train. Energy bars keep sales barreling down the track and
retailers jumping on board. By Alison Embrey)

This article give details of the advertising campaigns that have been
used to promote these bars. It also shows a breakdown by age and
gender for who has consumed an Energy Bar in the last 6 months. It
also gives 2002 sales for the top 3 market leaders.
(A Barrage of Bars. Who Has Consumed an Energy  Bar in the Past Six
Months? Susan Colebank).

Top Nutrition Bar Companies in 2001.
You need to highlight the page to read these figures.
Company Wholesale $M market share

1. Power Bar   180 23%
2. Balance Bar 105  14%
3. Clif Bar 90 12%
4. SlimFast 80  10%
5. EAS Myoples 40  10%
6. Dr. Atkins  30  4%
7. Pure Potein 20  2.5%
8. MET-Rx  20  2.5%
Top 6 $565 M 73%
Total wholesale market $770 million
Total consumer market $1.38 billion.

Market share of Luna. 
Luna (Clif Car Inc) ? 11.6 % market share for the 12 week period
ending October 20, 2001. Power Bar declined to 11.3% over the same

About PowerBar
PowerBar Inc. is the creator and leader of the energy bar market.
PowerBar proudly fuels world-class athletes including Lance Armstrong,
sponsors premier events such as the Boston Marathon and is the
Official Nutritional Energy Bar Supplier to the U.S. Olympic Team.
Headquartered in Berkeley, Calif.

Products include: POWERBAR® PERFORMANCE energy bars, POWERBAR HARVEST®
whole grain nutritious snack bars, POWERBAR® PROTEINPLUS? high protein
bars, the POWERBAR® BEVERAGE SYSTEM for hydration muscle fuel and
recovery, POWERBAR® PRIA® nutritional energy snack bars, POWERBAR®
POWERGEL® energy gels and POWERBAR® ENERGY BITES? bite-sized Energy on

Power bar is the number one market leader. However its position is
declining from 30% market share to a 23% share.

Growth of Power Bar

Power Bar Pria
This article from Food&Drink describes the launch of the
PowerBar Pria brand which was aimed at women. A $9 million campaign
foucused primarily on active women.

Clif Bar
Products include Clif Bar, Clif Shot, Luna Bar, Mojo Bar, Builders Bar and Zbar.

Balance Bar
Products include: Balance Bar, Balance Bar GoMix, Balance Carbwell
Bar, and Balance Satisfaction.
Sports Nutrition products under attack in Canada. (SBN November 9, 2004)
According to this report the sports-nutrient industry is worth about
$17 billion (US) annually.
In 2001, the Canadian Food Inspection Agency (CFIA) tested 191 sports
supplements and found that just 5.8 per cent met federal requirements
for ingredients, agency documents show. The CFIA also tested 226
samples that year for label verification and found that only 4.4 per
cent complied with government regulations.>

<Additional links:>

<Sports Bars - The big picture. By #Ronald C. Deis, Ph.D.>

<Search strategy:>

<"sports bar market">

<"sports bars" "market share">

<powerbar share percent>

<"sports bars" demographics billion>

<"sports bars" powerbar>

<Hope this helps.>
colleen3-ga rated this answer:5 out of 5 stars and gave an additional tip of: $5.00
Thank you very very much, you don't know how much time you saved me!
Your answer was excellent and I will definitely use this service

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