Nutrition Bar Category Runs Out of Energy

Slowing growth rate blamed on market saturation and low-carb interference; brand losses are uneven.

After six years of annual growth in the 20-40% range from 1996-2001, the market for nutrition bars has undergone an interesting transition into maturity and uncertainty. Consumer and brand saturation have coincided with the peak of the low-carb movement over the past couple years to result in a decline in growth to 13% in 2003 and only 4% to $2.16 billion in U.S. consumer sales in 2004, according to NBJ.

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