Pozvánka: konference "Food Protein innovation Conference 2010 (FPi 2010) – Proteins for Health & Nutrition", 16. - 17. 6. 2010
New opportunities in bar categories
Bilthoven – The consumer demand for healthy & nutritional bars is growing fast. New opportunities to develop bar platforms in the sports, weight management and breakfast market exist. Major companies are now growing these categories.
New opportunities in bar categories
Sport bars offer an excellent platform for active consumers who are looking for an energy or protein load before, during or after the exercise. According to Dennis Schoemburg, Marketing Manager with PowerBar Europe, the growing number of people (approx. 20 Million in Germany), whom are active more than 3 hours per week. PowerBar is an important player in the Euro 330 Million German sport nutrition market. Important barriers for consumers buying into the category are that they think that the products are too expensive, that they think that normal food is as good as specialised food, and that these foods do not fit a healthy life style. These considerations have led to the development of new great tasting natural energy bars. On top of these innovations, PowerBar has taken the bar market to new heights by introducing a sweet & salty concept. It is clear that consumer communication is key to further category development.
Sport & weight management are related in many consumer minds. Weight management is a concern for the French population: 55% of them being women, while 40% of the total French population wishes to control weight, and 15% wishes to loose weight. Thinking about weight management and actually loosing weight is very difficult according to 83% of the French people. These circumstances are the driving forces for Jean-Francois Fairise, Development and Strategy Director with Nutribio, to develop weight management bars with their French retail and business partners. Science is important to make products actually perform and offer an healthy alternative, he explained.
The breakfast category offers by far the best opportunities as market research by the Solae company has indicated. According to Greg Paul, Global Director Sports Nutrition, its all about capturing the opportunity for protein enhanced bars targeting the breakfast/morning day part. Breakfast consumers can be classified into 7 need groups: tide me over, help me achieve my balance, help me with my kids and thrive & succeed, fill me up, energize me, improve my morning mood/productivity, and help me gain control. Typical needs which drive buying performance. Drivers for protein bar purchases are the fact that consumers think that protein keeps them from getting hungry, that a healthy and balance breakfast can help them make better food choices throughout the day, and sustain their energy level. Energy, muscle growth, and satiety are the most widely recognised benefits of protein.
For more information contact:
Marjolijn Cohen
Bridge2Food
Jan van Eijcklaan 2| 3723 BC Bilthoven| The Netherlands| Phone: +31 30 225 2060| Fax: +31 84 832 7225| M: +31 6416 83102| Skype: Bridge2Food| E:mcohen@bridge2food.com| I: http://www.bridge2food.com
Upcoming events:
- Food Protein innovation Conference 2010 (FPi 2010) – Proteins for Health & Nutrition, 16 & 17 June 2010, Rotterdam (Netherlands). This meeting is part of the Protein Innovation Network (PIN);
- Food Protein Course: Properties, Functionalities & Applications, 28, 29 & 30 September 2010, Utrecht (Netherlands). This meeting is part of the Protein Innovation Network (PIN);
- Pulses 2010: for Health, Nutrition & Innovation update, 10 & 11 November 2010, Amsterdam (Netherlands). Focus on new trends & developments for the food industry.
Bridge2Food is a knowledge and network agency based in The Netherlands. Its key strength is the development of specific platforms for the food industry: ‘Building bridges between food professionals’. Bridge2Food is operating in the international food sector. Bridge2Food facilitates international food networks such as Global Protein Network (GPN) for research managers with an interest in food proteins. Bridge2Food also organizes a wide range of food industry conferences for senior managers of food manufacturing companies in Europe, the USA and Asia. News and innovations are covered in our quarterly in2food e-Magazine.
