Wednesday, December 4th, 2013

One in every five of Australians aged 14+ consumes a nutritious snack bar in an average four-week period, according to a recent study by Roy Morgan Research.

Consumed by 5% of Australians, Uncle Toby’s Muesli Bars maintained their position as the most popular brand of nutritious snack bar, despite seeing a slight decrease in consumption since 2009 (when it was 6%). At 3% each, Be Natural Bars and Carman’s Muesli Bars came equal second, the former up from 2% and the latter up from 1% in 2009.

Aussies aged under 25 are the group most likely to have consumed an Uncle Toby’s Muesli Bar, but its popularity is consistent across all age groups

Brands of nutritious snack bars consumed in an average 4-week period by age group


Source: Roy Morgan Single Source (Australia), Australians 14+ October 2012 – September 2013, n=19,585

Angela Smith, Group Account Manager - Consumer Products, Roy Morgan Research, says:

“Over the past five years there has been a very slight decline in the proportion of Australians consuming nutritious snack bars in any given four-week period.  During this time, Be Natural Bars and Carman’s Muesli Bars have increased in popularity, while market leader Uncle Toby’s Muesli Bars has experienced a small decline. Despite this, Uncle Toby’s Muesli Bars remain the most popular brand among all age groups, particularly those aged under 25.


“According to Roy Morgan’s in-depth new classification system, Helix Personas, consumers of Uncle Toby’s Muesli Bar are likely to be young families from the fashionable, flashy Status Matters Persona, or older, successful Full House households.


“As Australians become more health conscious, they’re looking for alternatives to conventional snack foods such as potato chips or chocolate. This represents an exciting opportunity for manufacturers of nutritious snacks to step in and fill the demand, but only if they can differentiate themselves from other brands and identify who their current and potential consumers are so as to tailor their marketing communications accordingly.”

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Roy Morgan Research

Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Samantha Wilson
P: (03) 9224 5268


muesli bars, snacks, uncle toby's, confectionary, nutrition




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