Glanbia Nutritionals’ Consumer Survey
The pandemic has brought unprecedented changes that have impacted the day-to-day lives of consumers, including how and what they eat. To gain insights into UK and Irish consumers’ current attitudes and behaviors around snacking, Glanbia Nutritionals developed a proprietary primary research study1 that gathered data from over 800 UK and Irish bar consumers (those that consume a protein bar or granola/cereal/snack bar at least every 6 months).
In Part One of our research results, we saw that two out of three UK and Irish bar consumers choose protein bars, with a preference for naturally occurring protein and dairy proteins, such as whey and milk proteins. In addition, we learned that bars of all types are most often purchased at the supermarket, though convenience stores and petrol stations are also important outlets.
Missed Part one of this series? Check it out here!
Here we take a look at what drives UK and Irish consumers to choose bars and learn exactly what they’re looking for.
Why Consumers are Choosing Bars
Our consumer research reveals the top two reasons UK and Irish bar consumers choose bars (including protein bars and granola/cereal/snack bars) are that they’re “easy to grab and go” (49%) and “convenient” (48%). Other important reasons are that consumers "like the taste” and “it’s healthy” (both at 41%).
This indicates that healthy snacking continues to be important to consumers during the COVID-19 pandemic and that bars are effectively meeting this need. In addition, the majority of bar consumers are checking the nutrition and ingredient labels of products at least sometimes (78% for UK and 73% for Irish bar consumers).
What are Consumers Looking for in Bars?
We also asked consumers which attributes are important to them when it comes to bars. For both UK and Irish bar consumers, taste is the most popular answer, followed by price. Next in line are attributes that touch on health and nutrition: low/no sugar, high protein, no added sugar, low in calories, and low in fat. For 1 in 4 bar consumers, all-natural is also important.