One in every five of Australians aged 14 years or older consume a ‘nutritious’ snack bar in an average four-week period, and Uncle Toby’s Muesli Bars is the most popular brand, according to findings from market research organisation Roy Morgan Research.

Consumed by 5 per cent of Australians, Uncle Toby’s Muesli bars maintained their position as Australia’s favourite brand of ‘nutritious’ snack bar, despite seeing a slight decrease in consumption since 2009 (6 per cent). At 3 per cent each, Be Natural Bars and Carman’s Muesli Bars came equal second. Be Natural Bars increased from 2 per cent in 2009, and Carman’s Muesli increased from 1 per cent in 2009.

Uncle Toby’s Muesli Bar’s popularity consistent across age groups

Australians aged under 25 years are the group most likely to have consumed an Uncle Toby’s Muesli Bar (7 per cent), but its popularity is consistent across all age groups. Five per cent of Australian’s aged 14-24 years said they had consumed an Uncle Toby’s Muesli Bar in an average four-week period; 6 per cent of 25-34 year olds; 6 per cent of 35-49 year olds; 4 per cent of 50-64 year olds; and 3 per cent of Australians over 65 years.

“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,” said Angela Smith, Group Account Manager Consumer Products, Roy Morgan Research. “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,” she said.

“Despite this, Uncle Toby’s Muesli Bars remain the most popular brand among all the age groups, particularly those under 25,” Ms Smith said.

Health conscious Australians looking for snack alternatives

Roy Morgan Research said that according to its consumer classification system, Helix Personas, consumers of Uncle Toby’s Muesli Bars are likely to be young families from the “fashionable, flashy Status Matters” persona, or “older, successful Full House housholds”.

“As Australians become more health conscious, they’re looking for alternatives to conventional snack foods such as potato chips or chocolate,” Ms Smith said. “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,” she said.

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