Europe Snack Bar Market - Growth, Trends, and Forecasts (2022 - 2027)

The Europe Snack Bar Market is segmented by Product (Cereal Bar (Granola/Muesli Bars and Other Cereal Bars), Energy Bar, and Other Snack Bars), by Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Specialty Stores, Online Retail Stores, and Other Distribution Channels), and by Geography (Germany, United Kingdom, France, Italy, Russia, Spain, and Rest of Europe). The report offers market size and values in (USD million) for the above segments during the forecast years.

Market Snapshot

Europe Snack Bar Market Size
Study Period: 2016 -2027
Base Year: 2021
CAGR: 4.88 %

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Market Overview

The European Snack Bar Market was valued at USD 3,610.90 million in the current year, and it is projected to register a CAGR of 4.88% over the upcoming five years.

The European snack bar market is benefitting from consumers who prefer convenient on-the-go meal and snack options. The long-term rise in on-the-go snacking and the rise in snacking between meals has helped the snack bar market grow in the region. The focus on healthy eating has further benefited the market. The changing lifestyles of Europeans, involving the consumption of smaller meals, lead to increased consumption of snacks; hence, snack bars, being the healthier option, are witnessing increasing demand.

Snack bars are commonly perceived as a healthier alternative to chocolate or confectionery, but due to product variation, they also enjoy a strong image as a treat. Product innovation has been a key driver, supporting visibility and consumer interest, and helping to attract new clients to the market. Meat bars are gaining popularity, as they are a good source of clean and unprocessed protein. These products are savory instead of sweet and better at keeping sugar cravings at bay. The manufacturers are concentrating on producing low sugar, high protein, low carbs products due to the current consumer demand.

Scope of the Report

A snack bar is a ready-to-eat, baked product made of various ingredients including granola, oats, chocolate, dried fruits, nuts, coconut oil, honey, peanut butter, raisins, and other dried fruit and nut ingredients. The scope of the European snack bar market is segmented by product types, distribution channels, and geography. By product type, the market is segmented into cereal bar, energy bar, and other snack bars. Cereal bars are further sub-segmented into granola/muesli bars and other cereal bars. By distribution channel, the market is segmented as hypermarkets/supermarkets, convenience stores, specialty stores, online retail stores, and other distribution channels. By geography, the market is segmented into Germany, United Kingdom, France, Italy, Russia, Spain, and Rest of Europe. For each segment, the market sizing and forecasts have been provided on the basis of value (in USD million)

Product Type
Cereal Bar
Granola/Muesli Bars
Other Cereal Bars
Energy Bars
Other Snack Bars
Distribution Channel
Supermarkets/ Hypermarkets
Convenience Stores
Specialty Stores
Online Retail Stores
Other Distribution Channels
United Kingdom
Rest of Europe

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Key Market Trends

Increasing Demand for Convenient and Healthy On-The-Go Snacking

Consumers often prefer portable snack food that can offer both nutrition and convenience. Thus, snack bars are expected to gain popularity among the health-conscious population. Hence, companies are innovating healthier products with more portable or mini-sized packaging and different flavors. For instance, in July 2022, KIND, UK's snack bar brand, launched KIND Thins, a thin, chewy snack bar that is available in two different flavors, namely Dark Chocolate Nuts & Sea Salt and Caramel Nuts & Sea Salt. This factor is making snack bars increasingly attractive to time-pressed consumers. Additionally, the fast-paced European society and the increasing number of single households are the factors driving the demand for highly convenient food products, including snack bars. According to the Office for National Statistics, over the last decade, the proportion of persons living alone in the United Kingdom climbed by 8.3%. In 2021, the proportion of one-person households ranged from 25.8% in London to 36.0% in Scotland. Therefore, stores are heavily flooded with all types of snack bars, like protein-rich bars, nutritious bars, and gluten- and dairy-free bars. As a result, these stores are attracting health-conscious consumers, which, in turn, is increasing the demand for on-the-go snacking in the region and, therefore, boosting the growth of the European snack bar market.

Europe Snack Bar Market: Number of Private Households, in Thousand, European Union, 2016-2021

The United Kingdom is Contributing the Maximum Share of the European Snack Bar Market

Kellogg’s is the leading snack bar brand in the United Kingdom, and it has developed several products for its breakfast cereals portfolio, including the child-oriented Frosties bars and Special K bars. Cereal and snack bars cannot be sold in British schools under the guidelines of the School Food Trust (SFT). However, schools have started accepting them as part of a packed lunch, which serves as a treat for children and gains their attention for the product. Additionally, the English population is now consuming healthy snacks to stay fit. According to a survey conducted by Glanbia Nutritionals in 2021, in the United Kindom, almost half of the consumers (49%) who snack are more likely to choose healthy products at home than outside of the home and in the workplace at 10% each. The ongoing public focus on healthy eating has benefited the snack bars market in the country. Snack bars are widely perceived as a healthier alternative to products, like chocolate or confectionery. However, due to product variation, they also enjoy a strong image as a treat.

Europe Snack Bar Market: Value of Breakfast Cereal and Cereal Bars Imported, in GBP Thousand, United Kingdom, 2016-2021

Competitive Landscape

Kellogg’s and General Mills are two major players in the market. However, other players, such as Nestle and Post Holdings Inc., enjoy a significant share of the market. Whereas Alpen, Nature Valley, Kellogg's Special K, Go Ahead!, Jordans, and Kellogg's Nutri-Grain are the major brands leading the market. New product development is the most adopted strategy and is in compliance with the consumer trend, i.e., the target segment helps in better positioning of the company. The key players enter into partnerships with other major players or regional players so as to get a foothold in every country. The key players seek to acquire local players to continue dominating the market.

Major Players

  1. Post Holdings Inc.

  2. General Mills, Inc.

  3. PepsiCo, Inc.

  4. Nestlé S.A.

  5. The Kellogg Company

Kellogg Co., General Mills Inc., PepsiCo, Post Holdings Inc., Nestle S A

Recent Development

  • May 2022: Kellogg collaborated with design firm Landor & Fitch to develop a new packaging system that complemented the brand's current offerings. The new packaging was rolled out in regions, such as the United Kingdom and Ireland, Benelux, France, Italy, Portugal, Spain, the Middle East, and North Africa.
  • July 2021: General Mill's Nature Valley launched Full Mix snack bars in the United Kingdom. The bars, which contain berries, seeds, peanuts, wholegrain oats, and peanut butter, were first introduced in the United States the previous year.
  • February 2021: Nestlé and General Mills, which jointly run the Cereal Partners Worldwide venture, introduced Nutri-Score nutrition labels on cereal bar products in Germany. The Nutri-Score information indicates the nutritional profile of ingredients. The Nestlé Nesquik bar with added Nutri-Score information will be available in stores in Germany. During the course of the year, the Lion, Cini-Minis, and Golden Minis cereal bars may follow suit.

Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study



    1. 3.1 Market Overview


    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 Product Type

      1. 5.1.1 Cereal Bar

        1. Granola/Muesli Bars

        2. Other Cereal Bars

      2. 5.1.2 Energy Bars

      3. 5.1.3 Other Snack Bars

    2. 5.2 Distribution Channel

      1. 5.2.1 Supermarkets/ Hypermarkets

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Specialty Stores

      4. 5.2.4 Online Retail Stores

      5. 5.2.5 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 United Kingdom

      2. 5.3.2 France

      3. 5.3.3 Germany

      4. 5.3.4 Italy

      5. 5.3.5 Spain

      6. 5.3.6 Russia

      7. 5.3.7 Rest of Europe


    1. 6.1 Market Share Analysis

    2. 6.2 Strategies Adopted by Leading Players

    3. 6.3 Company Profiles

      1. 6.3.1 The Kellogg Company

      2. 6.3.2 PepsiCo Inc.

      3. 6.3.3 Post Holdings Inc.

      4. 6.3.4 General Mills Inc.

      5. 6.3.5 Nestlé S.A.

      6. 6.3.6 Clif Bar & Company

      7. 6.3.7 Mars Incorporated

      8. 6.3.8 Lotus Bakeries

      9. 6.3.9 Halo Foods Ltd

      10. 6.3.10 Associated British Foods PLC

    4. *List Not Exhaustive

**Subject to Availability
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Frequently Asked Questions

The Europe Snack Bar Market market is studied from 2016 - 2027.

The Europe Snack Bar Market is growing at a CAGR of 4.88% over the next 5 years.

Post Holdings Inc., General Mills, Inc., PepsiCo, Inc., Nestlé S.A., The Kellogg Company are the major companies operating in Europe Snack Bar Market.

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