Few businesses can maintain double-digit growth while continually capturing customer attention in a competitive industry where culinary trends change often. That’s precisely what Mars’ Nature’s Bakery has done.
The brand’s focus on addressing a “real problem” for its target market parents looking for better snacks for their families has allowed it to stand out and thrive with its collection of healthy snacks, which includes fig bars, oatmeal crumbles, and brownies.
Nature’s Bakery has maintained its competitive edge and increased its market share despite the slowdown in the pandemic-induced spike in packaged food sales. Let’s examine the factors contributing to this brand’s success and why its development trajectory is unstoppable.
An Effective Way to Help Busy Families
1. Recognizing the Issue with the Consumer
The foundation of Nature’s Bakery is meeting a particular customer need: quick, wholesome snacks that parents can feel good about providing to their children. The brand’s chief marketing officer, Vilma Livas, claims the company’s success is mainly due to this problem-solving strategy.
“Snacks that are delicious and wholesome are what parents are always searching for,” Livas said. “Nature’s Bakery provides a solution that meets the needs of modern families.”
For consumers concerned about their health, Nature’s Bakery meets all the requirements by providing items devoid of dairy and nuts, Non-GMO Project Verified, and high fructose corn syrup. The brand has established a devoted following because to its dedication to these attributes.
Outstanding Development in a Flat Market
2. Exceeding the Competition
Nature’s Bakery has stood out from the rest of the snack bar market, which has witnessed little growth overall with flat to low single-digit rises. The brand has expanded around 30% over the last year, surpassing rivals.
Along with increasing the brand’s market share, this expansion has brought new customers to the snack bar sector. Its three product lines brownies, oatmeal crumbles, and fig bars are all growing by double digits.
“We’re growing our market share,” Livas said, adding that since 2017, the company’s market share has almost tripled.
A Portfolio Designed for Continuous Snacking
3. An Appetizer for Any Situation
Nature’s Bakery’s wide variety of snacks that suit various times of the day is one of its advantages:
- Oatmeal Crumble Bars: Introduced in 2019, they are ideal for hectic mornings. They provide a quick choice for a grab-and-go meal, making them suitable for millennials who frequently miss breakfast at home.
- Fig Bars: The brand’s flagship product, fig bars, is available in seven varieties: strawberry, peach apricot, blueberry, and raspberry. These flexible snacks are a great midday munchies option.
- Double Chocolate Brownie Bars: Introduced four years ago, double chocolate brownie bars are a treat and a way to fulfill sweet cravings. Due to their success, a salted caramel flavor was recently introduced.
Thanks to its all-day snack approach, Nature’s Bakery appeals to a broad spectrum of customers, including young adults and busy parents.
Growing the Customer Base
4. Captivating a Younger Viewership
Although Nature’s Bakery is well-liked by families with kids, their brownie selection is particularly well-liked by younger customers. This is a calculated approach because these younger snackers may become the brand’s primary family-oriented market someday.
“Double Chocolate and Salted Caramel Brownies have been a nice way to recruit long-term consumers who might one day be parents themselves,” Livas said, emphasizing the significance of appealing to this group.
A Record of Conscientious Innovation
5. Designed to Comply with Current Trends
When Nature’s Bakery first opened in 2011, it was ahead of its time, providing goods that highlighted many of the qualities that customers currently greatly value:
- Certified Vegan
- Non-GMO Project Verified
- Dairy- and nut-free
- Free from high fructose corn syrup
Thanks to these attributes, the brand is easy to choose for families juggling dietary restrictions or just looking for healthier snack alternatives.
The brand’s reach was further strengthened in 2020 when Mars purchased Nature’s Bakery, introducing it to well-known stores including Target, Walmart, and Costco.
With almost 100,000 locations, Nature’s Bakery is currently the fourth-largest snack bar brand in the United States.
Nature’s Bakery Sees a Bright Future
The success of Nature’s Bakery is evidence of their ability to comprehend customer wants, keep on top of trends, and provide high-quality goods. Its remarkable growth figures and capacity for innovation and portfolio expansion indicate that the brand’s momentum is expected to last for a very long time.
In addition to winning over families, Nature’s Bakery has established a strong reputation in the cutthroat snack bar industry by providing a selection of healthy snacks that complement contemporary lifestyles.
Conclusion
Nature’s Bakery has demonstrated that the secret to success is to remain loyal to customer demands. The brand succeeds despite a challenging market thanks to its emphasis on tasty, quick, and healthful snacks.
Nature’s Bakery ensures that there is something for everyone, whether it’s a lunchtime Fig Bar, an oatmeal crumble in the morning, or a dessert-like Double Chocolate Brownie.
The company is a great example of how to adapt and succeed in the dynamic food sector, as it constantly generates new ideas and expands its customer base.
FAQs
What distinguishes Nature’s Bakery from other brands of snack bars?
With an emphasis on providing healthy, portable snacks free of dairy and nuts, Non-GMO Project Verified, and high fructose corn syrup, Nature’s Bakery caters to various dietary requirements.
What is the best-selling item from Nature’s Bakery?
Most of the brand’s sales are driven by their iconic fig bars, which come in seven flavors.
Where can I get goods from Nature’s Bakery?
Large retailers including Target, Walmart, Costco, and other grocery stores around the country carry Nature’s Bakery snacks.
What varieties of brownies are offered?
Double Chocolate brownies and the newly added Salted Caramel flavor are available at Nature’s Bakery.
Who is the intended market for Nature’s Bakery?
Because of its dessert-like brownies and diverse product line, the brand has gained popularity among younger consumers and families with kids.
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