Granola is an on-the-go breakfast snack, which is baked and consists of oats, nuts, and sweeteners such as honey or sugar. Dried fruits such as raisins and dates, are sometimes added to granola. Granola is condensed into a bar making it easy carry for hiking, short trips or other outdoor activities. It is consumed with fresh fruits such as strawberries, bananas or blueberries, and other forms of cereal. It also serves as a topping for desserts.
Various health benefits associated with consumption of granola such as weight management and its ability to maintain presence of healthy ingredients such as vitamins, minerals, and omega 3 is expected to be major factor for growth of the global granola market. There are numerous brands such as ConAgra foods, Nestlé that offer products containing high level of fibers that aids in weight maintenance and to maintain digestive health. Granola, induced with flax seeds, is helpful in improving digestion. The added health benefits and the growing demand for granola is a major driver that is expected to boost growth of the global granola market in the forecast period.
However, presence of herbicides in granola-based products is a major restraint negatively impacting growth of the global granola market. For instance, according to a study by the U.S.-based Environmental Working Group in 2018, a number of cereals, granola bars, and oat-based products contained glyphosate, which is found to be carcinogenic. These factors are expected to hamper growth of the global granola market during the forecast period.
Rising demand for vegan based products boosts demand for packaged snack food items such as granola bars among consumers on a large scale. Hence, manufactures are engaging in manufacturing a large variety of vegan granola bars. For instance, Nature Valley Crunchy Granola Bars and Earnest Eats Vegan Chewy Granola Bars are some vegan granola bars available in the market.
By product type, the bars segment is expected to grow at the fastest rate during the forecast period. Granola bars consists of granola mixed with honey or artificial syrup, that is pressed and baked into a bar, resulting in the production of a convenient on-the-go snack. Granola bars are packaged using a sealed pouch for retaining its freshness as well as easy better handling for consumption at a later point.
Europe is expected to be the leading region in the global granola market in 2017 and is expected to continue its dominance during the forecast period (2018-2025). This is due to high demand for on-the-go breakfast products in the region. According to Coherent Market Insights, Europe was the largest market for on-the-go breakfast products with a market share of over 35% in 2016, and is expected to remain the leading region during the forecast period (2018-2025). Factors such as large working population, fast paced lifestyle, and high demand for packaged food, are expected to substantially increase demand for on-the-go breakfast products. For instance, according to the European Union, the economically active population in EU-28 was 245 Mn in 2016. These factors are expected to drive demand for granola in Europe during the forecast period.
Asia pacific is anticipated to be the fastest growing market for on the global granola market during the forecast period. The growth in the economy of the developing countries has increased the per capita income of the population which has altered their lifestyles in terms of feeding habits, which in turn has fuelled the market for granola. Moreover, due to the increasing working population in countries such as India, China and Japan, the need for convenience breakfast has surged significantly in these countries, thereby pushing the growth of this market.
Key players operating in the global granola market are engaging in numerous organic and inorganic activities, in order to enhance their business presence in the market. For instance, MadeGood launched two new products in 2018, Soft Baked Mini Cookies and Crispy Light Granola in the market.
Some of the key players operating in the granola market are Sunnycrunch, Kellogg Corners, General Mills, Nature Valley, Kraft Foods Inc., ConAgra foods, Nestlé, Slim-Fast Food Co., Clif Bar & Coand, and others.
In August, 2018, Kind, a U.S. based snack bar producer launched a low sugar granola bars for children. These bars are gluten free and is available in three flavors including chocolate chip, peanut butter chocolate chip and honey oats.
In July, 2018, Clif Bar initiated its new business line of cereals by launching granola products. The company launched ready to eat granola cereal in four flavors such as white chocolate macadamia nut, cocoa almond, cinnamon almond and blueberry crisp.
In February, 2018, AWAKE Energy USA, the caffeinated chocolate brand in the US, launched portable granola snack bar in 2000 Walmart stores. The product is a granola bar with a caffeine content of half a cup of coffee which is available in four flavors that is dark chocolate peanut butter, dark chocolate caramel, cinnamon bun, and coconut apricot.
In February, 2015, Mondelez International acquired Enjoy Life Foods, which is Illinois based company. The company offers, lentil chips, seed and fruit mixes, snack bars, baking chocolates, snack chips, cookies, granolas, chocolate bars, allergen-free soft-baked cookies and cereals, which would gain the growth for Mondelez International in the snack segment.
In July, 2015, Nature’s Path Foods acquired the Minnesota based Country Choice Organic which is in production of certified organic cereal, oatmeal, and granola products. The acquisition is aimed to benefit the Nature’s Path Food’s organic food category strength and growth.
Global granola market is segmented on the basis of product type, cereals, distribution channel, and region
By Product Type -
By Cereals -
By Distribution Channel -
- Specialty stores
- Convenience stores
By Region -
- North America
- Latin America
- Rest of Latin America
- Rest of Europe
- Asia Pacific
- New Zealand
- Rest of Asia Pacific
- Middle East
- Gulf Cooperation Council (GCC)
- Rest of Middle East
- Northern Africa
- South Africa
- Central Africa