Granola

Granola Market – Size, Share, Outlook, and
Opportunity Analysis, 2018 - 2025
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.
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Market Dynamics
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.
Market Trends
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.

Market Outlook
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
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.

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