The Granola Bars category moved down by two places in the rankings in 2020, from the number-41 position that it occupied in 2019, but it gained some of that ground back in 2021, as it moved up one place, to number 42, according to the Top 100 Categories in the Checkout Top 100 Brands 2022, in association with NielsenIQ.
Last year, the category improved its ranking by no fewer than five places, to claim the number-37 position.
Nature Valley held on to the top spot, while Kellogg’s Rice Krispies moved from third to second place, and Kellogg’s Nutri-Grain moved from second to third.
The top five brands’ share rose marginally, from 68.0% in 2021 to 68.2% in 2022.
Ireland’s Top Five Granola Bars
1 Nature Valley
Nature Valley is an American brand of bars, snacks and granola owned by General Mills.
It produces a wide variety of granola bars, cereals, and related snacks.
Common bar flavours include oats and honey, fruit and nut, and peanut.
2 Kellogg’s Rice Krispies
Kellogg's Rice Krispies breakfast cereal bars contains its classic toasted Rice Krispies breakfast cereal combined with a milky layer.
According to Kellogg's each bar is a source of important nutrients, including calcium and Vitamin-D.
3 Kellogg’s Nutri-Grain
Kellogg's Nutri-Grain Bars are a delicious mix of breakfast ingredients all wrapped up in a bar.
According to the company, Nutri-Grain bars contains Vitamin B12 which 'contributes to the reduction of tiredness and fatigue'.
The Nutri-Grain bakes come in a range of different flavours such as apple, chocolate-chip and blueberry to name but a few.
Flahavan’s flapjacks are baked following Mary Flahavan’s recipe. It bakes the oat bars beside its mill in Kilmacthomas, where its family have been milling oats for over 230 years.
The company noted that it sources Irish oats from local growers.
Oats have long been recognised for their health benefits and all of our Flahavan’s Flapjacks provides consumers with a source of fibre.
Confectionery manufacturer Mars Inc acquired KIND North America in November 2020.
KIND currently makes a range of healthy granola and energy bars, which come in a range of different flavours such as dark chocolate and sea salt, as well as caramel, almond and sea salt.
Category Share: 68.2%
The Checkout Top 100 Brands is based on branded value sales across the Irish grocery sector, making it the most accurate barometer of the biggest-selling brands in the marketplace. In compiling the report, NielsenIQ measures the sales performance of over 5,000 brands from over 200 product classes.