This document provides an overview of the nutrition bar market in India, including growth drivers and new product opportunities. It notes that health-consciousness is rising among Indian consumers who are increasingly looking for nutritious, balanced snacks. However, they still want snacks that taste good. The document then discusses sugar and protein trends in nutrition bars, noting that Indians' protein intake has decreased while sugar intake is very high. It highlights several new protein and lower-sugar Indian nutrition bar launches, and proposes concepts using alternative proteins to meet consumer demands.

1. Nutrition Bars
Market Overview, Growth Drivers and New Product Ideas
September 2017

2. 2
Traditional *Chikki*
Super Foods/Healthy Additions
Nutrition Bars
Evolving into

3. 3
The rise of the health-conscious Indian
Base: 3,029 adults aged 18-64
Source: Kantar IMRB/Mintel study conducted in June 2016
Nearly half of Indian
adults aged 18-64 say
their goal for the next
three years is living a
healthier lifestyle.
As consumers become more health-conscious, their
demand for nutritious and balanced snacks will continue
to grow.
At the same time, the indulgence element of snacking
will remain an important factor for consumers who do not
want to compromise on taste while choosing what to snack
on.
A balancing act between taste and nutrition
of urban Indian consumers say
that healthy snacks are not as
tasty as unhealthy snacks21%
But now the opposite is also becoming true…
“We’ve all begun to believe that if something is
good in taste, it is bad for my health.”
– Rujuta Diwekar, Nutritionist

4. 4
According to the American Heart
Association (AHA), the
maximum amount of added
sugars you should eat in a day
are:
Men: 150 calories per day
(37.5 grams or 9 teaspoons).
Women: 100 calories per day
(25 grams or 6 teaspoons).
Average daily sugar
consumption in India,
2016 = 76.2 grams
Sugar is
found in
nearly 80%
of foods
Indians eat.
• Snack bars are regarded as a relatively healthy snack amongst Western consumers
who eat them.
• However, the category has periodically suffered from negative media claims that snack
bars are unhealthy - in fact laden with nearly as much sugar as a chocolate bar.
• In response to such claims, snack bar brands have tried to keep up with a healthy
positioning by innovating around better-for-you varieties.
• This can also be reflected in NPD activity, with claims such as low/no/reduced allergen
and low/no/reduced sugar have been rising in the last year.
Globally, brands innovate around better-for-you varieties
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Jul 2012 - Jun
2013
Jul 2013 - Jun
2014
Jul 2014 - Jun
2015
Jul 2015 - Jun
2016
Jul 2016 - Jun
2017
Low/No/Reduced Allergen Gluten-Free
Low/No/Reduced Sugar No Additives/Preservatives
High/Added Fiber
Global cereal, energy & snack bar launches with a
better-for-you focus , Jul 2012 – Jun 2017
%oflaunches
Source: Mintel GNPD
Sugar is the new poison…

5. 5
▪ People under the age of 35
consume only 3.3 servings
of fruit and vegetables a
day in India, while the WHO
recommends 5 servings.
▪ 70-80% of India’s total
dietary calories are derived
from carbohydrates present
in plant foods such as
cereals, millets and pulses.
▪ Young people blamed
staying away from home,
busy schedules and work
pressure the reasons for
the diet shortfall.
Research shows that Indian consumers are falling considerably short of
the daily intake of fruits and vegetables as recommended by the WHO
39% of Indian adults who snack say they would be willing to pay
extra for fruit or vegetable snacks
Not so balanced diet
Source: Mintel GNPD

6. 6Source: Snack, Nutrition and Protein Bars – US – March 2015; Source: Mintel GNPD
Protein continues to be in high demand among snack bar consumers – and in fact is the leading
nutrient sought out by consumers when choosing a snack bar. For example, 41% of US snack
bar users include protein in their ‘ideal snack bar’ (more than any other nutrient).
However, leading sources of protein used in snack bars such as whey tend to be an issue for
health-conscious consumers who are seeking, cleaner and simpler foods. As a result, some
brands are now looking to formulate with alternative protein sources, whilst others are trying to
reassure consumers of the quality of protein used in their products.
9%
11% 11%
8%
10%
Jul 2012 -
Jun 2013
Jul 2013 -
Jun 2014
Jul 2014 -
Jun 2015
Jul 2015 -
Jun 2016
Jul 2016 -
Jun 2017
Global cereal, energy and snack bar
launches with a high protein claim,
Jul 2012 - Jun 2017
15%
16%
16%
17%
20%
29%
34%
41%
51%
Kosher
Low/No/Reduced Carb
Slimming
GMO-Free
No Additives/Preservatives
High/Added Fiber
Social Media
Low/No/Reduced Sugar
Gluten-Free
Top claims in high protein bar
launches, global, Jul 2016 - Jun 2017
Protein continues to be in the spotlight within snack bars

7. 7
Source: National Sample Survey Organisation; Mintel GNPD
The average protein intake of a person
through a normal diet has dipped 6-10%
in the past two decades in India, as per
government data.
Dairy products and pulses are the main
sources of protein in India, where a significant
share of the population is vegetarian.
60.2
59.1
57
55
56.557.2
58.5
57
53.5
55.7
1993-1994 1999-2000 2004-2005 2009-2010 2011-2012
Protein intake (grams) per capita per day
Rular Urban
4%
8%
23%
4%
8%
Jul 2012 -
Jun 2013
Jul 2013 -
Jun 2014
Jul 2014 -
Jun 2015
Jul 2015 -
Jun 2016
Jul 2016 -
Jun 2017
Cereal, energy and snack
bar launches in India with
a high protein claim, Jul
2012 - Jun 2017
The high protein claim in snack
bars in India is less established
compared to the global trend.
The category is still thought of
as for gym goers and body
builders, perhaps due to a lack
of awareness of why the body
needs protein.
The spike during 2014-15 was
due to a number of protein bar
launches by market leader
Naturell (Rite Bite).
Protein – the
natural way
to diet
• Consumers now
understand that protein
does more than simply
build muscle
• Utilising the satiety
benefits of these essential
nutrients is a more
natural, healthy and
positive way to diet
India paints a different picture when it
comes to protein

8. Bar Categories
Energy/Carbohydrate Bars
Provides carbohydrates, protein, fiber, and vitamins to supplement a regular diet.
Protein Bars
Energy bar with extra protein—about 20-35 grams.
Diet/Weight-Loss Bars
Based on different diet plans—many follow a low calorie or carbohydrate diet.
Meal-Replacement Bars
Generally contain the nutritional equivalent of a low-calorie meal—300-400 calories.

9. 9
Some New launches over the last year in India

10. 10
DuPont Presents Nutrition Bars Concepts in Indian Taste

11. 11

12. On the Web
food.dupont.com
danisco.com
On Youtube
https://www.youtube.com/channel/UCarR
vRIcdW3V7ganpvHoJ-Q
On WeChat
Chinese language channel
(use your mobile to scan code)
On LinkedInhttps://www.linkedin.com/company/4943
Linkedin Show case pages:
Soy Proteins: https://www.linkedin.com/company/soy-
proteins
Bakery Performance:
https://www.linkedin.com/company/bakery-performance
On Twitter
https://twitter.com/danisco
SlideShare:
http://www.slideshare.net/dupontfood
DuPont Nutrition & Health. It’s What’s Inside.
12

13. Copyright © 2016 DuPont or its affiliates. All rights reserved. The DuPont Oval Logo, DuPont™, The miracles of science™, Danisco® and all products denoted with ™ or ®
are registered trademarks or trademarks of E. I. du Pont de Nemours and Company or its affiliates.
DuPont Nutrition & Health combines in-depth knowledge of food and nutrition
with current research and expert science to deliver unmatched value to the
food, beverage and dietary supplement industries.
We are innovative solvers, drawing on deep consumer insights
and a broad product portfolio to help our customers turn challenges into
high-value business opportunities
13