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Cereal Bars: A Perceptual, Chemical And Sensory Analysis

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DOI: 10.1108/00070709010003652

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 British Food Journal
Cereal Bars: A Perceptual, Chemical and Sensory Analysis
Pari Boustani Vincent-Wayne Mitchell
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To cite this document:
Pari Boustani Vincent-Wayne Mitchell, (1990),"Cereal Bars: A Perceptual, Chemical and Sensory Analysis", British Food
Journal, Vol. 92 Iss 5 pp. 17 - 22
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 CEREAL BARS: A PERCEPTUAL, CHEMICAL AND SENSORY ANALYSIS 17
C
ereal bars are increasingly becoming a
popular snack amongst the younger age
groups. How healthy are they?
Cereal Bars:
A Perceptual,
Downloaded by City, University of London At 09:15 04 January 2017 (PT)
Chemical
and Sensory
Analysis
Pari Boustani and Vincent-Wayne Mitchell
Introduction
Since the introduction of crunchy cereal bars into the UK
in 1981, the market has grown substantially and in 1987
was estimated to be worth £45 million. Table I shows the
growth in value and percentage change over a seven-year
period. Their introduction filled a gap in the market;
biscuits were traditionally sold in large packets and
confectionery was seen as an unhealthy form of snack.
Trade sources suggest that the market value will rise to
over £70m through grocery outlets alone by 1990. Several
well-documented trends in the food sector have benefited
the cereal bar market. These trends include:
(1) The decline of the traditional family meal has helped
to create a "snacking" market.
(2) An increase in health consciousness which has
resulted in an increased demand for foods which
are perceived to be healthy. A Euromonitor survey
(1986) showed that the trend towards healthy, high-
fibre, low-fat products is indisputable.
(3) An increase in leisure time and time spent in the
home has increased demand for snack items.
Table I. Size of the UK Cereal Bar Market, 1981-1987
Value Percentage
Year (£ million) Change
1981 0.5 n/a
1982 4.0 +700
1983 7.0 + 75
1984
1985
1986
10.0
15.0
25.0
+ 43
+ 50
+ 67
1987 45.0
Source: MSI and trade estimates, 1988
+ 80
(4) Increases in the disposable incomes of certain
sections of the population have improved the chance
of people experimenting with new products.
The chewy cereal bar represents the strongest growth
sector and in 1987 represented 67 per cent of the market
while crunchy bars represented only 33 per cent.
Marketing Strategies for Industries (MSI) (1988) believe
that much of the immediate growth will come from the
chewy bar sector as there are still a number of leading
manufacturers which are present in the sector but whose
brands are not yet fully established; such a manufacturer
would be Jordans, which only entered the chewy sector
in September 1987.
Market share figures tend to be disputed within the
market, in part due to the introduction of new brands.
In 1987 Harvest Crunch and Chewy had 33 per cent,
Tracker 19 per cent, Jordans 13 per cent, Solar 12 per
cent, Cluster 7 per cent, Jump 5 per cent, Natural Crunch
4 per cent and others 7 per cent of the UK cereal bar
market by volume (MSI and trade estimates, 1988). Own
labels fall within this 7 per cent and have become relatively
well-established with the support of grocery multiples such
as Waitrose, Sainsbury's, Tesco, Asda and the chemist
chain, Boots. Their presence in the market should
increase over the next five years (MSI, 1988). Originally
concentrating on specialist health food shops the focus
for distribution has moved to grocery retailers which
accounted for 75 per cent of volume sales in 1987 (MSI,
1988). Once cereal bars are established in such mass
distribution channels the market should grow extensively.
Trade sources suggest that the higher the social class the
greater the propensity to consume, and that there is a
large geographical difference in UK sales with London
taking 29.5 per cent while the North East takes only 3.7
per cent {Cereal Snacks, A Market Report, 1987).
There is evidence of brands adopting niching strategies.
Jordans concentrate on health aspects, standing on a
"natural, non-preservatives" platform and in September
 18 BRITISH FOOD JOURNAL 92,5
1987 launched Jordan's chewy cereal bar which was
claimed to be the healthiest bar on the market. The bar
contains no added sugar and uses honey to sweeten the
product. Others in the market have concentrated on
developing a snack product which benefits from being
perceived as healthy. The brand leader is believed to be
Tracker which is produced by Mars. Tracker is sold
predominantly beside confectionery products as compared
with the majority of cereal bars which are sold alongside
biscuits. Jump, launched in 1985 as a "natural, healthy
snack that is tasty as well as fun", is believed to be the
most popular cereal bar among children. It seems clear
that these cereal bars are being positioned in the minds
of the consumer as the "healthy snack alternative". In
1983 an influential report published nutritional guidelines
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for health education in Britain (NACNE, 1983). Four
recommendations of that report are particularly important
in relation to cereal bars, these are that consumers should
be encouraged to eat foods which have a:
• low sugar content
• low fat content
• low salt content
• high fibre content.
This pilot study set out to investigate some of the
marketing issues involved in the cereal bar market. More
specifically we wished to:
(1) examine the motives for cereal bar purchase and
see to what extent cereal bars were bought for
health reasons. Do consumers associate cereal bars
with health food? Do consumers purchase cereal
bars as a slimming aid? Are purchasers more health
conscious than non-purchasers? What would most
consumers eat if cereal bars were not available?
These are some of the questions we wished to
answer.
(2) determine the effect of age, sex and social class
on purchasing patterns, reasons for purchase and
health awareness.
Younger respondents, who have been exposed to
more health education, should be generally more
health conscious than older respondents. Females
are usually more conscious about their food intake
than males. One might also expect that the higher
the social class of the respondent the greater will
be their propensity to purchase and read nutritional
information. This may be a function of education,
i.e. that nutritional information has more meaning
to them or that their education has taught them
nutritional values which they perceive cereal bars
to have. It may also be a result of their increased
willingness to try new products and/or increased
ability to pay for those trials. These ideas may be
combined to form two hypotheses:
H1 = Younger, female, and consumers of a higher
social class will purchase significantly more
cereal bars.
H2 = Younger, female, and consumers of a higher
social class will be significantly more health
conscious.
(3) determine whether consumer perceptions of cereal
bar as a healthy snack alternative were borne out
by the nutritional content of these bars.
The NACNE (1983) report had provided guidelines as to
what might be viewed as healthy. As a point of comparison
the favourite less-healthy alternatives for cereal bars would
also be examined.
(4) examine consumer taste preferences for bars which
have been analysed under objective 3. Ideally H3
would be accepted.
H3 = Cereal bars with the healthiest nutritional
content will be significantly preferred by
consumers.
To achieve the stated objectives a three-stage methodology
was employed. It consisted of a questionnaire survey
(n=200), a chemical analysis of seven cereal bars and
sensory tests on a pilot group of consumers.
Stage 1: The Survey
A questionnaire was elaborated which contained three
sections. Section one included questions on cereal bar
purchase — when, where, which, etc. The answers to
this section enabled the survey results to be compared
with existing market intelligence. Section two concentrated
on the perceptions of cereal bars, purchase motives, health
consciousness and which alternative snack would be
chosen, i.e. data which were not available from secondary
sources. Section three contained demographic type
questions which were used in the analysis of sections one
and two and in gaining the quota sample. The instrument
was piloted on a convenience sample of pedestrians in the
Eldon Square Shopping Centre, Newcastle-upon-Tyne.
The North East was chosen as it represented the area
with the lowest sale of cereal bars in the UK. It was
believed that in an area of the lowest sales health
consciousness would be lower. If this awareness was lower
there would be less difference between perceived
healthiness of cereal bars and actual healthiness. If a
difference in perception was found in the North East this
would surely be replicated in areas where sales were
greater and health consciousness more apparent.
Although the majority of the questionnaire was highly
structured several open-ended questions were included
which were aimed at testing the mental associations of
the words cereal bar, e.g. "What comes to mind when
I mention the words 'cereal bar'?" Several questions were
 CEREAL BARS: A PERCEPTUAL, CHEMICAL AND SENSORY ANALYSIS 19

rephrased and repeated throughout the questionnaire in
order to test the consistency of the respondent's
answers. The final questionnaire was administered to a
quota sample of 200 pedestrians in the Eldon Square
shopping centre. The age, sex and socioeconomic profile
of the sample reflected that of the census profile of the
surrounding area. Every fifth person who passed two
identified points was approached and interview schedules
were spread across times of day and day of week to
minimise these biases. The results obtained on section
one of the question suggested that the repondents gave
answers which were similar to those given by
respondents to market intelligence survey data available
from secondary sources. This gives additional confidence
when interpreting the results of section two.
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1.59, respectively). Thus H1 can only be partially
accepted, in that younger people are significantly more
likely to consume cereal bars, therefore there is an age
difference, but sex and social class make no difference
to the propensity to consume.
When analysing the effects of age, sex and social class on
whether consumers associate cereal bars with health food,
some chi-squared analyses could not be undertaken because
expected cell frequencies were lessthanfive. This was the
case for age and social class. In the case of age the data
suggest that younger consumers do have a stronger
association between health and cereal bars while for social
class no relationship was discernible. Table V presents the
contingency table for the effect of sex on the association.
The result was significant and indicates that females exhibit

this association more strongly than males.

Survey Results
Of the 200 people, 104 (52 per cent) of respondents ate
cereal bars, 48 per cent did not. Of those who did not
eat cereal bars, 34 per cent said that they never tried
them and 28 per cent did not like the taste. The major
reason given for preferring one bar over another was taste
and 54 per cent of subjects said that this was the main
reason for purchase (see Table II).
No significant relationships exist between age and social
class and whether the ingredients label is read, but females
do read labels significantly more than men (x2 = 6.58).
Fifty-five per cent of respondents said that the nutritional
information on the packet influences their choice(n= 53).
The majority of these respondents considered total

Health was stated by 32 per cent of the respondents as

being part of their reason for purchase. The words Table III. Words Associated with Cereal Bars
associated with cereal bars are given in Table III. A third
of respondents when asked which words they associated Number of Number of
with cereal bars said "healthy". When asked directly Subjects Subjects (%)
whether they associated cereal bars with health food 88
per cent said yes while 12 per cent said no (« = 104). It Healthy 34 33
would appear that consumer perceptions of cereal bars Nuts, oats, 31 30
are associated with health. muesli, corn
Crunchy/chewy 11 10
Table IV shows that age has a significant effect on Lovely snack 9 9
consumption and, as hypothesis one suggested, younger Tracker, Jordans,
people have a significantly higher chance of being Harvest Crunch,
consumers than older people (p> 1 per cent). Cluster 12 11
Breakfast 4 4
Chi-squared analysis to decide whether the respondent's Expensive 1 1
sex or their social class has any bearing on their Calories 1 1
consumption proved not to be significant (x2 = 1.41 and
Convenient 1 1

Table II. Reasons Why Cereal Bars Are Bought Table IV. A Comparison of Age against Whether or
Not Cereal Bars Are Eaten
Number of Number of
Responses Subjects Subjects (%) Response >15 15-24 25-34 35-44 45-54 55-64 65+ Total

Taste 56 54 Yes 10 50 10 14 7 7 6 104

Healthy 33 32 No 3 30 11 10 13 12 17 96
Filling 11 10 Total 13 80 21 24 20 19 23 200
Convenient 4 4 2
Chi-square (x ) = 17.591
Total 104 100 Degrees of freedom = 6
 20 BRITISH FOOD JOURNAL 92,5

Table V. A Comparison of Sex against Whether or Not by the questionnaire. Although the contents of many of
Cereal Bars Are Associated with Health Food the cereal bars are given on the packet, tests for the above
substances were still carried out because not all packages
were able to provide the necessary information and there
Response Male Female Total was a desire to cross-check manufacturers' claims. Tests
were also conducted on the two most popular alternatives
Yes 30 61 91
to cereal bars which the survey determined to be Mars
No 8 5 13 bars and chocolate digestives, receiving respectively 18
Total 38 66 104 per cent and 15 per cent of the survey vote. A Clandon
2
Chi-square (x ) = 3.850 industrial analyser was used to measure both glucose and
Degree of freedom = 1 sucrose levels. Two samples from each product and two
readings from each sample were used to calculate an
average sugar content. In determining the extractable fat
content using soxhlet apparatus, the sodium chloride
calories, fat and fibre as influencing their choice. Of these content and the fibre contents, which were measured using
Downloaded by City, University of London At 09:15 04 January 2017 (PT)

respondents 73 per cent tried to limit these in their diet,
62 per cent limit calories and 38 per cent fat. On balance
there is only partial support for H2; that younger, female,
and consumers of a higher social class will be more health
conscious than others.
On the whole the results of the survey confirm the idea
that people perceive cereal bars to be healthy. However,
is this perception justified in terms of the nutritional
content of these bars, or is it the influence of skilful
marketing communications?
Stage 2 : Chemical Analysis
The analysis of sugar, fat, salt and fibre contents were
carried out on the seven most popular bars as determined
the acid detergent method, three samples of each product
were taken and the mean calculated from the two closest
results.
Chemical Analysis Results
Generally the experimental results compare favourably
with those provided by the manufacturer. Discrepancies
can be accounted for by the different methods used to
assess these substances, experimental error and sampling
error. The nutritional content provided by the manu-
facturer will be an average of many samples taken from
the production process. Some bars will have more than
average, some less. It may be that, in the case of Jordan's
raisin bar, for example, the particular experimental sample
had more fibre than average.

Table VI. Chemical Analysis of Cereal Bars

Sample Sugar (g) Salt(g) Fat(g) Fibre (g)

Manufacturers' Manufacturers'
Test Test Test Information Test Information Average
Per 100g Rank Per 100g Rank Per 100g Rank Per 100g Rank Per 100g Rank Per 100g Rank Rank

Jordans
(raisin) 10.8 1 0.13 2 15.5 5 14.0 4 1.62 4 14.0 1 2.8
Tracker
(chocolate) 17.7 5 0.37 5 13.3 3 10.0 1 2.29 2 3.0 6 3.7
Jordans
(honey) 24.7 8 0.02 1 20.5 6 34.2 8 3.16 1 14.0 1 4.2
Harvest
Chewy 14.5 2 0.40 7 12.8 2 16.0 5 0.68 7 3.3 5 4.2
Cluster 16.4 4 0.66 9 10.5 1 13.3 3 13.3 6 4.0 3 4.3
Tracker
(nut) 15.8 3 0.38 6 21.5 7 10.9 2 1.45 5 N/A 4.6
Harvest
Crunch 19.1 6 0.26 3 23.5 8 23.4 7 1.83 3 3.6 4 5.2
Mars 41.6 9 0.29 4 14.6 4 21.3 6 0.43 9 N/A — 6.4
Chocolate
digestive 24.1 7 0.65 8 25.6 9 35.5 9 0.57 8 N/A — 8.4
(The "healthier" the result the higher the rank)
 CEREAL BARS: A PERCEPTUAL, CHEMICAL AND SENSORY ANALYSIS 21
Overall, Jordans chewy raisin bar was deemed to be the
healthiest bar showing the lowest sugar and salt content
and highest fibre content of all the bars. This supports
publicity and advertising claims made for the bar. The least
healthy bar appears to be Harvest Crunch. Interestingly,
there was some overlap between "healthy" snacks, such
as cereal bars, and traditional "less healthy" snacks, such
as Mars bars and chocolate digestives. Mars bars, in
particular, had lower salt and fat content, gram for gram,
than several cereal bars. It appears that cereal bars in
general are only marginally healthier than traditional
snacks.
It is also worth noting the three gaps in the table which
are as a result of manufacturers' labelling practices. The
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pressure has grown over the last few years for more
nutritional information to be displayed on packaging. This
pressure must continue as results are beginning to show.
Stage 3: Organolaptic Tests
Hedonic scaling, commonly used in sensory evaluation,
would have been inappropriate in this case since panellists
would have been asked to assess too many variables and
respondent fatigue may have invalidated the results.
Untrained panellists were sought because of the need to
measure their naïve preferences. In order to ease the
judgement process and to allow the researcher to check
the consistency of each assessor, a paired comparison test
was employed.
Tests were carried out
under laboratory
conditions
Ten panellists were selected to meet all of the following
criteria; be willing to participate, be available for all tasting
sessions, be in good physical and mental health, and not
to dislike the food under assessment. At this pilot stage
considerations of sample structure and size were thought
to be less important than to test protocols and data
collection mechanisms. Tests were carried out under
laboratory conditions where distractions and any external
factors such as lighting, ventilation, temperature, etc.
which might influence the sensitivity of panellists were
controlled. Panellists were enclosed in separate booths
and asked to refrain from communicating with each other
both before and after assessment sessions in order to
ensure the independence of assessments. Glasses of
ambient temperature water and apple wedges were made
available to assessors for them to cleanse their palates
between sample tastings. To eliminate bias, samples were
cut into similar shapes and sizes, given a three-digit code
Table VII. New Coding for Statistical Analysis
Cereal Bars New Code
Tracker roasted nut A
Tracker chocolate chip B
Jordans raisin and hazelnut C
Jordans honey and almond D
Harvest Chewy chocolate chip E
Harvest Crunch peanut F
Cluster apple and hazelnut G
and served on white plates at room temperature through
a hatch. Seven bars were tested which resulted in 21 paired
comparisons. To avoid fatiguing panellists, four sessions
were conducted, all of which took place mid-afternoon.
Panellists should be feeling slightly hungry in order to gain
maximum sensory sensitivity (Hamilton, 1978).
Organolaptic Test Results
For ease of presentation of statistical results each bar has
been assigned a letter (see Table VII).
Consumers need to
be sure that health food is
more healthy
Table VIII shows the number of comparisons in which each
cereal bar was preferred. Chocolate chip cereal bars were
found to be most preferred with Tracker chocolate chip
being slightly preferred to Harvest Chewy chocolate chip.
Before any statistical analysis was conducted a check was
made on the consistency of the panellists' assessments.
Using the standard deviation of the preferences panellists
5 and 7 were found to exhibit 6 and 5 triads respectively:
A circular triad occurs when a subject indicates they prefer
A to B, B to C and C to A. This finding means that these
two panellists' judgements were not consistent and as a
result their assessments were removed from the statistical
calculations. Although inconsistency of judgement would
be the norm if no difference existed between the samples,
it was considered that this was not the explanation in this
case.
Tests were carried out to determine whether the
differences in preferences were statistically significant.
Figure 1 shows which bars were deemed to be not
significantly different from each other at the 5 per cent
 22 BRITISH FOOD JOURNAL 92,5

Table VIII. The Number of Comparisons in which and hazelnut bar should have been the most preferred and
Each Cereal Bar Was Preferred
Harvest Crunch the least preferred. This was clearly not
the case and H3 is not supported by the data, i.e. cereal
bars with the healthiest nutritional content were not most
Cereal Bar
A B C D E F G Mean SD
preferred by the consumer panel. Perhaps some solace
Panellists can be taken from the outstanding performances of the
two chocolate chip cereal bars which did not fare badly
1 2 3 4 5 6 0 1 3.00 2.160 in chemical analysis. Manufacturers may be able to develop
2 4 5 1 3 6 2 0 3.00 2.160 an extremely healthy base mixture to which they can then
3 3 6 2 1 5 4 0 3.00 2.160 add chocolate chip to increase its palatability to consumers.
4 1 6 2 2 5 4 1 3.00 2.000
5 3 4 0 4 3 2 5 3.00 1.633
6 4 6 0 1 5 3 2 3.00 2.160 Conclusions
7 5 5 3 2 3 0 3 3.00 1.732 Cereal bars are gaining in popularity amongst consumers
8 3 6 2 1 5 4 0 3.00 2.160 as a tasty, healthy, convenient snack. It was found that
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9 2 3 4 4 6 0 1 3.00 2.160 consumers tend to be young (15-24) and that most

10 4 6 1 3 5 2 0 3.00 2.160 consumers have a mental association between cereal bars
and health food. Chemical analysis revealed that many bars
Total 31 50 19 27 49 21 13 with the exception of Jordan's raisin and hazelnut were
only marginally healthier than traditional snack
alternatives, except in the amount of sugar they contained.
The gap between consumer perceptions and reality may
well exist for other products in the health food market.
As an expanding and innovative area of the food industry
it is essential that manufacturers in the market do not lay
themselves open to claims of "hype". Changes in our
eating habits mean changes in the nation's health and it
is essential to maintain consumer confidence in the health
food industry. Consumers need to be sure that health food
is significantly more healthy. This article reports the
results of a successful pilot project; further work is needed
to replicate the study using larger samples.
level. The chocolate chip bars are clearly preferred to the
rest, while the apple and hazelnut Cluster bar is clearly
the least preferred. Nutritionally, the two most preferred References
bars were second and third in the rankings (see Table VI) Euromonitor (1986), Health Foods and Healthy Eating,
although, overall, there was little difference between these Euromonitor Publications Ltd.
two and three of the other bars which were ranked lower. Hamilton, M. (1978), "Panel Selection, Training and Test
Among these three other bars was the Cluster bar which Environment", Home Economics, Vol. 19, pp. 12-20.
was the least preferred in sensory tests. Overall its health Mintel (1988), Healthy Eating, Market Intelligence, p. 29.
ranking was fifth while the healthiest bar of all, Jordan's
raisin and hazelnut, came next to last in the tastings but Marketing Strategies for Industry (1988), Report on the Cereal
was not significantly different to other bars in the middle Market, MSI Data Report, October.
group (see Figure 1).IfH3is to be accepted Jordan's raisin NACNE (1983), Proposals for Nutritional Guidelines for Health
Education in Britain, Health Education Council.

Pari Boustani is a Researcher and Vincent-Wayne Mitchell is a Lecturer in Marketing, both based at the Manchester
School of Management, UMIST, UK.
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