Fuel for on the go: Nature Valley gains momentum with young consumers

Convenient, pre-portioned, and portable, granola bars are often the quick and easy snack of choice for on-the-go consumers.

In fact, for Nature Valley granola bars, being enjoyed while outdoors and on-the-go is an important part of the brand’s philosophy.

While first established in 1973 with the introduction of granola cereal, after realizing that their product could not be eaten outside and on-the-go, the General Mill’s brand launched its granola bar in 1975. Later, Nature Valley expanded to include various types of granola, bars, and snacks. 

Driven by demand for more savory and salty snacks, Nature Valley expanded into savory snack bars in May. Their latest innovation, the Nature Valley Savory Nut Crunch Bar, is now available in three flavors: Everything Bagel, White Cheddar, and Smoky BBQ.

In August, Nature Valley launched a limited-time TikTok rewards program for families making sustainable choices to reduce, reuse, and recycle. Until September 11, families who shared their sustainable practices on TikTok using the hashtag #ReTokForNature could receive a promo code granting them access to shop free and exclusive merch and back-to-school must-have items – like backpacks and water bottles from like-minded brands – on Nature Valley’s new ReTok Shop.

In an effort to “turn back-to-school into a sustainable movement for families across the country,” Nature Valley also teamed up with Stephen “tWitch” Boss and Allison Holker-Boss – parents, professional dancers and television hosts – who regularly implement sustainable practices in their household.

Now more than ever, Americans, especially younger generations, want to support brands that are walking the walk when it comes to making sustainable efforts to protect the environment. According to Harris Poll data, nearly two-thirds of Americans say they seek out environmentally conscious brands (including 73% of Gen Zers and millennials).

When roughly 9 in 10 Gen Zers and millennials (aged 27-41) see the environment as personally important to them, it comes as no shock that a brand like Nature Valley who prioritizes sustainability would be popular with the more environmentally-conscious younger generations.

Nature Valley ranked 4th in our latest AdAge-Harris Poll Gen Z brand tracker. This quarterly index uses QuestBrand data to rank the top 20 brands by brand equity growth among Gen Z adults (ages 18-24).

Nature Valley’s Brand Equity – 12 Week Moving Average

QuestBrand. 7/1/23-9/30/23. Base: General population of US adults (Blue), n=1,291. Base: Gen Z adults (Black), n=184.

Brand equity measures the value consumers see in a brand at a particular moment of time. It is an average of four components: brand familiarity, perceived quality, purchase consideration, and perceived momentum. 

From Q2 2023 to Q3 2023, Nature Valley experienced a +13.5 lift in brand equity among Gen Z adults. In comparison, the granola brand experienced a decline in brand equity (-1.5) among the general population. 

Nature Valley’s Momentum – Gen Z Consumers

QuestBrand. 7/1/23-9/30/23. Base: General population of US adults (Blue), n=1,291. Base: Gen Z adults (Black), n=184.

Nature Valley’s growing momentum – a brand’s ability to maintain market position and to beat out competitors – with Gen Z (shown above) signals that young consumers will continue to reach for Nature Valley on the shelves when in need of an on-the-go snack. 

With a full line of bars, snacks, and granola meant to “inspire people to connect with nature”, we can’t wait to see what Nature Valley does next!