RXBar’s first major marketing push puts it in a sweet spot for success. The campaign trades traditional picturesque snack bar promotions for a deadpanning Ice-T honing in on the transparency of both the ad itself and the limited ingredients that make up the bars. Unconventional approach aside, here’s what brands can do to tap into the latest and greatest in food trends.
While generic weight loss terms plummeted in popularity, ingredient-based queries such as “protein” and “gluten-free” saw an increase in search volume year over year, as evidenced by the top ranking of snack bars on Amazon’s Best Sellers, according to Gartner L2’s Digital IQ Index: Food. Similarly, snack bars that contain ingredient and health terms such as protein and gluten-free in their titles outperform all other snack bar varieties. This is a win for RXBar, which touts the word “protein” in its title and plasters its few ingredients on the front of its bars with bright labels.
In contrast, less health-oriented categories such as popcorn, chocolate, and pretzels underperform in Amazon’s Best Seller rankings. Moreover, high-protein and low-sugar preferences, trends that also persist within search behavior on Google, are the terms most frequently mentioned in snack bar products’ user reviews on Amazon. For example, 39% of snack bar product reviews mention diet and health, while taste and convenience are only mentioned in 30% and 28% of reviews, respectively.
For brands looking to bank on the health bar craze, the attributes of products in Amazon’s Best Seller rankings provide insight into how they can optimize their product assortment and refine product page content across e-tailers. To drive performance, brands should stay abreast of evolving consumer preferences, make informed product innovations, and craft search-friendly product content relevant to category trends.