MARKET

SEGMENTATION

Health Crunch is an energy bar for the

college student and young professionals
with busy lives, but desire for a healthy
one. This infographic introduces the
people who want fast energy the right
way.

COLLEGE STUDENTS
Best represented by: Traits:

Female college students age 49% of Gen Zers are in college.

85% use social media to learn about new

18-24
products.
92% consume caffeine.
75% of GenZ is concerned about health,
compared to 63% of Baby Boomers .
Average income for Gen Z dependent
students was $3,9000.
50% of college students report feeling tired.

How many in the U.S. population? How can we develop a relationship

with them?

11.6 Million
85% use social media to learn about a new
product, so strong presence online.
73% use their phones primarily for texting.
Almost 20% plan on living at home and
commuting to campus, so geography is
mixed between virtual and on campus.

College students are doing brain-heavy

WHY THEY'RE IMPORTANT: work in a socially demanding setting while
establishing independent health habits.

YOUNG PROFESSIONALS
Best represented by: Traits:

Young male professionals age 73% of Gen Z men are pursuing tech careers.

18-24
73% hope to turn hobbies into careers.
Gen Z is on track to be 30% of the workforce
by 2023 and more highly educated than
previous generations.
60% plan on living in the suburbs rather than
city or rural areas.
1 out of 3 professionals report feeling tired on
a regular basis.

How many in the US population How can we develop a relationship

with them?

8.18 Million
41% of Gen Z say Instagram is their preferred
social media platform for brand advertising.
51% of US college grads use LinkedIn.

Young professionals are pursuing

WHY THEY'RE IMPORTANT: mental work over manual labor in a

time when "Every industry faces a
workforce crunch." - Deloitte

P.S. THE ENERGY BAR MARKET

Takeaways

North America had the largest market "Trading in a cup of joe for a
share of the energy bar market in 2020. snack bar might seem a bit
The market is fragmented rather than unusual, but if the bar
consolidated. provides the same boost in
Caffeinated bar product launches energy — and doesn’t stain
jumped 50% between 2014 & 2018.
a shirt — many consumers
62% percent of Gen Z say they want
are all for the idea."
good health to accomplish their goals.
-BakingBusiness.com
H
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