Several themes emerge when cross-referencing these audiences with one another.
First, the recurrence of gaming-orientated groups within the brand specific conversations. This group talks about consuming the product in ways some distance removed from workouts and exercise, either as a meal replacement:
https://twitter.com/The_Don7684/status/1445428201182871557
Or else as lower-calorie type of snack:
https://twitter.com/Alex4Rep/status/1446359559849787392
The various types of exercise and nutrition buffs, on the other hand, are more likely to solicit and share tips around what types of bars bring which benefits.
https://twitter.com/melaniedbikes/status/1503320481331662848
Their cousins, the sports fans who take more pleasure in watching rather than playing sports, are disproportionately likely to be responsive to various deals and sponsorships.
https://twitter.com/Brett_McMurphy/status/1425905656125693954
Another tightly defined community is populated by those discussing eating disorders. This group either shares anecdotes and preferred brands, or else stories and tips on recovery.
The intersection of this group with the topic is a complex and delicate one, with bars variously seen as taking the place of meals, or else as a means of paving the road to recovery.
Drag Fans, on the other hand, engage with the topic in a number of different ways, talking about the bars as meal replacements, but also a heavily memed plot point within The Walking Dead.
These different communities, removed from the popular conception of what an energy or protein bar consumer looks like, bring their own behaviors and consumption patterns. And this extends not only who and why, but also to the locations associated with them.
All of these contextual factors and behavioral drivers then play a role when individuals choose a particular product or brand. And there’s one that stands head and shoulders above the others in terms of online mentions.
We’ve made a division here between brands with a single entry, and those who sit as part of larger ownership structures. For instance, as well as occupying top spot, Clif Bar & Company also own the LUNA bar.
Given that the majority of Clif’s available bars contain either chocolate or peanut butter, it’s unsurprising to see these particular flavors over-represented within the wider conversation. And this appears part of a wider trend, with sweet, ‘dessert-like’ flavors are most popular.
