Snack bars represent a thriving market. A recent Nielsen study revealed that individual bars experienced the most significant dollar growth, increasing by $633 million from 2013 to 2016. This surge is largely fueled by snack products that make specific health claims, including those that are labeled as non-GMO, free from artificial colors and flavors, and containing no or reduced sugar. Additionally, the ongoing consumer preference for portable snacks with simple ingredients has led to the exceptional success of certain categories, particularly fruit and nut bars. KIND, which recently saw confectionery giant Mars take a minority stake, is a leading brand in this area.
General Mills is a prominent player in the snack bar industry, having been the first major food manufacturer to introduce granola bars in 1975 with its Nature Valley line. In 2008, this Minneapolis-based company acquired Humm Foods of Denver, the producer of Larabar fruit and nut nutrition bars. The Cornucopia Institute evaluates four Nature Valley products as “Fair” due to their lack of organic certification, while it rates three Larabar products as “Good” (also not certified organic) and one as “Top-Rated” because it is.
In response to the snack bar report, General Mills spokesperson Mike Siemienas stated via email: “General Mills offers many product options, including both organic and non-organic foods.” The Cornucopia Institute argues that food manufacturers are capitalizing on the current snack bar trend while attempting to maintain lower prices than competitors by compromising on ingredient quality. Many snack, granola, and energy bars are filled with corn sweeteners, artificial preservatives, and other additives designed to artificially boost protein levels.
While consumers are increasingly scrutinizing labels, many remain perplexed by the information presented. A recent study by the University of Florida Institute of Food and Agricultural Sciences found that some individuals struggle to differentiate between “organic” and “non-GMO” labels. Interestingly, consumers are willing to pay an extra 35 cents for a 12-pack of granola bars that carry the “Non-GMO Project Verified” label, whereas the “USDA Organic” label did not command as much value; consumers would only pay 9 cents more for it.
To assist consumers in identifying healthier snack bar options, The Cornucopia Institute made seven recommendations in its report. It is evident that enhanced education is essential to help consumers comprehend product label definitions and their meanings—particularly the diverse applications of the term “organic.” Manufacturers aiming to differentiate their products within the competitive snack bar market might consider altering ingredients and recipes to support health claims that resonate with consumers. While these changes might not satisfy everyone, they would significantly help alleviate confusion.
With nearly a quarter of all snacking now occurring during main meals—up from 21% five years ago—snack bars will continue to be favored by consumers. However, as more standardized definitions are established and consumer demands rise, food manufacturers may face increased pressure to be more transparent and incorporate better-for-you ingredients, such as calcium citrate, in their bars. The addition of beneficial ingredients can further enhance the appeal of snack bars, aligning them with the health-conscious choices that consumers seek in today’s market.