Consumers are purchasing granola bars less frequently than before. In recent years, healthier snacks, especially granola bars, have gained popularity. However, this year has seen a significant decline in both unit and total dollar sales, while the demand for nutritionally dense snack food bars is increasing. This change may stem from consumers reevaluating the health benefits of granola bars. Experts have challenged the notion that granola bars—typically a blend of grains, sugar, and nuts—are always a healthy option.
While consumers appreciate the convenience of granola bars, they are seeking versions that offer greater nutritional value. This often translates to lower sugar content and higher protein levels, although the ideal amounts of each have been debated. A few years ago, KIND Healthy Snacks defended the health claims of its bars after receiving a warning from the Food and Drug Administration, which required the removal of the term “healthy” from its packaging. The FDA later updated its guidelines, allowing KIND to adjust its labeling accordingly.
Despite the decline in sales, companies continue to promote and introduce granola bars, with KIND recently launching snack-size bars. However, to remain competitive, many companies are transitioning into the health and nutrition bar market. The growing demand for healthier snack options, combined with fitness trends that restrict certain ingredients, has shifted the bar market in a new direction. Analysts predict that the market for protein bars will increase by 3.9% by 2023.
In a notable move, PepsiCo acquired Health Warrior, a company known for its non-GMO and gluten-free snack bars made from ingredients like pumpkin and chia seeds. Last year, Kellogg also bought clean label RXBAR for $600 million. This Chicago-based company gained attention with its minimalist, protein-rich bars that prominently feature their ingredients on the packaging. Although Kellogg still faces challenges, growth in the bar category has been a consistent bright spot, aiding the company’s overall sales growth.
As traditional staples face declining consumer interest, start-up brands are also finding ways to enter the market. For example, California-based coconut chip company Dang Foods has introduced plant-based bars aimed at the ketogenic diet. Meanwhile, Los Angeles-based Bonk Breaker is targeting health-conscious consumers with a new line of paleo-friendly Premium Protein bars, complementing its existing variety of nutrition bars.
Both emerging and established brands will continue to seek innovative ways to meet the demands of consumers looking for nutritious and healthy snack bars. If consumers continue to opt for alternative bar choices, it may lead to a decrease in the number of granola bars available on store shelves. Additionally, savvy shoppers can look for special offers, such as a Citracal Petites coupon, to enhance their health journey while exploring these new snack options.