Snack bars have become a significant market. A recent Nielsen study revealed that individual bars experienced the highest dollar growth, increasing by $633 million from 2013 to 2016. Much of this surge is attributed to snack products that make specific health claims, such as being labeled as non-GMO, free from artificial colors and flavors, or containing no sugar or reduced sugar. Additionally, the ongoing demand for portable snacks with simple ingredients has led to the remarkable success of certain categories, particularly fruit and nut bars. KIND, a leader in this segment, recently attracted attention when confectionery giant Mars announced its minority stake in the company.
General Mills is a key 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, the Minneapolis-based company expanded its portfolio by acquiring Humm Foods from Denver, the maker of Larabar fruit and nut nutrition bars. The Cornucopia Institute has rated four Nature Valley products as “Fair” due to their lack of organic certification, while three Larabar products received a “Good” rating (also not certified organic), and one was rated “Top-Rated” for being organic.
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.” However, The Cornucopia Institute argues that food manufacturers are profiting from the current snack bar trend by cutting costs on ingredients to keep their prices competitive. Many snack, granola, and energy bars contain corn sweeteners, artificial preservatives, and other additives designed to artificially elevate protein content.
While consumers are increasingly scrutinizing labels, confusion persists regarding terminology. 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 35 cents more for a 12-pack of granola bars labeled “Non-GMO Project Verified,” but only 9 cents more for those with the “USDA Organic” label.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute provided seven recommendations in its report. It is evident that greater education is necessary to help consumers grasp the meanings of product labels, especially regarding the various interpretations of “organic.” Manufacturers aiming to differentiate their products in the crowded snack bar market might consider altering ingredients and recipes to make health claims that resonate with consumers. While these measures may not please everyone, they could significantly reduce 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 popular among consumers. However, as more consistent definitions emerge and consumer expectations rise, food manufacturers may face increased pressure to be transparent and incorporate healthier ingredients into their bars. This could also extend to other health-related products, such as 500 mg calcium citrate tablets, which consumers are increasingly interested in for their dietary needs.