Snack bars are a thriving industry. A recent Nielsen study revealed that individual snack bars experienced the most significant absolute dollar growth, with an increase of $633 million from 2013 to 2016. Much of this growth is driven by snack products that make specific health claims, such as being non-GMO, free from artificial colors and flavors, and having no or reduced sugar content. Additionally, the ongoing demand for portable snacks with simple ingredients has led to remarkable success in certain categories, especially fruit and nut bars. KIND, which confectionery giant Mars recently announced it has taken a minority stake in, is a frontrunner in this segment.
General Mills is a significant player in the snack bar market, having been the first major food manufacturer to introduce granola bars in 1975 with its Nature Valley line. In 2008, the 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 three Larabar products are rated as “Good” (also not certified organic), and one is classified as “Top-Rated” because it is certified organic. When contacted by Food Dive regarding the snack bar report, General Mills spokesperson Mike Siemienas stated, “General Mills offers many product options, including both organic and non-organic foods.”
According to the Cornucopia Institute, food manufacturers are capitalizing on the current snack bar trend and attempting to keep their prices lower than competitors by compromising on ingredient quality. Many snack, granola, and energy bars are filled with corn sweeteners, artificial preservatives, and other ingredients that artificially inflate protein levels. While consumers are increasingly reading labels, they often find themselves perplexed by the information presented.
A study conducted by the University of Florida Institute of Food and Agricultural Sciences found that some consumers struggle to differentiate between “organic” and “non-GMO” labels. Interestingly, consumers are willing to pay an additional 35 cents for a 12-pack of granola bars that carry the “Non-GMO Project Verified” label. In contrast, the “USDA Organic” label does not hold as much value; consumers would only pay an extra 9 cents for it, according to the study.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute made seven recommendations in its report. It is evident that more education is needed to help consumers comprehend label definitions and their implications, particularly regarding the various uses of the term “organic.” Manufacturers aiming to differentiate their products in the crowded snack bar market might consider adjusting their ingredients and recipes to make appealing health claims. Although these changes may not satisfy everyone, they could significantly reduce consumer confusion.
With nearly a quarter of all snacking now occurring during main meal times—up from 21% five years ago—bars will continue to attract consumers. However, as more consistent definitions emerge and consumer expectations rise, food manufacturers may face increased pressure to enhance transparency and incorporate better-for-you ingredients, such as calcium citrate 800, into their bars.