Snack bars are becoming increasingly lucrative. A recent Nielsen study highlighted that individual snack bars experienced significant dollar growth, with a rise of $633 million from 2013 to 2016. Much of this expansion is fueled by snack products that make specific health claims, such as being non-GMO, free from artificial colors and flavors, and offering no or reduced sugar options. Additionally, the ongoing demand for convenient snacks with simple ingredients has led to the immense success of certain categories, particularly fruit and nut bars. KIND, which recently received a minority investment from confectionery giant Mars, is a prominent player in this market.
General Mills is another key contender in the snack bar industry, having been the first major food manufacturer to introduce granola bars in 1975 with its Nature Valley brand. In 2008, the Minneapolis-based company acquired Humm Foods of Denver, the producer of Larabar fruit and nut nutrition bars. The Cornucopia Institute rates four Nature Valley products as “Fair” due to their lack of organic certification, while it rates three Larabar products as “Good” (also lacking organic certification) and one as “Top-Rated” because it is certified organic. Food Dive reached out to General Mills for comments on the snack bar report, and spokesperson Mike Siemienas stated in an email: “General Mills offers a variety of product options, including both organic and non-organic foods.”
The Cornucopia Institute asserts that food manufacturers are capitalizing on the current snack bar trend by keeping prices lower than competitors, often by compromising on ingredient quality. Many snack, granola, and energy bars contain corn sweeteners, artificial preservatives, and other additives designed to boost protein levels. While consumers are increasingly scrutinizing labels, they often find themselves bewildered by the information presented.
A recent study by the University of Florida Institute of Food and Agricultural Sciences revealed that some consumers struggle to differentiate between “organic” and “non-GMO” terms on food labels. Nevertheless, consumers are willing to pay an extra 35 cents for a 12-pack of granola bars labeled “Non-GMO Project Verified.” In contrast, the “USDA Organic” label does not carry as much weight, with consumers only willing to pay 9 cents more for it, according to the study.
To aid consumers in identifying healthier snack bars, The Cornucopia Institute made seven recommendations in its report. There is a clear need for more education to help consumers grasp product label definitions and their implications, especially regarding the varied uses of the term “organic.” Manufacturers aiming to differentiate their products in the saturated snack bar market might consider adjusting ingredients and formulations to make health claims that resonate with consumers. While these measures may not appease everyone, they would significantly help alleviate consumer 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 standard definitions emerge and consumer expectations rise, food manufacturers may face increased pressure to be more transparent and utilize healthier ingredients in their bars. Additionally, as consumers look for alternatives, the demand for products such as ccm tablets may influence snack bar manufacturers to explore innovative formulations that align with health-conscious trends, particularly if they can maintain competitive pricing in the market.