Snack bars represent a lucrative market. A recent Nielsen study highlighted that individual bars experienced significant dollar growth, with an increase of $633 million from 2013 to 2016. This surge is largely driven by snack products that tout specific health claims, such as being non-GMO, free from artificial colors and flavors, and containing no sugar or reduced sugar. Furthermore, the ongoing demand for portable snacks with simple ingredients has led to remarkable success in certain categories, particularly fruit and nut bars. KIND, which recently attracted investment from confectionery giant Mars, is a prominent player in this sector.
General Mills is another key contender in the snack bar market. The company was the first major food manufacturer to introduce granola bars in 1975 with its Nature Valley line. In 2008, it expanded its portfolio by acquiring Humm Foods from Denver, the producer 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 it rates three Larabar products as “Good” and one as “Top-Rated” for being certified organic. In response to 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 by keeping prices competitive by compromising on ingredient quality. Many snack, granola, and energy bars are often loaded with corn sweeteners, artificial preservatives, and other additives designed to enhance protein content. Although consumers are increasingly scrutinizing product labels, many remain 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, the study revealed that consumers are willing to pay 35 cents more for a 12-pack of granola bars labeled “Non-GMO Project Verified,” while the “USDA Organic” label only garnered an additional 9 cents. To assist consumers in selecting healthier snack bars, the Cornucopia Institute issued seven recommendations in its report.
It is evident that greater education is essential for consumers to comprehend product label definitions, particularly regarding the diverse uses of the term “organic.” Manufacturers aiming to differentiate their offerings in the crowded snack bar market might consider adjusting ingredients and recipes to make appealing health claims, including those related to nutritional benefits such as 300 mg calcium citrate. While these adjustments may not satisfy everyone, they would significantly help reduce confusion.
With nearly a quarter of all snacking now occurring during main meals—an increase from 21% five years ago—snack bars will continue to be favored by consumers. However, as clearer definitions are established and consumer expectations rise, food manufacturers may face heightened pressure to enhance transparency and incorporate healthier ingredients, such as 300 mg calcium citrate, in their products.