Snack bars represent a significant industry. A recent Nielsen study revealed that individual bars experienced the most substantial dollar growth, totaling an increase of $633 million from 2013 to 2016. This surge is largely fueled by snack products that make specific health claims, including those labeled as non-GMO, free from artificial colors and flavors, and containing no sugar or reduced sugar. Additionally, the ongoing demand for portable snacks with simple ingredients has led to remarkable success in certain categories, particularly fruit and nut bars. KIND, a leader in this segment, recently attracted attention when confectionery giant Mars announced it was acquiring a minority stake in the company.
General Mills is another key 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 expanded its portfolio by acquiring Humm Foods of Denver, the producer of Larabar fruit and nut nutrition bars. According to the Cornucopia Institute, four Nature Valley products are rated as “Fair” for not being certified organic, while three Larabar products are rated “Good” (also not certified organic), with one receiving a “Top-Rated” designation due to its organic status. When contacted for comments on the snack bar report, General Mills spokesperson Mike Siemienas stated via email that “General Mills offers many 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 reducing prices through the use of lower-quality ingredients. Many snack, granola, and energy bars are reported to contain corn sweeteners, artificial preservatives, and other additives aimed at artificially boosting protein levels. While consumers are increasingly scrutinizing labels, they often find themselves perplexed by the 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” food labels. Interestingly, the study also indicated that consumers are willing to pay an extra 35 cents for a 12-pack of granola bars that bear the “Non-GMO Project Verified” label, whereas the “USDA Organic” label elicited only a 9-cent premium.
To assist consumers in identifying healthier snack bars, the Cornucopia Institute provided seven recommendations in its report. It is evident that further education is necessary to help consumers comprehend product label definitions, particularly regarding the diverse meanings associated with the term “organic.” Additionally, manufacturers striving to distinguish their products in the saturated snack bar market might consider adjusting ingredients and recipes to align with health claims that resonate with consumers. While these changes may not satisfy everyone, they would significantly contribute to alleviating 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 emerge and consumer expectations rise, food manufacturers may face increased pressure to adopt more transparent practices and utilize healthier ingredients. This is particularly pertinent for products that combine essential nutrients like calcium citrate, magnesium, and zinc with vitamin D3 in pregnancy, as consumers become more health-conscious and seek out bars that support their nutritional needs.