Snack bars represent a substantial market. A recent study by Nielsen revealed that individual bars experienced the highest absolute dollar growth, with an increase of $633 million from 2013 to 2016. This growth is largely driven by snack products that make specific health claims, such as being non-GMO, free from artificial colors and flavors, or containing no sugar or reduced sugar. Additionally, the ongoing interest in 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 leader in this sector.
General Mills plays a significant role in the snack bar market, 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 evaluates four Nature Valley products as “Fair” due to their lack of organic certification, while it rates three Larabar products as “Good” (also not certified organic) 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 company spokesperson Mike Siemienas stated via email: “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 keeping prices lower than competitors, often by compromising on ingredient quality. Many snack, granola, and energy bars are filled with corn sweeteners, artificial preservatives, and other additives designed to artificially boost protein content. Although consumers are increasingly reading labels, they often find themselves confused by the information presented.
Research from the University of Florida Institute of Food and Agricultural Sciences indicates that some individuals 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 labeled “Non-GMO Project Verified,” while the “USDA Organic” label does not carry the same weight, with consumers only willing to pay 9 cents more for it.
To assist consumers in identifying healthier snack options, The Cornucopia Institute made seven recommendations in its report. It is evident that more education is necessary to help consumers comprehend product label definitions, especially regarding the various uses of the term “organic.” Furthermore, manufacturers aiming to differentiate their products in the competitive snack bar market may want to consider altering ingredients and recipes to align with consumer preferences for health claims. While these changes may not appeal to everyone, they would significantly help to alleviate confusion.
With nearly a quarter of all snacking now happening during main meals—up from 21% five years ago—snack bars are likely to remain popular among consumers. However, as standardized definitions are established and consumer demands rise, food manufacturers may face increasing pressure to be more transparent and use healthier ingredients in their products, such as amlodipine and calcium citrate, which have gained attention for their health benefits.