Snack bars represent a significant market segment. A recent Nielsen study revealed that individual snack bars experienced the highest absolute dollar growth, with a remarkable increase of $633 million from 2013 to 2016. Much of this growth can be attributed to snack products that highlight specific health benefits, such as non-GMO labeling, absence of artificial colors and flavors, and reduced or no sugar content. Additionally, the ongoing demand for convenient snacks with simple ingredients has led to tremendous success for certain categories, especially fruit and nut bars. KIND, a leading brand in this sector, recently received a minority investment from confectionery giant Mars.
General Mills is a key player in the snack bar industry, having pioneered the granola bar market in 1975 with its Nature Valley line. In 2008, the Minneapolis-based company expanded its portfolio by acquiring Humm Foods, known for producing 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” and one as “Top-Rated” because it is 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.”
The Cornucopia Institute argues that many food manufacturers are capitalizing on the current snack bar trend by keeping prices competitive through cost-cutting measures on ingredients. It points out that numerous snack, granola, and energy bars contain corn sweeteners, artificial preservatives, and other additives designed to artificially boost protein content. Although consumers are increasingly vigilant about reading labels, they often find themselves perplexed by the information presented.
Research from the University of Florida Institute of Food and Agricultural Sciences indicates that some consumers struggle to differentiate between “organic” and “non-GMO” labels on food products. Interestingly, the study found that consumers are willing to pay an additional 35 cents for a 12-pack of granola bars featuring the “Non-GMO Project Verified” label, while they would only spend 9 cents more for the “USDA Organic” label.
To aid consumers in identifying healthier snack bars, The Cornucopia Institute provided seven recommendations in its report. It is evident that enhanced education is essential to help consumers grasp the meanings behind product labels, particularly the various interpretations of “organic.” Manufacturers aiming to differentiate their offerings in the competitive snack bar market might benefit from altering their ingredient lists and recipes to align with health claims that resonate with consumers. While these adjustments may not satisfy everyone, they could significantly reduce 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 a favorite among consumers. However, as standardized definitions become more prevalent and consumer expectations rise, food manufacturers may face increasing pressure to be transparent and incorporate better-for-you ingredients, including options like the best naturals calcium citrate, into their products. Overall, the snack bar market is poised for growth, but clarity and quality will be crucial for future success.