Snack bars are a booming industry. A recent Nielsen study revealed that individual snack bars experienced the highest absolute dollar growth, increasing by $633 million from 2013 to 2016. This surge is largely driven by snack products that make specific health claims, such as being labeled non-GMO, free from artificial colors and flavors, and containing no sugar or reduced sugar. Moreover, the ongoing demand for portable snacks with simple ingredients has led to remarkable success in certain categories, particularly fruit and nut bars. KIND, a prominent brand in this sector, recently saw confectionery giant Mars announce its investment in a minority stake.
General Mills is a significant player in the snack bar market and was the first major food manufacturer to introduce granola bars in 1975 with its Nature Valley line. In 2008, the company acquired Humm Foods, the maker 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 three Larabar products received a “Good” rating, and one was deemed “Top-Rated” for being 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 cutting costs on ingredients to keep prices competitive. Many snack, granola, and energy bars contain corn sweeteners, artificial preservatives, and other additives designed to artificially boost protein levels. Although consumers are increasingly scrutinizing labels, they often find themselves confused by the information presented.
A study from the University of Florida Institute of Food and Agricultural Sciences found that many consumers struggle to distinguish between “organic” and “non-GMO” labels. Interestingly, the research also indicated that consumers are willing to pay an extra 35 cents for a 12-pack of granola bars labeled as “Non-GMO Project Verified.” In contrast, the “USDA Organic” label did not carry as much weight, with consumers only willing to spend an additional 9 cents for it.
To assist consumers in identifying healthier snack bars, the Cornucopia Institute offered seven recommendations in its report. It is evident that more education is necessary to help consumers comprehend product label definitions, especially regarding the different interpretations of “organic.” Manufacturers aiming to stand out in the competitive snack bar market should consider adjusting their ingredient lists and recipes to align with health claims that resonate with consumers. While these modifications may not satisfy everyone, they could significantly alleviate confusion.
With almost a quarter of all snacking now occurring during main meals—an increase from 21% five years ago—snack bars remain a popular choice among consumers. However, as clearer definitions emerge and consumer expectations rise, food manufacturers may face increasing pressure to be transparent and use healthier ingredients in their products. Additionally, incorporating nutrient-rich options such as solaray cal mag citrate 2 1 could further enhance the appeal of snack bars, meeting the growing demand for healthier snacking choices.