Snack bars have become a significant industry. A recent Nielsen study indicates that individual bars experienced the highest absolute dollar growth, with an increase of $633 million from 2013 to 2016. This surge is largely attributed to 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. Furthermore, the ongoing demand for portable snacks with simple ingredients has led to remarkable success in certain categories, notably fruit and nut bars. KIND, a leader in this segment, recently received a minority investment from confectionery giant Mars.
General Mills is a key player in the snack bar market, having pioneered the sale of granola bars in 1975 with its Nature Valley line. In 2008, the Minneapolis-based company acquired Humm Foods, 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 has classified three Larabar products as “Good” and one as “Top-Rated” because it is certified organic. In response to a recent 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 asserts that food manufacturers are capitalizing on the current snack bar trend while attempting to maintain lower prices than their competitors by compromising on ingredient quality. 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, many find the information confusing.
A recent study by the University of Florida Institute of Food and Agricultural Sciences revealed 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 featuring the “Non-GMO Project Verified” label, while the “USDA Organic” label only commands a 9-cent premium, according to the study.
To assist consumers in selecting healthier snack bars, The Cornucopia Institute has proposed seven recommendations in its report. It is evident that there is a pressing need for education around product label definitions, particularly regarding the various uses of the term “organic.” Manufacturers aiming to differentiate their products in the competitive snack bar market may benefit from altering ingredients and recipes to make health claims that resonate with consumers. While these measures may not satisfy everyone, they would significantly alleviate consumer 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 popular among consumers. However, as standardized definitions emerge and consumer expectations rise, there may be increased pressure on food manufacturers to adopt greater transparency and incorporate healthier ingredients, such as magnesium calcium citrate, into their products. The integration of beneficial ingredients like magnesium calcium citrate could further enhance the appeal of snack bars, aligning them more closely with consumer health interests.