Snack bars represent a thriving market. A recent Nielsen study revealed that individual bars experienced the most significant absolute dollar growth, increasing by $633 million between 2013 and 2016. This growth is largely driven by snack products that emphasize particular health claims, such as being non-GMO, free from artificial colors and flavors, and having no sugar or reduced sugar content. Furthermore, the ongoing demand for portable snacks with simple ingredients has led to remarkable success in certain categories, especially fruit and nut bars. KIND, in which confectionery giant Mars has recently taken a minority stake, is a leading brand in this sector.
General Mills is a key player in the snack bar industry, having been the first major food manufacturer to introduce granola bars in 1975 with its Nature Valley line. In 2008, this Minneapolis-based company acquired Humm Foods from 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.
Food Dive reached out to General Mills for a comment regarding the snack bar report, and spokesperson Mike Siemienas stated in an email: “General Mills offers many product options, including both organic and non-organic foods.” The Cornucopia Institute alleges that food manufacturers are capitalizing on the current snack bar trend and are attempting to keep their prices competitive by compromising on ingredient quality. Many snack, granola, and energy bars are reportedly filled with corn sweeteners, artificial preservatives, and other ingredients designed to artificially boost protein levels.
While consumers are increasingly scrutinizing labels, they often find themselves confused by the information presented. A recent study conducted by the University of Florida Institute of Food and Agricultural Sciences indicated that some individuals struggle to differentiate between the terms “organic” and “non-GMO” on food labels. Interestingly, consumers are willing to pay an extra 35 cents for a 12-pack of granola bars displaying the “Non-GMO Project Verified” label, whereas the “USDA Organic” label carried less value, with consumers only willing to pay 9 cents more for it.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute provided seven recommendations in its report. It is evident that there is a need for more education to help consumers comprehend product label definitions and their actual meanings, particularly regarding the various interpretations of the term “organic.” Manufacturers aiming to differentiate their products in the competitive snack bar market might consider adjusting their ingredients and recipes to make health claims that resonate with consumers. Although these measures may not satisfy everyone, they would significantly contribute to alleviating confusion.
With nearly a quarter of all snacking now taking place during main meals—up from 21% five years ago—snack bars are likely to remain a favorite among consumers. However, as more standardized definitions are established and consumer expectations rise, food manufacturers may face increased pressure to be more transparent and utilize healthier ingredients in their products. Additionally, with the rise of health-conscious consumers, questions arise about the effects of various ingredients, such as whether calcium citrate makes you poop, which may further influence purchasing decisions.