Snack bars represent a thriving sector in the food industry. A recent study by Nielsen revealed that individual snack bars experienced the highest absolute dollar growth, with an increase of $633 million from 2013 to 2016. Much of this growth is fueled by snack products that promote specific health benefits, including those labeled as non-GMO, free from artificial colors and flavors, and those with no or reduced sugar content. Additionally, the ongoing demand for portable snacks with simple ingredients has led to remarkable success in certain categories, particularly fruit and nut bars. KIND, a leading brand in this category, recently attracted attention when confectionery giant Mars announced it was acquiring a minority stake in the company.
General Mills is another significant player in the snack bar market, having pioneered the sale of granola bars in 1975 with its Nature Valley brand. In 2008, the Minneapolis-based company expanded its portfolio by acquiring 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 items as “Good” (also not organic) and one as “Top-Rated” since it is certified organic. When Food Dive contacted General Mills for a comment on the snack bar market, spokesperson Mike Siemienas stated in an email: “General Mills offers many product options, including both organic and non-organic foods.”
The Cornucopia Institute claims 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. It notes that many snack, granola, and energy bars are laden with corn sweeteners, artificial preservatives, and other substances aimed at artificially boosting protein levels. Although 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 found that some individuals struggle to differentiate between “organic” and “non-GMO” labels. Interestingly, consumers are willing to pay 35 cents more for a 12-pack of granola bars labeled “Non-GMO Project Verified,” while the “USDA Organic” label on the same product did not carry as much significance; consumers were only prepared to spend an additional 9 cents for it, according to the study.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute included seven recommendations in its report. It is evident that further education is crucial to help consumers comprehend product label definitions and their implications, especially concerning the varied applications of the term “organic.” Manufacturers aiming to differentiate their products in the competitive snack bar market might consider reformulating ingredients and recipes to incorporate health claims that resonate with consumers. For instance, incorporating beneficial ingredients like calcium citrate D3 K2 could enhance a product’s appeal. While such changes may not satisfy all customers, they would significantly contribute to reducing confusion.
With nearly a quarter of all snacking now taking place during main meals—an increase from 21% five years ago—snack bars will continue to be a favored choice among consumers. However, as more standardized definitions emerge and consumer expectations rise, food manufacturers may face additional pressure to be more transparent and utilize healthier ingredients, such as calcium citrate D3 K2, in their products.