Snack bars have become a significant market. A recent Nielsen study reveals that individual bars experienced the most substantial dollar growth, increasing by $633 million between 2013 and 2016. This growth is largely fueled by snack products that make specific health claims, such as being labeled non-GMO, free from artificial colors and flavors, or containing no 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, which confectionery giant Mars recently announced it has taken a minority stake in, stands as a leader in this sector.
General Mills is a key player in the snack bar industry, having pioneered the sale of granola bars in 1975 with its Nature Valley brand. In 2008, the Minneapolis-based company acquired Humm Foods of Denver, the producer of Larabar fruit and nut nutrition bars. The Cornucopia Institute rates four Nature Valley products as “Fair” for not being certified organic, while it gives three Larabar products a “Good” rating (also not certified organic) and one a “Top-Rated” label due to its organic certification. Food Dive contacted General Mills for comments on the snack bar report, and spokesperson Mike Siemienas stated via email: “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 trying to maintain lower prices than their competitors by compromising on ingredient quality. Many snack, granola, and energy bars are filled with corn sweeteners, artificial preservatives, and other additives designed to artificially boost protein content. Although consumers are becoming more label-conscious, they often find themselves confused by the information presented.
A recent study from the University of Florida Institute of Food and Agricultural Sciences found that some consumers struggle to differentiate between “organic” and “non-GMO” labels. Interestingly, the study showed that consumers are willing to pay an extra 35 cents for a 12-pack of granola bars labeled “Non-GMO Project Verified,” whereas the “USDA Organic” label only commanded an additional 9 cents.
To assist consumers in identifying healthier snack bar options, The Cornucopia Institute provided seven recommendations in its report. It is evident that increased education is necessary to help consumers understand product label definitions, particularly the various meanings associated with the term “organic.” Manufacturers aiming to distinguish their products in the saturated snack bar market might consider altering their ingredients and recipes to align with health claims that resonate with consumers. While these changes may not please everyone, they would significantly alleviate confusion.
With nearly a quarter of all snacking now occurring during main meals—up from 21% five years ago—snack bars are likely to remain a popular choice. However, as clearer definitions emerge and consumer expectations rise, food manufacturers may face mounting pressure to be more transparent and incorporate healthier ingredients in their bars. Additionally, for pet owners, the inclusion of 500 mg calcium citrate for dogs in some snack formulations might also become a point of interest, as consumers increasingly seek products that cater to both human and pet nutrition needs.