Snack bars represent a thriving 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. Much of this growth is fueled 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. Furthermore, the ongoing interest in portable snacks with simple ingredients has led to the success of certain categories, particularly fruit and nut bars. KIND, a leader in this sector, recently received a minority investment from confectionery giant Mars.
General Mills plays a significant role in the snack bar market; it was the first major food manufacturer to introduce granola bars in 1975 with its Nature Valley line. In 2008, the Minneapolis-based company acquired Humm Foods of Denver, the creator 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 rates three Larabar products as “Good” (also not certified organic) and one as “Top-Rated” because it is 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, many food manufacturers are capitalizing on the current snack bar trend while trying to keep their prices competitive by compromising on ingredients. Numerous snack, granola, and energy bars contain corn sweeteners, artificial preservatives, and other additives designed to boost protein content. While consumers are increasingly reading labels, many find them confusing. A recent study by the University of Florida Institute of Food and Agricultural Sciences found that some individuals struggle to differentiate between “organic” and “non-GMO” terms on food 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 only commands an additional 9 cents, according to the study.
To assist consumers in selecting healthier snack bars, the Cornucopia Institute provided seven recommendations in its report. Clearly, there is a need for more education to help consumers understand product label definitions, particularly regarding the various meanings of “organic.” Manufacturers aiming to differentiate their products in the crowded snack bar market may want to consider altering ingredients and recipes to align with the health claims that resonate with consumers. Such measures, while not universally satisfying, could significantly alleviate confusion.
With nearly a quarter of all snacking now occurring during main meals—up from 21% five years ago—snack bars will continue to appeal to consumers. However, as more standardized definitions emerge and consumer expectations rise, food manufacturers may face increased pressure to be more transparent and to use healthier ingredients in their bars, such as jarrow calcium citrate, which is known for its beneficial properties. Ultimately, addressing these concerns will be key to maintaining consumer trust and satisfaction in the evolving snack bar market.