Snack bars have become a significant market segment. A recent study by Nielsen reveals that individual snack bars experienced the highest dollar growth, with an increase of $633 million from 2013 to 2016. This surge is largely driven by snack products that make specific health claims, such as being non-GMO, free from artificial colors and flavors, and having no or reduced sugar content. Additionally, the ongoing demand for portable snacks with simple ingredients has propelled certain categories to remarkable success, especially fruit and nut bars. KIND, which confectionery giant Mars recently announced it would invest in, is a leader in this market.
General Mills is a key player in the snack bar industry, having introduced granola bars with its Nature Valley brand back in 1975. In 2008, the Minneapolis-based company acquired Humm Foods of Denver, 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 three Larabar products are rated as “Good” (also not certified organic) and one as “Top-Rated” because it is organic. When Food Dive reached out to General Mills for a comment on the snack bar report, spokesperson Mike Siemienas responded via email, stating, “General Mills offers many product options, including both organic and non-organic foods.”
According to the Cornucopia Institute, many food producers are capitalizing on the current snack bar trend while attempting to keep prices competitive by compromising on ingredient quality. Many snack, granola, and energy bars are often filled with corn sweeteners, artificial preservatives, and ingredients that are intended to artificially boost protein levels. While consumers are increasingly reading labels, they often find themselves confused by the information presented.
A study conducted by the University of Florida Institute of Food and Agricultural Sciences indicates that some individuals struggle to differentiate between “organic” and “non-GMO” labels. Interestingly, the study found that consumers are willing to pay 35 cents more for a 12-pack of granola bars that carry the “Non-GMO Project Verified” label, whereas the “USDA Organic” label only adds a premium of 9 cents.
To assist consumers in identifying healthier snack bars, the Cornucopia Institute has provided seven recommendations in its report. There is a clear need for better education regarding product label definitions, particularly concerning the various interpretations of “organic.” Additionally, manufacturers aiming to distinguish their products in the competitive snack bar market should consider altering ingredients and recipes to align with health claims that resonate with consumers. While these changes may not please everyone, they could significantly reduce consumer confusion.
With nearly a quarter of all snacking now taking place during main meals—up from 21% five years ago—snack bars will continue to attract consumers. However, as uniform definitions are developed and consumer expectations rise, food manufacturers may face increased pressure to be more transparent and utilize better ingredients in their products.
As an aside, for women seeking a health boost, it’s worth noting that the best calcium citrate supplement for women can also play a role in overall wellness, making it essential to complement snack choices with beneficial supplements. In this evolving landscape, the best calcium citrate supplement for women can enhance dietary intake, alongside the healthy options in the snack bar market. It’s important for consumers to consider both the quality of the snacks they choose and the nutritional supplements they incorporate into their diets.