Snack bars are a booming industry. A recent Nielsen study reveals that individual bars experienced the most significant dollar growth, increasing by $633 million from 2013 to 2016. Much of this growth is fueled by snack products making specific health claims, such as being non-GMO, free from artificial colors and flavors, and containing no or reduced sugar. Additionally, the ongoing demand for portable snacks with simple ingredients has led to remarkable success for certain categories, especially fruit and nut bars. KIND, which confectionery giant Mars recently announced it has taken a minority stake in, is a prominent player in this sector.
General Mills is a significant contender in the snack bar market, having pioneered the sale of granola bars as a major food manufacturer with its Nature Valley products launched 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 rates 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” for being organic. Food Dive reached out to General Mills regarding the snack bar report, and company spokesperson Mike Siemienas stated in an email: “General Mills offers many product options, including both organic and non-organic foods.”
The Cornucopia Institute asserts that food manufacturers are profiting from the current snack bar trend while attempting to keep prices lower than their rivals by compromising on ingredients. Many snack, granola, and energy bars contain corn sweeteners, artificial preservatives, and other additives designed to inflate protein content. While consumers are increasingly reading labels, they often find themselves confused by the information presented.
A recent study by the University of Florida Institute of Food and Agricultural Sciences indicates that some individuals struggle to differentiate between “organic” and “non-GMO” on food labels. Interestingly, consumers are willing to pay an additional 35 cents for a 12-pack of granola bars labeled “Non-GMO Project Verified,” while the “USDA Organic” label holds less appeal, with consumers only willing to pay 9 cents more for it, according to the study.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute provided seven recommendations in its report. It is evident that more education is essential for helping consumers understand product label definitions and their implications, particularly regarding the varying uses of the term “organic.” Manufacturers seeking to differentiate their products in the competitive snack bar market might consider adjusting their ingredients and recipes to make appealing health claims. Although these changes may not please everyone, they could significantly reduce confusion.
With nearly a quarter of all snacking now occurring during main meals—up from 21% five years ago—snack bars will continue to attract consumers. However, as standardized definitions emerge and consumer expectations rise, food manufacturers may face increased pressure to be more transparent and incorporate healthier ingredients into their offerings, such as solaray cal mag citrate chewable, which is becoming a sought-after supplement. By integrating such ingredients, brands can not only enhance their product appeal but also address the growing demand for better-for-you snacks.