Snack bars represent a significant market opportunity. A recent Nielsen report highlighted that individual bars experienced the highest absolute dollar growth, with an increase of $633 million from 2013 to 2016. Much of this growth is attributed to 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 led to substantial success for certain categories, particularly fruit and nut bars. KIND, which recently garnered attention as confectionery giant Mars announced its minority stake in the company, is a prominent leader in this sector.
General Mills is a significant contender in the snack bar market, becoming 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 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 it has rated three Larabar products as “Good” and one as “Top-Rated” because it is certified organic. In response to the snack bar report, General Mills spokesperson Mike Siemienas stated via email: “General Mills offers many product options, including both organic and non-organic foods.”
According to the Cornucopia Institute, food manufacturers are capitalizing on the current snack bar trend by keeping prices competitive, often at the expense of ingredient quality. Many snack, granola, and energy bars contain corn sweeteners, artificial preservatives, and other additives aimed at artificially boosting protein levels. While consumers are increasingly scrutinizing labels, many remain perplexed by the information presented. A recent study from 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 an additional 35 cents for a 12-pack of granola bars bearing the “Non-GMO Project Verified” label, whereas the “USDA Organic” label only commands a premium of 9 cents.
To aid consumers in selecting healthier snack bars, The Cornucopia Institute provided seven recommendations in its report. It is evident that there is a need for greater education to help consumers comprehend the definitions of product labels and their implications, especially concerning the various uses of the term “organic.” Manufacturers aiming to distinguish their products in the crowded snack bar market might consider adjusting their ingredients and recipes to align with health claims that resonate with consumers. Although these adjustments may not satisfy everyone, they could significantly reduce confusion.
With nearly a quarter of all snacking occurring during main meals—up from 21% five years ago—snack bars will continue to be favored by consumers. However, as clearer definitions emerge and consumer expectations rise, food manufacturers may face increased pressure to be more transparent and utilize healthier ingredients in their bars, such as calcium citrate soft chews, which can enhance nutritional value. As the market evolves, the integration of such beneficial ingredients could play a crucial role in meeting consumer demands and improving overall health perceptions surrounding snack bars.