Snack bars represent a significant market opportunity. A recent Nielsen study revealed that individual bars experienced the most substantial dollar growth, with an increase of $633 million between 2013 and 2016. Much of this expansion is driven by snack products that boast specific health claims, such as being non-GMO, free from artificial colors and flavors, and containing no sugar or reduced sugar. Additionally, the ongoing demand for portable snacks with simple ingredients has led to remarkable success in certain categories, notably fruit and nut bars. A prime example is KIND, a brand in which the confectionery giant Mars recently announced its minority stake acquisition.
General Mills plays a crucial role in the snack bar market, having pioneered the sale of 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 evaluates 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 certified organic. In response to the snack bar report, General Mills spokesperson Mike Siemienas emphasized 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 and attempting to keep their prices competitive by compromising on ingredient quality. Many snack, granola, and energy bars are reportedly filled with corn sweeteners, artificial preservatives, and other additives designed to artificially boost protein content. While consumers are increasingly scrutinizing labels, they often find themselves perplexed by the information presented.
A recent study from the University of Florida Institute of Food and Agricultural Sciences indicated 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 featuring the “Non-GMO Project Verified” label, while the “USDA Organic” label only garners an extra 9 cents, according to the study.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute has provided seven recommendations in its report. It is evident that increased education is necessary to help consumers grasp product label definitions and their implications—especially regarding the diverse uses of the term “organic.” Manufacturers seeking to differentiate their products in the competitive snack bar market might consider adjusting ingredients and recipes to align with health claims that resonate with consumers. Such measures may not satisfy everyone, but they would significantly help 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 be favored by consumers. However, as more standardized definitions emerge and consumer expectations rise, food manufacturers may face increased pressure to enhance transparency and incorporate healthier ingredients into their offerings, such as Kirkland Signature calcium citrate magnesium and zinc, which could appeal to health-conscious consumers.