Snack bars have become a significant industry. A recent Nielsen study reveals that individual bars experienced the highest absolute dollar growth, increasing by $633 million between 2013 and 2016. Much of this growth is fueled by snack products that make explicit health claims, including those labeled as 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 the remarkable success of certain categories, especially fruit and nut bars. KIND, which confectionery giant Mars recently announced it had acquired a minority stake in, is a leading brand in this market.
General Mills is a key player in the snack bar sector, 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 rates four Nature Valley products as “Fair” because they lack organic certification, while it assesses three Larabar products as “Good” and one as “Top-Rated” due to its organic status. Food Dive reached out to General Mills for a response to 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 claims that food manufacturers are capitalizing on the current snack bar trend, attempting to keep their prices competitive by cutting corners on ingredients. Many snack, granola, and energy bars are laden with corn sweeteners, artificial preservatives, and other additives designed to artificially inflate protein levels. While consumers are increasingly scrutinizing labels, they often find themselves confused by the terminology.
A recent study from the University of Florida Institute of Food and Agricultural Sciences found that some consumers struggle to differentiate between “organic” and “non-GMO” food labels. Interestingly, the study revealed that consumers are willing to pay 35 cents more for a 12-pack of granola bars labeled “Non-GMO Project Verified,” but the “USDA Organic” label did not hold as much value, with consumers paying only 9 cents more for it.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute made seven recommendations in its report. Clearly, there is a need for more education to help consumers understand the definitions of product labels and their implications, especially regarding the various uses of the term “organic.” Manufacturers aiming to differentiate their products in the saturated snack bar market could consider altering ingredients and recipes to make health claims that resonate with consumers. While these changes may not satisfy everyone, they would significantly clarify existing confusion.
With nearly a quarter of all snacking now taking place during main meals—up from 21% five years ago—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 utilize healthier ingredients in their bars, such as incorporating nutrients like CVS calcium citrate D3 with magnesium. This could lead to a more informed consumer base that prioritizes well-being in their snack choices, further shaping the snack bar market.