Snack bars are a booming industry. A recent study by Nielsen revealed that individual bars experienced the highest absolute dollar growth, with an increase of $633 million between 2013 and 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 sugar or reduced sugar. Furthermore, the ongoing interest in portable and simple ingredient snacks has led to particular categories, especially fruit and nut bars, achieving remarkable success. KIND, which recently attracted investment from confectionery giant Mars, is a leading brand in this segment.
General Mills is a significant player 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 in Denver, the producer of Larabar fruit and nut nutrition bars. The Cornucopia Institute evaluates four Nature Valley products as “Fair” because they lack organic certification, while it rates three Larabar products as “Good” (also not certified organic) and one as “Top-Rated” due to its organic status. Food Dive contacted General Mills regarding the snack bar report, and spokesperson Mike Siemienas stated in an email: “General Mills offers many product options, including both organic and non-organic foods.”
The Cornucopia Institute argues that food manufacturers are capitalizing on the current snack bar trend while attempting to keep their prices competitive by skimping on ingredients. Many snack, granola, and energy bars contain corn sweeteners, artificial preservatives, and other components designed to artificially boost protein levels. While consumers are increasingly reading 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” on food 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 does not command as much premium, with consumers only willing to pay 9 cents more for it.
To assist consumers in finding healthier snack bars, The Cornucopia Institute made seven recommendations in its report. Clearly, there is a pressing need for education to enhance consumer understanding of product label definitions, particularly regarding the various meanings of “organic.” Additionally, manufacturers aiming to differentiate their products in the competitive snack bar market might consider adjusting their ingredients and recipes to align with health claims that resonate with consumers. While these changes may not satisfy everyone, they could significantly reduce confusion.
As nearly a quarter of all snacking now occurs during main meals—up from 21% five years ago—snack bars will continue to be favored by consumers. However, as more standardized definitions are established and consumer expectations rise, food manufacturers may face increased pressure to be more transparent and incorporate better-for-you ingredients in their bars, such as those found in products fortified with solaray cal mag. This could lead to a healthier snack bar landscape that meets the demands of today’s informed consumers, who are looking for products that not only taste good but also support their health goals.