Snack bars have become a lucrative market. A recent Nielsen study revealed that individual bars experienced significant dollar growth, with an increase of $633 million from 2013 to 2016. Much of this growth is attributed to snack products making specific health claims, such as being labeled 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 resulted in exceptional success for certain categories, particularly fruit and nut bars. KIND, which confectionery giant Mars recently announced it is taking a minority stake in, is a leader in this sector.
General Mills is a key player in the snack bar industry, having been 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 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 certified organic. Food Dive reached out to General Mills for comments on 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, often keeping prices lower than competitors by compromising on ingredients. Many snack, granola, and energy bars are laden with corn sweeteners, artificial preservatives, and other components designed to artificially boost protein content. While consumers are increasingly scrutinizing labels, many remain perplexed by the information they encounter.
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 35 cents more for a 12-pack of granola bars bearing the “Non-GMO Project Verified” label, while the “USDA Organic” label only commands a 9-cent premium, according to the study.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute provided seven recommendations in its report. It’s evident that there is a need for greater consumer education regarding product label definitions and the implications of terms like “organic.” Manufacturers aiming to differentiate their products in the saturated snack bar market might consider adjusting their ingredients and recipes to align with health claims that resonate with consumers. Although these changes may not satisfy everyone, they would significantly help alleviate confusion.
With nearly a quarter of all snacking now taking place during main meals—an increase from 21% five years ago—snack bars are likely to remain popular. However, as clearer definitions emerge and consumer expectations rise, there may be increased pressure on food manufacturers to enhance transparency and utilize healthier ingredients in their bars. This shift may also impact the cost of products, similar to the way consumers evaluate the cetirizine cost for allergy medications, as they become more discerning about what they consume.