Snack bars represent a significant segment of the food industry. A recent study by Nielsen revealed that individual snack bars experienced the highest absolute dollar growth, rising by $633 million between 2013 and 2016. A notable driver of this growth is the increasing popularity of snack products that make specific health claims, such as being labeled as non-GMO, free from artificial colors and flavors, and containing no or reduced sugar. Moreover, the ongoing demand for convenient snacks with simple ingredients has led to remarkable success in certain categories, particularly fruit and nut bars. KIND, which recently attracted investment from confectionery giant Mars, is a leading brand in this category.
General Mills is a key player in the snack bar market, having been the first major food manufacturer to launch 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. According to the Cornucopia Institute, four Nature Valley products are rated as “Fair” due to their lack of organic certification, while three Larabar products are rated “Good” (also not certified organic) and one is deemed “Top-Rated” for being certified organic. Food Dive reached out to General Mills for insights regarding the snack bar report; company spokesperson Mike Siemienas responded via email, stating, “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 while attempting to keep prices lower than competitors by compromising on ingredient quality. Many snack, granola, and energy bars often contain corn sweeteners, artificial preservatives, and other additives designed to artificially inflate protein content. While consumers are increasingly vigilant about reading labels, they often find themselves perplexed by the terminology used.
A recent study from the University of Florida Institute of Food and Agricultural Sciences indicates that some consumers struggle to differentiate between “organic” and “non-GMO” labels. Interestingly, the study found that consumers are willing to pay an additional 35 cents for a 12-pack of granola bars labeled as “Non-GMO Project Verified.” Conversely, the “USDA Organic” label did not carry as much weight, with consumers only willing to pay 9 cents more for it.
To assist consumers in identifying healthier snack bar options, the Cornucopia Institute made seven recommendations in its report. It is evident that comprehensive education is essential to help consumers understand product label definitions and their implications—especially regarding the various uses of the term “organic.” Manufacturers aiming to differentiate their products in the competitive snack bar market may want to consider altering ingredients and recipes to make health claims that resonate with consumers. Although these adjustments may not satisfy everyone, they would significantly contribute to alleviating 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 are established and consumer expectations rise, there may be increased pressure on food manufacturers to enhance transparency and incorporate healthier ingredients, such as rainbow calcium citrate, into their bars. This focus on quality and clarity will be crucial as the snack bar market evolves.