Snack bars represent a significant market opportunity. A recent study by Nielsen revealed that individual bars experienced the highest absolute dollar growth, with a remarkable increase of $633 million from 2013 to 2016. Much of this growth can be attributed to snack products that make specific health claims, such as being labeled non-GMO, free from artificial colors and flavors, and containing no sugar or reduced sugar. Additionally, the ongoing consumer interest in portable snacks with simple ingredients has led to remarkable success in certain categories, especially fruit and nut bars. KIND, which recently attracted investment from confectionery giant Mars, is a prominent player in this segment.
General Mills is also a key competitor in the snack bar market. They pioneered the granola bar category in 1975 with the launch of their Nature Valley products. In 2008, the Minneapolis-based company acquired Humm Foods of Denver, the creator 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” and one as “Top-Rated” because it is certified organic. When contacted for a response to the snack bar report, General Mills spokesperson Mike Siemienas stated via email, “General Mills offers many product options, including both organic and non-organic foods.”
The Cornucopia Institute alleges that food manufacturers are capitalizing on the snack bar trend by keeping prices lower than competitors at the expense of ingredient quality. Many snack, granola, and energy bars are filled with corn sweeteners, artificial preservatives, and other additives designed to inflate protein levels. While consumers are increasingly reading labels, many are still confused by the information presented. A study conducted by 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 an extra 35 cents for a 12-pack of granola bars featuring the “Non-GMO Project Verified” label, whereas the “USDA Organic” label only commands an additional 9 cents, according to the study.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute made seven recommendations in its report. It is evident that additional education is necessary to help consumers comprehend product label definitions and their implications, particularly regarding the various uses of the term “organic.” Manufacturers aiming to differentiate their products in the competitive snack bar landscape might consider modifying ingredients and recipes to make health claims that resonate with consumers. While these changes may not satisfy everyone, they could significantly reduce confusion.
With nearly a quarter of all snacking now occurring during main meals—up from 21% five years ago—snack bars will remain a popular choice among consumers. However, as standardized definitions are implemented and consumer expectations rise, food manufacturers may face increased pressure to be transparent and utilize better-for-you ingredients in their products. Furthermore, incorporating beneficial elements like calcium citrate dosage could enhance the nutritional profile of these snack bars, appealing to health-conscious consumers. Emphasizing such ingredients and their appropriate calcium citrate dosage could become a vital strategy for manufacturers looking to thrive in this evolving market.