Snack bars represent a significant segment of the food industry. A recent study by Nielsen revealed that individual bars experienced the highest absolute dollar growth, with an increase of $633 million from 2013 to 2016. This growth is largely driven by snack products that make specific health claims, such as being non-GMO, free from artificial colors and flavors, and containing no or reduced sugar. Furthermore, the ongoing demand for portable snacks with simple ingredients has led to remarkable success in certain categories, particularly fruit and nut bars. KIND, which recently attracted a minority investment from confectionery giant Mars, is a leading brand in this market.
General Mills is another key player in the snack bar sector, having pioneered the granola bar market 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 non-organic status, whereas three Larabar products are rated “Good,” and one is considered “Top-Rated” because it is certified organic. In response to a report on snack bars, General Mills spokesperson Mike Siemienas stated, “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 keeping prices competitive by compromising on ingredient quality. Many granola and energy bars contain corn sweeteners, artificial preservatives, and other additives designed to artificially inflate protein content. Although consumers are increasingly scrutinizing labels, many remain confused by the information presented. A study conducted by the University of Florida Institute of Food and Agricultural Sciences found that some consumers struggle to differentiate between “organic” and “non-GMO” labels. Interestingly, consumers were willing to pay an additional 35 cents for a 12-pack of granola bars labeled “Non-GMO Project Verified,” but only 9 cents more for those labeled “USDA Organic.”
To assist consumers in selecting healthier snack bars, The Cornucopia Institute provided seven recommendations in its report. There is a clear need for better education to help consumers understand product label definitions, especially regarding the various uses of the term “organic.” Manufacturers aiming to differentiate their products in the saturated snack bar market should consider modifying ingredients and recipes to make health claims that resonate with consumers. While these adjustments 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 continue to be a popular choice among consumers. However, as more standardized definitions emerge and consumer expectations grow, food manufacturers may face increased pressure to be transparent and to incorporate healthier ingredients, such as the best calcium citrate, into their products.