“Rising Snack Bar Industry: Trends, Consumer Confusion, and the Call for Quality Ingredients”

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 fueled by snack products that make specific health claims, including those labeled as non-GMO, free from artificial colors and flavors, and containing no or reduced sugar. Furthermore, the ongoing interest in simple ingredient snacks has led to remarkable success for certain categories, particularly fruit and nut bars. KIND, a leader in this market, recently attracted attention as confectionery giant Mars announced its minority stake in the brand.

General Mills is a significant player in the snack bar realm, having been the first major food manufacturer to launch granola bars back in 1975 with its Nature Valley line. In 2008, the Minneapolis-based company acquired Humm Foods of Denver, the maker 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” because it is. Food Dive reached out to General Mills for a comment regarding the snack bar report, to which company spokesperson Mike Siemienas responded via 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 and attempting to maintain lower prices than their competitors by compromising on ingredient quality. Many snack, granola, and energy bars are laden with corn sweeteners, artificial preservatives, and other additives designed to inflate protein content. Although consumers are increasingly reading labels, they often find themselves confused by the information presented. 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 an additional 35 cents for a 12-pack of granola bars bearing the “Non-GMO Project Verified” label, while the “USDA Organic” label only commanded an extra 9 cents.

To assist consumers in identifying healthier snack bars, The Cornucopia Institute provided seven recommendations in its report. It is evident that there is a need for more education to help consumers grasp the definitions of product labels and their actual implications—especially regarding the various uses of the term “organic.” Manufacturers aiming to distinguish their products in the crowded snack bar market may consider adjusting ingredients and recipes to make health claims that resonate with consumers. Although these adjustments may not please everyone, they would certainly help alleviate some confusion.

With nearly a quarter of all snacking now occurring during main meals—up from 21% five years ago—snack bars are set to remain popular among consumers. However, as more consistent definitions are established and consumer expectations rise, food manufacturers might face increased pressure to be transparent and utilize better-quality ingredients in their bars, such as those found in Kirkland Signature Calcium Citrate 500mg 500 Tablets, which exemplify a commitment to health and quality.