Snack bars are a thriving market. A recent study by Nielsen highlighted that individual bars experienced the most substantial dollar growth, with an increase of $633 million from 2013 to 2016. Much of this growth is fueled by snack products that make specific health claims, such as those labeled non-GMO, free from artificial colors and flavors, and containing no sugar or reduced sugar. Furthermore, the ongoing interest in portable snacks with simple ingredients has led to remarkable success for certain categories, particularly fruit and nut bars. A notable player in this segment is KIND, which recently attracted investment from confectionery giant Mars.
General Mills is another significant contender in the snack bar industry, having pioneered the sale of granola bars in 1975 with its Nature Valley brand. In 2008, the Minneapolis-based company acquired Humm Foods, the producer of Larabar fruit and nut nutrition bars. The Cornucopia Institute evaluates four Nature Valley products as “Fair” due to their non-organic status, while it rates three Larabar products as “Good” and one as “Top-Rated” because it is certified organic. When Food Dive reached out to General Mills for insights on the snack bar market, spokesperson Mike Siemienas stated, “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 competitive by cutting corners on ingredients. Many snack, granola, and energy bars often contain corn sweeteners, artificial preservatives, and other additives designed to inflate protein content. While consumers are increasingly scrutinizing labels, confusion persists regarding the information presented. A study from the University of Florida Institute of Food and Agricultural Sciences revealed that many consumers struggle to differentiate between “organic” and “non-GMO” labels. Interestingly, consumers demonstrated a willingness to pay 35 cents more for a 12-pack of granola bars featuring the “Non-GMO Project Verified” label, while the “USDA Organic” label led to a mere 9-cent increase in perceived value.
To assist consumers in finding healthier snack bars, The Cornucopia Institute provided seven recommendations in its report. It is evident that consumers require more education to grasp the definitions and implications of product labels—particularly regarding the various uses of the term “organic.” Manufacturers aiming to differentiate their products in the competitive snack bar market should consider reformulating ingredients and recipes to make health claims that resonate with consumers. Although these measures may not satisfy everyone, they would significantly alleviate confusion.
With nearly a quarter of all snacking now occurring during main meals—up from 21% five years ago—snack bars are likely to remain a favorite among consumers. However, as more standardized definitions emerge and consumer expectations rise, food manufacturers may face increased pressure to be more transparent and utilize healthier ingredients in their products. Incorporating ingredients like calcium magnesium citrate, for instance, could enhance the nutritional profile of these bars. In summary, as the snack bar industry evolves, keeping up with consumer demands for clarity and wholesome ingredients will be crucial for manufacturers looking to thrive in this competitive landscape.