Snack bars represent a significant market opportunity. A recent study by Nielsen revealed that individual snack bars experienced the highest absolute dollar growth, with an increase of $633 million between 2013 and 2016. Much of this growth can be attributed to snack products that make specific health claims, including those labeled as non-GMO, free from artificial colors and flavors, and containing no sugar or reduced sugar. Furthermore, the ongoing consumer interest in portable and simple ingredient snacks has led to exceptional success in certain categories, particularly fruit and nut bars. KIND, a brand in this sector, recently received a minority investment from the confectionery giant Mars, underscoring its leadership in the market.
General Mills is a prominent player in the snack bar industry, having pioneered the granola bar market in 1975 with its Nature Valley line. In 2008, the Minneapolis-based company expanded its portfolio by acquiring Humm Foods, the producer of Larabar fruit and nut nutrition bars. The Cornucopia Institute evaluates four Nature Valley products as “Fair” for not being certified organic, while three Larabar products are rated as “Good,” and one as “Top-Rated” due to its organic certification. General Mills responded to inquiries from Dive regarding the snack bar report, with spokesperson Mike Siemienas 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, attempting to maintain lower prices than competitors by compromising on ingredient quality. Many snack, granola, and energy bars are often filled with corn sweeteners, artificial preservatives, and other additives designed to artificially inflate protein content. While consumers are increasingly examining labels, they often find the information confusing. A study 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 are willing to pay an additional 35 cents for a 12-pack of granola bars that carry the “Non-GMO Project Verified” label, whereas the “USDA Organic” label only commands an extra 9 cents.
To assist consumers in selecting healthier snack bars, The Cornucopia Institute provided seven recommendations in its report. It is evident that more education is necessary to help consumers comprehend product label definitions and their implications, particularly regarding the various applications of the term “organic.” Manufacturers aiming to differentiate their products in the competitive snack bar market may want to consider adjusting ingredients and recipes to align with health claims that resonate with consumers. Although these measures may not satisfy everyone, they could significantly reduce confusion.
As nearly a quarter of all snacking now occurs during main meal times—up from 21% five years ago—snack bars will continue to be popular among consumers. However, as clearer definitions emerge and consumer expectations rise, food manufacturers may face growing pressure to be more transparent and to utilize better-quality ingredients in their products. This could also extend to enhancing the nutritional profiles of their offerings, similar to the distinctions seen with beda calcium citrate dan calcium carbonate, which highlight the importance of ingredient selection in consumer health perceptions.