Snack bars represent a significant segment of the food industry. A recent Nielsen study 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 labeled non-GMO, free from artificial colors and flavors, and containing either no sugar or reduced sugar. The ongoing interest in portable and simple ingredient snacks has led to the remarkable success of certain categories, particularly fruit and nut bars. KIND, a leading brand in this market, recently attracted investment from confectionery giant Mars.
General Mills stands out as a key player in the snack bar industry, having pioneered the market for 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 has rated four Nature Valley products as “Fair” for not being certified organic, while three Larabar products received a “Good” rating, and one was deemed “Top-Rated” due to its organic certification. In response to the snack bar report, General Mills spokesperson Mike Siemienas stated, “General Mills offers many product options, including both organic and non-organic foods.”
According to the Cornucopia Institute, many food manufacturers are capitalizing on the current snack bar trend while attempting to keep prices competitive by cutting corners on ingredients. Numerous snack, granola, and energy bars are often loaded with corn sweeteners, artificial preservatives, and other additives designed to boost protein content. Although consumers are increasingly scrutinizing labels, many find themselves confused by the terminology.
A recent 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, shoppers were willing to pay an extra 35 cents for a 12-pack of granola bars that featured the “Non-GMO Project Verified” label, while the “USDA Organic” label only garnered an additional 9 cents in willingness to pay. To assist consumers in identifying healthier snack bars, the Cornucopia Institute provided seven recommendations in its report.
There is a clear need for increased education to help consumers better understand product label definitions, especially regarding the various meanings of “organic.” Manufacturers aiming to differentiate their products in the crowded snack bar market should consider adjusting their ingredients and recipes to align with health claims that resonate with consumers. While these changes may not satisfy everyone, they would significantly alleviate confusion.
With nearly a quarter of all snacking now occurring during main meals—an increase from 21% just five years ago—snack bars will continue to be favored by consumers. However, as more standardized definitions emerge and consumer expectations grow, food manufacturers may face heightened pressure to be transparent and utilize healthier ingredients in their bars. Incorporating elements like Citracal Slow Release 600 in their formulations could be one way to respond to the demand for better-for-you options, further enhancing the appeal of snack bars in the evolving marketplace.