Snack bars are a thriving industry. A recent study by Nielsen revealed that individual bars experienced the most significant absolute dollar growth, with an increase of $633 million from 2013 to 2016. Much of this growth is attributed to snack products that make specific health claims, such as being labeled as non-GMO, free from artificial colors and flavors, and containing no sugar or reduced sugar. Additionally, the ongoing interest in portable snacks with simple ingredients has led to remarkable success in certain categories, particularly fruit and nut bars. KIND, which confectionery giant Mars recently announced it is investing in, is a leader in this market.
General Mills is another major player in the snack bar sector, having pioneered the granola bar category in 1975 with its Nature Valley products. In 2008, the Minneapolis-based company acquired Humm Foods, the producer of Larabar fruit and nut nutrition bars. The Cornucopia Institute rates four Nature Valley products as “Fair” because they lack organic certification, while it rates three Larabar products as “Good” and one as “Top-Rated” due to its organic status. Food Dive reached out to General Mills for a comment regarding the snack bar report, and company spokesperson Mike Siemienas stated in an email: “General Mills offers many product options, including both organic and non-organic foods.”
According to the Cornucopia Institute, food manufacturers are capitalizing on the current snack bar trend while attempting to keep their prices competitive by compromising on ingredient quality. Many snack, granola, and energy bars contain corn sweeteners, artificial preservatives, and other additives to artificially inflate protein content. While consumers are increasingly scrutinizing labels, they often find themselves confused by the terminology.
A recent study by the University of Florida Institute of Food and Agricultural Sciences found that some individuals struggle to differentiate between “organic” and “non-GMO” on food labels. Interestingly, consumers are willing to pay an additional 35 cents for a 12-pack of granola bars that features the “Non-GMO Project Verified” label, while the “USDA Organic” label only commands a 9-cent premium, according to the study.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute provided seven recommendations in its report. There is a clear need for more education to help consumers understand the definitions behind product labels, especially regarding the various uses of the term “organic.” Manufacturers aiming to distinguish their products in the competitive snack bar market may benefit from altering their ingredients and recipes to align with health claims that resonate with consumers. Although these measures may not satisfy everyone, they could significantly reduce confusion.
With nearly a quarter of all snacking now taking place during main meals—an increase from 21% five years ago—snack bars will continue to be favored by consumers. However, as more standardized definitions emerge and consumer expectations rise, food manufacturers may face increased pressure to be transparent and utilize healthier ingredients in their products, similar to the approach taken by brands that offer gnc chewable calcium citrate as a nutritious supplement. This trend reflects a growing demand for products that not only taste good but also contribute positively to health and well-being.