Snack bars represent a significant market opportunity. A recent Nielsen study revealed that individual snack bars experienced the highest absolute dollar growth, with an increase of $633 million between 2013 and 2016. This surge is largely driven by snack products that make specific health claims, such as being non-GMO, free from artificial colors and flavors, and containing no sugar or reduced sugar. Additionally, the ongoing demand for portable snacks with simple ingredients has led to the remarkable success of certain categories, particularly fruit and nut bars. KIND, a leading brand in this sector, recently attracted attention when confectionery giant Mars announced it was acquiring a minority stake in the company.
General Mills is a significant player in the snack bar market, having pioneered the granola bar category in 1975 with its Nature Valley line. In 2008, this Minneapolis-based company expanded its portfolio by purchasing Humm Foods of Denver, the maker of Larabar fruit and nut nutrition bars. The Cornucopia Institute has rated four Nature Valley products as “Fair” due to their lack of organic certification, while it awarded three Larabar products a “Good” rating (also not certified organic) and one as “Top-Rated” because it is organic. When contacted for a response regarding the snack bar report, General Mills 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 by maintaining lower prices than competitors through the use of inferior ingredients. Many snacks, granola, and energy bars contain corn sweeteners, artificial preservatives, and other additives designed to artificially boost protein levels. While consumers are increasingly scrutinizing labels, many remain perplexed by the information presented.
According to a recent study by the University of Florida Institute of Food and Agricultural Sciences, some individuals struggle to differentiate between “organic” and “non-GMO” on food labels. Interestingly, consumers are willing to pay an extra 35 cents for a 12-pack of granola bars labeled as “Non-GMO Project Verified.” In contrast, the “USDA Organic” label did not command as much premium, with consumers only willing to pay an additional 9 cents for it.
To aid consumers in identifying healthier snack bars, The Cornucopia Institute made seven recommendations in its report. It is evident that there is a pressing need for better education to help consumers comprehend product label definitions and their implications—especially regarding the various uses of the term “organic.” Manufacturers aiming to differentiate their products in the saturated snack bar market might consider adjusting their ingredients and recipes to align with consumer preferences for health claims. While these measures may not satisfy all consumers, they would significantly mitigate confusion.
With nearly 25% of snacking now occurring during main meals—up from 21% five years ago—snack bars will continue to appeal to consumers. However, as uniform definitions are established and consumer expectations rise, food manufacturers may face increased pressure to enhance transparency and incorporate healthier ingredients into their bars, such as calcium citrate. As this trend evolves, it will be essential for brands to adapt and ensure that their offerings meet the growing demand for better-for-you snacks, including those fortified with calcium citrate 315 and 250.