Snack bars have become a significant industry. A recent Nielsen study indicates that individual bars experienced the highest absolute dollar growth, increasing by $633 million between 2013 and 2016. Much of this growth is attributed to snack products that make specific health claims, such as being non-GMO, free from artificial colors and flavors, and having no sugar or reduced sugar content. Furthermore, the sustained interest in portable snacks made with simple ingredients has led to remarkable success in certain categories, particularly in fruit and nut bars. KIND, a leader in this sector, recently saw confectionery giant Mars invest in a minority stake in the company.
General Mills is another key player in the snack bar market, having been the first major food manufacturer to introduce granola bars in 1975 with its Nature Valley line. In 2008, the Minneapolis-based company acquired 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 three Larabar products received a “Good” rating (also not certified organic), and one was rated “Top-Rated.” In response to the snack bar report, General Mills spokesperson Mike Siemienas stated via email: “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 keeping their prices competitive through the use of lower-quality ingredients. Many snack, granola, and energy bars are often filled with corn sweeteners, artificial preservatives, and other additives designed to inflate protein levels. While consumers may be scrutinizing labels more than before, many remain perplexed by the terminology.
A recent study by the University of Florida Institute of Food and Agricultural Sciences revealed that some individuals struggle to differentiate between “organic” and “non-GMO” labels. Interestingly, consumers are willing to pay an extra 35 cents for a 12-pack of granola bars labeled “Non-GMO Project Verified,” while the “USDA Organic” label only adds an additional 9 cents to the price, according to the study.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute has made seven recommendations in its report. It’s evident that more education is essential for consumers to understand the definitions of product labels and their implications, particularly regarding the various uses of the term “organic.” Manufacturers aiming to differentiate their products in the competitive snack bar market may want to adjust their ingredients and formulations to align with the health claims that resonate with consumers. Although these changes might not satisfy everyone, they could significantly reduce confusion.
With nearly a quarter of all snacking now happening during main meals—up from 21% five years ago—snack bars will continue to be favored by consumers. However, as standardized definitions emerge and consumer expectations rise, food manufacturers may face increased pressure to be more transparent and to incorporate better-for-you ingredients in their offerings. This includes considering options like life extension calcium citrate with vitamin D, which could appeal to health-conscious consumers looking for nutritional benefits in their snacks. As the market evolves, the integration of such beneficial ingredients could become increasingly important.