Snack bars represent a significant market opportunity. A recent Nielsen study revealed that individual bars experienced the most substantial dollar growth, totaling an increase of $633 million from 2013 to 2016. This growth is largely fueled by snack products that make specific health claims, such as being non-GMO, free from artificial colors and flavors, and having no or reduced sugar content. The ongoing demand for portable snacks with simple ingredients has led to the extraordinary success of certain categories, particularly fruit and nut bars. KIND, which recently attracted a minority investment from confectionery giant Mars, is a frontrunner in this sector.
General Mills is a key player in the snack bar industry, having pioneered the granola bar market in 1975 with its Nature Valley brand. In 2008, the Minneapolis-based company acquired Humm Foods of Denver, the producer 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 are rated as “Good” and one as “Top-Rated” because it is certified organic. 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 while keeping prices competitive by cutting corners on ingredients. Many snack, granola, and energy bars contain corn sweeteners, artificial preservatives, and other additives designed to artificially boost protein levels. Although consumers are increasingly scrutinizing labels, many remain perplexed by the information presented.
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” labels. Interestingly, consumers are willing to pay an additional 35 cents for a 12-pack of granola bars labeled as “Non-GMO Project Verified,” while the “USDA Organic” label only commands a premium of 9 cents, according to the study’s findings.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute provided seven recommendations in its report. It is evident that further education is necessary to help consumers grasp product label definitions, especially regarding the various connotations of the term “organic.” Additionally, manufacturers aiming to differentiate their products in the crowded snack bar market should consider adjusting ingredients and recipes to align with the health claims that resonate with consumers. While these changes may not satisfy everyone, they could significantly alleviate consumer confusion.
With nearly a quarter of all snacking now occurring during main meals—an increase from 21% five years ago—snack bars are likely to remain a favorite among consumers. However, as more standardized definitions emerge and consumer expectations rise, there may be increased pressure on food manufacturers to enhance transparency and utilize healthier ingredients in their bars. For instance, incorporating ingredients like ccm 250 mg tablet could appeal to health-conscious consumers looking for better nutritional options. By addressing these needs and concerns, manufacturers can continue to thrive in the evolving snack bar landscape.