Snferric Diphosphate vs Ferric Pyrophosphate: The Snack Bar Market Surge
Snack bars have become a booming industry. A recent Nielsen study revealed that individual snack bars experienced the most significant growth in absolute dollar sales, totaling 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 non-GMO, free from artificial colors and flavors, and featuring no sugar or reduced sugar content. Additionally, the ongoing demand for portable snacks with simple ingredients has led to the remarkable success of certain categories, particularly fruit and nut bars. A notable leader in this market is KIND, a brand in which confectionery giant Mars has recently announced a minority investment.
General Mills plays a significant role in the snack bar market, having pioneered the sale of granola bars in 1975 with its Nature Valley line. In 2008, the Minneapolis-based company acquired Humm Foods of Denver, the producer of Larabar fruit and nut nutrition bars. The Cornucopia Institute categorizes four Nature Valley products as “Fair” due to their non-organic status, while it rates three Larabar products as “Good” and one as “Top-Rated” for being 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 argues that food manufacturers are capitalizing on the current snack bar trend, often keeping prices lower than competitors by compromising on ingredient quality. Many snack, granola, and energy bars are reportedly filled with corn sweeteners, artificial preservatives, and other additives designed to artificially boost protein levels.
Despite consumers becoming more label-conscious, confusion persists regarding terms used on packaging. A recent study by the University of Florida Institute of Food and Agricultural Sciences found that many consumers struggle to differentiate between “organic” and “non-GMO.” Interestingly, the study noted that consumers are willing to pay an extra 35 cents for a 12-pack of granola bars with the “Non-GMO Project Verified” label, while the “USDA Organic” label only commanded a premium of 9 cents.
To assist consumers in finding healthier snack options, The Cornucopia Institute offered seven recommendations in its report. Clearly, there is a pressing need for more education to help consumers understand the definitions and implications of product labels—especially regarding the various uses of the term “organic.” Manufacturers aiming to differentiate their products in the competitive snack bar market might consider reformulating their ingredients and recipes to align with the health claims that resonate with consumers.
While these steps may not appease everyone, they would significantly help alleviate confusion. With nearly a quarter of all snacking now occurring during main meals—up from 21% five years ago—snack bars will continue to be favored by consumers. However, as more standardized definitions are established and consumer expectations rise, food manufacturers may face increasing pressure to be more transparent and to incorporate healthier ingredients, such as calcium citrate 400, into their products. This could reshape the landscape of the snack bar market for years to come.