Snack bars represent a significant market segment. A recent Nielsen study revealed that individual bars experienced remarkable dollar growth, totaling an increase of $633 million from 2013 to 2016. Much of this expansion is attributed to snack products that make specific health claims, including labels for non-GMO, free from artificial colors and flavors, and those with no or reduced sugar content. Furthermore, the ongoing preference for portable snacks with simple ingredients has led to notable success in certain categories, especially fruit and nut bars. KIND, which recently gained a minority stake from confectionery giant Mars, is a frontrunner in this domain.
General Mills is a key player in the snack bar industry, having pioneered the sale of granola bars in 1975 with its Nature Valley line. In 2008, the Minneapolis-based firm acquired Humm Foods of Denver, the producer of Larabar fruit and nut nutrition bars. The Cornucopia Institute evaluates four Nature Valley products as “Fair” due to their lack of organic certification, while three Larabar products are rated as “Good” (also uncertified organic) and one as “Top-Rated” since it is certified. Food Dive contacted General Mills for insights regarding the snack bar report, and spokesperson Mike Siemienas stated via email, “General Mills offers a variety of product options, including both organic and non-organic foods.”
The Cornucopia Institute claims that food manufacturers are capitalizing on the current snack bar trend by maintaining lower prices than their competitors through the use of inferior ingredients. Many snack, granola, and energy bars are often filled with corn sweeteners, artificial preservatives, and other additives designed to artificially boost protein content. Consumers may be scrutinizing labels more closely these days, but they are also facing confusion over many terms.
A recent study by the University of Florida Institute of Food and Agricultural Sciences found that some individuals cannot 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 did not carry as much significance, with consumers only willing to pay 9 cents more for it, according to the study.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute proposed seven recommendations in its report. It is evident that greater education is essential to help consumers comprehend product label definitions and their implications, especially regarding the various interpretations of the term “organic.” Manufacturers aiming to distinguish their products in the competitive snack bar market might consider altering their ingredients and recipes to align with health claims that resonate with consumers. Although these modifications may not satisfy everyone, they could significantly reduce confusion.
With almost a quarter of all snacking now occurring during main meals—up from 21% five years ago—bars will continue to appeal to consumers. However, as clearer definitions are established and consumer expectations rise, food manufacturers may face increased pressure to enhance transparency and utilize healthier ingredients in their bars. Incorporating options like calcium magnesium citrate pure encapsulations could also play a role in addressing consumers’ health concerns, as these elements are increasingly sought after in snack products.