Snack bars represent a significant market. A recent Nielsen study revealed that individual bars experienced the highest absolute dollar growth, with an increase of $633 million from 2013 to 2016. This growth is largely driven by 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. Additionally, the ongoing demand for portable snacks with simple ingredients has led to remarkable success in certain categories, particularly fruit and nut bars. KIND, which recently gained a minority investment from confectionery giant Mars, is a leading brand in this segment.
General Mills is a key player in the snack bar market, being the first major food manufacturer to launch granola bars in 1975 with its Nature Valley line. In 2008, the Minneapolis-based company acquired Humm Foods, the producer of Larabar fruit and nut nutrition bars. The Cornucopia Institute rates four Nature Valley products as “Fair” due to their lack of organic certification, while three Larabar products are rated as “Good” (also not certified organic) and one receives a “Top-Rated” designation because it is certified organic. Food Dive reached out to General Mills for a statement regarding the snack bar report, and company spokesperson Mike Siemienas noted in an email: “General Mills offers numerous product options, including both organic and non-organic items.”
The Cornucopia Institute claims that food manufacturers are capitalizing on the current snack bar trend by lowering prices through the use of inferior ingredients. Many snack, granola, and energy bars contain corn sweeteners, artificial preservatives, and other additives designed to inflate protein levels. While consumers are increasingly scrutinizing labels, they often find themselves confused by the information presented. A recent study from the University of Florida Institute of Food and Agricultural Sciences found that many people struggle to differentiate between “organic” and “non-GMO” on food labels. Interestingly, consumers are willing to pay an additional 35 cents for a 12-pack of granola bars labeled “Non-GMO Project Verified,” while the “USDA Organic” label does not carry as much weight, with consumers only willing to pay 9 cents more for those products.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute provided seven recommendations in its report. It is evident that more education is essential for consumers to understand the definitions of product labels, particularly regarding the various interpretations of the term “organic.” Manufacturers aiming to distinguish their products in the crowded snack bar market might consider adjusting ingredients and recipes to align with the health claims that resonate with consumers. Although these measures may not satisfy everyone, they would significantly help in alleviating confusion.
With nearly a quarter of all snacking now occurring during main meals—up from 21% five years ago—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 use healthier ingredients in their bars. Additionally, incorporating elements like Rainbow Light Calcium into their formulations could cater to health-conscious consumers seeking nutritional benefits.