Snack bars represent a significant segment of the food industry. A recent Nielsen study highlighted that individual bars experienced the most substantial dollar growth, with an increase of $633 million from 2013 to 2016. Much of this expansion can be attributed to snack products that make specific health claims, such as being labeled non-GMO, free from artificial colors and flavors, and containing no sugar or reduced sugar. Furthermore, the ongoing demand for portable snacks with simple ingredients has led to remarkable success in certain categories, especially fruit and nut bars. KIND, which recently attracted investment from confectionery giant Mars, is a notable leader in this arena.
General Mills is a key player in the snack bar market, having been the first significant 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 creator of Larabar fruit and nut 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” (also not certified organic), and one is labeled “Top-Rated” because it is organic. Food Dive contacted General Mills for feedback on the snack bar report; company spokesperson Mike Siemienas stated, “General Mills offers many product options, including both organic and non-organic foods.”
The Cornucopia Institute claims that food manufacturers are capitalizing on the current snack bar trend while attempting to keep their prices competitive by cutting corners on ingredients. Many snack, granola, and energy bars are packed with corn sweeteners, artificial preservatives, and other additives designed to artificially boost protein levels. While 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 revealed 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 featuring the “Non-GMO Project Verified” label, whereas the “USDA Organic” label only commands an extra 9 cents, according to the study.
To assist consumers in identifying healthier snack bar options, The Cornucopia Institute made seven recommendations in its report. It is evident that enhanced education is necessary for consumers to comprehend product label definitions and their implications—especially regarding the various uses of the term “organic.” Manufacturers aiming to differentiate their products in the saturated snack bar market might consider modifying their ingredients and recipes to align with health claims that resonate with consumers. Although these changes may not satisfy every customer, 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 emerge and consumer expectations grow, food manufacturers may face increased pressure to be transparent and utilize healthier ingredients in their bars. Incorporating ingredients like calcium citrate 200 mg (950 mg) tablet may also enhance the nutritional profile of these products, appealing to health-conscious consumers. As consumer awareness evolves, the demand for quality ingredients, including those that provide essential nutrients, will likely drive innovation in the snack bar sector.