Snack bars represent a significant segment of the food industry. A recent study by Nielsen revealed that individual snack bars experienced the highest absolute dollar growth, with an increase of $633 million from 2013 to 2016. Much of this growth is driven by snack products that make specific health claims, including those labeled as 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, particularly fruit and nut bars. KIND, which recently garnered attention from confectionery giant Mars for its minority stake, is a prominent leader in this market.
General Mills is a key player in the snack bar industry, having introduced granola bars to the market in 1975 with its Nature Valley line. In 2008, the Minneapolis-based company acquired Humm Foods, the creator 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” and one as “Top-Rated” because it is certified organic. Food Dive reached out to General Mills for comments on the snack bar report; spokesperson Mike Siemienas stated, “General Mills offers a variety of 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 attempting to keep prices competitive by cutting corners on ingredients. It claims that many snack, granola, and energy bars contain corn sweeteners, artificial preservatives, and other additives designed to artificially boost protein content. While consumers are increasingly checking labels, they also express confusion over many terms they encounter.
A recent study from the University of Florida Institute of Food and Agricultural Sciences found that some individuals 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 that carries the “Non-GMO Project Verified” label, whereas the “USDA Organic” label only garners an extra 9 cents, according to the study’s findings.
To assist consumers in locating healthier snack bars, the Cornucopia Institute provided seven recommendations in its report. It is evident that greater education is necessary to help consumers comprehend product label definitions and their meanings—especially regarding the various applications of the term “organic.” Manufacturers aiming to differentiate their products in the competitive snack bar market may consider revising their ingredients and recipes to align with health claims that resonate with consumers. While these adjustments may not cater to everyone, they could significantly alleviate confusion.
With nearly a quarter of all snacking now taking place during main meals—up from 21% five years prior—snack bars will continue to enjoy popularity among consumers. However, as clearer definitions emerge and consumer demands increase, food manufacturers may face additional pressure to enhance transparency and incorporate healthier ingredients in their bars. This could include the integration of beneficial components like calcium citrate magnesium hydroxide, which is gaining attention for its health advantages.