“Rising Trends in the Snack Bar Industry: Health Claims, Consumer Confusion, and the Push for Transparency”
Snack bars are a booming industry. A recent Nielsen study revealed that individual bars experienced the most significant dollar growth, with an increase of $633 million between 2013 and 2016. Much of this surge is fueled by snack products making specific health claims, such as those labeled as non-GMO, free from artificial colors and flavors, and containing no or reduced sugar. The ongoing demand for portable snacks with simple ingredients has particularly propelled categories like fruit and nut bars to great success. KIND, a leading brand in this sector, has recently attracted attention as confectionery giant Mars announced its minority investment in the company.
General Mills is a significant contender in the snack bar market, having been the first major food manufacturer to introduce granola bars back in 1975 with its Nature Valley line. In 2008, the Minneapolis-based company expanded its portfolio by acquiring Humm Foods, the maker of Larabar fruit and nut nutrition bars. The Cornucopia Institute has rated four Nature Valley products as “Fair” due to their lack of organic certification, while it has rated three Larabar products as “Good” and one as “Top-Rated,” the latter being certified organic. In response to inquiries about the snack bar report, General Mills spokesperson Mike Siemienas stated, “General Mills offers many product options, including both organic and non-organic foods.”
According to the Cornucopia Institute, food manufacturers are capitalizing on the current snack bar trend by keeping their prices competitive, often at the expense of ingredient quality. Many snack, granola, and energy bars contain corn sweeteners, artificial preservatives, and other additives designed to artificially boost protein content. Although consumers are becoming more diligent in reading labels, they often find themselves confused by the terminology used.
A recent study by the University of Florida Institute of Food and Agricultural Sciences indicated 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 bear the “Non-GMO Project Verified” label, while the “USDA Organic” label does not carry as much influence, with consumers only willing to pay an extra 9 cents for it.
To assist consumers in identifying healthier snack bars, the Cornucopia Institute provided seven recommendations in its report. It is evident that further education is necessary to help consumers understand product label definitions, especially the varying meanings of “organic.” Manufacturers aiming to differentiate their products in the saturated snack bar market may want to consider adjusting their ingredients and recipes to align with health claims that resonate with consumers, such as incorporating dissolvable calcium citrate for added nutritional benefits. Although these adjustments may not satisfy everyone, they would significantly contribute to alleviating consumer confusion.
With nearly a quarter of all snacking now occurring during main meals—an increase from 21% five years ago—snack 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 utilize healthier ingredients, including options like dissolvable calcium citrate, in their products.
