Seeking innovation in new food and drink products? Look no fur- ther than the healthy snack and
nutrition bar market.
Snacks make up 11% of meal occasions
in the U.S., according to Nielsen, and
manufacturers are responding by offering
small, portable, convenient products that
address consumer demands head-on.
Americans concerned about their health
are evaluating products for both what they
contain and also what they don’t. They’re
looking for clean labels and are becoming
careful readers of ingredient panels.
“People are looking for purity and authenticity,” said Darren Seifer, executive
director of the NPD Group, Port Washington, NY. “They are giving the ingredient
list a quick glance to see if there’s anything
they don’t recognize—or anything they do
recognize as not natural. They want simple, recognizable ingredients.”
Now that the health-conscious American public has turned its back on sugar,
manufacturers have perked up and taken
notice, producing snacks with less sugar
and a decidedly savory bent. Additionally,
according to a 2015 survey by market research company Canadean, 54% of consumers say they’re trying to eat as many
vegetables as possible.
Kashi has launched savory bars with
two flavors: Basil White Bean & Olive
Oil and Quinoa Corn & Roasted Pepper.
Meanwhile, Larabar has launched organic
Superfoods bars in three savory flavors:
Coconut Kale Cacao, Hazelnut Hemp Cacao and Turmeric Ginger Beet.
Smaller companies are also going sa-
vory: Mediterra has come out with a
savory bar line that includes Kale and
Pumpkin Seeds, Bell Peppers and Green
Olives, and Sundried Tomato and Basil.
And from Ginger’s Healthy Habits there’s
veggie trail mix in two flavors (one in-
cludes sugar and maple syrup), made with
raw veggies, nuts and seeds.
On the meatier side, from Wild Zora
there are new Meat & Veggie Bars in fla-
vors such as Mediterranean Lamb with
Spinach, Rosemary & Turmeric. Wilde
Boldr offers slow-roasted meat bars (beef,
turkey, chicken), “made from ingredients
you can find in your kitchen.”
“Taking bars into a spicy flavor profile
is another way to telegraph to consumers
that it’s something less inclined to be guilt
producing,” said Tom Vierhile, Canadean’s
innovation insights director. “These could
be a side dish for lunch. With a savory pro-
file they’re almost taking the place of chips
and there are some nutrients in them as
well,” he explained.
“A couple of these will do the job for
lunch and you’re not going to have a
sugar crash later on,” said Carl Jorgensen,
director of global consumer strategy and
This article in a nutshell:
• Savory Bites
• Nothing But Fruit
• Chipping Away At Alternatives
• Drinkable Snacks
• Bugging Out
• More Trends to Chew On
Healthy Snack Trends to Chew On
Consumers are seeking more positive attributes and fewer
ingredients from their snacks and nutrition bars.
By Amanda Baltazar