According to Rabobank Group, a global financial services leader, the United States snack bar market is positioned to continue its strong growth powered by consumer trends and expanded distribution channels.

“Most of that explosive growth is attributable to just one maker, Clif Bar & Company,” says Nicholas Fereday, author of the report and Rabobank analyst. “Clif’s socially conscious credentials, hip image, and emphasis on taste and quality ingredients have made their Clif, Luna and Mojo brands a hit with consumers and a market leader since 2008.”

Honey has become the go-to ingredient in the food bar category, not only for its natural, sweet flavor, but also because it serves as an energy booster. Honey consumption fills the body with natural energy through its 17 grams of carbohydrates per tablespoon. This makes the ingredient the ideal sweetener for a line of natural energy bars.

With all of its flavor, marketing and energy-boosting benefits, honey is positioned perfectly to be the sweetener of choice in the bar category. In a recent consumer survey conducted by the National Honey Board, 38% of consumers indicated they “have bought” a food bar sweetened with honey, and another 38% of consumers indicated they “would buy” a food bar sweetened with honey. In addition, when consumers were asked if they are willing to pay more for products sweetened with honey, 25% said yes and 43% said maybe.

When formulating a new energy, nutrition or food bar, bakers and confectioners should put honey on the “must-have” ingredient list.

Do you make candy made with honey? Get them listed here by emailing info@bakingwithhoney.com