Snacks: Meat Snacks & Jerky 2014

By  Samantha Oller, Senior Editor/Special Projects Coordinator

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Where the Gains Are

C-store sales, 52 weeks ending Dec. 29, 2013

C-store unit sales of meat snacks fell nearly 1% in 2013, with dollars up around 2%, according to IRI. Nielsen figures for the 52 weeks ending Dec. 21, 2013, also show a 0.9% slip.

Within the segments, kippered beefsteak, stick combos, nuggets/tenders and stick bites saw unit sales growth, according to Nielsen. The largest segment—jerky, with more than 41% of dollar sales—grew dollar sales nearly 6% but lost ground on unit sales.

SegmentC-store sales
($ millions)
PCYAUnit sales
(millions)
PCYA
Jerky$554.94.7%115.21.0%
All other$675.30.0%399.9-1.5%
Total meat snacks$1,230.32.1%515.1-0.9%

Source: IRI

C-store sales, 52 weeks ending Dec. 21, 2013    
SegmentC-store sales
($ millions)
PCYAUnit sales
(millions)
PCYA
Traditional jerky$484.35.6%83.7-1.5%
Meat sticks$383.6-1.0%257.4-2.1%
Kippered beefsteak$133.57.8%54.82.0%
Stick combos$57.210.8%33.46.2%
Pickled sausage$39.1-1.4%31.7-1.9%
Nuggets/tenders$29.93.2%4.83.7%
Shredded jerky$17.9-3.6%11.9-6.2%
Stick bites$6.829.7%2.220.0%
Total meat snacks$1,152.23.6%479.9-0.9%

Sources: The Nielsen Co., Oberto Brands


What’s New

Wild/global flavors is a top trend for meat snacks in 2014, according to Kevin Papacek, director of marketing for Jack Link’s Beef Jerky, Minong, Wis. Consumer research by Jack Link’s shows that 58% of light and lapsed users in the meat-snack category prefer to eat foreign foods, and 35% of those same consumers like to try new foods.

“The number of meat-snack consumers is growing, and some of these consumers are seeking products outside of traditional meat-snack offerings,” Papacek says. “We are seeing growth come through globally inspired flavors like Jack Link’s limited-edition Wild Side flavors, Burrito and Sriracha, which were launched in 2013, as well as alternative proteins, whether it be pork or turkey.”


Market Share by Brand

C-store sales, 52 weeks ending Dec. 21, 2013

Nielsen figures show Jack Link’s gaining a point in meat-snack dollar share and 1.6 points in unit share in the 52 weeks ending Dec. 21, 2013.

Dollar share  
BrandDollar sharePoint change
Jack Link’s49.3%1.0
Slim Jim24.1%-2.2
Penrose3.0%-0.1
Matador2.9%-0.1
Private label2.7%0.0
World Kitchens2.0%0.1
Others16.0%NA
   
Unit share  
Jack Link’s37.4%1.6
Slim Jim36.6%-2.0
Penrose5.4%0.1
Private label5.0%0.0
Matador2.7%-0.1
Tilamook2.2%0.0
Others10.7%NA

Sources: The Nielsen Co., Jack Link’s

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