Protein popularity presents opportunity for meat snacks

Growing consumer interest in protein as an ingredient presents an opportunity for the meat snacks market to grow its share of the snack dollar, particularly in the relatively undeveloped markets outside the USA and South America.

Manufacturers of meat snacks are recognising the increasing attention on protein content to highlight this feature on their packaging. According to Innova Market Insights, nearly 15% of global meat snacks launches in the year ending April 2015 used protein claims, rising to over 50% in the USA.

Across much of the world, the meat snacks market remains relatively undeveloped, with launches representing just 5.5% of total snack product launches in the 52 weeks to the end of March 2015. Total numbers have risen consistently in recent years, however, reflecting ongoing segmentation in more established markets, such as the USA, as well as greater penetration in non-traditional markets, particularly some of those in Europe.

In the USA, meat snacks are the fourth-largest savoury snacks category, where the market is dominated by jerky-style products. Despite being relatively mature, manufacturers have achieved growth by updating their product ranges to focus on a healthier image, more convenient packaging formats and a greater choice of increasingly complex flavour options. There has also been ongoing interest in extending the use of different types of meat beyond the traditional beef and turkey, with launches including chicken and bacon products.

Innova believes the underdeveloped status of the meat snacks market outside the USA presents further opportunities for growth, particularly if the image of the products can be delivered as tasty, healthy, substantial and convenient.