Snacks: Meat Snacks & Jerky 2014

By 
Samantha Oller, Senior Editor/Fuels, CSP

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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.

Segment C-store sales
($ millions)
PCYA Unit sales
(millions)
PCYA
Jerky $554.9 4.7% 115.2 1.0%
All other $675.3 0.0% 399.9 -1.5%
Total meat snacks $1,230.3 2.1% 515.1 -0.9%

Source: IRI

C-store sales, 52 weeks ending Dec. 21, 2013        
Segment C-store sales
($ millions)
PCYA Unit sales
(millions)
PCYA
Traditional jerky $484.3 5.6% 83.7 -1.5%
Meat sticks $383.6 -1.0% 257.4 -2.1%
Kippered beefsteak $133.5 7.8% 54.8 2.0%
Stick combos $57.2 10.8% 33.4 6.2%
Pickled sausage $39.1 -1.4% 31.7 -1.9%
Nuggets/tenders $29.9 3.2% 4.8 3.7%
Shredded jerky $17.9 -3.6% 11.9 -6.2%
Stick bites $6.8 29.7% 2.2 20.0%
Total meat snacks $1,152.2 3.6% 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    
Brand Dollar share Point change
Jack Link’s 49.3% 1.0
Slim Jim 24.1% -2.2
Penrose 3.0% -0.1
Matador 2.9% -0.1
Private label 2.7% 0.0
World Kitchens 2.0% 0.1
Others 16.0% NA
     
Unit share    
Jack Link’s 37.4% 1.6
Slim Jim 36.6% -2.0
Penrose 5.4% 0.1
Private label 5.0% 0.0
Matador 2.7% -0.1
Tilamook 2.2% 0.0
Others 10.7% NA

Sources: The Nielsen Co., Jack Link’s

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