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Category Management Handbook

Snacks: Meat Snacks 2016

Where the gains are

Meat-snack sales rose nearly 10% in the 52 weeks ending Dec. 27, 2015, to reach $1.5 billion, according to IRI. Units rose just over 4%.

According to Nielsen figures, category sales rose more than 7% in the 52 weeks ending Dec. 26, 2015, with units up only 1.4%. The segments showing the greatest growth: meat sticks, with dollars up 11% and units up 4.2%, and combo packs, which grew dollar sales more than 14% and units by more than 5%.

C-store sales, 52 weeks ending Dec. 27, 2015

SubcategoryC-store sales ($ millions)PCYA*Unit sales (millions)PCYA*
Jerky$682.06.6%121.3(2.3%)
All other ***$842.712.8%447.76.1%
Total meat snacks$1,524.69.9%569.14.2%

Source: IRI | * Percent change from a year ago | *** Includes all segments other than jerky: e.g., meat sticks, kippered beefsteak and stick and cheese combos.


C-store sales, 52 weeks ending Dec. 26, 2015

SubcategoryC-store sales ($ millions)PCYA*Unit sales (millions)PCYA*
Traditional jerkey$596.43.5%88.6(3.7%)
Meat sticks$466.911.0%284.34.2%
Steak-kippered$178.76.9%63.7(2.9%)
Combo packs$69.614.3%37.25.1%
Pickled$45.010.7%31.2(0.6%)
Chew$19.69.4%10.65.7%
Chub/sliced$5.0(1.7%)1.5(3.8%)
Total meat snacks$1381.27.2%517.11.4%

Sources: The Nielsen Co., Jack Link’s |* Percent change from a year ago


Quarterly Look: Meat-Snack UPCs

C-store sales, 13 weeks ending Dec. 27, 2015

C-store meat-snack unit sales slipped in the final quarter of 2015, while dollar sales rose nearly 2%, according to IRI figures.

UPCC-store sales ($ millions)PCYA*Unit sales (millions)PCYA*
Slim Jim Giant Slim Original meat stick (0.97-oz.)
$17.13.6%11.4(0.7%)
Slim Jim Monster Stick Original meat stick (1.94-oz.)
$14.210.6%5.46.4%
Jack Link’s Teriyaki beef jerky (2.85-oz.)
$12.1N/A1.6N/A
Valued Naturals$11.93.6%3.83.6%
Jack Link’s Regular beef jerky (2.85-oz.)
$11.2N/A1.5N/A
Jack Link’s Teriyaki beefsteak (2-oz.)
$10.010.4%3.14.0%
Jack Link’s Original beefsteak (2-oz.)
$7.46.5%2.30.4%
Jack Links Peppered beef jerky (2.85-oz.)
$6.6N/A0.9N/A
Slim Jim Mild meat stick (0.97-oz.)
$6.110.0%4.15.4%
Jack Link’s Squatch Big Stick (2.2-oz.)
$5.77.3%2.22.3%
Jack Link’s All American Cheese and Beef combo pack (1.2-oz.)
$5.56.0%3.2(1.7%)
Total**$359.31.8%134.2(0.6%)

Source: IRI | * Percent change from a year ago | ** Including UPCs/brands/families not shown


Category Insight

Three big trends will continue to shape the meat-snacks category for 2016, according to Oberto Brands. They include:

Volatile beef prices. While beef prices jumped 43% in 2014, in response to the smallest U.S. cattle herd in 63 years, they moderated to early 2014 levels in 2015. The outlook for 2016? According to industry reports, prices are expected to remain somewhat low.

Healthy trend. With 40% of Americans seeking more protein, all-natural, healthful snacks are growing at twice the rate of other types.

Indulgence. Bacon jerky continues to grow, from a doubling in sales in 2013 to a 41% jump in 2014 and 24% increase in 2015.


Market Share by Brand

C-store sales, 52 weeks ending Dec. 26, 2015

Slim Jim and the Old Trapper brands gained share of c-store meat-snack dollar sales in 2015, according to Nielsen figures. Slim Jim also grew unit share by more than 1 point.

**** Brands with less than 2% share


“Many new products perform quite well out of the gate due to consumer trial and promotional activity, but a few that have stuck out would be Pillsbury Mini Muffins, Fit Crunch bars and our private-brand items.”
William Slattery —Snacks Category Manager of the Year Award winner

Continued: Data by Brand, UPC & Meat Type

Market Share by Type, Dollars and Units

C-store sales, 52 weeks ending Dec. 26, 2015

Meat sticks gained dollar and unit share of meat-snack c-store sales in 2015, taking it mainly from jerky, according to Nielsen data.

Sources: The Nielsen Co., Jack Link’s | * Percent change from a year ago | ** Including UPCs/brands/families not shown


Traditional Jerky by Brand and UPC

C-store sales, 52 weeks ending Dec. 26, 2015

The Jack Link’s brand had nearly 59% share of c-store meat-snack dollar sales in the 52 weeks ending Dec. 26, 2015, according to Nielsen.

Jerky Brands

BrandC-store sales ($ millions)PCYA*Unit sales (millions)PCYA*
Jack Link's$350.9(0.8%)51.3(8.2%)
Old Trapper$33.3151.6%3.8108.5%
Oberto$27.78.6%4.74.9%
Matador$24.9(0.8%)3.7(12.2%)
Private label$20.21.4%3.9(7.6%)
Total**$596.43.5%88.6(3.7%)

Sources: The Nielsen Co., Jack Link’s | * Percent change from a year ago | ** Including UPCs/brands/families not shown


Jerky UPCs

BrandC-store sales ($ millions)PCYA*Unit sales (millions)PCYA*
Jack Link's Teriyaki (2.85-oz.)$59.4(8.0%)8.1(13.4%)
Jack Link's Original (2.85-oz.)$56.1(4.1%)7.7(9.0%)
Jack Link's Peppered (2,85-oz.)$33.5(4.6%)4.6(9.6%)
Jack Link's Sweet and Hot (2.85-oz.)$21.3(15.7%)2.9(19.7%)
Jack Link's Teriyaki Beef Tender Bites (2.85-oz.)$17.6(6.7%)2.4(11.2%)

Sources: The Nielsen Co., Jack Link’s | * Percent change from a year ago


$1.5 billion - C-store sales of meat snacks in 2015, according to IRI


Jerky Sales and Share by Meat Type

C-store sales, 52 weeks ending Dec. 19, 2015

Bacon and chicken varieties of jerky gained in c-store dollar sales last year, according to Nielsen.

Meat typeC-store sales ($ millions)PCYA*Unit sales (millions)PCYA*Dollar share
Beef$555.54.0%91.8(4.5%)92.4%
Bacon$22.835.4%3.731.9%3.8%
Turkey$12.31.4%1.9(1.3%)2.1%
Pork$5.0(5.4%)0.92.1%0.8%
Chicken$4.2394.4%0.9661.0%0.7%
All other$1.2(16.3%)0.318.7%0.2%

Sources: The Nielsen Co., Jack Link’s | * Percent change from a year ago


Meat Sticks by UPC: Units and Dollars

C-store sales, 52 weeks ending Dec. 26, 2015

The Slim Jim Giant Slim Original was the top-selling UPC by units and dollars in c-stores in 2015, according to Nielsen.

Units

UPCUnit Sales (millions)PCYA*C-store sales (millions)PCYA*
Slim Jim Giant Slim Original (0.97-oz.)
45.8(2.0%)$68.96.0%
Slim Jim Monster Stick Original (1.94-oz.)
22.80.6%$60.56.3%
Slim Jim Original (0.44-oz.)20.829.5%$10.429.4%
Slim Jim Giant Slim Mild (0.97-oz.)
16.53.0%$24.711.5%
Slim Jim Giant Slim Tabasco (0.97-oz.)
11.05.4%$16.613.9%

Sources: The Nielsen Co., Jack Link’s | * Percent change from a year ago


Dollars

UPCC-store sales ($ millions)PCYA*Unit sales (millions)PCYA*
Slim Jim Giant Slim Original (0.97-oz.)
$68.96.0%25.8(2.0%)
Slim Jim Monster Stick Original (1.94-oz.)
$60.56.3%22.80.6%
Slim Jim Original Twin Pack (1.94-oz.)
$28.112.3%10.37.1%
Slim Jim Giant Slim Mild (0.97-oz.)
$24.711.5%16.53.0%
Jack Link’s Original Squatch XXL (2.2-oz.)
$23.46.6%8.70.5%

Sources: The Nielsen Co., Jack Link’s | * Percent change from a year ago


Snacks: What to Watch

Salty Snacks

Sweet Snacks

Meat Snacks

Energy/Diet/Granola Bars

Category Manager of the Year: William Slattery

View the full 2016 Category Management Handbook

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