3 Ways to Boost Jerky Sales
By Brett Dworski on Oct. 22, 2018CHICAGO – Meat-snacking companies are in a pickle. The category has a 53% household penetration rate, which pales in comparison to nuts and seeds (81%) and chips and pretzels (96%), said Tracy Quigley, brand director of Lorissa’s Kitchen, a subsidiary of Minong, Wis.-based Jack Link’s Protein Snacks, citing Nielsen panel data from July.
The reasoning for this decline is that consumers haven’t yet bought fully into the concept of meat snacks, said Tim Goldsmid, vice president of marketing for Jack Link’s. On average, jerky products are bought only six times a year, and that’s from people who say they “love” meat snacks, he said, citing Nielsen scan data from May. Goldsmid said the meat-snacking industry faces three challenges: altering consumers’ health perceptions to make them realize jerky isn’t junk food, lowering jerky’s price point and moving meat snacks to consumers’ top-of-mind products instead of in-store basket builders.
Here are three ways jerky suppliers and convenience-store retailers can boost jerky sales …
Photograph: Shutterstock
1. Present unique meat options ...
Some jerky suppliers are moving away from traditional beef. Pearson Ranch Jerky, Rio Rancho, N.M., recently launched its newest jerky products, made with elk, buffalo, venison and wild boar, at the 2018 NACS Show in Las Vegas.
But for those dedicated to using only beef, presenting it in different forms may also provide a boost. Jack Link’s Beef Steak Strip Bar resembles a post-workout protein bar vs. a traditional bag of jerky, which appeals to more health-conscious consumers, Goldsmid said.
Photograph by CSP Staff
2. ... or go meatless altogether
Giorgio Foods Inc., Temple, Pa., a fresh-mushroom manufacturer, has burst onto the jerky scene with its new Savory Wild Portabella Jerky. The mushroom-based jerky comes in three flavors: Sweet Balsamic & Golden Fig, Roasted Garlic & Black Pepper and Sesame, Ginger & Korean Chili. The varieties aim to provide consumers with a healthier, meatless jerky option, representatives from Savory Wild told CSP Daily News at the NACS Show.
Photograph by CSP Staff
3. Broaden your audience
Lorissa’s Kitchen, a jerky company founded by Lorissa Link, the daughter-in-law of Jack Link himself, appeals to a broader audience with its sustainably sourced jerky. The jerky is crafted with a high moisture content and is slow-smoked, eliminating the toughness of traditional jerky and making it appealing to mothers and children, Quigley said. These initiatives seem to be paying off: Lorissa’s has seen 20% year-over-year growth since its founding in 2015, said Abby Panfil, vice president of business units for Lorissa’s Kitchen.
Photograph courtesy of Lorissa's Kitchen