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 | $1,152.2 | 3.6% | 479.9 | -0.9% |
Sources: The Nielsen Co., Oberto Brands
What’s New
Wild/global flavors is a top trend for meat snacks in 2014, according to Kevin Papacek, director of marketing for Jack Link’s Beef Jerky, Minong, Wis. Consumer research by Jack Link’s shows that 58% of light and lapsed users in the meat-snack category prefer to eat foreign foods, and 35% of those same consumers like to try new foods.
“The number of meat-snack consumers is growing, and some of these consumers are seeking products outside of traditional meat-snack offerings,” Papacek says. “We are seeing growth come through globally inspired flavors like Jack Link’s limited-edition Wild Side flavors, Burrito and Sriracha, which were launched in 2013, as well as alternative proteins, whether it be pork or turkey.”
Market Share by Brand
C-store sales, 52 weeks ending Dec. 21, 2013
Nielsen figures show Jack Link’s gaining a point in meat-snack dollar share and 1.6 points in unit share in the 52 weeks ending Dec. 21, 2013.
| Dollar share | ||
| Brand | Dollar share | Point change |
| Jack Link’s | 49.3% | 1.0 |
| Slim Jim | 24.1% | -2.2 |
| Penrose | 3.0% | -0.1 |
| Matador | 2.9% | -0.1 |
| Private label | 2.7% | 0.0 |
| World Kitchens | 2.0% | 0.1 |
| Others | 16.0% | NA |
| Unit share | ||
| Jack Link’s | 37.4% | 1.6 |
| Slim Jim | 36.6% | -2.0 |
| Penrose | 5.4% | 0.1 |
| Private label | 5.0% | 0.0 |
| Matador | 2.7% | -0.1 |
| Tilamook | 2.2% | 0.0 |
| Others | 10.7% | NA |
Sources: The Nielsen Co., Jack Link’s
Quarterly Look: Meat-Snack UPCs
C-store sales, 13 weeks ending Dec. 29, 2013
In the final quarter of 2013, c-store sales of meat snacks rose nearly 6%, with unit sales up more than 3%, according to IRI.
| UPC | C-store sales ($ millions) | PCYA | Unit sales (millions) | PCYA |
| Slim Jim Giant Slim Original meat stick (0.97-oz.) | $15.4 | 12.1% | 11.2 | 13.5% |
| Jack Link’s Teriyaki jerky (3.25-oz.) | $13.9 | 7.3% | 2.1 | 6.8% |
| Jack Link’s Original jerky (3.25-oz.) | $12.8 | 7.0% | 1.9 | 6.2% |
| Slim Jim Monster Stick Original meat stick (1.94-oz.) | $11.7 | 17.2% | 4.6 | 15.0% |
| Jack Link’s Peppered jerky (3.25-oz.) | $7.7 | 8.1% | 1.1 | 6.8% |
| Jack Link’s Teriyaki beefsteak (2-oz.) | $7.2 | 10.5% | 2.5 | 9.8% |
| Jack Link’s Original beefsteak (2-oz.) | $5.7 | 8.7% | 2.0 | 7.5% |
| Jack Links Sweet And Hot jerky (3.25-oz.) | $5.5 | 18.2% | 0.8 | 17.2% |
| Slim Jim Mild meat stick (0.97-oz.) | $5.0 | -4.5% | 3.7 | -3.4% |
| Jack Link’s The Sasquatch Big Stick Original meat stick (2.2-oz.) | $4.6 | -12.4% | 1.9 | -12.9% |
| Total (including brands not shown) | $301.3 | 5.8% | 125.5 | 3.3% |
Source: IRI
Kippered Beefsteak
C-store sales, 52 weeks ending Dec. 21, 2013
C-store sales of kippered beefsteak rose nearly 8% in the 52 weeks ending Dec. 21, 2013, led by strong sales of the top two UPCs, according to Nielsen.
| UPC | C-store sales ($ millions) | PCYA | Unit sales (millions) | PCYA |
| Jack Link’s Teriyaki (2-oz.) | $32.7 | 15.0% | 11.4 | 10.0% |
| Jack Link’s Original (2-oz.) | $24.4 | 10.4% | 8.6 | 5.6% |
| Jack Link’s Black Pepper (2-oz.) | $17.7 | 7.0% | 6.1 | 1.5% |
| Jack Link’s Teriyaki (1-oz.) | $13.8 | 9.1% | 7.6 | 3.1% |
| Jack Link’s Original (1-oz.) | $13.6 | 8.6% | 7.6 | 3.9% |
| Total (including UPCs not shown) | $133.5 | 7.8% | 54.8 | 2.0% |
Sources: The Nielsen Co., Oberto Brands
Market Share by Type: Dollars and Units
C-store sales, 52 weeks ending Dec. 21, 2013
Jerky supplied more than 41% of c-store meat-snack dollar sales but less than 17% of unit sales, according to Nielsen figures for the 52 weeks ending Dec. 21, 2013. Meat sticks contributed more than one-half of meat-snack unit sales.
| Dollars | ||
| Segment | Dollar share | Point change |
| Traditional jerky | 41.2% | 1.3 |
| Meat sticks | 33.8% | -1.4 |
| Steak | 12.6% | 0.1 |
| Combo packs | 4.5% | 0.4 |
| Pickled | 3.1% | -0.1 |
| Nuggets/tenders | 2.7% | -0.3 |
| Shredded/chew | 1.6% | -0.1 |
| Slices/chub/other | 0.5% | 0.2 |
| Units | ||
| Segment | Unit share | Point change |
| Meat sticks | 55.0% | -0.5 |
| Traditional jerky | 16.7% | 0.2 |
| Steak | 12.5% | 0.1 |
| Combo packs | 6.2% | 0.3 |
| Pickled | 5.7% | 0.0 |
| Shredded/chew | 2.5% | -0.1 |
| Nuggets/tenders | 1.0% | -0.1 |
| Slices/chub/other | 0.4% | 0.1 |
Sources: The Nielsen Co., Jack Link’s
Traditional Jerky by Brand and UPC
C-store sales, 52 weeks ending Dec. 21, 2013
Oberto Brands’ Oh Boy! Oberto saw unit sales rise nearly 36% on the strong performance of its 2.5-ounce Applewood Bacon jerky. Nine of the top 10 UPCs were supplied by the Jack Link’s brand, with Jack Link’s 3.25-ounce Teriyaki the top-selling jerky UPC in c-stores during the 52 weeks ending Dec. 21, 2013, according to Nielsen.
| Brand | C-store sales ($ millions) | PCYA | Unit sales (millions) | PCYA |
| Jack Link’s | $298.8 | 3.1% | 58.3 | -2.6% |
| Oh Boy! Oberto | $23.4 | 45.1% | 4.1 | 35.7% |
| Jack Links World Kitchen | $23.1 | 8.4% | 2.1 | 3.3% |
| Jack Links Matador | $21.5 | -1.5% | 3.7 | -14.5% |
| Slim Jim | $16.4 | -7.7% | 2.7 | -22.6% |
| UPC | C-store sales ($ millions) | PCYA | Unit sales (millions) | PCYA |
| Jack Link’s Terkiyaki (3.25-oz.) | $56.3 | 6.1% | 8.4 | 3.5% |
| Jack Link’s Original (3.25-oz.) | $52.1 | 9.3% | 7.7 | 6.5% |
| Jack Link’s Peppered (3.25-oz.) | $30.8 | 5.7% | 4.5 | 3.4% |
| Jack Link’s Sweet & Hot (3.25-oz.) | $22.2 | 14.4% | 3.3 | 12.1% |
| Jack Link’s Original (1.5-oz.) | $16.9 | -7.8% | 4.3 | -12.2% |
Sources: The Nielsen Co., Oberto Brands, Jack Link’s
Stick Combos
C-store sales, 52 weeks ending Dec. 21, 2013
A small segment within the overall meat-snack category contributing less than 5% of dollar sales, combo packs still enjoyed strong growth in the 52 weeks ending Dec. 21, 2013, according to Nielsen.
| UPC | C-store sales ($ millions) | PCYA | Unit sales (millions) | PCYA |
| Slim Jim Beef/ Cheese (1.5-oz.) | $13.9 | 2.2% | 8.4 | 0.4% |
| Jack Link’s All American (1.2-oz.) | $13.5 | 13.0% | 8.9 | 9.7% |
| Old Wisconsin Steak/ Cheese (2.5-oz.) | $6.0 | 38.3% | 2.1 | 38.3% |
| Jack Link’s All American (1.2-oz.) | $5.6 | 8.0% | 3.7 | 2.9% |
| Slim Jim Pepperoni Sausage/Cheese (1.5-oz.) | $3.3 | -21.0% | 2.0 | -21.0% |
| Total (including UPCs not shown) | $57.2 | 10.8% | 33.4 | 6.2% |
Sources: The Nielsen Co., Oberto Brands
Jerky Share by Meat Type
C-store sales, 52 weeks ending Dec. 21, 2013
C-store sales of bacon jerky rose nearly 127% in the 52 weeks ending Dec. 21, 2013, to hit $12.0 million and become the second most popular meat in the category, according to Nielsen. Beef varieties continued to dominate the category with nearly 95% of dollar sales, and grew sales 3.6%.
| Meat type | Dollar share | Point change |
| Beef | 94.5% | -1.9 |
| Bacon | 2.4% | 1.3 |
| Turkey | 1.7% | 0.6 |
| Pork | 1.2% | 0.1 |
| Chicken | 0.2% | -0.1 |
Sources: The Nielsen Co., Oberto Brands
Meat Sticks by UPC: Units and Dollars
C-store sales, 52 weeks ending Dec. 21, 2013
The 0.97-ounce Original Slim Jim Giant Slim from ConAgra was the top-selling meat-stick UPC by units and dollars in the 52 weeks ending Dec. 21, 2013, according to Nielsen c-store figures.
| Units | ||
| UPC | Unit sales (millions) | PCYA |
| Slim Jim Giant Slim Original (0.97-oz.) | 43.3 | -6.4% |
| Slim Jim Monster Stick Original (1.94-oz.) | 19.3 | -1.7% |
| Slim Jim Original (0.44-oz.) | 16.2 | 0.3% |
| Slim Jim Giant Slim Mild (0.97-oz.) | 14.7 | -16.8% |
| Private label (0.28-oz.) | 14.6 | 24.8% |
| Total (including UPCs not shown) | 262.2 | -1.7% |
| Dollars | ||
| UPC | C-store sales ($ millions) | PCYA |
| Slim Jim Giant Slim Original (0.97-oz.) | $59.6 | -7.9% |
| Slim Jim Monster Stick Original (1.94-oz.) | $48.5 | 0.9% |
| Jack Link’s Original Sasquatch Big Stick (2.2-oz.) | $21.9 | 4.0% |
| Slim Jim Giant Slim Mild (0.97-oz.) | $20.0 | -18.5% |
| Slim Jim Monster Stick Tabasco (1.94-oz.) | $17.0 | -2.4% |
| Total (including UPCs not shown) | $389.9 | -0.4% |
Sources: The Nielsen Co., Jack Link’s
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