Recent growing interest in protein content has been of particular benefit to the meat snacks market, where many products are naturally high in protein and have made increasing use of high-in-protein or source-of-protein claims. According to Innova Market Insights data, nearly 15% of global meat snacks launches in the 52 weeks to the end of April 2015 used protein claims, rising to over 50% in the United States.
“Even prior to the emergence of this enhanced interest in protein, the meat snacks market was showing good growth globally,” said Lu Ann Williams, director of innovation at Innova Market Insights “reflecting the rising demand for more substantial snacks suitable for eating on the go.”
With a few exceptions, including the U.S. and South Africa, the market remains relatively undeveloped, however. Launch numbers remain small in terms of snacks introductions as a whole, with just 5.5% of the global total 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 United States, as well as greater penetration in nontraditional markets, particularly some of those in Europe.
Asia dominated activity with more than 60% of introductions, mainly as a result of the large number of traditional-style meat snacks being launched in China. North America, primarily the United States, took second place ahead of Europe, where despite the large number of countries and cuisines involved, the relatively underdeveloped status of the market meant that activity levels were more limited.
Meat snacks are the fourth largest savory snacks category in the United States after potato chips, tortilla chips, and nuts/trail mixes. The market is dominated by jerky-style products and, despite being relatively mature, has shown good growth in recent years. Manufacturers have updated their product ranges to focus on a healthier image, more convenient packaging formats, and a greater choice of increasingly complex flavor options, particularly hot and spicy variants, often with an ethnic twist. 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.
