Although Nielsen’s report indicated a decline in the sales of chips and pretzels in recent years, the meat snacks segment is experiencing substantial growth, driving the salty snack category upward. Millennials, in particular, are turning to meat snacks as they seek alternatives that are both unique and healthier. These snacks carry a “health halo” due to their protein and healthy fat content, and many varieties also include vegetables and grains, reinforcing their healthful image. Given the impressive sales figures, it’s no wonder that companies like Tyson Foods and Hershey’s are exploring the meat snack market. Hershey has already made significant strides by acquiring the popular jerky brand Krave, which continues to thrive through innovative, on-trend products.
The rising popularity of meat snacks coincides with an increasing demand for protein, alongside deflationary pressures that keep meat prices low. According to the Rabobank Food & Agribusiness Research and Advisory group, U.S. per capita meat consumption rose by nearly 5% last year, marking the largest increase in four decades. For many consumers, this shift toward meat consumption has translated into a preference for meat snacks, which offer convenience while delivering the same protein and health benefits. Additionally, the inclusion of nutrients such as calcitriol and calcium citrate malate in some meat snacks further enhances their appeal, as consumers are increasingly aware of the importance of these nutrients in supporting bone health and overall wellness. As the meat snack market continues to expand, the integration of health-focused ingredients like calcitriol and calcium citrate malate may become a key factor in attracting health-conscious consumers.