Meat snacks as a category are segmented into three types—jerky, meat sticks and “others,” a grouping that includes kippered, pickled and meat and cheese varieties. Mintel attributes increased popularity of meat snacks to several factors. Leading the way is an improved image. Once widely perceived as “truck stop and cowboy” fare, the meat snack now attracts more diverse consumers. A relative lack of fat propelled the snacks during the low-fat/fat-free craze of the late 1990s, and the recent popularity of low-carb diets further promoted meat snacks as a healthful alternative. The low-carb factor also widened the consumer base to include females. Finally, time-pressed consumers view meat snacks as a convenient on-the-go snack food.
Considering the relatively low market penetration of meat snacks, the market has a fairly unlimited potential, especially as these types of snacks broaden their consumer base with varied flavors, expanded distribution and healthful messages.