Rising protein trends boost meat snacks and industry investment growth
A recent report from CoBank’s Knowledge Exchange highlights strong growth in the meat snack industry as consumer eating habits shift.
Demand for protein-rich food has increased due to changing diets and the growing use of GLP-1 weight-loss medications. Consumers are now choosing smaller portions, convenient foods, and high-protein snacks. These trends have helped meat snack sales grow quickly in recent years.
According to the report, meat snacks are becoming an important area for product innovation. Companies are improving their products to meet consumer needs such as high protein, clean labels, and fewer ingredients.
“Consumer demand today is largely driven by a focus on protein content, nutrient density, clean labels and reduced processing. Meeting these preferences is crucial in today’s food landscape, and meat snacks check several of the boxes,” said Brian Earnest, lead animal protein economist with CoBank.
“We expect beef will continue to dominate the category, but with supplies constrained due to a contracting U.S. cattle herd, the opportunity for pork and poultry to offer value-oriented meat alternatives is rising,” said Earnest.
Meat snack sales have increased by over 45% in the past four years, reaching about $4.4 billion annually. This growth has led to more than $1 billion in new processing investments since 2020. Companies like Jack Link’s and Chomps are expanding production through new facilities across the United States.
However, the industry also faces challenges. Dietary guidelines encourage protein intake but recommend reducing highly processed foods. This could affect some meat snack products in the future.
In response, companies are focusing on clean-label products with simple ingredients. At the same time, pork and poultry snacks such as ready-to-eat bacon and turkey sticks are gaining popularity due to stable supply and affordability.
The consumer base for meat snacks is also changing. More women, families, and younger consumers are now buying these products. This is encouraging companies to expand their marketing and product range.
Overall, strong demand for protein, along with innovation and investment, is expected to support continued growth in the meat snack industry.
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