Flavor and formulation trends are quickly evolving, and meat snack producers must be up to date on the latest consumer demands to stay competitive. As demand for processed products continues to decline, the industry might expect similar decreased interest in meat snacks. The opposite is true, though, as the meat snack category is currently booming; according to Research and Markets, the meat snacks market is expected to reach $16.57 billion in 2033 from $9.56 billion in 2024, almost doubling the market size in less than 10 years. The Research and Markets report noted that some main drivers for the meat snacks market include unique flavor formats, increasing interest in high protein and clean eating, as well as the rise of meat snacks in e-commerce channels.

GLP-1 medications continue to shape food innovation; consumers not using these medications still desire high protein and a recognizable ingredients panel as the health and wellness movement continues to gain traction. In addition to high protein, the health and wellness movement is driving strong demand for low-sugar meat snacks.

“Today’s consumers are label-conscious—they’re looking for snacks with simple, recognizable ingredients and nutritional value that supports their fitness and wellness goals,” said Robert O’Leary, chief marketing officer for Old Trapper Smoked Meats.

As the world continues to get busier and more connected through technological capabilities, schedules are more jam-packed than ever before. To accommodate today’s busy consumer, meat snack producers are focusing on portability, convenience and to-go formats. Meat snack sticks and jerky are the most traditional on-the-go offerings in this category.

Meat snacks offer a long shelf life and portability, appealing to today’s busy consumer. Mary Byers, head of marketing at Hickory Nut Gap, said, “At the same time, interest in functional foods and regenerative agriculture is growing. People want to know not just what’s in their food, but how it was raised.”

As consumers continue to prioritize convenience without compromising on nutrition, meat snacks are uniquely positioned to deliver both attributes. Old Trapper is seeing consistent opportunities in expanding product formats, flavors, and packaging to support value and convenience. Aside from innovating product flavors and formulations and packaging varieties, producers and retailers alike have an opportunity to strengthen customer education and awareness of the meat snack category. “There’s … room to continue to grow audiences, from fitness-focused consumers to families seeking better-for-you snack alternatives,” O’Leary said.

Jerky demand is on a steady growth trajectory across retail channels. “Consumers are increasingly looking for healthier protein-based snacks that are both convenient and satisfying—and beef jerky checks all those boxes,” O’Leary said.

Traditional flavor profiles are not going away, but globally inspired and creative flavor combinations are driving innovation in the meat snack category right now. Byers noted that Hickory Nut Gap is witnessing particular demand for bold, international flavors, as well as sweet-meets-heat flavors. “While our best-selling product is still the original 100% grassfed beef flavor, we’re seeing and hearing about increased interest in globally inspired and sweet-and-spicy flavor profiles,” Byers said.

Vermont Smoke & Cure is seeing a strong surge in demand for poultry-based protein snack options. The company responded to climbing demand with its new turkey sticks and turkey pepperoni. “In fact recent Harris Poll data underscores the need for more poultry-based snack options: 75% of poultry snack shoppers agree that the lack of available poultry-based options adds time and effort to grocery shopping,” said Michael Schafer, commercial business lead at Vermont Smoke & Cure.

Flavor and formulation innovations are propelling the meat snack category to new heights. Producers also have an opportunity to innovate in their package sizes; as economic uncertainty remains and consumer sentiment lags, price-conscious shoppers are looking for snacks focused on value. By offering a variety of package sizes, meat producers can cater to consumers with different needs.

Partnership and co-branding present a major opportunity for meat snack producers. Vermont Smoke & Cure recently leveraged a collaboration with WhistlePig Whiskey to not only capitalize on flavor trends, but capture consumers in other categories. "This is an effective way to leverage brands/tastes consumers love to speed along the innovation process and make the path to market quicker," Schafer said.

The meat snack category has completely changed over the last few years—once perceived as a gas station snack, meat snacks are now available in a variety of elevated formats. “Whether it's a parent packing snacks, an athlete recovering from a workout, or a traveler wanting something clean and satisfying, meat snacks have wide appeal,” Byers said. “As demand grows for nutrient-dense, shelf-stable food with a story behind it, the category will keep expanding—especially for mission-driven brands with responsible sourcing.”

www.provisoneronline.com   |  MAY 2025