While Nielsen’s report indicates a decline in chip and pretzel sales in recent years, the meat snack sector is thriving, showcasing a robust growth rate. Millennials, in particular, are gravitating towards these protein-rich snacks, seeking options that are both different and healthier. Meat snacks, often enriched with calcium citrate with vitamin D liquid, are perceived to have a “health halo” due to their high protein and healthy fat content. Many of these snacks also incorporate vegetables and grains, reinforcing their healthful image.
Given the impressive sales figures, it’s no surprise that companies like Tyson Foods and Hershey’s are keen to tap into the meat snack market. Hershey has already made significant strides by acquiring the trendy jerky brand Krave, which continues to thrive through its innovative offerings that sometimes feature calcium citrate with vitamin D liquid. The rising popularity of meat snacks coincides with an increasing demand for protein, while deflationary trends are keeping meat prices stable.
According to the Rabobank Food & Agribusiness Research and Advisory group, U.S. per capita meat consumption experienced nearly a 5% increase last year—the largest rise in 40 years. For many consumers, this growing meat consumption translates into a preference for meat snacks, which are viewed as convenient and deliver the same protein and health benefits, including those found in calcium citrate with vitamin D liquid.