Snack World - May 1, 2011 - (Page 34)

S TA T E O F T H E I N D U S T R Y R E P O R T MEAT SNACKS Meating High Expectations When it comes to meat snacks, it’s all about targeting its core consumers, who tend to be male, and having fun. That’s why Jack Link’s, Minong, WI, has been so successful. For years, the company geared its creative marketing campaign toward young male consumers with its hilarious line of Sasquatch commercials, which can be seen on television or via its website, More recently, the company offered a Wild Side Man Cave Sweepstakes and promoted jerky and beer as more manly alternatives to foofy wine and cheese. Meat snacks are also about distribution since much of the category’s sales come via convenience stores and similar distribution outlets. However, meat snacks’ popularity is also picking up in supermarkets where their sales have increased by double digits, according to SymphonyIRI. Jack Link’s benefited significantly from its 2009 distribution agreement with Frito-Lay North America, Plano, TX. Likewise, Slim Jim from ConAgra Foods, Inc., Omaha, NE, has seen robust growth. From a historical perspective, meat snacks bounced back from a flat 2009 to post a strong sales growth so far this year, according to Mintel. In fact, it was one of the strongest performing segments among snack food categories, added Mintel, which recently published two reports on the snack market. Partly because of its distribution agreement with Frito-Lay, Mintel noted, the Matador by Jack Link’s brand has more than tripled its 2009 sales through food, drug and mass merchandisers in 2010, and Frito-Lay is expecting big things in the future. That’s because Frito-Lay already also has a strong footprint with its portfolio of salty snack products in the convenience store channel. Frito-Lay’s stronger presence is one of the reasons Mintel forecasts that the segment will continue to grow annually through 2015, although maybe not quite as strong a pace as the 2010 level. Matador by Jack Link’s expanded its meat snack line with its new Flamin’ Hot Stick last year. Jack Link’s launched the Matador brand in the spring of 2009 as a new snack option for teens with an action-packed, on-the-go lifestyle. “Within one Top Meat Snack Brands Brand (segment) / Vendor Dollar Sales ($mil) Dollar Sales % Change Unit Sales (mil) Unit Sales Volume Volume Sales % Change Sales % Change (mil lb) Dried Meat Snacks - total Jerky - total All other dried meat snacks - total 343.6 213.2 130.5 10.5 5.9 18.9 116.3 49.5 66.8 15.0 7.9 20.9 21.9 10.8 11.1 13.4 5.9 21.8 Jack Link’s (jerky)/Link Snacks, Inc. 108.6 Slim Jim (other)/ConAgra Foods, Inc. 54.4 Private label (jerky) 33.4 Jack Link’s (other)/Link Snacks, Inc. 19.5 Jack Link’s Matador (jerky)/Link Snacks, Inc. 17.1 Old Wisconsin (other)/Old Wisconsin Sausage, Inc. 15.8 Oh Boy, Oberto! (jerky)/Oberto Sausage Co. 11.9 World Kitchens (jerky)/BrucePac Meat Product Designers 10.6 Private label (other) 7.4 Bridgeford (jerky)/Bridgeford Foods Corp. 5.3 Johnsonville (other)/Johnsonville Foods, Inc. 3.6 Pemmican (jerky)/Marfrig Group 3.4 Tillamook Country Smoker (other)/ Tillamook Country Smoker, Inc. 3.2 Source: InfoScan Reviews Total US - Supermarkets, Drugstores and Mass Merchandisers (excluding Wal-Mart) 52 Weeks Ending Feb 20, 2011 22.7 30.5 (1.4) 6.0 123.5 (2.4) (52.0) 12.2 (12.1) (22.6) 39,346.0 (29.9) 27.3 26.5 32.0 9.3 7.5 3.3 4.7 2.7 1.0 4.3 0.9 1.0 0.7 2.6 28.8 29.0 (0.9) 15.9 118.8 5.8 (43.3) 10.3 (4.3) (27.5) 47,288.3 (27.2) 31.2 5.0 3.8 2.3 1.0 0.6 1.8 0.5 0.8 0.9 0.2 0.5 0.2 0.2 25.1 37.4 (1.2) 6.3 122.1 (2.1) (46.0) 4.1 (8.8) (25.7) 47,288.3 (26.5) 26.4 34 Snack World May 2011 BROUGHT TO YOU BY HEAT AND CONTROL, MANE, PRINTPACK, INC., AND J.R. SHORT

Table of Contents for the Digital Edition of Snack World - May 1, 2011

Snack World - May 1, 2011
Letter from SFA - Progress and Advocacy
Supplier’s Corner - Onward and Upward
Government Affairs - SFA on the March
Government Affairs - Change Ahead
State of the Industry Report - Brands are Back
For More Research on Snacks
Natural Chips Reign Supreme
Top Potato Chip Brands
TORTILLA CHIPS - Tackling Hot Trends
PRETZELS - Healthy and Beyond
SNACK CRACKERS - The More Healthful Snack
Top Pretzel Brands
Top Snack Cracker Brands
COOKIES - Decadently Healthy
CORN SNACKS - The Scoop on Corn Chips
Top Corn Snack Brands
SNACK NUTS & SEEDS - Investing in Innovation
Top Nut, Seed and Corn Nut Brands
CHEESE SNACKS - Say Cheese to New Snacks
Top Cheese Snack Brands
PORK RINDS - Still on a Fast Track
Top Pork Rind Brands
MEAT SNACKS - Meating High Expectations
Top Meat Snack Brands
READY-TO-EAT POPCORN - Expanding Indulgence
Top RTE Popc orn/Caramel C orn Brands
MICROWAVE POPCORN - Convenience and Health
OTHER SALTED SNACKS - Catch-all Segment Builds With Variety
Top Microwave Popcorn Brands
Top Other Salted Snack Brands
SALSA AND DIPS - Salsa Dips, Dips Rise
Top Salsa and Dip Brands
Innovative and Educational …
Earl Wise Sr. Enters Circle of Honor
Overheard at SnaxPro
Get Ready for SNAXPO 2012: Celebrating 75 Years
New Snacks
Products & Services
Ad Index

Snack World - May 1, 2011