Snack World - May 2013 - (Page 42)

STATE OF THE INDUSTRY REPORT Meat Snacks Going Wild Innovation and a drive to satisfy consumers’ needs for convenient, healthier snacks and desire for a touch of adventure are helping to boost performance of dried meat snacks, including jerky and stick products. Total dried meat snack sales rose 2.9% in dollars on a volume increase of 4.9%, with jerky generating 8.4% dollar sales growth on a 12.3% increase in volume, according to SymphonyIRI Group’s FDMx sales data (US food, drug, and mass, excluding Walmart) for the 52 weeks ended Feb. 24. The “all other dried meat snack” segment’s dollar sales climbed 1.6% but volume fell 2.2%. Leading the way in jerky is Jack Link’s with sales of $146.1 million. The brand from Link Snacks, Inc. Minong, WI, commands more than a 56% share of the $259.2 million segment. Riding a sales increase of 16.1% and volume boost of 18.1%, Jack Link’s also produced another $15.6 million in sales with its Matador brand, which is the third best-selling brand after private label. Store branded products generated sales of $34.5 million, an 11.4% increase on volume gains of 6.6%. Critical to success in this rough and tumble category, according to Kevin Papacek, Jack Link’s Beef Jerky’s director of marketing, is monitoring and anticipating consumer trends and offering products that address those changing needs. He cited Jack Link’s introduction of a turkey snack line as an example. The product, Mr. Papacek said, “offers … a smarter snacking option for health-conscious consumers.” In addition, Jack Link’s recently introduced BBQ Pork Jerky and Big Dippers line of meat snack and dipping sauce combos. The company also is driving growth with its bold and spicy Squatch meat sticks, he said. Marketing efforts target consumers identified as “adventurous spirits,” with a mix of television ads, online content, social media and consumer-facing events delivering the “Feed Your Wild Side” message. “Our iconic ‘Messin’ With Sasquatch’ commercials continue to resonate with consumers, and Sasquatch is loved and recognized by consumers everywhere,” Mr. Papacek claimed. Oh Boy! Oberto comes in as the fourth largest jerky brand, with sales of $13.9 million, up 2.6% on a 2% volume decline. In late March, Oberto Brands, Kent, WA, launched its new All Natural Bacon Jerky to grocery, convenience, mass and club stores nationwide. “Oberto is rising to consumer demand with a true bacon snack that can travel anywhere and needs no preparation,” explained Tom Ennis, Oberto Brands CEO. Then, in April, Oberto came out with a combo marketing campaign for its Oh Boy! Oberto All Natural Jerky with the BROUGHT TO YOU BY J.R. SHORT, HEAT AND CONTROL, MINSA, PRINTPACK, READING THERMAL, RUDOPLH FOODS, AND TNA NORTH AMERICA 42 Snack World May 2013 www.sfa.org http://www.sfa.org

Table of Contents for the Digital Edition of Snack World - May 2013

Snack World - May 2013