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
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Table of Contents for the Digital Edition of Snack World - May 2013
Snack World - May 2013
Table of Contents
Letter from SFA - Let Your Voice Be Heard
Supplier's Corner - Making a Difference
Government Affairs - School Snacking Rule
Snack Food Association's 2013 State of the Industry Report
State of the Industry Report - Potato Chips
State of the Industry Report - Tortilla Chips
State of the Industry Report - Pretzels
State of the Industry Report - Crackers
State of the Industry Report - Cookies
State of the Industry Report - Bars
State of the Industry Report - Corn Snacks
State of the Industry Report - Snack Nuts and Seeds
State of the Industry Report - Cheese Snacks
State of the Industry Report - Pork Rinds
State of the Industry Report - Meat Snacks
State of the Industry Report - RTE Popcorn
State of the Industry Report - Microwave Popcorn
State of the Industry Report - Other Salty Snacks
State of the Industry Report - Dips, Salsas and Spreads
Chairman Profile - Mann Takes the Helm
Obituary - Rudolph Foods founder, former SFA chairman passes away
SNAXPO - 'Vibrant' Action at SNAXPO
Meeting Preview - Real-World Solutions
Products & Services
Ad Index
Snack World - May 2013
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