A makeover for the meat snack and jerky category is in the works! This category has experienced quite the transformation in recent years. What was once considered a convenient gas station snack has become a protein-packed meal replacement. The targeted demographics of the jerky and meat snack category have also changed. Teens and middle-aged men were once the primary consumers of these products, but now a wider range of consumers, including Millennial and Gen Z women, are gravitating towards jerky and meat snacks.
The renewed interest in this category means that it’s time to bring fresh flavors to meat snack and jerky products. Which flavors are beginning to make their mark on the meat snack and jerky category? And which emerging trends are best suited to bring to these products? Keep reading to find out.
Drawing Inspiration from Salty Snacks
Meat snacks and jerky are being used as “healthier” stand-ins for other snacks, thanks to their protein content. As has been the case with other better-for-you snacks, traditional salty snack flavors have been in-demand for meat snack and jerky products. Indeed, among the fastest growing flavors in this category are those that are inspired by classic potato chip, tortilla chip, and cheese snack flavors.
As jerky and meat snacks continue to serve as alternatives to traditional salty snacks, consumers will expect to see their favorite snack flavors featured in this category. Brands should consider drawing inspiration from the top trending flavors in other salty snack categories to cater to consumers’ cravings.
The sweet heat, or “swicy,” flavor trend has dominated innovations in the salty snack aisle recently and happens to be perfectly suited for the jerky and meat snack category. Flavor combinations that pair sweet fruits or honey with spicy peppers or spice blends are sure to stand-out in meat snack and jerky products. Think spiced honey, mixed berry jalapeño, peach chipotle, and peppered cocoa.
Getting Global
The global flavor trend is just about everywhere right now, making it completely unsurprising that it has begun to infiltrate the jerky and meat snack category. In years past, Latin flavors were
popular in jerky and meat snacks, but recently there has been a shift towards embracing a wider range of international inspirations. Indeed, the Asian food and flavor trend is perhaps the most prolific global flavor trend, and it has slowly begun to make appearances in the jerky and meat snack category, with flavors like Korean BBQ and teriyaki being among the most popular.
When it comes to global flavors, give consumers what they want. Given that proteins are common in a variety of global cuisines, many global flavors are ideally suited for translating to jerky and meat snacks. Look to the flavors of meat marinades and rubs from trending global cuisines for inspiration.
As younger consumers continue to embrace meat snacks as a means for upping their daily protein intakes, they’ll expect to see more exotic flavors grace the jerky and meat snack aisle. Don’t be afraid to look beyond mainstream global flavors for inspiration. Indonesian and Filipino cuisines, for example, are beginning to pick up steam in foodservice, and their flavors would be perfect for meat snack products. Middle Eastern and African cuisines are also ideal for serving as flavor inspiration for this category. Think harissa jerky, Filipino BBQ beef bites, or spicy berbere meat snacks. Consumers will be thrilled to try more adventurous flavors in jerky and meat snack formats.
Savoring Sophistication & the Health Halo
Millennial women may have never anticipated being meat snack consumers, but now they are. The convenience factor has played a huge role in these consumers’ decision to choose meat snacks and jerky over other snacks. Millennial and Gen Z women have found that meat snacks can be a satisfying mid-day meal replacement, giving them more time and flexibility.
These consumers, however, are not looking for indulgent flavors that are reminiscent of potato chip flavors. On social media, younger women have been featuring meat snacks and jerky in “snackle boxes” and on charcuterie boards, often serving them alongside fancy cheeses and bubbly beverages. As such, brands should consider looking to sophisticated flavors and ingredients to appeal to these consumers. Think flavors like smoky gouda, herbs de Provence, and spiced cranberry.
Jerky and meat snacks previously did not have a reputation for being particularly healthy. Now, however, they’re being valued for their protein content. Although the category has been undergoing quite the transformation lately, consumers, and especially young women, may still perceive these products to be lacking in nutritional value. One way that brands can overcome these lingering perceptions is to innovate with flavors that evoke the health halo. Incorporating fruity flavors, like apple and berry, or flavors inspired by “superfoods,” like kale and turmeric, can encourage consumers to see jerky and meat snack products in a new, healthier light.
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