LUBBOCK, TEXAS (RFD NEWS) — Livestock producers may gain new value-added outlets as meat snacks attract more consumers seeking portable, high-protein foods. Analysts at CoBank report category sales have climbed more than 45 percent in four years to $4.4 billion.
More than $1 billion in investment in meat snack processing has been announced since 2020, including expanded capacity tied to major brands. Beef jerky and beef sticks continue to lead the category.
The beef supply is the main constraint. Tight cattle numbers and strong hamburger demand have increased competition for lean rounds, chucks, and other cuts used in jerky. Finished jerky may require 2.5 to 3.5 pounds of raw beef per pound of product, magnifying higher raw material costs.
Those pressures create room for pork and poultry snacks. Ready-to-eat bacon, pork sticks, turkey, and chicken products could boost demand for producers as processors seek lower-cost protein options.
The market is expanding beyond traditional jerky customers as shoppers prioritize protein, convenience, and smaller portions. Whether growth reaches livestock producers will depend on supply, pricing, and the adoption of new products.
CoBank Animal Protein Economist Brian Earnest joined us on Wednesday’s Market Day Report to break down the latest market trends and what’s driving the rapid growth in the meat-snacking category.
In his interview with RFD News, Earnest said meat snack sales have increased by nearly 50 percent over the past four years, growing into a roughly $4 billion category. He pointed to broader consumer demand for higher-protein diets, noting that products like beef jerky, meat sticks, and emerging protein snacks are increasingly showing up in convenience stores and grocery aisles as part of the “protein craze.”
He also discussed how food manufacturers are responding to the trend by expanding product lines and emphasizing cleaner labels and simpler ingredient profiles to meet changing consumer expectations. At the same time, he noted that rising demand for protein inputs is creating competition in wholesale markets, particularly as more beef components are diverted into snack products and ground beef supplies remain tight.
Earnest added that while beef continues to dominate the category, pork, poultry, and even seafood-based snacks are gaining traction as consumers broaden their protein choices. He said the trend appears to be expanding across demographics, with convenience and portability driving purchases well beyond the traditional core consumer base.
