The Rise of Meat Snacks: A Growing Market Fueled by Innovation and Tradition
The demand for meat snacks such as jerky and meat sticks has grown steadily over the past decade, with more companies vying for attention in this booming market. According to competitors at the American Association of Meat Processors’ (AAMP) annual American Cured Meat Championships (ACMC), this category has expanded significantly, driven by consumer interest in convenient, protein-packed snacks. For 2024, the grand champions of the ACMC jerky categories—whole muscle and restructured—emphasized how vital meat snacks have become to their businesses.
A Decade of Growth in Meat Snacks
One of the standout participants in the 2024 ACMC is Schmidt’s Meat Market, based in Nicollet, Minnesota. Owned by Ryan Schmidt, the company has seen tremendous success in recent years, taking home the Grand Champion title in the restructured jerky category not once, but twice in consecutive years—2023 and 2024. Schmidt’s Meat Market offers around 12 different varieties of snack sticks at its retail store, but the company chose not to compete in that category this year.
Schmidt’s Meat Market’s jerky, particularly their award-winning restructured version, has become a staple of their product line. While the jerky entered in competitions is an everyday product sold to customers, some extra attention is given to the batches destined for the ACMC to ensure consistency in color and flavor.
“We bring in products to the competition that we manufacture and sell to our customer base,” said Schmidt. The goal is to provide a bold, flavorful experience for both the judges and regular customers. Developing unique flavor profiles, whether subtle or bold, has been key to maintaining the company’s reputation for quality.
Challenges of Competition and Innovation
Even though Schmidt’s Meat Market has seen great success with its restructured jerky, the company continues to innovate in its product offerings. In addition to its award-winning jerky, Schmidt’s sells other restructured products that incorporate inclusions like hot pepper cheese and honey barbecue flavors, which have become customer favorites. The demand for flavored meat sticks has also surged, driving business growth.
“We definitely make products that would fit in both of those categories on the snack stick side,” Schmidt noted, referencing their flavored and regular snack sticks. Despite their success, Schmidt’s chose to forego entering the snack stick category at the ACMC this year.
While some categories allow for innovation, such as the inclusion of different flavorings and ingredients, the restructured jerky category at the ACMC is more traditional, requiring entries to stick to original recipes. However, even within these limitations, Schmidt’s dedication to quality shines through.
The Preparation Process
Preparation for the ACMC requires meticulous planning and timing, especially for products like whole-muscle jerky, bacon, ham, and dried beef. These products benefit from a lengthy curing process that allows flavorings to permeate the meat fully. Schmidt explained that their preparation for these categories starts weeks in advance.
“For those bigger, whole-muscle products, you want that time for the cure process and flavorings to get distributed throughout the entire muscle,” said Schmidt.
On the other hand, meat sticks require a different approach. These products are prepared closer to the competition date to ensure optimal freshness and flavor.
“The closer we can manufacture those to when the actual product competition is, the better,” Schmidt said. “We’ve found that aroma and flavor is much more enhanced the closer you make it to the competition.”
Growth in the Meat Snack Category
Schmidt’s Meat Market has experienced significant growth in meat snack sales over the past decade. Retail sales of jerky products, including both whole-muscle and restructured varieties, have increased by 70%, with the company processing 33,000 pounds of raw product in 2023, up from 20,000 pounds in 2014. Snack sticks have seen even greater growth, with an 80% increase in production, rising from 42,000 pounds a decade ago to 76,000 pounds in 2023.
One of the company’s latest innovations, a honey barbecue snack stick, became an instant hit with customers. “That one just took off immediately once we started making it and getting samples out there for our customers,” Schmidt said. “It’s almost become one of our top sellers in a really short period of time.”
Regional Differences and Tradition at Strick’s Specialty Meats
While Schmidt’s Meat Market is thriving in the Midwest, Strick’s Specialty Meats, based in Hattiesburg, Mississippi, has also carved out a niche in the meat snack market. Founded nearly 50 years ago, Strick’s began as a convenience store and barbecue restaurant before transitioning into a meat processing business.
Dustin Strickland, who now runs the family business, explained that meat snacks have grown in popularity in the South, especially whole-muscle jerky, which has become the company’s hallmark product. Strickland recalls his early days making beef jerky with his grandfather and selling it in paper bags.
“Where we are in the deep South, it’s whole-muscle jerky, and really that’s kind of been it,” Strickland said. “There was no expertise involved really at all.”
Strickland’s business has evolved significantly since then, and thanks to his involvement in trade associations like AAMP, he’s learned about new opportunities in the meat snack segment, such as restructured jerky and meat sticks. However, convincing customers to try new products like shelf-stable meat sticks was a challenge. Initially, customers were put off by the tangy, acidic taste created by ingredients like lactic acid, which extends the shelf life of the sticks.
“When our demographic got a taste of that, they were like, ‘What is this; is this spoiled or what’s wrong?’” Strickland recalled.
After adjusting the flavor profile to reduce acidity, the product began to gain traction. Strick’s now sells its meat sticks in over 400 grocery stores and convenience outlets across the region.
Whole-Muscle Jerky: A Southern Staple
Strick’s Specialty Meats’ whole-muscle jerky has remained a customer favorite and even took home the Grand Champion award at the 2024 ACMC for its Coastal Black Pepper jerky. The jerky has a distinct flavor with a subtle tropical influence, giving it a Caribbean vibe, according to Strickland.
However, what sets this jerky apart is its texture. Unlike many modern jerky products that focus on tenderness, Strick’s jerky is tough and requires plenty of chewing—something that Strickland believes many customers appreciate.
“There’s so much out there now with tender bites and steak bites and restructured, and many are trying to make jerky softer and softer,” Strickland said. “But at the end of the day, there’s a certain percentage of the population that just wants good old-fashioned jerky.”
Meeting Customer Demand for Convenience
For Strick’s, the growing demand for meat snacks is tied to convenience. Many of their customers, including hunters and parents of children in sports, are looking for portable, high-protein snacks that can be eaten on the go. Meat sticks and jerky provide a convenient solution for busy lifestyles, making them a core part of Strick’s business.
“Snacks that you can eat on the run—that’s been a huge part of our business that we are continuing to grow,” Strickland said.
Conclusion: The Future of Meat Snacks
The meat snack category is booming, with companies like Schmidt’s Meat Market and Strick’s Specialty Meats leading the way. Their commitment to quality, innovation, and tradition has allowed them to thrive in a competitive market. As demand for convenient, protein-packed snacks continues to rise, both companies are well-positioned to meet the evolving needs of their customers while staying true to their roots.