The Meat Snack Market is Growing - What Health Educators Need to Know
Walk through any supermarket, and you’ll see “high protein” straight away. It’s on snacks, drinks, and foods that never used to focus on nutrition. Among the many options available, though, meat snacks seem to be the winning category behind the trend.
What Is the Fastest-Growing Snack Category in the U.S.?
Meat snacks are leading the way as the fastest-growing snack category in the United States, with sales rising from $5.55 billion in 2024 to $6.34 billion in 2025. They’re also expected to reach $8.76 billion in 2030, with a Compound Annual Growth Rate (CAGR) of 6.64%. (1)
You’ll find these products in many forms, including beef, pork, and poultry. Their popularity stems from ease and the strong demand for protein. They’re portable, shelf-stable, and pack a high amount of protein into a small serving.
This appeal is not new. Americans have a long history with preserved meat, with dried beef becoming especially popular in the early 20th century. Military cooks relied on it because it was flavorful, economical, and rich in protein. (2)
Are Meat Sticks Highly Processed?
Yes, meat sticks are highly processed. Meat sticks, jerky, and other meat snacks are preserved through salting, curing, and drying. Many also contain sugars, sodium, and other ingredients to enhance flavor and extend shelf life, making them highly processed. (3)
How Do Health Professionals View Meat Snacks Under the NOVA Classification?
It’s worth noting that many meat snacks may fall within the NOVA classification of processed or ultra-processed food, depending on their formulation. (4) This is largely due to their typically high sodium content, as well as the use of chemical additives like nitrates and artificial preservatives, which may cause adverse health effects. Therefore, health professionals must advise patients to consider these factors before adding meat snacks to their diets.
What’s Driving the Hunger for Protein?
The growth of meat snacks aligns with the demand for high-protein snacking options in the U.S., where 71% of consumers say they are trying to increase their protein intake. (5) Experts suggest this popularity stems from the perception that more protein leads to better health. (6) Social media and marketing strategies for high-protein snacks have also influenced how consumers think about this macronutrient.
Interestingly, the demand may also be linked to the rise of GLP-1 medications. (7) The treatment has changed how people eat. Many now look for smaller, nutrient-dense foods that deliver satiety, and protein fits that need. The industry has responded quickly. Aside from meat snacks, you can now find protein across nearly every category. These include yogurts, shakes, breakfast cereals, and bars.
Protein Takes Over the Snack Aisle
The rapid growth of meat snacks shows how strongly demand can shape what ends up on shelves. Protein may start as a nutritional need, but in today’s market, it’s just as much about how products are made, packaged, marketed, and sold.
References:
Yahoo Finance. Jerky Snacks Market Trends: Industry Worth $8.76 Billion by 2030, Growth Forecast & Insights. April 19, 2026. https://finance.yahoo.com/news/jerky-snacks-market-trends-industry-090900965.html
S. Clyde Weaver. What Is Dried Beef?. May 21, 2021. https://sclydeweaver.com/blog/what-is-dried-beef/
What You Should Know About Processed Meat. WebMD. Medically Reviewed by Mahammad Juber, MD on February 17, 2025. https://www.webmd.com/food-recipes/ss/slideshow-processed-meats
Blake, Joan Salge. Examining the Nova Food Classification System and the Healthfulness of Ultra-Processed Foods. eatrightPRO.org. January 23, 2025. https://www.eatrightpro.org/news-center/practice-trends/examining-the-nova-food-classification-system-and-healthfulness-of-ultra-processed-foods
International Food Information Council. 2024 Food & Health Survey. June 20, 2024. https://ific.org/research/2024-food-health-survey/
Winny, Annalies. Why Is America Fixated on Protein?. Johns Hopkins Bloomberg School of Public Health. March 02, 2026. https://publichealth.jhu.edu/2026/americas-protein-obsession-explained
Lichtenberg, Nick. Meat snacks have emerged as the clear winner in America’s seismic GLP-1 consumption shift, while popcorn is down. Fortune. February 11, 2026. https://finance.yahoo.com/news/meat-snacks-emerged-clear-winner-205007029.html