What you need to know

The meat snack market experienced robust value growth in the last two years, making it a star segment among major snack categories. Though indulgence is still the main consumption purpose, many consumers are turning to meat snacks as a potential of supplementing the amount of protein they eat – which suggest there are opportunities for meat snack brands to be positioned as helping to boost nutrition. According to Mintel’s monthly tracker to understand the impact of COVID-19 in China conducted during 26 Apr to 2 May, healthy eating has received higher priorities after the outbreak of COVID-19. Brands can appeal to the increased consumer desire for nutritional wellbeing by focusing their communications on high-quality ingredients and improved production processes. Growing consumer interest in free-from and natural claims also suggests another route for brands looking to premiumise.

Key issues covered in this Report

  • The impact of COVID-19 on consumer behaviour and the Meat Snacks market

  • Key trends to watch in the post-COVID-19 period

  • Brand performance of leading meat snack brands in 2018 and 2019

  • Launch activity and consumer interest in product innovation

  • Consumption trend and brand preference of major product segments

Report Scope

This Report looks at consumers’ purchase and consumption habits of meat snacks, defined as snacks prepared from meat products such as pork, beef, poultry and other meat products, included but not limited to sausages, sticks and jerky.

Because seafood snacks which are prepared from fish, shrimp and other seafood products are usually consolidated with meat snacks in sales revenue, they're also included in the market sizing.


Traditional Chinese brine meat products which are usually sold in bulk and not pre-packaged are excluded from market sizing.


Mintel divides consumers into three groups based on their MPI (Monthly Personal Income).

High personal income is defined as MPI above RMB10,000 in tier one cities, or above RMB9,000 in tier two cities or below;

Middle personal income is defined as MPI of RMB6,000-10,000 in tier one cities, or RMB5,000-9,000 in tier two cities or below;

Low personal income is defined as MPI below RMB6,000 in tier one cities, or below RMB5,000 in tier two cities or below.

Back to top