Table of Contents
Executive Summary
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- The market
- Robust growth driven by expanded varieties and demand for indulgence
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- Figure 1: Retail sales of meat snack market, China, 2018 and 2019
- Impact of COVID-19 on Meat Snacks
- A catalyst for health-focused product evolution
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- Figure 2: Short, medium and long term impact of COVID-19 on Meat Snacks, April 2020
- Companies and brands
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- Figure 3: Market share of leading companies in meat snack market, China, 2018 and 2019
- Bestore insists “good taste comes from good ingredients”
- Three Squirrels’ “from nose to tail” offerings in meat snacks
- Be & Cheery adds “no meat” options to its portfolio
- The consumer
- Major types of meat snacks enjoy high penetration and see consumers eating more
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- Figure 4: Consumption trend, China, January 2020
- Bestore shows more advantage in pork snacks
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- Figure 5: Brand preference, China, January 2020
- Consumers expect to get protein supplement from meat snacks
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- Figure 6: Consumption purpose, China, January 2020
- Flavour outweighs other choice factors for meat snacks
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- Figure 7: Choice factors, China, January 2020
- Young consumers prefer heavy flavour while older consumers choose original
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- Figure 8: Interest in flavours – select items, by age, China, January 2020
- Naturalness is an important cue in premiumisation
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- Figure 9: Premiumisation factors, China, January 2020
- What we think
The Impact of COVID-19 on Meat Snacks Sector
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- Figure 10: Short, medium and long term impact of COVID-19 on Meat Snacks, April 2020
- Opportunities and threats
- Comforting demand could drive consumption
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- Figure 11: Worry about the impact of COVID-19 on lifestyle, March to May, 2020
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- Figure 12: Consumption purpose, China, January 2020
- Health awareness accelerates product evolution
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- Figure 13: Nutrients associated with immunity, China, March 2020
- Impact on the market
- What we’ve seen so far
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- Figure 14: Total revenue of major meat snack brands, Q1 2020
- Shifts in consumer behaviour
- Spending on in-home food continues to increase
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- Figure 15: Change in spending on in-home food, March to May, 2020
- Holistic wellbeing receives unprecedented attention
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- Figure 16: Priorities in life, 26 April – 2 May, 2020
- Online channels would see more growth potential
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- Figure 17: Shopping channel, March to May, 2020
- How COVID-19 crisis will reshape the industry
- Food safety concerns would promote market consolidation
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- Figure 18: Most concerning factors, March to May, 2020
- Impact on marketing mix
- Communicate nutrition detail to encourage consumption
- Omni-channel integration will be the future direction
- COVID-19: China context
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- Figure 19: Accumulative confirmed cases of COVID-19 in China, January to April 2020
- Figure 20: Status of returning to work, China, March and April 2020
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Issues and Insights
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- Strengthen the role of protein supplement
- The facts
- The implications
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- Figure 21: Nick’s Sticks by Wenzel's Farm, US, 2019
- Figure 22: Epic Bites, US, 2018
- Use free-from products to reach premiumisation
- The facts
- The implications
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- Figure 23: Product examples of meat snacks with no-additives/preservatives claim, US and UK, 2019
- Figure 24: Product examples of antibiotics-free and hormone-free meat snacks, US, 2019
- Update flavour choices to boost consumption
- The facts
- The implications
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- Figure 25: Top 10 flavours of new products launched in meat snacks, China and North America, 2017-19
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- Figure 26: Product examples of meat snacks with original flavour, China, 2020
- Figure 27: Product examples of meat snacks with innovative flavours, UK, Thailand and Australia, 2019
The Market – What You Need to Know
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- Meat snack market experiences robust growth
- Evolution of meat snacks under premiumisation and nutritional demand
Market Size
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- Robust growth outperforms average rate of snack market
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- Figure 28: Retail sales of meat snack market, China, 2018 and 2019
Market Factors
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- Premiumisation and health awareness push evolution in meat snacks
- Changing meat supply may affect market structure
- Main players’ pressure to keep innovating drives consumption
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- Figure 29: Three Squirrels Chinese Traditional Cuisine Snacks
Key Players – What You Need to Know
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- Internet-based snack brands show more strengths
- Diversified strategies of major players
- Claims related to convenience and naturalness gain most attention
Market Share
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- Low concentration and dominance under domestic brands
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- Figure 30: Market share of leading companies in meat snack market, China, 2018 and 2019
Competitive Strategies
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- Use upgraded ingredients to premiumise
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- Figure 31: Bestore’s good taste comes from good ingredients
- Enrich ingredients from nose to tail
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- Figure 32: Three Squirrels Dou Wei Wei Series
- Target fitness occasions
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- Figure 33: Be & Cheery high protein smoked beef jerky
- Figure 34: Keep chicken breast
- Focus on “future snacks”
Who’s Innovating?
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- Innovation trends overview
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- Figure 35: Top 10 claims on new products launched in meat snacks, China and North America, 2017-19
- Figure 36: Top five growing claims on new products launched in meat snacks, China and North America, 2017-19
- Create innovative formats to add new varieties
- Chips made from meat
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- Figure 37: Product examples of meat snacks in chips format, US and South Korea, 2019-20
- Meat jerky as an ingredient in snack mixes
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- Figure 38: Product examples of meat snack mixes, US and Australia, 2019-20
- Adopt improved and natural processing technique
- Low-temperature and low-speed drying
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- Figure 39: Hormel light life thin-cut beef jerky, China, 2020
- Traditional air drying process from South Africa
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- Figure 40: Kalahari Biltong beef biltong, US, 2019
- Vegan options under the plant-based trend
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- Figure 41: Product example of vegan alternatives, Japan and UK, 2019-20
- Figure 42: Be & Cheery plant-based smoked meat sausage
The Consumer – What You Need to Know
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- Strong consumption in major types of meat snacks
- Important role in protein supplement
- Premium opportunities in naturalness
Consumption Trends
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- The big winner is beef snacks
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- Figure 43: Consumption trend, China, January 2020
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- Figure 44: Consumption trend – beef, by gender and age, China, January 2020
- More males reduce their consumption of pork snacks
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- Figure 45: Consumption trend – pork, by gender, China, January 2020
- Poultry and pork snacks gain more popularity among young consumers
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- Figure 46: Consumption trend – eating more, by age, China, January 2020
- Niche types of meat snacks have limited audience
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- Figure 47: Consumption trend – rabbit, by city, China, January 2020
Brand Preference
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- Bestore has more strengths in beef and pork snacks
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- Figure 48: Brand preference, China, January 2020
- Three Squirrels’ beef snacks reach more young consumers
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- Figure 49: Brand preference – beef, by age, China, January 2020
- Even penetration of Be & Cheery and LYFEN
- Poultry and seafood snacks are less dominated
Consumption Purpose
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- Meat snacks are no exceptions in satisfying craving
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- Figure 50: Consumption purpose, China, January 2020
- Protein supplement is important for male consumers
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- Figure 51: Consumption trend – eating more, by select consumption purpose, China, January 2020
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- Figure 52: Consumption purpose, by gender, China, January 2020
- Fill the stomach rather than replace meal
- Females eat meat snacks to release pressure
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- Figure 53: Consumption purpose – to release pressure, by gender and age, China, January 2020
- High earners care more about balanced intake of nutrients
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- Figure 54: Consumption purpose – select items, by monthly personal income, China, January 2020
Choice Factors
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- Flavour outweighs texture
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- Figure 55: Choice factors, China, January 2020
- Nutrition value matters for males aged 30-39
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- Figure 56: Choice factors – nutrition value, by gender and age, China, January 2020
- Brand is valued by consumers in tier one cities
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- Figure 57: Choice factors, by city tier, China, January 2020
Interest in Flavours
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- Young consumers love spicy while older consumers favour original
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- Figure 58: Interest in flavours, China, January 2020
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- Figure 59: Interest in flavours – select items, by age, China, January 2020
- Females prefer some sweetness
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- Figure 60: Interest in flavours, by gender, China, January 2020
Premiumisation Factors
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- Opportunities in free-from products
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- Figure 61: Premiumisation factors, China, January 2020
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- Figure 62: Premiumisation factors – willing to pay more, China, January 2020
- Additional ingredients could win parents’ hearts
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- Figure 63: Premiumisation factors – select items, by family structure, China, January 2020
- Use processing technique to impress female consumers
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- Figure 64: Premiumisation factors – select items, by gender, China, January 2020
Meet the Mintropolitans
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- Strong interest in various types of meat snacks
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- Figure 65: Consumption trend – select items, by consumer classification, China, January 2020
- Special attention to nutrition value
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- Figure 66: Consumption purpose, by consumer classification, China, January 2020
Appendix – Market Size
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- Figure 67: Total market value of meat snacks, China, 2018 and 2019
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Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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