CATEGORY CAPTAIN J A C K LI N K Meat Snacks Fuel protein! profits with otein! T he benefits of protein in your diet are many, and the high protein, low carb craze is becoming less of a fad and more of a way of life for a large number of Americans. Top Protein Benefits Among Adults Increase energy levels Support overall good health Improve muscle tone Appetite Control Weight Management 39% 38% 49% 47% 47% 0 10 20 30 40 50 Source: The NPD Group/Functional Foods & Beverages Custom Survey; June 12 In fact, 56% of adults and 59% of teens say that adding protein to their diet is important to them. Among the major benefits of protein in the diet are increased energy levels, overall health support, improved muscle tone, appetite control and weight management. So where can they get protein in your c-store? From the Meat Snacks category, of course! Overall, this category is the fourth largest in the salty snacks aisle and is up 12.3% over last year. Within this protein-packed category, two segments are dominant jerky and meat sticks. At 43.9% of the dollar share, jerky is the largest segment by a fairly substantial margin. However, meat sticks hold a strong second position at 33.2% share. As you can see, these two segments make up nearly 80% of the category, and must be the main focus of your Meat Snacks offering. Jerky As high protein diets become more mainstream, a transition is happening with jerky. Historically, jerky wasn t thought of as a healthy snack, but according to Kevin Papacek, Director of Marketing for Jack Link s, jerky is one of the best ways to get protein on-the-go, due to its shelf stability and portable bag sizes. As we mentioned earlier, jerky is the largest segment in the Meat Snacks category with nearly half of the dollar share. In addition, it s responsible for 38.9% of the dollar growth. On the manufacturer side, Jack Link s is the 70 CATEGORY INSIGHTS
Meat Snacks Dollar Share by Type 43.9% 33.2% 13.0% market leader in jerky, and is responsible for 49.9% of the dollar share in the Meat Snacks category as a whole. So what makes jerky and Jack Link s so successful in this segment? According to Papacek, flavor and alternative protein innovation are two of the keys. With regard to flavor, he says that consumers are looking for fun flavors to satisfy their adventurous palates. As an answer to this desire, Jack Link s has added their limited edition Wild Side flavors, which introduce globally-inspired flavors into the healthier snacking arena. In addition, Jack Link s says that turkey has the largest share of all 0.4% 5.0% 1.4% 3.2% Jerky + Nuggets Sticks Steak + Kippered + Bacon Combo Pack Pickled Chew Chub + Sliced Source: Nielsen Latest 52 Wks W/E 9/5/15, Total US Convenience 1st Quarter 2016 71
Meat Snacks Dollar Share by Manufacturer 8.8% 1.6% 1.3% 1.6% 2.1% 49.9% 2.2% 2.2% 24.4% 2.9% 2.9% Similar to jerky, flavor innovation is a hot trend right now in meat sticks, with Slim Jim announcing their new Flavors of America Philly Cheese Steak, New York Buffalo and Cali Taco. With these amped up flavors, Slim Jim is inviting you to Take Your Tastebuds On The Road. Jack Link s +0.1% Slim Jim 0.0% Penrose +0.1% Matador -0.1% Oberto 0.0% Private Label -0.5% Old Trapper 1.1% World Kitchens -0.3% Tillamook 0.0 Old Wisconsin -0.2% All Other -0.1% Source: Nielsen Latest 52 Wks W/E 9/5/15, Total US Convenience new proteins, and has increased in double digits over the past three years. This year, they launched Small Batch Bacon Jerky and Original Chicken Jerky, and both have been performing well within the category. However, their go to flavors continue to be Original, Teriyaki, and Peppered. One brand and product to watch in jerky is Krave, which is known for being a natural product that offers unique flavors such as Sweet Chipotle and Chili Lime. Currently, Krave is the number two jerky brand in Grocery, and it has indexed well with female shoppers, while still being popular with males. This brand can be placed within your primary Meat Snacks offering or in a dedicated natural section. As you plan your jerky offering, be sure to focus on the larger manufacturers and those who are driving growth in the category. Also consider adding some of the new flavor and alternative protein varieties, which can be mixed in with your standard item offering. Meat Sticks Meat sticks are the second-largest segment in the Meat Snacks category with 33.2% of the dollar share, and like jerky, meat sticks are seeing a boost in their popularity as high protein eating grows. Slim Jim is the leading manufacturer in this segment and boasts the number one meat stick in America with their Slim Jim Giant Original. Similar to jerky, flavor innovation is a hot trend right now in meat sticks, with Slim Jim announcing their new Flavors of America Philly Cheese Steak, New York Buffalo and Cali Taco. With these amped up flavors, Slim Jim is inviting you to Take Your Tastebuds On The Road. Another innovation for Slim Jim is the Big Boss size combos of meat and cheese. Available in Beef n Cheese and Pepperoni n Cheese, these items pack 19 grams of protein into a product that is 20% bigger than Old Wisconsin Smoke Stack. They re hitting at just the right time, as meat 72 CATEGORY INSIGHTS
and cheese combos are out-pacing all other meat snack segments, up 21.5 % in dollar sales. As you finalize your meat stick offering, be sure to focus on the leading manufacturers and look for opportunities to mix in some of the new, exciting products and flavors. Strategy for Success In the Meat Snacks category, where two manufacturers and segments are responsible for a large portion of the market share, it s crucial that you ensure the top SKUs are represented in your planogram. Focus on the proven brands, as too many ancillary brands add confusion for the customer, which could result in fewer or no purchases. However, you must also know your market, and include those new flavors and ancillary brands that are niche items or have local appeal. Remember that Meat Snacks are highly impulsive, and the use of secondary displays has proven to drive great results. Position secondary displays at core areas across the store; most notably near beverages and the register to capitalize on impulsivity. Finally, keep in mind that highprotein eating is becoming more of a way of life, so consumers will look to c-stores to provide that protein punch they need in their day. Be certain you re ready for this new and evolving need. By focusing on quality products from proven winners, mixed with a dash of innovative flavors and alternative proteins, you can fuel your c-store s profits! As always, consult your Eby-Brown representative for more information. To assist you in your planning, Eby-Brown offers both a three-foot and a four-foot Meat Snacks planogram. Sources: The NPD Group/Functional Foods & Beverages Custom Survey; June 12; Nielsen Latest 52 Wks W/E 9/5/15, Total US Conv; IRI Total MULOC L26 Weeks ending July 26, 2015; Nielsen Answers Core Syndicated Data Total U.S. XAOCC 52 Weeks Ending 01.25.2014; The NPD Group/Functional Foods & Beverages Custom Survey; June 12; Nielsen Total Salty Snacks - 52 weeks ending 11/1/14, Total US xaocc. 25.0 20.0 15.0 10.0 5.0 0.0-5.0-10.0-15.0 21.5 10.7 Meat & Cheese Combo 15.3 Meat Snacks Dollars/Units Sales Growth 2.5 16.8 7.3 Position secondary displays at core areas across the store; most notably near beverages and the register to capitalize on impulsivity. 13.8 0.0 Pickled Meat Sticks Kippered Jerky Nuggets/Bites 9.1 Source: IRI Total MULOC L26 Weeks ending July 26, 2015-2.1-0.0-11.5 1st Quarter 2016 73
Implement the Eby-Brown recommended 4ft Meat Snacks planogram to maximize your category dollars. 4ft Meat Snacks Planogram ITEM # DESCRIPTION ITEM # DESCRIPTION TOP SHELF 777664 JL SQTCH ORG STK 2.2 OZ 777326 JL SQTCH MILD STK 823526 JL SQTCH HOT STK 2.2 OZ 309633 JL ORIGINAL STICK 1.5 OZ 536870 JL TERIYAKI STK 1.5 OZ 29942 SJ GIANT REGULAR 29629 SJ GIANT MILD 21402 SJ GIANT TOBASCO 661264 SJ GIANT CALI TACO 661215 SJ GIANT NY BUFFALO 661116 SJ GIANT PHLY CHSSTK 317826 SJ GIANT SLIM TWIN 972349 SJ TWIN PK MILD 1 OZ SECOND SHELF 336800 JL JUMBO BFSTK ORIG 2 OZ 250506 JL JUMBO STK TERKYI 2 OZ 336818 JL JUMBO STK PEPPER 2 OZ 364638 JL JUMBO SWT/HOT 2 OZ 261735 JL JUMBO KCM BBQ 2 OZ 618215 SJ MONSTER ORIGINAL 618355 SJ MONSTER TABASCO 702746 SJ MONSTER HONEY BBQ 970210 SJ MONSTER RDHS CHLI 450726 SJ DELI STICK ORG HCK 500074 SJ BIG BOSS BF CHS 3 OZ THIRD SHELF 38794 336750 38885 993311 999847 315143 250399 JL BEEFSTEAK ORIG 1 OZ JL TERIYAKI STEAK 10 OZ JL BLK PPR STK 1 OZ JL CHIC ORIG STK.8 OZ JL CLSC PP100 ORG.8 OZ JL ALL AMER TWIN 1.2 OZ JL JALPNO TWN 1.2 OZ 58750 SJ BEEF N CHEESE 263293 BIG MAMA SAUSAGE 321802 TIJUANA MAMA PKLD SSG 21295 SJ PENROSE FIRECRKRGT JERKY CAN RACK 497289 JL REG JRK CHW RFL 566513 JL TERY JRKY CHW BOTTOM PEG SECTION 337972 340356 340372 511519 511527 511543 905026 250423 250522 250449 703652 936732 993774 250498 345108 455014 882662 906511 993782 995365 995373 264663 692707 839142 839126 JL ORG BF JRKY 1.5 OZ JL TRYKI JRKY 1.5 OZ JL PPR BF JRKY 1.5 OZ JL SM ORG JRK 2.25 OZ JL SM TERI JRK 2.25 OZ JL SM BACON JRK 2.25 OZ DUKES SHORTY SM SGE JL ORIGINAL 3.25 OZ JL TERIYAKI 3.25 OZ JL PPR JRKY 3.25 OZ JL CH ORIG JRK 2.85 OZ SJ BACN JRK MPL KRAVE CH/LM JRK 3.25 OZ JL SWT/HOT JRKY 3.25 OZ JL BF TER TENDR 3.25 OZ JL CARNE SECA JRK 3.25 OZ JL TURKEY JRKY 3.25 OZ OBERTO ALL NAT BCNJK KRAVE SW CHTL JRK 3.25 OZ JL JUMBO JRK TER 5.85 OZ JL JUMBO JRK ORG 5.85 OZ JL KC BBQ JERKY 3.25 OZ JL ORG SMKHS JRK 3.25 OZ OLD TRAPR BF JRK 10 OZ OLD TRAPR TERI JRK 10 OZ 74 CATEGORY INSIGHTS
4ft Meat Snacks 1st Quarter 2016 75
Implement the Eby-Brown recommended 3ft Meat Snacks planogram to maximize your category dollars when 4ft is not available. 3ft Meat Snacks Planogram ITEM # DESCRIPTION ITEM # DESCRIPTION TOP SHELF 777664 JJACK LINKS SQUATCH XXL ORIGINAL 2.2 777326 JACK LINKS SQUATCH XXL MILD 2.2 823526 JACK LINKS SQUATCH XXL HOT 2.2 309633 JACK LINKS ORIGINAL BEEF STICK 536870 JACK LINKS TERI STICK 29942 SLIM JIM GIANT ORIG SLIM SPCY DSP 29629 SLIM JIM GIANT SLIM MILD DSP 21402 SLM JM GNT SLM TABASCO 661264 SLIM JIM GIANT CALI TACO 661215 SLIM JIM GIANT NEW YORK BUFFALO 661116 SLIM JIM GIANT PHILLY CHEESE STEAK 317826 SLIM JIM GIANT SLIM TWN 972349 SLIM JIM GIANT 2CT MILD SECOND SHELF 336800 JACK LINKS JUMBO BFSTK ORIG DSP 250506 JACK LINKS JUMBO BFSTK TRYKI 336818 JLINK JUMBO PPR BF STEAK 699237 JACK LINKS BFSTK JMBO SWT/HT 261735 JACK LINKS JUMBO BFSTK BBQ 618215 SLIM JIM MONSTER ORIGINAL BOX 618355 SLIM JIM MONSTER/TABASCO BOX 702746 SLIM JIM MONSTER HNY BBQ 970210 SLIM JIM MONSTER CHILI 1.94 450726 SLIM JIM DELI STYLE SMOKE DSP 500074 SLIM JIM BIG BOSS 2X BEEF & CHEESE 3 OZ THIRD SHELF 38794 336750 38885 993659 999847 315143 250399 JACK LINKS BFSTK ORIG DSP JACK LINKS BFSTK TRYK DSP JACK LINKS KPR BFSTK BLK PPR JACK LINK S CHICKEN STRIP STEAK.80 OZ JACK LINKS CLASSICS BEEF STK JACK LINKS ALL AMERICAN BF/CHS DSP JACK LINKS JALAPENO SZL BF/CHS 58750 SLIM JIM BEEF N CHEESE MILD DSP 263293 BIG MAMA PICKELED SAUSAGE DSP 321802 TIJUANA MAMA SSG PCKL 21295 SJ PENROSE FIRECRKRGT JERKY CAN RACK 497289 JL JERKY CHEW ORIG 566513 JACK LINKS CAN SHREDDED TERIYAKI BOTTOM PEG SECTION 337972 340356 340372 511519 511527 511543 905026 250423 250522 250449 703652 936732 993774 250498 345108 455014 882662 906511 993782 995365 995373 264663 692707 839142 839126 JACK LINKS BEEF JERKY ORIG 1.25 OZ JACK LINKS BEEF JERKY TERIYAKI 1.25 OZ JACK LINKS BEEF JERKY PEPPERED 1.25 OZ JACK LINK S SMALL BATCH ORIGINAL 2.25 OZ JACK LINK S SMALL BATCH TERIYAKI 2.25 OZ JL SMALL BATCH BACON 2.25 OZ DUKES SHORTY SAUSAGES 5 OZ JACK LINKS BEEF JERKY ORIG 2.85 OZ JACK LINKS BEEF JERKY TERIYAKI 2.85 OZ JACK LINKS BEEF JERKY PEPPER 2.85 OZ JACK LINK S CHICKEN JERKY 2.85 OZ SLIM JIM MAPLE BACON JERKY KRAVE CHILI LIME 3.25 OZ JACK LINKS SWT/HT 2.85 OZ JACK LINKS NUGGETS TERIYAKI 2.85 OZ JL JALAPENO JERKY 2.85 OZ JACK LINKS PREMIUM TURKEY JERKY 2.85 OZ OBERTO BACON 2.5 OZ KRAVE SW CHTL JRK 3.25 OZ JACK LINKS BEEF JERKY TRYKI JMBO 5.85 OZ JACK LINKS BEEF JERKY ORIG JUMBO 5.85 OZ JL BBQ JERKY 2.85 OZ JACK LINKS SMOKEHOUSE 2.85 OZ OLD TRAPPER OLD FASHIONED 10O OZ OLD TRAPPER TERI 10OZ. 76 CATEGORY INSIGHTS
3ft Meat Snacks MEAT SNACKS 1st Quarter 2016 77
Jack Links www.jacklinks.com PROMOTION OBJECTIVE Support Jack Link s top-selling core items through promotional displays. CATEGORY CAPTAIN J A C K LI N K Meat Snacks BENEFITS Drive incremental and impulse meat snack sales through secondary placement and promotion. ITEM # UPC DESCRIPTION PK SZ OI Allowance SRP 988816 017082876317 017082876355 Jack Links Mixed Jerky Shipper contains: Jack Links Beef Jerky Original Jack Links Beef Jerky Teriyaki 40 20 20 2.85 oz $5.00 $8.59 571984 017082600035 017082600738 017082600233 Jack Links Mixed Steaks Display contains: Jack Links Jumbo Beef Steak Original Jack Links Jumbo Beef Steak Teriyaki Jack Links Jumbo Beef Steak Peppered 48 24 12 12 2 oz $2.50 $4.29 REQUIREMENTS Distribution only DATES - BOOKING ITEMS Order dates: 12/21/15-1/15/16 Return order to Eby-Brown by: 1/15/16 Ship date: 2/29/16 Date for in-store promotion: 2/29/15 1st Quarter 2016 79
ConAgra-Slim Jim www.conagrafoodsconvenience.com PROMOTION OBJECTIVE To capture impulse purchases with secondary placement of America s #1 stick brand. BENEFITS Slim Jim sticks have 55% share in Total US Conv and the #1 Meat snack with Giant Original. ITEM # UPC DESCRIPTION PK SZ OI Allowance SRP 636282 026200117003 026200117508 026200117300 Slim Jim Giant Mixed Powerwing contains: Slim Jim Giant Original Slim Jim Giant Mild Slim Jim Giant Tabasco 96 48 24 24 0.97 oz $5.00 $1.89 511568 026200006116 026200006123 026200006130 Slim Jim Giant New Item Powerwing contains: Slim Jim Giant Philly Cheesesteak Slim Jim Giant New York Buffalo Slim Jim Giant Cali Taco 96 48 24 24 0.97 oz $5.00 $1.89 944629 026200115900 Slim Jim Giant Counter Top Display contains: Slim Jim Giant Twin Pack Original 24 24 1.94 oz $2.50 $2.79 REQUIREMENTS Distribution only DATES - BOOKING ITEMS Order dates: 12/21/15-1/15/16 Return order to Eby-Brown by: 1/15/16 Ship date: 2/29/16 Date for in-store promotion: 2/29/15 1st Quarter 2016 81
Oberto www.oberto.com PROMOTION OBJECTIVE Merchandise Oberto Brands in-line and display within high traffic locations, close to beverages, to help drive incremental sales and volume within the category. BENEFITS Oberto Brands provides consumers with a better for you snacking option because of our all-natural ingredient profiles. The retailer will be able to promote at a competitive price and bring home a strong margin. ITEM # UPC DESCRIPTION PK SZ OI Allowance SRP 906511 825414 070411603725 070411013418 Oberto All Natural Bacon Jerky Oberto Original Beef Jerky 1 1 2.5 oz 3.25 oz $0.45 $0.45 $8.59 $8.59 REQUIREMENTS Distribution only DATES - OPEN BUY WINDOW Order dates: 12/21/15-1/15/16 Dates for in-store promotion: 12/21/15-1/15/16 1st Quarter 2016 83