Health is overtaking indulgence as a key driver of snack purchases in the US, reflecting consumers’ growing focus on protein intake, according to a new Nielsen survey.
About 60% of American consumers are actively trying to eat more protein every day, even though a quarter of respondents don’t know how much they should be consuming.
That shift is reshaping purchasing decisions. Nutrition is the leading factor in snack choices for 41% of consumers surveyed, well ahead of taste and convenience, each cited by 24%, and brand, at 15%.
Sales data already reflect the trend. Revenue from high-protein snacks rose 12.3% in the 12 months through April, compared with a 3.5% increase for the overall US snack market. By volume, protein snack sales climbed 9.6%, while the broader category was essentially flat, growing just 0.9%.
Protein snacks are now part of the daily diet of 35% of American consumers, according to Nielsen, as shoppers increasingly associate protein-rich foods with better health and longevity.
Nearly half of respondents, or 45%, link the word “protein” on packaging to those benefits. Protein was also the most frequently cited indicator of a healthy snack, mentioned by 45% of consumers, ahead of claims related to fiber content, heart health and the absence of added sugars.
Beef Jerky Poised to Benefit
The beef industry could emerge as one of the beneficiaries of the protein snack boom, with ready-to-eat products such as beef jerky positioned to capture a growing share of consumer spending.
The global gluten-free beef jerky market is projected to expand at a compound annual growth rate of 7.2% through 2035, according to a report released earlier this month by market research firm IndexBox. Growth is being driven by health-conscious consumers seeking convenient, protein-rich snacks.
The category has evolved from a niche offering into a mainstream performance snack, benefiting from the convergence of gluten-free diets, high-protein nutrition and demand for clean-label products, IndexBox said.
Clean-label products generally feature simple, recognizable ingredients and avoid artificial additives, an increasingly important consideration for health-conscious shoppers.
The market is also splitting into two distinct segments: a mass-market category facing pricing pressure and a premium segment commanding higher margins through attributes such as organic certification and grass-fed beef.
North America accounts for an estimated 40% of global demand, followed by Europe at 25% and Asia-Pacific at 20%, according to IndexBox.
Major multinational food companies dominate the competitive landscape, including Jack Link’s, Hormel Foods, Conagra Brands, General Mills and The Hershey Company.
“The competitive landscape remains concentrated among large multinational groups with integrated production, extensive distribution networks and more robust quality certification capabilities,” the report said.
Distribution is expected to become a central competitive battleground in the coming years, with e-commerce and direct-to-consumer channels gaining share, particularly among younger shoppers.
While North America is expected to retain its position as the largest market, demand in Asia-Pacific is forecast to grow faster, supported by rising awareness of gluten-free diets.
Latin America, which currently represents an estimated 10% of global demand, also offers opportunities for expansion. The region benefits from an established snacking culture and growing health awareness, although economic volatility and limited distribution infrastructure could constrain growth, IndexBox said.
Local brands are gaining traction as international companies move into the region, according to the research firm, which identified Brazil and Mexico as the most promising markets.
This story was translated from the original Portuguese with the assistance of artificial intelligence and reviewed by The AgriBiz editorial staff.
