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Grassfed Jerky Market Analysis- Industry Size, Share, Research Report, Insights, Covid-19 Impact, Statistics, Trends, Growth and Forecast 2024-2032

Published Date: April, 2024
Base Year: 2023
Delivery Format: PDF+ Excel
Historical Year: 2017-2023
No of Pages: 238
Forecast Year: 2024-2032

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Market Overview

The grassfed jerky market represents a niche within the broader snack and meat product industry, emphasizing the use of grassfed and sustainably sourced meat for jerky production. As consumer preferences shift towards healthier and environmentally conscious choices, the grassfed jerky market experiences growing demand for premium, ethically produced snacks.


Grassfed jerky refers to dried and cured meat snacks made from the meat of animals that have been exclusively raised on a diet of grass and forage. This contrasts with conventional jerky, which may be sourced from animals raised on grain-based diets. Grassfed jerky caters to consumers seeking a healthier, leaner, and more sustainably produced alternative to traditional jerky.

Executive Summary

The grassfed jerky market is characterized by a focus on quality, nutritional benefits, and ethical sourcing. As health-conscious consumers seek snacks with higher nutritional value and a reduced environmental footprint, grassfed jerky gains traction. Stakeholders in the market need to address consumer education, emphasize sustainability, and maintain product quality to capitalize on the growing demand for premium, grassfed meat snacks.

Grassfed Jerky Market

Key Market Insights

  1. Health and Wellness Trends: Increasing awareness of the health benefits associated with grassfed meat, such as higher omega-3 fatty acids and lower saturated fat content, contributes to the popularity of grassfed jerky.
  2. Ethical and Sustainable Sourcing: Consumer preferences for ethically sourced and sustainably produced food products drive the demand for grassfed jerky, aligning with broader trends in ethical and conscious consumerism.
  3. Snacking Convenience: The convenience of jerky as a portable and protein-rich snack aligns with modern lifestyles, contributing to the overall popularity of jerky products, including grassfed variants.
  4. Clean Label and Minimal Processing: The emphasis on clean label products with minimal processing resonates with consumers seeking transparency and simplicity in their food choices, influencing purchasing decisions in the grassfed jerky market.

Market Drivers

  1. Nutritional Benefits: Grassfed meat is perceived as nutritionally superior, containing higher levels of omega-3 fatty acids, antioxidants, and essential nutrients, driving consumer interest in grassfed jerky.
  2. Environmental and Animal Welfare Concerns: Consumers increasingly consider the environmental impact and ethical treatment of animals in their food choices, leading to a preference for grassfed meat products.
  3. Protein-rich Snacking: The demand for convenient, protein-rich snacks continues to rise, positioning grassfed jerky as an attractive option for individuals looking to meet their protein needs on the go.
  4. Premiumization of Snack Options: The trend towards premium and high-quality snack options supports the market for grassfed jerky, as consumers are willing to pay a premium for products perceived as healthier and ethically produced.

Market Restraints

  1. Higher Price Point: Grassfed jerky products often come with a higher price point compared to conventional jerky, which may pose a challenge for price-sensitive consumers.
  2. Limited Availability: The sourcing requirements for grassfed meat may limit the availability of raw materials, impacting production capacity and distribution channels for grassfed jerky manufacturers.
  3. Educational Barriers: Consumer awareness about the benefits of grassfed meat and the differences between grassfed and conventionally raised meat may pose educational barriers, requiring effective communication strategies.
  4. Perceived Taste Differences: Some consumers may perceive taste differences between grassfed and conventionally raised meat, influencing their preference for traditional jerky options.

Market Opportunities

  1. Product Innovation: Continuous product innovation, including the introduction of new flavors, seasoning profiles, and meat blends, presents opportunities to attract a diverse consumer base and differentiate grassfed jerky products.
  2. Collaboration with Ethical Suppliers: Collaborating with ethical and sustainable meat suppliers strengthens the authenticity of grassfed jerky products, appealing to consumers who prioritize ethical sourcing.
  3. E-commerce Expansion: Leveraging e-commerce channels provides opportunities to reach a wider audience, especially as online shopping and direct-to-consumer models gain prominence in the food industry.
  4. Educational Marketing: Implementing educational marketing campaigns that highlight the nutritional benefits of grassfed meat, sustainable farming practices, and the positive impact on animal welfare can address consumer awareness gaps.

Market Dynamics

The grassfed jerky market operates within dynamic dynamics influenced by shifts in consumer preferences, health and wellness trends, ethical considerations, and competitive landscape changes. Adapting to these dynamics is crucial for industry participants to maintain relevance and capitalize on emerging opportunities.

Regional Analysis

Regional variations in consumer preferences, cultural attitudes toward meat consumption, and awareness of ethical and sustainable practices influence the adoption of grassfed jerky. Key regions include North America, Europe, Asia Pacific, Latin America, and the Middle East and Africa. Tailoring marketing strategies and product offerings to regional nuances is essential for market success.

Competitive Landscape

The grassfed jerky market features a competitive landscape with various companies specializing in premium meat snacks. Key players include:

  1. EPIC Provisions
  2. The New Primal
  4. KRAVE Jerky
  5. Brooklyn Biltong
  6. Righteous Felon Craft Jerky
  7. Wild Zora Foods
  8. Climax Jerky
  9. Field Trip Jerky
  10. Perky Jerky

Competitive strategies encompass flavor innovation, sustainable sourcing messaging, clean label positioning, and engagement with health and wellness trends.


The grassfed jerky market can be segmented based on factors such as:

  1. Meat Type: Grassfed jerky can be sourced from various meats, including beef, turkey, chicken, and pork, offering diverse options for consumers.
  2. Flavor Profiles: Different flavor profiles, ranging from traditional to exotic seasonings, allow brands to cater to a broad range of taste preferences in the market.
  3. Packaging Formats: Packaging options, such as traditional jerky strips, bite-sized pieces, or innovative formats, contribute to product differentiation and consumer convenience.
  4. Certifications: Highlighting certifications such as organic, non-GMO, and animal welfare certifications provides additional value for consumers seeking premium and ethically sourced products.

Segmentation enables targeted marketing and product development strategies, ensuring that grassfed jerky meets the diverse preferences of consumers.

Category-wise Insights:

  1. Beef Jerky: Grassfed beef jerky remains a staple in the market, appreciated for its rich flavor and nutritional benefits, including higher omega-3 fatty acids and lean protein content.
  2. Turkey Jerky: Turkey jerky provides a leaner alternative with a distinct flavor profile, appealing to consumers seeking a lighter and healthier snack option.
  3. Chicken Jerky: Chicken jerky offers a versatile option with a mild flavor, catering to those looking for a poultry-based alternative with the nutritional advantages of grassfed meat.
  1. Pork Jerky: Grassfed pork jerky combines the unique taste of pork with the benefits of grassfed sourcing, providing a flavorful option for consumers who enjoy the richness of pork-based snacks.

Key Benefits for Industry Participants and Stakeholders:

  1. Health-conscious Appeal: Grassfed jerky positions itself as a health-conscious snack, appealing to consumers looking for high-protein, low-fat, and nutritionally superior alternatives to traditional jerky.
  2. Environmental Responsibility: Emphasizing sustainable and ethical sourcing practices aligns with consumer values related to environmental responsibility, contributing to the positive perception of grassfed jerky brands.
  3. Premiumization Opportunities: The premium nature of grassfed jerky allows for higher pricing and a positioning strategy that caters to consumers willing to pay a premium for healthier, ethically sourced snacks.
  4. Diversification of Meat Offerings: Offering a variety of grassfed meat options, including beef, turkey, chicken, and pork, allows for a diversified product portfolio that caters to a broader consumer base.

SWOT Analysis:

  1. Strengths:
    • Nutritional superiority with higher omega-3 fatty acids and lean protein.
    • Ethical and sustainable sourcing practices appeal to environmentally conscious consumers.
    • Opportunities for premium pricing due to the perceived health benefits.
    • Versatility in meat offerings provides options for diverse consumer preferences.
  2. Weaknesses:
    • Higher price point compared to conventional jerky may limit broader market penetration.
    • Limited availability of grassfed meat may impact production and distribution.
    • Educational barriers exist in communicating the nutritional benefits of grassfed meat.
    • Perceived taste differences may influence consumer preferences.
  3. Opportunities:
    • Continuous product innovation in flavors, packaging, and meat blends.
    • Collaborations with ethical suppliers enhance the credibility of grassfed jerky brands.
    • Expansion through e-commerce channels to reach a wider consumer audience.
    • Educational marketing campaigns to address consumer awareness gaps.
  4. Threats:
    • Potential competition with conventional jerky brands offering lower-priced options.
    • Fluctuations in the supply of grassfed meat may impact production consistency.
    • Evolving consumer preferences and trends in the snacking industry.
    • Regulatory changes or challenges related to product labeling and claims.

Understanding these factors through a SWOT analysis allows companies in the grassfed jerky market to leverage strengths, address weaknesses, capitalize on opportunities, and mitigate potential threats.

Market Key Trends:

  1. Flavor Innovation: The introduction of unique and diverse flavors beyond traditional seasoning profiles caters to adventurous consumer palates and drives product differentiation.
  2. Functional Ingredients: Incorporating functional ingredients, such as superfoods, herbs, and spices, enhances the nutritional profile of grassfed jerky, aligning with health and wellness trends.
  3. Transparent Sourcing: Transparency in the sourcing of grassfed meat, including information about the farms and ethical practices, resonates with consumers seeking authenticity and accountability.
  4. Snack Size Varieties: The availability of grassfed jerky in various snack-sized formats, including sticks, bites, and smaller packages, meets the demand for on-the-go and portion-controlled snacking.

Covid-19 Impact:

The Covid-19 pandemic has influenced consumer behavior, placing a greater emphasis on health and wellness. As a result, there is an increased demand for snacks perceived as healthier, leading to a positive impact on the grassfed jerky market. The shift towards online shopping and home-based snacking has also opened new opportunities for brands to engage with consumers through e-commerce channels.

Key Industry Developments:

  1. Sustainable Packaging Initiatives: Companies are increasingly adopting sustainable packaging solutions, such as recyclable materials, to align with eco-friendly practices and appeal to environmentally conscious consumers.
  2. Collaborations with Nutritionists: Partnerships with nutritionists and health influencers contribute to educational initiatives, providing consumers with information about the nutritional benefits of grassfed meat.
  3. Limited Edition and Seasonal Releases: Brands are exploring limited edition and seasonal grassfed jerky releases, creating a sense of exclusivity and encouraging consumer excitement and engagement.
  4. Community and Social Responsibility: Grassfed jerky brands are emphasizing community engagement and social responsibility initiatives, fostering a connection with consumers who prioritize brands with a positive societal impact.

Analyst Suggestions:

  1. Investment in Marketing and Education: Robust marketing campaigns that focus on the nutritional benefits of grassfed meat and educate consumers about the differences between grassfed and conventional meat are essential.
  2. Strategic Collaborations: Collaborating with ethical suppliers, nutritionists, and sustainability experts strengthens the brand’s credibility and enhances the overall positioning of grassfed jerky.
  3. E-commerce Optimization: Brands should optimize their e-commerce presence, ensuring a seamless online shopping experience, and explore direct-to-consumer models to reach a wider audience.
  4. Continuous Innovation: Ongoing innovation in flavors, ingredients, and packaging keeps the brand fresh and exciting, attracting both loyal consumers and those looking for novel and healthier snacking options.

Future Outlook:

The future outlook for the grassfed jerky market is optimistic, driven by the continued focus on health and wellness, ethical sourcing, and sustainability. As consumers become more discerning about their food choices, grassfed jerky offers a premium and conscientious snacking option. Brands that prioritize transparency, education, and innovation are likely to thrive in a market where the demand for high-quality, ethically sourced products is on the rise.


In conclusion, the grassfed jerky market represents a niche segment within the larger snack and meat product industry, appealing to consumers seeking healthier, ethically sourced, and environmentally conscious snacking options. The market’s growth is fueled by factors such as increased awareness of nutritional benefits, concerns about environmental sustainability, and the desire for premium, clean-label snacks. With the right strategies focused on education, transparency, and innovation, grassfed jerky brands have the opportunity to establish themselves as leaders in a market driven by the convergence of health-conscious and socially responsible consumer preferences.

Grassfed Jerky Market Segmentation Details:

Segment Details
Meat Type Beef, Turkey, Pork, Others
Flavor Original, Teriyaki, Spicy, Others
Packaging Packets, Boxes, Bulk
Distribution Channel Supermarkets/Hypermarkets, Convenience Stores, Online Retail, Others
Geographic Region North America, Europe, Asia Pacific, Latin America, Middle East & Africa

Leading companies in the Grassfed Jerky Market:

  1. Country Archer Provisions
  2. Krave Pure Foods, Inc. (The Hershey Company)
  3. Jack Link’s Beef Jerky
  4. Old Trapper Smoked Products, Inc.
  5. Perky Jerky
  6. Think Jerky
  7. Chef’s Cut Real Jerky Co.
  8. People’s Choice Beef Jerky
  9. Climax Jerky
  10. Wild Bill’s Foods

North America
o US
o Canada
o Mexico

o Germany
o Italy
o France
o UK
o Spain
o Denmark
o Sweden
o Austria
o Belgium
o Finland
o Turkey
o Poland
o Russia
o Greece
o Switzerland
o Netherlands
o Norway
o Portugal
o Rest of Europe

Asia Pacific
o China
o Japan
o India
o South Korea
o Indonesia
o Malaysia
o Kazakhstan
o Taiwan
o Vietnam
o Thailand
o Philippines
o Singapore
o Australia
o New Zealand
o Rest of Asia Pacific

South America
o Brazil
o Argentina
o Colombia
o Chile
o Peru
o Rest of South America

The Middle East & Africa
o Saudi Arabia
o Qatar
o South Africa
o Israel
o Kuwait
o Oman
o North Africa
o West Africa
o Rest of MEA

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