Category Check: Where’s the meat?
Protein-enriched coffee, candy, tortilla chips and ramen? Their growing availability shows just how focused Canadians have become on boosting their protein intake to support their health and weight-loss goals. The trend has created a sweet spot for the snack category—especially meat snacks.
Kevin Lacey, senior vice-president of sales, CPG and pharma at Environics Analytics, has taken a deep dive into snacking and beverage consumption through the lens of GLP-1 usage. He cites data from the Dalhousie University Agri-Food Analytics Lab showing that about two million Canadians are currently using the prescription medications for weight loss.
That number is expected to soar. By 2030, as many as 40% of Canadian households could include a GLP-1 user.
The shift is already reshaping on-the-go snacking occasions. As consumers restrict calories, they are increasingly reaching for foods with high-density nutrition.
To capitalize on the protein trend, Lacey says convenience stores should pay close attention to their product mix, fine-tuning their selection of functional foods to match the demographics of each location.
GLP-1 users tend to fall into three groups: suburban seniors in lower- and middle-income households, single urban dwellers in younger, smaller households and suburban high-income families.
“The key for c-stores is to communicate their offerings effectively to consumers,” he says. “They’re willing to pay more for snacks with nutritional benefits, while still spending on intentionally indulgent ones.”
The outlook bodes well for meat snacks. In Canada, the category is forecast to grow at a compound annual growth rate of 5.5% between 2021 and 2026.
Trend or new norm?
“For Jack Link’s, protein isn’t a trend,” says Curtis Davison, vice-president and general manager for Canada. “It’s what we’ve been offering consumers for more than 40 years and it’s what we’ve built our entire business on.”
Davison says demand for protein continues to grow as consumers seek products that deliver health, taste and convenience.
“We’re glad consumers have become more interested in not only consuming the right amount of protein but doing it in the right way with the right products,” he says. “That’s why Jack Link’s continues to offer a wide variety of products, flavours and formats to meet consumers wherever they are on their portable protein snacking journey.”
He has also seen meat snack shoppers become more informed and curious about the foods they choose for themselves and their families. Increasingly, they gravitate toward transparency—real ingredients and products they feel good about eating.
“Brand trust continues to be a huge deciding factor at the shelf,” he says. “With so many choices, consumers are leaning toward brands they believe are honest, consistent and authentic.
“Great taste still matters, but it must come with quality and credibility baked in. The bar has been raised and it’s reshaping how we all show up in the market.”
Jack Link’s has grown into a leader in the Canadian meat snack category. The company produces more than 800 million meat snacks annually for customers in more than 50 countries.
Part of its success stems from a steady pipeline of innovation, including zero-sugar beef stick products and convenient multipacks designed for Canadians seeking snacks for an on-the-go lifestyle.
The brand is also leaning into transparency. A new three-ingredient line includes beef sticks and air-dried beef slices made with just vinegar, salt and grass-fed beef.
In early 2027, the brand plans to expand the offering with a better-for-you lineup that includes antibiotic-free turkey and chicken sticks, antibiotic-free turkey jerky and zero-sugar, 100% grass-fed beef jerky.
“At Jack Link’s, our commitment goes far beyond placing the word ‘protein’ on a package,” Davison says. “Our products have always been rooted in real, authentic meat protein—long before it became such a sought-after nutritional benefit.”
Leaning into innovation
Eric Smith, president of sales and marketing at Glenwood Snacks, says diet trends such as carnivore, low-carb and high-protein eating are significantly shaping sales.
“Consumers are drawn to meat snacks for their health benefits, and the category continues to trend positively,” he says.
“We differentiate ourselves through innovation, quality and a commitment to uncompromised ingredients and customer service. Our team works diligently to remain competitive in every aspect of the business.”
Founded in Oregon in 1975, the company has made innovation and quality key priorities. Last year it launched two new flavours in Canada—Maui Sweet Onion and Sweet Bourbon—in 80 g and 230 g formats.
“Achieving these flavour profiles required meeting challenging ingredient criteria, but our team succeeded in creating these offerings to support performance and growth,” Smith says.
He adds that convenience stores can boost sales by highlighting the brand’s new flavours, varied pack sizes and merchandising strategies to create space for the full product lineup.
Key consumer trends
“Primary growth is being driven by millennials and generation Z consumers, who account for 34% of the protein snack category,” says Dion Comba, national convenience channel development consultant at Atwood Heritage.
He adds that shoppers aged 25 to 40 seeking healthier, protein-focused snacks—predominantly men—are driving growth, while female purchases are also rising as healthier options expand.
Consumer preferences are evolving as well.
“Consumers are more aware and educated about what’s in their food and gravitate toward ingredient transparency and clean labels,” he says.
“Smaller, bite-size grab-and-go formats and innovative flavour profiles are also helping maintain engagement and drive adoption.”
A range of price points helps satisfy value-conscious shoppers, while some consumers remain willing to pay a premium for higher-end attributes.
Comba says the biggest driver remains demand for high-protein meat snacks.
“Consumers are seeking cleaner ingredient lists and functional snacks that align with GLP-1 use and keto or paleo dietary preferences,” he says.
Another emerging trend is protein diversity, with game meats such as bison, elk, venison and wild boar appearing more frequently in products aimed at a broader range of consumers.
Innovation also remains critical. Bite-size formats grew by 19% last year, while meat sticks increased by 11%. Traditional jerky remains stable but is growing more slowly.
New products increasingly draw inspiration from global flavours, including spicy chipotle.
Proudly Canadian
According to Pete Vanslyke, CEO of Great Canadian Meat Company, the made-in-Canada movement has become one of the biggest drivers in the meat snack category.
“Tariffs, trade and politics continue to keep this top of mind for consumers,” he says.
In 2025, NIQ identified that 45% of Canadian consumers in fast-moving consumer goods categories are either Canadian loyalists (13%) or American avoiders (32%).
At the same time, rising beef costs are pushing up jerky prices and affecting affordability.
Vanslyke says meat stick sales are now outpacing jerky two to one. Great Canadian Meat offers a full lineup of single sticks and says it is the convenience store category leader in large-format meat sticks—more than 100 g—including Great Canadian Meat Mini Pepperoni, Six Pac and Pepperoni Poppers.
As snacking replaces traditional meal occasions, demand for portable protein continues to grow.
“Snackable protein is surging, and protein-forward snacks are among the fastest-growing categories, with meat snacks outpacing chips and bars in dollar growth,” Vanslyke says.
Flavour remains a key driver of trial as consumers gravitate toward bolder and hotter profiles, according to Ipsos.
Smaller formats are also gaining traction. Mini or bite-size snack launches have grown 18% year over year across North America, according to Euromonitor International.
Great Canadian Meat Co.’s new Pepperoni Poppers—available in Fire X-Hot, Canadian Maple, Mild and Smokey BBQ varieties—aim to deliver those bold flavours.
To maximize sales, Vanslyke says convenience stores should highlight “Made in Canada” messaging in their planograms, as shoppers actively look for domestic products.
Retailers should also capitalize on impulse buying with displays at checkout and position products near beverages—particularly beer—to increase basket size and profit.
Finally, he recommends keeping planograms updated with the latest innovations to maintain consumer excitement.
The traditional core meat snack buyer remains blue-collar men aged 25 to 54 seeking convenient, savoury and filling snacks.
“Younger gen Z and millennial consumers are important for the long-term health of the category and tend to be more snack- and protein-oriented,” Vanslyke says.
“Women have historically under-indexed in the meat snack category, but protein content, portion-controlled meat sticks and clean ingredient labels are helping attract more female shoppers.”
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Beyond beef
Though beef might be top of mind when it comes to meat snacks, other types of protein are carving out a niche of their own in the market. Maple Leaf Foods offers Mighty Protein Chicken, while bison is the star from Alberta producer Rangeland Bison.
It’s part of the premiumization trend. “People are looking beyond traditional beef jerky and sticks and exploring different proteins, cleaner ingredients and more transparent sourcing,” says Dean Andres, manager, Rangeland Bison. “That’s where bison realy stands out. It’s lean, nutrient-dense and offers something different in a category that has been dominated bybeef for decades.”
Consumers are willing to pay more for quality products that meet their nutritional needs. High-protein eating has become mainstream.
“Whether it’s people following a carnivore-style diet, focusing on fitness, or even consumers using GLP-1 medications who are prioritizing nutrient-dense foods in smaller portions, protein is front and centre,” Andres notes. “Meat snacks fit perfectly because they’re naturally high in protein and low in carbs. Bison takes that a step further because it’s one of the cleanest meats available, so you’re getting protein without the antibiotics and hormones used in many other protein sources.”
C-store owners will find that consumers are much more intentional about what they eat. They’re reading labels. They’re asking where their food comes from and paying attention to ingredients.
Andres feels that, in the meat snack space, that means greater appeal of cleaner ingredient lists, fewer additives and higher-quality proteins: “People want something that feels both healthier and more premium, and bison checks both of those boxes.”
Who’s eating meat snacks now is worth paying attention to. Historically, meat snacks were marketed heavily toward men and outdoor lifestyles, but that’s changed dramatically, says Andres. “Today the audience is much broader. We’re seeing strong interest from health-conscious consumers, busy professionals, parents looking for better snacks for their families, and a growing number of women who are focused on protein as part of their nutrition and fitness routines. What ties these groups together is that they want snacks that are convenient but still align with their health goals. That’s where bison bites fit really well. They’re simple, nutritious and easy to take anywhere.”
Originally published in the May/June 2026 issue of Convenience Store News Canada
