"Some 71% of U.S. consumers were actively seeking to increase their protein intake, according to the International Food Information Council 2024 Food & Health Survey. However, the current explosion in the category is inextricably linked to the "Ozempic effect." The widespread adoption of GLP-1 medications like Wegovy has altered consumption habits, driving intense interest in portion-controlled, nutrient-dense snacks that provide satiety without high carbohydrate counts."
""GLP-1s are not a fad," Wells Fargo agricultural economist Michael Swanson told Fortune in a recent interview, adding that he's seen many fad diets come and go. "They're going to be here and they're going to be ever more pervasive, because we're going to get new modes of action that work better with different people, kind of like the statins, or cholesterol control drugs."
Meat snacks have shifted from roadside novelty to a $5.5 billion category experiencing outsized growth. Sales grew 6.6% in 2025, outpacing the broader savory-snack market, as a majority of consumers seek higher protein intake. The category's recent acceleration is closely tied to adoption of GLP-1 weight-loss drugs like Wegovy, which favor portion-controlled, nutrient-dense, low-carbohydrate snacks that increase satiety. Analysts expect GLP-1s to persist and reshape eating habits, benefiting protein-forward products. Bank of America estimates meat snacks at about 7% of the $74.9 billion savory-snack market, which includes chips, puffed snacks, and crackers.
Read at Fortune
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