Beef is currently the king of protein-fueled snacking, but supply chain struggles and rising costs provide chicken with an opportunity to take over the top spot.
According to Protein's Promise for Meat Snack Growth released by CoBank earlier this month, sales of meat snacks have grown more than 45% over the past four years to $4.4 billion, driven by consumers who want portable, high-protein, minimally processed food. Demand is accelerating. But the beef supply chain is hitting a structural wall, and the chicken industry stands to benefit.
Beef's structural squeeze
The U.S. cattle herd is at its lowest level since the 1950s, CoBank reported. Drought and high feed costs have triggered herd liquidation, and lean beef supplies for further processing have tightened sharply as a result. In addition, producing one pound of finished jerky requires roughly 2.5 to 3.5 pounds of raw beef — meaning every dollar of raw material inflation hits finished product costs hard.
The recent detection of the New World screwworm in the U.S. could signal that the cattle industry’s struggle is far from over.
Chicken's moment
That's where chicken comes in. Chicken sticks and other poultry-based snacks are already entering the market, and the consumer appetite is there.
“This would be another way for consumers to be able to eat chicken,” the authors of the report wrote, adding that chicken sticks “would expand the chicken market to be more of an on-the-go product rather than a meal or snack at home.”
For example, GLP-1 drug users — now roughly 12% of the U.S. population and growing as pill forms become available — are actively seeking high-protein, smaller-portion foods to preserve muscle mass while losing weight. Meat snacks are a major opportunity for these users.
The window is open — for now
Beef isn't going anywhere. It will likely remain the dominant force in meat snacks for the foreseeable future. But with supply constrained, costs elevated and a fast-growing consumer base actively seeking protein-dense snack options, chicken has a window. Let’s capitalize on this opportunity.
Attend the 2026 Chicken Marketing Summit
To learn more about how protein-first eating is transforming consumer demand and how the chicken industry can win, make plans to attend the 2026 Chicken Marketing Summit, scheduled for July 27-29 at the Innisbrook Resort in Palm Harbor, Florida.
Registration for the 2026 Chicken Marketing Summit is open. For more information, go to www.chickenmarketingsummit.com.
