The 2015 NACS (National Association of Convenience Stores) Show, held annually in Las Vegas, drew in nearly 25,000 stakeholders in the convenience store space – retailers, wholesalers and suppliers aiming to explore new trends, increase sales and introduce new products. As attendees made their way through clouds of e-cig vapor, candy displays, interactive vending machines and the newest flavored waters, you couldn’t miss a jerky booth. Jerky is a major player in the C-Store space … and brands look to NACS as a catalyst for category growth.

The jerky category hasn’t just expanded – it has totally exploded. And it’s not just beef jerky anymore … we’re talking chicken, turkey, bacon, bison and even meatless jerky. In the last four years, this category has experienced double-digit growth, and with well over a dozen brands exhibiting at the show, it’s clear that emerging brands are hoping to capitalize on the trend. Start-up shops maintained a strong presence as well, roaming the show floors in flocks to showcase unique flavor profiles and tout natural ingredients in front of this key audience.

Jerky 2.0 –More Exotic, More Variety, More Players

Speaking of flavor profiles, we were blown away by the creative (and sometimes daring) varieties of jerky we sampled over the three-day show. Pineapple-orange, lemon pepper, maple bourbon. These “small batch” artisanal jerky offerings attract hungry shoppers in the C-Store, offering a greater variety of taste and flavor profile than ever before.

Given the high-protein, gluten-free characteristics of jerky, it’s no surprise that this snack has grown among an audience that is conscious of how their food is prepared and by whom. Millennials, the strongest driver of meat snack sales, are drawn to the varied flavor profiles and unique options. And while jerky has traditionally been a male-dominated category, female consumption is on the rise, particularly for brands like Krave, whose products feature more innovative flavors and are propelled by endorsements from celebrities like Jillian Michaels.

Breaking Through a Congested Category

So how can these jerky brands – and other emerging snack foods – gain traction beyond the NACS show floor? How can they compete with the other dozens of unique, ethically sourced brands? Enter experiential marketing. The first step for any company is to define an audience. Jerky companies have tapped into the millennial base to compete with other gluten-free, high protein, portable health snacks. The next step is to learn about that audience through research and analyze how that data and insight shapes marketing efforts.

Let’s take a look at how the major players are driving sales and differentiating themselves. Krave, which was purchased by Hershey earlier this year, invests in sponsorship opportunities at female-centric events like Wanderlust to target a health-conscious audience and position itself as the perfect post-workout snack. Other companies like Jack Link’s and Oberto Beef Jerky are positioning themselves for exposure and an expanded fan base through partnerships with Major League and NCAA sports, maintaining their focus on a strong male audience.

Food trends come and go, but face-to-face, authentic brand engagement is here to stay. When brands invest in preliminary research to identify key consumers, markets, events and methods of activation, they can not only plug their products to the right hands, but also can create memorable brand experiences and effective brand evangelists.

If your brand is ready for next-level growth, send a note to NicoleP@TheSwitch.us.