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Consumer segmentation in pork
Pork Pulse: National Pork Board program looks to connect consumers with pork dining choices.
August 14, 2024
3 Min Read
PORK RELEVANCY: Per-capita pork consumption is declining, but the National Pork Board is working to reverse that trend by making pork relevant to younger consumers.Courtesy of National Pork Board
by Samantha Moser
Recent research from the National Pork Board has found a decline in pork consumption across every generation and pork is at risk of becoming a protein from the past.
Baby boomers have long since been the primary consumer of fresh pork in the United States, and they are slowly aging out of the country’s population. Millennials and Gen Z do not buy fresh pork at the same rate as the generation before.
Millennials and Gen Z rank the taste and flavor of fresh pork below most other proteins.
46% of millennials consider pork to be an indulgent choice.
57% of millennials are concerned about foodborne illness from undercooked pork.
The per capita consumption of pork has decreased from 17.4 pounds in 2017 to 16.6 pounds in 2022 and 14.4 pounds in 2023. However, the NPB is confident that this decline is reversible by forming a common goal in the pork industry to make pork relevant to younger consumers.
The first step of growing demand for pork is identifying future consumers and meeting them where they are. Taste, nutrition and convenience are the largest drivers of protein choice. The NPB believes it has the tool to overcome awareness and perception challenges with pork among Millennials and Gen Z — Consumer Connect.
Unveiling consumer segments
Consumer Connect provides a new opportunity for understanding consumer needs and driving growth in the pork industry. The initiative is the result of extensive research into pork consumers, the industry and potential growth opportunities. The NBP has identified seven unique consumer segments characterized by specific motivations, needs and emotions:
“I’ve got this"
“Stretch my dollars”
“Up for the challenge”
“I make conscious choices”
“Just get me through this meal”
“What’s the alternative?”
“Connections matter most”
Winning with all consumers
There is not a simple one-size-fits-all solution when it comes to connecting with young, future pork consumers. By studying decision-making, attitudes and opportunities of each consumer segment, the NPB has identified four distinct growth strategies.
Win where we are. This strategy is targeted toward current pork consumers. It aims to keep them happy and not direct them to other protein sources. Of the consumer segments, the NPB found that Confident Meat Eaters and Tasty Value Seekers fit this strategy. They make up 38.5% of U.S. households.
Win bigger. Within this strategy, the NPB aims to help these consumers eat pork more often. Of U.S. households, 30.1% are Mindful Choicemakers and Culinary Adventurers, and they fall into this strategy.
Incubate for growth. This category of consumers will buy pork, but often face barriers that prevent them from buying it more often. The NPB found that their typical promotional strategies are less effective with this group, so they are starting a new tactic. Meat Minimizers and Simple Feeders fit this category.
Emerging growth. A small (7.9% of U.S. households), but fast-growing part of the U.S. population falls into this category. Their wants are known, so the NPB aims to provide them with the nutritious cultural options they are looking for as they become future consumers. Culture Celebrators fall into this category.
Strategy for every segment
The segmentation work of Consumer Connect reveals who the National Pork Board customers are so it can meet them on their terms. By focusing on what’s most important, these insights improve the NPB approach to positioning, prioritization, activation and even measurement. Deploying the segmentation will enable pork to become relevant, build trust, add value and generate long-term, sustainable demand.
Moser is a public relations intern with the Minnesota Pork Board.
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