The National Pork Board’s Consumer Connect segmentation study revealed research-backed insights on how to become more relatable to current and future pork consumers. David Newman, senior vice president of market growth for NPB, says one thing the segments have in common is an appreciation of pork’s taste and flavor.
“With our consumer segmentation study and the research we’ve done around the future consumers of pork, what we know about pork consumers is that taste and flavor are crucial to them across all segments, as well as balance, so human nutrition, and then also convenience. And the idea is that using this approach around taste and flavor will drive them even further into the category and introduce them to an expansion of fresh cuts as well.”
He says pork has many flavor nuances that make pork unique.
“It’s definitely fair to say because there’s a tremendous number of flavor nuances that are unique to pork, and the best example of that is our love for bacon, which some consumers don’t even know is pork. When you have items like that that people are infatuated with to some degree, we can use those flavor nuances and those specific items to be almost a gateway item into the category of pork.”
The National Pork Board is putting a strong emphasis on consumer demand and marketing.
“Consumers today have more choices than they have ever had across not only animal proteins but plant proteins as well. So, when we think about positioning pork successfully for the farmers we represent, and if we think about the long-term viability of this business, it’s crucial that we think about who our long-term consumers are going to be.”
Visit porkcheckoff.org to learn about all the consumer segments and take a quiz to learn which segment best suits your lifestyle.