As the Taste What Pork Can Do® consumer brand campaign celebrates its one-year mark, there are key retail trends emerging that highlight new opportunities to drive demand and connect with the next generation of pork consumers.
How We Work With Retailers
The biggest opportunity to grow pork demand right now is sitting in the meatcase.
To bring pork into more households, it’s important that the focus shifts to younger consumers whose shopping habits and expectations differ from previous generations. They aren’t buying family packs of chops or whole shoulders. For one, many (including my own daughters) wouldn’t know how to prepare them. Instead, we are meeting consumers where they are by understanding their preferences, behaviors and expectations. From there, we can earn a place in their shopping basket.
The Taste What Pork Can Do® campaign creates awareness for shoppers and strengthens relationships across retail and foodservice by giving pork a stronger voice in the marketplace. Retailers are focused on increasing traffic and building bigger baskets. Pork plays a role for both.
By leveraging the affinity younger consumers have for bold flavor and convenience, we are:
- Driving interest in cuts like ground pork
- Introducing smaller, air-fryer-friendly options
- Merchandising pork in new, more relevant ways
At the same time, retailers want to change how they show up in the digital space and are using campaign assets to better connect with younger shoppers online and in-store. This is essential to building demand as retailers are the last point in the supply chain to reach the consumer. The National Pork Board (NPB) is working with retail partners to expand pork offerings and attract more shoppers into stores through integrated campaigns across in-store promotions, retail websites and mobile apps, and influencers and social content.
These efforts tap into younger consumers’ affinity for flavor, cultural cuisine and seasonal moments like summer grilling and holiday gatherings.
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