The way consumers think about food and make decisions for themselves and their families is evolving faster than ever. Consumers need help in making decisions around what to make and how to make it, which are two of the biggest daily decisions for households and families. They want meals that make life easier, fit their routines and deliver on the three things they care about most: taste, nutrition and convenience.
At the National Pork Board (NPB), we’ve been identifying priorities, learning what drives consumer beliefs and behavior, and we are using those insights to position and increase relevance of pork. This is why NPB and its business intelligence competency has become an industry resource for the businesses and brands that are bringing pork to consumers. Our work informs where to play and how to win with pork and helps accelerate growth for industry stakeholders.
What is Business Intelligence?
I’ve had the privilege of serving as Vice President of Business Intelligence and Innovation for nearly 2 years. I lead a team of seven talented professionals and partner with some of the best data and research leaders in world. Together, we analyze industry, market conditions, macro and micro trends, consumer, shopper, sales, category, product and financial data to understand what the biggest influences and drivers are to the future of the industry and/or pork as a product. We evaluate the industry to find places where we can meaningfully impact producers’ ability to thrive and ultimately sell more pork.
But our work extends far beyond data analysis. We’re bringing together information, data and insights gathered from every department across NPB. This guides how and where we present our product and our industry, and strategies rooted in applied science.
Data isn’t just numbers. It’s a window into human nature, people’s values, motivations and subconscious beliefs. Consumers ultimately dictate the business of pork and understanding them sets us up for a successful future.
Where We’ve Been: The Power of Consumer Segmentation
After months of extensive market research through NPB’s proprietary consumer insights tool, Consumer Connect, we now have the ability to connect the dots on more data, research and insights than we’ve ever had about audience behaviors, motivations and preferences.
For example, we know:
- 46% of Millennials consider pork to be an indulgent choice – because they think of the cuts they know and love and don’t realize how much more there is to pork.
- 57% of Millennials are concerned about foodborne illness from undercooked pork – because they aren’t confident in their own ability to handle, prep and cook pork.
Source: NPB Checkoff Funded Proprietary Research, At-Home Meat Tracker, 2023
At the end of the day, if consumers don’t first consider pork and view it as relevant, the future of the industry is at risk. Using the insights from Consumer Connect helps us close the gap by connecting business decisions with real consumer behavior, sentiment and perceptions. That’s why we have been leaning in on the consumer voice because it’s the most difficult component to apply and understand.
We now know how to connect consumers’ hearts with where consumers live, shop and dine, which states and regions matter most, and where growth is achievable. These insights are shaping the industry’s strategy in ways we haven’t seen before.
Communicating with Clarity and Consistency
Click to view the diagram showing how we align the pork industry’s investments, knowledge and expertise that exists and put it to work FOR the industry. The new Taste What Pork Can Do® brand campaign is built from deeper consumer understanding and culminates in segmentation research and strategy.
This allows us to be highly focused and meet consumers where they are and where they already get their information, with messages they want to receive. With this knowledge, we know where to focus, where to play and how to win for what’s in the best interest of producers, the industry and consumers.
We collaborate with state associations to share what we learned so it can be leveraged for state objectives and plans. We also work closely with retailers, food service operators and packer processors to help them integrate our learnings into their brands and customer strategies. NPB is unifying the value chain to bring pork into a position of strength to communicate with clarity and consistency.
Information is our product, and we provide it to help the industry make the best business decisions on behalf of U.S. pork producers. Our work is about much more than launching a brand campaign. It’s about connecting consumers to the people and families who raise pork every day.
Closing the Gap
Producers work 365 days a year to raise animals responsibly and deliver a product that matters. Their commitment is foundational to the future of this industry.
Today, the industry is armed with data, supportive of the strategy that moves us forward and focused on a consumer-first mindset so we can serve consumers in a way we haven’t done before. Our proactive efforts on consumer research shape how we position, sell and increase the value of pork. And in doing so, we honor the legacy and livelihood of producers while creating new opportunities to connect pork with consumers in meaningful ways.
All of this positions us to enter 2026 ready to deliver even greater value for producers and strengthen pork’s relevance for years to come.
