The multicultural consumer population has been the fastest-growing segment in the U.S. over the past 20 years. The future of the pork industry is dependent on growing and sustaining pork consumption in these households. NPB is focused on two multicultural audiences with significant pork demand growth opportunities: Hispanics, comprising 19% of the U.S. population (about 63 million people), and African Americans, making up 13.5% (about 44 million people).
Targeting the Multicultural Consumer
Multicultural consumers account for 97% of all U.S. population growth over the past 20 years.
Source: Claritas® AMDS 2020
Introducing Innovative Platforms
NPB has introduced two groundbreaking initiatives, Ponle Pork and Don’t Miss the Flavor, aiming to boost pork volume and value in high-consumption multicultural markets. These platforms spotlight flavor, nutrition, and cultural significance, emphasizing prime cuts like ground pork, pork tenderloin, pork loin, and pork chops.
Ponle Pork: The Future of Pork Consumption
Geared towards Hispanic Millennials & Gen Z, Ponle Pork, meaning “Add Pork,” strategically positions pork as an adaptable ingredient for diverse meals. While pork holds a central place in Hispanic cuisine, Ponle Pork showcases its versatility, making pork the ultimate protein choice.
Don’t Miss the Flavor: Empowering African American Consumers
The Don’t Miss the Flavor initiative aims to elevate pork consumption among African American Millennials and Gen Z by celebrating rich cultural flavors reminiscent of soul food. It highlights pork’s nutritional value while emphasizing taste, enticing consumers to explore diverse culinary experiences.
Closing the Gap: Processed vs. Fresh Pork
In both the Hispanic and African American markets fresh pork trails behind. To address the prevalent gap, these strategies aim to introduce consumers to the deliciousness and nutritional benefits of fresh pork.
Strategic Approaches in Top Ten Markets
Hispanic Market Strategy:
- Raise awareness and redefine perceptions by showcasing pork’s versatility.
- Overcome consumption barriers by emphasizing taste, nutrition, and sustainability.
- Position fresh pork as the ideal protein for a healthy lifestyle.
Top 10 Hispanic Markets for Pork Consumption
- Los Angeles
- New York
- San Antonio
African American Strategy:
- Expand fresh pork’s appeal beyond processed options.
- Showcase fresh pork’s soulful flavors and encourage its use in various dishes.
- Promote fresh pork for family gatherings, encouraging hosts to include it in their meals.
Top 10 African American Markets for Pork Consumption
- New York
- Washington D.C.
- Los Angeles
Driving Consumer Engagement
These campaigns drive multicultural consumers to purchase pork conveniently through online retailers. Shoppers can effortlessly add pork products to their carts during online shopping, empowering their choices.
Empowering Choice with Flavor and Nutrition
This initiative serves as a call to action for consumers to embrace pork as the go-to protein for family meals. Our research shows pork’s biggest opportunity to win with consumers is taste, with flavor being the #1 reason they choose it from the meat case. Whether it’s a centerpiece, ingredient or anything in between, consumers love that pork’s flavor gives life to any cuisine.