🎥 Watch On-Demand: 2025 Retail & Protein Trends From the National Pork Board
Key Takeaways for Retailers
1. Meat Is Having Its Moment
Across the board, protein sales are rising. Pork volume is up 2.4% and dollar sales are up 3.3% year over year, with fresh pork growing five times faster than processed pork. Shoulder cuts and ground pork are leading that growth — proof that consumers are bringing pork home more often.
2. Ground Pork: A Fresh Growth Engine
Ground pork is emerging as the entry point to the fresh pork category, particularly among younger consumers.
- Up 4.9% in volume year–to–date through September
- Up $45 million in sales since 2020
- Poised to become a $300 million retail category by 2030
To capture this momentum, retailers should focus on consistent distribution, clear grind-set placement and expanded variety, including leaner SKUs like 90/10, the fastest-growing fat-lean ratio at +25%.
3. Who’s Buying Pork — and Why
The National Pork Board’s segmentation identifies seven consumer groups, with four priority audiences leading near-term opportunity:
- Confident Meat Eaters – Grill masters who love meat at every meal
- Culinary Adventurers – Food enthusiasts eager to try new recipes
- Mindful Choicemakers – Label readers focused on ingredients and wellness
- Simple Feeders – Busy families seeking convenience and versatility
Understanding these motivations helps tailor marketing, assortment and promotions for maximum return.
4. Foodservice and Retail Are Converging
Restaurant favorites are appearing on grocery shelves, and branded collaborations (like Wendy’s, Takis and Chick-fil-A sauces) show how cross-promotion drives trial. Pork’s versatility — from deli and breakfast sausage to bacon and shredded pork — keeps it a top performer in both retail and foodservice environments.
5. The Protein Conversation Is Bigger Than Ever
Consumers increasingly prioritize protein, with 78% saying it’s important to meet daily protein goals. Pork offers a powerful opportunity to position itself as a complete, flavorful and affordable protein option — relevant for every generation, from boomers to Gen Z.
Bringing the Campaign to Life
The new Taste What Pork Can Do® brand celebrates pork’s flavor, versatility and relevance for today’s consumer. It’s the first consumer-focused pork industry campaign in over a decade — and it’s designed for both fresh and processed categories.
Retailers can access ready-to-use marketing assets, including digital banners, video content and in-store materials, to align with the campaign and help grow category engagement.
Get Involved
Want to feature the Taste What Pork Can Do brand in your stores or marketing? Email our team at [email protected] to access campaign assets, insights and promotional materials at .
Together, we’ll make pork cool — and make them drool.
