Despite good numbers recently, pork demand has fallen in recent years, and it is a trend the National Pork Board is trying to change.
They are looking at different consumer segments, with one they call “Meat Minimizers.”
“So, Meat Minimizers, they feel more confident cooking seafood and plant-based proteins. They tend to be skeptical of meat, and they’re unsure of themselves. They like to keep things simple in the kitchen and are looking for an inexpensive meal that they can get to the table quickly. They enjoy global flavors. These tend to be younger consumers. They tend to be more Millennial and Z. They’re looking at meat as an alternative. They’re also the people that buy plant-based proteins and are reducing meat consumption overall,” said Patrick Fleming.
Fleming says Meat Minimizers make up around 11 percent of the U.S. population, and even though they do not eat as much meat, the Board says they are trying to get those consumers back on board.
