DEADWOOD, S.D. — Pork is the No. 1 consumed protein worldwide; however, it ranks No. 3 in the United States, following beef and poultry. One reason it ranks No. 3 is because pork doesn’t tend to reach the newer consumers.
Brett Kaysen, senior vice president of producer and state engagement at the National Pork Board, said Millennial and Gen Z consumers don’t tend to be reaching for pork products in the grocery stores.
“I don’t know if we’ve really changed with the times relative to the pork portfolio,” he said. “The baby boomer generation has been a fantastic customer of pork. But when you think about the baby boomer generation, they view pork as the center of the plate value proposition.”
Kaysen was among the speakers discussing hot-button issues in the ag industry — including markets, trade and reaching consumers — during the annual Governor's Ag Summit, held June 17 in Deadwood.
Kaysen said the younger generations are looking for more versatility in their products.
“Whereas our younger eaters are saying, ‘That ham is too big, that loin is too big. What we’re looking for is snacks and bites of protein. We are looking for pork as an ingredient,’” Kaysen said. “So, that’s where we need to adjust and maybe we have not been as quick to adjust as we need to.”
Reaching the newer generations of consumers is key because 70% of the pork produced in the United States is consumed domestically.
“Our biggest market share still lies in the domestic market with the modern-day eater and the largest population in generation is millennials and Gen Z is coming through in the United States population,” Kaysen said. “If we can’t connect with them, it’s a challenge to sell more pork more often.”
Through the National Pork board’s new campaign, "Taste what pork can do," they are hoping to show how pork tastes good, the nutritional benefits it has and how a consumer can cook pork and incorporate it into their diets. Their campaign focus is on reaching the younger audience through digital ads.
“It’s actually serving them up ads at the right time, at the right place, relative to what matters to them,” Kaysen said.