Pork Sales Under Pressure
Patrick Fleming, brand specialist at Chicago-based Midan Marketing, also addressed the pork conundrum in a recent blog post, concurring that demographic-based eating trends are major factor. “There are a number of reasons for soft pork sales,” wrote Fleming. “First, there’s been a significant shift in consumer demographics. Traditional pork consumers tend to be Baby Boomers, who are empty nesters now. They still have high affinity for pork, but their consumption rates are falling. At the same time, the industry has struggled to build relevance with Millennials and Gen Zs. These groups do engage with pork, but it’s mostly via charcuterie and pizza toppings — not fresh pork.”
Rick Stein, VP of fresh at Washington, D.C.-based FMI — The Food Industry Association, agrees that there are opportunities to build market share for pork. “Currently, pork is struggling in the protein department,” admits Stein. “It’s not the lowest-priced protein — chicken is — and it does not have the perception of quality that beef holds. However, that is the issue in the U.S., whereas in other countries, pork has built a great reputation as the protein of choice. So, the challenge for the pork industry is to make pork more relevant, especially to younger consumers.”
Generating Excitement and Engagement
To the experts’ point, pork producers and brands, along with retailers, can work to boost pork sales, especially among younger consumers, with innovative products, packaging, recipes and promotions. The pork industry is also doing its part, as Roerink points out: “This is why the National Pork Board is working very actively in research and programming to elevate the use and love for pork among younger generations.”
- Watching Welfare
Animal welfare, including the raising and handling of hogs within the U.S. supply chain, remains an issue — and sometimes a driver — of pork merchandising.
In California, the 2018 passage of Proposition 12 prohibited the sale of pork from pigs raised in small pens and spaces; it remains in place after the U.S. Supreme Court rejected a challenge to the ban in 2023. More recently, the bipartisan 2024 Farm Bill addressed issues with Prop 12 that have been negatively affecting producers and consumers, including what was seen as a patchwork or piecemeal approach to regulations, with higher prices as fallout.
Various pork brands and retailers have focused on enhancing the welfare of hogs bound for the food chain. According to the Huntley, Ill.-based nonprofit group Crate Free USA, about a third of Costco’s U.S. fresh pork supply is now from Prop 12-compliant housing, and Issaquah, Wash.-based Costco plans to source pork from suppliers using open-pen housing. Meantime, pork brands such as Fairfield, Calif.-based True Story Foods and Westminster, Colo.-based Niman Ranch are also differentiating product lines by highlighting their animal welfare practices.