The Future of Pork
Pork is having a moment, driven by younger generations (Millennials and Gen Z) and their desire for protein-forward convenience. Volume sales are up 2.4 percent in the US fresh pork category, while dollar sales are growing 3.3 percent.
The National Pork Board reported that ground pork is emerging as the entry point to the fresh pork category, particularly among younger consumers who are choosing ground pork, which is up 4.9 percent in volume year-to-date through September and up $45 million in sales since 2020. To target this younger demographic, the National Pork Board has unveiled a new Taste What Pork Can Do campaign.
Consumers in general are prioritizing protein, with 78 percent saying it’s important to meet daily goals, according to the National Pork Board. National Hog Farmer reported that pork’s annual growth rate in foodservice outpaces other proteins.
“We are pleased to see the continued growth of pork in foodservice,” said Derrick Sleezer, President of the National Pork Board and a producer from Cherokee, IA. “The volumetric study shows that even during a time period when we saw record-high pork prices and low inventories, pork continued to be the strongest performer in the foodservice industry, underscoring pork’s growing popularity.”
Zach Sanders, Director of Pork Marketing at JBS USA, reported, “Pork loin is another area with meaningful upside, especially in value-added formats. Consumers continue to prioritize convenience and speed, and thin-sliced or pre-seasoned loin chops meet that demand directly. They can be prepared in minutes on a stovetop, making them an easy weeknight option, while still delivering a high-quality protein option. Taken together, both segments tap into key drivers in the category today: versatility, value, and convenience.”
Matt Ryan, VP of Market Solutions at Clemens Food Group, reported on the power of pork’s value. He elaborated, “We see the largest areas of growth being focused on capitalizing on pork’s value and creating products that take the friction out of mealtime. Pork is relatively cheap compared to other proteins, especially beef. We need to help educate our consumers on how to use pork as an everyday ingredient for all-day parts. Ground pork is a great value play and can be a versatile protein that delivers on flavor and convenience.”
Today’s economics are putting pressure on budgets. Sanders explained, “And that’s elevating the importance of value across the protein case. Pork is well-positioned in that context, consistently delivering a strong balance of affordability, quality, and versatility, which is helping sustain demand both domestically and globally.”
He continued, “The latest consumer data points to a more disciplined, value-focused shopper—one who is increasingly intentional about what goes into the basket, especially at the meat case. As economic pressures persist, consumers will continue prioritizing proteins that deliver clear quality, price and utility. Circana data indicates that nearly 9 in 10 households have adjusted budgets or spending behaviors in response to financial challenges.”
Ryan of the Clemens Food Group shared how bacon is creating opportunity, but rising costs within that category make it very hard to avoid brand and private label switching.
He reported, “The bacon category is very competitive at the moment, and we are committed to helping drive change in that area so that the consumer has better choices, whether that be with flavors, formats and/or packaging. We need to consistently bring innovation to the different categories within pork so that our retail partners can help attract new buyers to the set. We are also working with our customers to help meet their animal welfare commitments with our Free To Roam and No Antibiotics Ever lines of fresh and value-added pork products, as well as products that meet state regulations like California’s Prop 12 and Massachusetts’ MAQ3. And while these product lines exist today, we are also looking ahead to what our consumers will want in the future with regard to animal welfare standards.”
The company is also focused on getting younger consumers into the category. Ryan affirmed, “Hatfield is a growing brand within a flat-to-down category, which makes us unique. To continue that trend and to help the category recover, we are focused on bringing young Millennials and Gen Z into the category with unique flavors, products and activation.”
Looking forward in the pork category, Sanders of JBS USA shared, “Our focus will be aligning closely on how consumer expectations shift, particularly around nutrition, value, flavor and overall eating experience. This alignment comes through continued innovation by listening to these evolving expectations through data-driven approaches that meet real household needs.”
The company will also be focused on unlocking the full value of pork loin with consumers.
“This cut remains underutilized in the category,” noted Sanders. “Pork loin presents a clear opportunity to deliver strong value and meet consumers’ need for convenience, while still reinforcing pork’s position as an affordable, high-quality protein.”
With affordability remaining top of mind, pork’s versatility and value continue to create opportunities across the category, especially as younger, protein-focused consumers drive demand.
