Valentine’s Day is almost here and a new consumer tracking study finds Americans have an enduring love for pork. Key research findings released by the Pork Checkoff show more U.S. consumers rate their enjoyment of pork higher than in previous studies. Those participating in the Pork Checkoff study were asked to rate pork cuts on a 10-point scale – resulting in a demonstrated increase in the volume of consumers ranking pork as an eight or higher. Other than price – the study shows the top three drivers of meat purchases for consumers are quality, appearance and convenience. According to the tracking study – the checkoff’s consumer target has grown to 43-percent of U.S. households – up from 36-percent in May of 2013. The checkoff points out the consumer target was just 27-percent of U.S. households in 2010. The growth is attributed to people rating pork cuts higher and their confidence in cooking great meat. The study also found that a majority of all fresh pork eaten – 84-percent at-home and 80-percent away-from-home – is consumed by a Pork Checkoff target consumer. The total percent of pork eaten by this target consumer grew significantly since the Pork Be inspired® campaign was introduced in 2011. Pork Checkoff Domestic Marketing Committee Chair David Newman says the checkoff believes the campaign is making a distinct difference in the marketplace and how American consumers view and buy pork.
The results of the tracking study are reinforced by the Pork Checkoff’s key measure of domestic marketing – real per capita consumer pork expenditures. Using USDA data – consumer pork expenditures measure both the volume and value of pork sold in the United States. Data through December 2013 showed per capita pork expenditures grew by 5.6-percent from 2012 to 2013.
Source: NAFB News Service