National Pork Board Targets ‘Meat Minimizers’ to Boost Pork Demand

As pork demand wanes, the National Pork Board is on a mission to reclaim the interest of a consumer segment known as “Meat Minimizers.”

This group, comprising around 11% of Americans, tends to favor seafood and plant-based proteins over traditional meats. According to Patrick Fleming of the Pork Board, Meat Minimizers are “skeptical of meat, and they’re unsure of themselves.”

These consumers—often Millennials and Gen Z—prioritize simplicity in the kitchen, prefer quick and affordable meals, and embrace global flavors. For them, meat is often an alternative choice, rather than a staple.

Understanding the Meat Minimizers

Fleming notes that Meat Minimizers are generally younger consumers who gravitate towards plant-based proteins and are reducing their meat intake overall.

They’re more confident preparing seafood and plant-based dishes, which aligns with their goal of keeping meal preparation quick and cost-effective.

With their reliance on alternative proteins, the Pork Board sees an opportunity to reintroduce pork to their diet, positioning it as both affordable and versatile.

Fleming acknowledges the challenge but stresses that the Board is actively trying to draw these consumers back to pork.

A Renewed Strategy for the Pork Industry

The Board’s approach involves emphasizing pork’s versatility, aiming to show Meat Minimizers that pork can be a straightforward, adaptable addition to a quick meal.

The Board believes that appealing to these consumers’ interests in global flavors and convenience could reinvigorate their interest in pork.

By reaching out to Meat Minimizers, the National Pork Board is hopeful that it can not only stabilize but also grow pork demand in a market that’s becoming more diverse in its protein choices.

Curious about how pork competes with plant-based proteins? Visit our homepage for insights and tips on making pork a kitchen staple.