Supermarket Perimeter - June 2024 - 55

CONSUMERS - ESPECIALLY YOUNGER ONES - ARE SEEKING
BOLD AND MORE GLOBALLY-INSPIRED FLAVORS, while still being
convenient, and those trends are driving the pork industry in 2024.
Patrick Fleming, Midan Marketing's brand specialist for pork, says that
2024 should be the " Year of Pork. "
" Pork has some really nice strategic advantages against some of its
competitive proteins, " he said. " Pork has availability and it's expected to
grow at about 1%. Pork has not been inflationary this year as the other
proteins, so it has a true value proposition. "
What makes pork shine is its incredible versatility. Pork producers
offer a wide range of convenient cuts, making it a budget-friendly
protein option that adapts to any meal.
In fact, recent research by the National Pork Board has shown there
is a world of flavor in pork, providing over 110 unique flavor nuances.
Pork's naturally delicious taste can be further accentuated by endless
marinades, rubs, sauces, and cooking methods.
Mia Newman, director of channel marketing for the National Pork
Board, notes consumers are also increasingly seeking out healthy and
globally inspired whole food options and supermarkets can capitalize
on this trend by highlighting the versatility and nutritional value that
lean pork offers.
" Today's pork, with about 16% less fat and 27% less saturated
fat compared to 30 years ago, aligns well with health-conscious
consumers' preferences for heart-healthy protein sources, " she said. " In
fact, eight cuts of pork currently meet USDA's guidelines for 'lean' cuts,
meaning they contain less than 10 grams of fat per 3-ounce serving.
We've seen an increase in Asian and Hispanic inspired pre-marinated
cuts from our packer community, suggesting unique recipe ideas for
familiar cuts can cater to the adventurous tastes of modern eaters, while
also promoting pork's nutritional benefits. "
The bottom line: pork provides a lean alternative to chicken that is
flavorful and versatile, making it popular with most consumers.
" Shoppers continue to look for convenience in home meal
preparation, and when it comes to meats, value-added products are a
popular way of bringing variety to the home menu while also saving a
lot of time on the prep side, " said Ryan Barnett, market insights manager
for Seaboard Foods, which manufacturers Prairie Fresh pork products.
Household penetration of meat is still at 98% even with inflation
being top of mind with the shopper. Inflationary pricing on meats, and
pork in particular, has actually been lower on a percentage basis than
the overall store.
" Despite this, pork sales are strong when compared with historic
levels, as shoppers are still seeing that pork provides the value, taste and
health benefits they want to include in their meals they serve to their
families, " Barnett said.
Following the trends
Smithfield evaluates trends and flavors to work to meet the expectations
of consumers within the fresh pork category and has found that bold
flavors and convenience are what people are looking for.
" Smithfield's marinated fresh pork has become increasingly popular, "
said Stephanie Kensicki, senior director of marketing for the Smithfield,
Va.-based company. " The flavors, convenience and versatility of the
products provide consumers with easy meal solutions, such as turning
Preseasoned
pork products
have seen huge
value-added growth
for Smithfield and
other producers.
a marinated roast into carnitas, or a small loin into stir-fry. " Additionally,
many consumers and retailers have expressed an interest in more
sustainable packaging, and Smithfield is on track to achieve 90%
recycle-ready, reusable or industrially compostable packaging by 2030.
Fleming sees all pork segments rising in 2024, including ham,
sausage, bacon and pork shoulder and loins seeing strong growth
heading towards spring.
" We've really seen growth across the pig, " Fleming said. " It's really
driven by the value flavor proposition that pork offers. "
Marketing measures
Promotion is important to pork, Fleming said, because the segment
tends to be more of a planned purchase.
" Consumers usually know when they are buying pork what they are
doing with it. Pork needs a nudge and needs to be brought up so it's top
of mind. "
Driving demand for pork is an ongoing priority for every facet of the
National Pork Board.
" We developed marketing platforms centering around our Hispanic
and Black or African American consumers who we know have a high
affinity towards pork due to strong cultural relevance, " Newman said.
" We lean into those cultural nuances and highlight the areas where pork
can play an integral role in meals and social occasions. "
For instance, Ponle Pork is a strategic platform introduced for the
Hispanic audience and aimed at positioning pork as the go-to protein
that adds to meals, traditions, routines, and nutritious lifestyles.
" We understand the Hispanic consumer base has a high affinity for
plants and greens and the addition of pork can elevate those meals, "
supermarketperimeter.com
JUNE 2024 - 55
National Pork Board, Smithfield
http://www.supermarketperimeter.com
Supermarket Perimeter - June 2024

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