US pork industry launches new campaign as domestic consumption stalls
National Pork Board promotes flavor and convenience to appeal to US consumers amid global market uncertainties.
USA – Despite being the most consumed meat globally, pork consumption in the United States has held steady at an average of 50 pounds per person for more than five decades.
New figures from CoBank’s Knowledge Exchange show that pork still trails behind beef and chicken in the US, with annual per capita consumption of beef exceeding 60 pounds and chicken over 100 pounds.
In response to this stagnant domestic demand, the National Pork Board has introduced a marketing initiative titled “Taste What Pork Can Do,” focusing on home-cooked meal inspiration through easy recipes and simplified cooking methods.
The campaign arrives at a time when pork producers are facing shifting international trade dynamics that could affect exports.
Nearly 25% of all pork produced in the US was sold to overseas markets in 2024, with Mexico, China, Japan, South Korea, and Canada ranking as the top five importers.
However, changing trade policies and reduced demand from China have heightened concerns over the industry’s reliance on exports.
As a result, domestic sales have become increasingly important to producers, who are now looking to engage American consumers with new product formats and messaging.
Taste remains one of the biggest influences on meat purchasing decisions, with bacon continuing to dominate as the most popular pork item in the US for the last ten years.
Other products such as sausage and pepperoni have also grown in popularity, driving up prices for pork trim, which surpassed US$80 (USD 80) per hundredweight in 2022—doubling from its historical average of under US$40 (USD 40).
While bacon benefits from strong demand, other cuts like pork chops pose a challenge for consumers, many of whom struggle with achieving ideal cooking results.
Larger cuts like hams and pork loins offer better value, but their lack of convenience compared to smaller, ready-to-cook items makes them less appealing for everyday meals.
To address these issues, industry experts suggest a shift in breeding priorities to enhance flavor and fat quality, aligning products more closely with consumer preferences rather than production yield.
Improving preparation ease and product variety could also help pork compete more directly with chicken and beef in the retail market.
According to CoBank, pork is currently well-positioned to gain attention, especially as consumers remain cautious with spending and seek affordable protein options.
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