“We know consumers are struggling to make sense of all the marketing attributes and claims they encounter on menus and at the supermarket when purchasing pork,” said Michael Uetz, co-founder and principal at Midan, a strategic marketing, research and creative agency that partners exclusively with meat and agricultural-focused companies. “With the data we’ve collected, processors and retailers will have greater insights into the complex behaviors that drive the buying habits of these consumers.” 

Among the top findings: 

• Consumers are unfamiliar with certain labeling terms, but many shoppers showed a strong interest in learning more.
• A majority of consumers say they are more likely to purchase pork if the product is labeled with claims such as “all natural” or “pasture raised.” 
• 60% of consumers say they can’t imagine giving up the taste of fresh pork. 

The survey, which was conducted in fall 2022, asked a nationally representative sample of U.S. consumers about their buying preferences around pork. Questions focused on shopping and eating habits, attitudinal statements and understanding of on-package labeling claims. Claims tested included heritage breeds, sustainability claims and additional attributes like meat color and animal welfare terms. 

For those interested in learning more, a free one-page summary of the Pork Attributes research can be downloaded here. The full package, which includes a technical research slide deck, written insights report and customized one-hour presentation by a member of the Midan customer insights team, is available for purchase at the same link. 

Source: Midan