|More people are concerned about under cooking pork than other meats, and this results in overcooking pork.
FACT: 17% of diners are concerned about under cooking fresh pork in general, compared to nine percent for fresh beef. This applies to single-serve and large-size pork cuts alike:
- 23% of diners are concerned about under cooking chops
- 20% are concerned about under cooking roast
- 19% are concerned about under cooking the tenderloin
However, 69% of diners are overcompensating and cooking their pork to medium-well or well-done, and only 45% achieve their desired results “very consistently” when cooking pork (vs. 62% for chicken).
OUR TAKE: We wondered whether new information can influence how consumers cook their pork, and tested messaging to see if we could shake-up old habits. The bottom line? Messaging that pork should be cooked to a medium temperature with a moist and slightly rosy center persuades 54% of consumers to try cooking pork at a lower temperature.
Shoppers are influenced by their perceptions of animal living conditions.
FACT: Consumers’ dietary philosophies tend to center around fresh, less-processed products with fewer harmful ingredients more so than their worries about animal treatment. Still, more than a third of consumers claim that their meat philosophy includes worries about how animals are raised.
OUR TAKE: Consumers care about where their meat comes from, and the conditions animals are raised in. The industry needs to do a better job of telling pork’s farm-to-table story, whether through on-pack labeling or through joint marketing efforts between packers, producers and retailers.
Fewer households keep pork on-hand than fresh beef or fresh chicken.
FACT: Ten percent of diners say they usually keep pork on-hand, compared to 18% for fresh beef and 21% for fresh chicken. But, being on-hand is vital for fresh meat usage: 62% of in-home dinner occasions where fresh meat was served include that meat because it was on hand in the fridge or freezer.
OUR TAKE: Our research supports the premise that simple, versatile meal solutions drive on-hand pork consumption. We need to show how fresh pork excels in health, cooking ease and sustainability to move the needle in keeping pork on-hand. Sales and circulars are also critical for fresh pork sales, with 33% of shoppers buying pork chops because of sales and circulars, while only 27% bought chicken breasts and 21% bought ground beef. In short, people are already going to buy chicken and beef, regardless of whether it’s featured in promotion. But featuring pork will increase incremental sales at the meat case.