Millennials perceive and purchase pork differently than the generations that came before them. They often view meat, including pork, as unhealthy and complicated to prepare. As a result, their primary pork consumption occurs while eating out or during holidays.
More popular among millennials than other age groups are pepperoni, charcuterie and pulled pork. In terms of fresh pork, pork bellies are the standout option, and millennials will spend, on average, $6 more per year than baby boomers spend on this cut. Adding messaging to pork belly packaging that educates millennials on how to prepare and use fresh pork, including proper temperatures, can help them become more comfortable with cooking pork and persuade them to try other cuts.
Life stage and ethnicity play important roles in how millennials consume pork. Millennial Asians and Hispanics spend more of their grocery budget on pork products than other millennials, particularly fresh pork — Asians spend double what others do.
Millennials with kids buy more pork (both fresh and processed) than those without. Packaging or promotional material that stresses how pork is easy to prepare and fits into a family routine is key to attracting and retaining millennials as they become parents. Lower-income, rural males overindex on in-home pork consumption, especially on less popular pork cuts like bellies, offal and steak.
Reinforcing pork as a budget-friendly option for young, growing families and lower-income individuals can help retain these customers — 27 percent of millennials consider pork, especially pork chops, a budget-friendly option, which is a higher share than among other age groups.
In the kitchen, millennials stand out for their use of marinades and sauces instead of seasoning for prep. They cook pork on the stovetop more often than in the oven, and they are attracted to Asian and Mexican flavor profiles. In line with their perception of meat as a complicated food, millennials don’t feel confident while cooking; however, they do feel excited. Helping millennials learn how pork chops can be an easy-to-cook option can help them conquer this cut and explore other cuts and preparations.
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