International Research: Vietnam and the Philippines Market Assessments

As Vietnam and the Philippines recover from COVID-19 and African swine fever outbreaks, pork consumption and import demand will increase. This predicted increase is counter to other key markets, where pork consumption will shrink by 2030.

In Vietnam, the country’s population is about to hit 100 million and its economy boasts one of the fastest growth rates in the world – even faster than China. That growth is expected to continue for the next 10 years.

Pork is highly prized by Filipinos, representing the central food on special occasions, and considered an everyday staple. It was the number one meat consumed in the Philippines in 2018, with a consumption of 40 pounds (carcass weight equivalent) per capita.

Significant growth opportunities for pork consumption in Vietnam and the Philippines exist as living standards increase, imports grow and the countries modernize their farming practices.


Shoppers don’t shop like they used to and consumers don’t eat like they used to, primarily because they’re younger, more diverse and less connected to agriculture than ever before.

Sign up for our Insight To Action newsletter to receive our “Heads Up” position paper when it becomes available late March 2020, and to immediately take advantage of millions of dollars in gold-standard research by downloading our Dinner at Home In America and Time To Tango: Latinos Are Pork’s Future industry reports.

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Dinner At Home in America

Family and the way we dine together has changed drastically in America. Sitting down together every night to enjoy a home-cooked meal is as outdated as the rotary dial.

From solo dinners to multigenerational meals, the way Americans eat dinner at home – and the behaviors, flavors and needs impacting their meal choices – continue to shift and become more complex.

Retailers, pork producers and packers are at the mercy of this ever-shifting landscape and must get out in front of understanding the root needs and wants of the consumers who drive it all to succeed.


Time to Tango: Latinos are Pork’s Future

Latinos in America will soon represent more than $1.7 trillion in buying power. They spend $95 billion a year on consumer packaged goods and have a natural affinity for pork that’s unrivaled by any other demographic. Considering that buying power is growing at twice the rate of non-Hispanics in the United States, you might think the pork industry is in great shape. But there are signs for concern.

Our data shows that as Hispanics acculturate, their natural affinity for pork tends to weaken. If they can’t find the pork cuts their traditional recipes call for, they may substitute other proteins. We can’t let that happen.

Retailers, producers and packers must act now or a generation of loyal customers could be lost.


Hispanics and Pork – A White Paper

Pork is central to Latino culinary culture and traditions. So it should be great news for the pork industry that Hispanics are also one of the fastest-growing consumer segments in the United States.

So what’s the problem? As Latinos integrate more of the U.S. lifestyle and culture into their lives, the less they eat pork.

Hispanics present the greatest opportunity – and if overlooked, the greatest risk – to retailers, producers and packers. If we don’t address this critical population now, we stand to lose some of our most loyal customers today and for decades to come.

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Generational Shifts – A White Paper

Last year, Millennials eclipsed Baby Boomers in consumer buying power – and the even younger Gen Z isn’t far behind. It is evident that no matter the industry, adapting to younger generations is critical for survival. What does that mean for the pork industry? With the exception of bacon, belly and a few other pork cuts, the outlook isn’t promising. In general, the younger the shopper, the less they love pork.

How can the industry reverse this trend among the younger generations? How do we increase relevance today?

The answer lies in understanding generational shifts — not just in relation to pork consumption, but in regard to the entire food industry. Taking a step back and looking at the macro trends at play, we see it’s not simply a matter of appealing to Millennials. The consumer landscape is shifting, and retail, foodservice and consumer meat consumption trends are all changing with it.

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All About Dining Out: What’s On Trend

As the No. 1 consumed protein globally, pork is an on-trend source of healthy protein and a vehicle for popular, experiential multicultural flavors and dishes. Recent research shows that consumers and foodservice operators are positive about pork – they love the flavor, think it’s versatile and satisfying, and want to see it more often on menus.

But pork only appears in 17% of entrees on menus. When bacon, sausage and pepperoni are removed from that list, less than 7% of menu entrees feature fresh pork.

So, what’s the problem? Where’s the disconnect? Why don’t operators offer more pork options when consumers are clearly hungry for it?

That’s what we set out to understand in our newest Insight to Action report, All About Dining Out. Within this report, we explore the occasions that define dining out decisions and identify growth opportunities within the foodservice industry. Using our comprehensive data and insights, we convert these opportunities into powerful, collaborative ideas and initiatives that empower our industry partners to succeed.


International Research – Pork 2040: China Market Assessment

China is the world’s largest domestic pork market, feeding 1.3 billion people. China consumes about 50% of the global pork supply, significantly influencing the price and availability of pork worldwide.

Pork consumption in China peaked in 2014 and will continue a slow decline as the Chinese population grows to its highest level in 2030. As the availability of other proteins — specifically, fish, chicken and beef — increases along with growing disposable income, consumers will look to diversify the protein options for the center of their plates.

Opportunities exist for U.S. pork exports to fill the short-term need for protein in China. In the short term, the U.S. export industry will need to work hard to capitalize on market share and use this period to build loyalty with processors, retailers and consumers. Long-term, importing pork will become a value-added activity to be carried out by exporters who are as good as the Chinese at producing, marketing, and meeting the demands of customers.