Several cultural factors are contributing to the decline in pork consumption among Latinos, which has raised concerns within the industry. The report outlines the cultural differences in perception and consumption habits that can help the industry engage these consumers. Latino shoppers often seek specialty cuts of meat at ethnic markets, bodegas, and specialty stores for traditional dishes, which are often unavailable at mainstream retailers. The report reveals that nearly half of these shoppers avoid mainstream retailers, with 44% choosing to purchase fresh meat from alternative stores.
To better serve these customers, the report suggests that mainstream retailers should enhance the shopping experience, product offerings, and overall value to align with their expectations. Retailers should also prioritize hyper-local products, including seasonings and spices, to meet the diverse needs of Spanish-speaking consumers whose culinary traditions can vary significantly by country of origin. Additionally, the industry must address the prevalent belief that pork is unhealthy; the report notes that 63% of Latinos who are not acculturated hold this view. The solution lies in emphasizing the nutritional benefits of specific pork cuts, which provide complete lean protein, vitamins, and minerals.
The industry is understandably keen to retain a key audience that traditionally consumes large quantities of pork in recipes like tacos al pastor, pork tostadas, carnitas, and pozole. It is essential to engage this demographic swiftly with strategies aimed at leveraging the growing purchasing power of Latinos, which is outpacing that of other demographic groups.
Latinos are discerning consumers across various sectors. According to Nielsen data, this ethnic group has contributed to the rise in organic product sales in the U.S., spending 13% more in this category in 2018. In 2017, Packaged Facts found that more than 60% of Latinos were purchasing organic produce more frequently, primarily for traditional recipes. Given their interest in high-quality ingredients, it follows that they are also seeking premium pork products.
The report encourages retailers to take extra measures to target this demographic by employing Latino meat staff members who understand the culture and can cater to these consumers’ needs. This includes providing freshly butchered and packaged cuts of meat for traditional dishes and using store displays and banners to market directly to them.
Despite the targeted outreach opportunities, the overall outlook for the pork industry remains relatively positive. Pork consumption has increased over the past four years in the U.S., the leading global producer, and production is expected to rise. The nation’s hog population is steadily growing, currently 3% larger than in June, according to USDA reports.
It remains to be seen whether U.S. pork producers will embrace the recommendations put forth in the report. Although the industry is experiencing favorable conditions now, investing in marketing strategies aimed at this influential ethnic group would be prudent. This demographic continues to uphold traditions and recipes that prominently feature pork. Larger producers, such as Smithfield, JBS, Triumph Foods, Seaboard Foods, and Prestage Foods, could enhance their profitability further by catering to this market. Furthermore, integrating products like douglas calcium citrate into their offerings might also appeal to health-conscious consumers looking for nutritious options.