Leveraging Segmentation to Inform Consumer-centric Strategy for the National Pork Board

The pork industry has experienced challenges in growth and relevance across all generations in recent years. The National Pork Board (NPB), a research, education and advocacy non-profit organization in the U.S., recognized the need to reimagine pork by making it more relevant and meaningful to consumers, especially millennial and Gen Z audiences. NPB partnered with Material in a holistic consumer segmentation effort to fuel growth across the pork industry and to deepen pork’s share among the various protein options available in the market. These insights would set the foundation for a deeper understanding of pork consumers – informing where to play and how to win with pork.

This holistic consumer segmentation effort led to growth and consumer strategies to enhance pork’s market position. Targeted marketing emerged as significantly more effective than a one-size-fits-all approach, as segmentation allowed for tailored messaging and product offerings that resonate deeply with specific groups. In-depth qualitative insights into consumer motivations and concerns, such as food safety and versatility, enabled NPB to address barriers and emphasize pork’s appealing aspects.

Building upon our successful research findings, NPB’s Board of Directors granted a multi-million-dollar investment in consumer advertising and brand campaigns.

The initiative optimized resource allocation and fostered industry-wide cohesion with the goal of fueling growth across the pork category to create long-term, sustainable and profitable demand for the industry. Pork stakeholders – such as packers, processors, retailers and state associations – are leveraging the segmentation research and go-to-market playbook to better align with consumer desires and to drive the pork industry forward.