Retailers have an opportunity to tap into a growing consumer focus on protein, particularly in the pork category, according to new analysis by the National Pork Board. The report identifies approximately $80 million in potential incremental ground pork sales, driven by gaps in lean points, package sizes, and product formats that fail to meet shopper preferences.
This insight suggests retailers can strategically enhance their pork assortments without a full product overhaul, focusing instead on targeted additions that align with current buying behaviors.
The Protein-Driven Shopping Shift
Households purchasing both ground pork and ground beef average a higher basket value at $115.51 compared to $106.65 for ground-beef-only shoppers, according to the National Pork Board’s research. These households also make more frequent trips and generate greater annual value, highlighting the role protein plays in purchase decisions.
Data reveals ground pork dollar sales have increased 8.1% year to date, with volume up 7%, signaling strong consumer demand. Gen Z consumers, in particular, spend nearly 25% more annually on ground pork than the average shopper.
Another key trend involves consumers using GLP-1 medications, who spend about 15% more annually on pork than those who have never used such medications. Together, these signals highlight the potential for pork to compete effectively with other proteins like beef, especially as shoppers seek versatile, affordable options for meal planning.
The data points to a broader retail opportunity as protein continues to shape meal choices and shopping patterns.
Strategic Assortment Enhancements
The Pork Checkoff’s “Pork’s Protein Payoff” initiative introduces the “Just Add Two” approach, which leverages shopper and assortment data to identify two specific additions that fill existing gaps.
For example, a 93% lean ground pork option was the fastest-growing labeled lean-ratio item, with volume up 25% over the past 52 weeks. The second addition involves a pork cut that aligns with shopper preferences, such as a pork blade steak, coppa, or pluma, depending on pricing strategy and supply availability.
Implementing the Two-Addition Strategy
Specific choices will differ by retailer, but the core principle remains consistent: one targeted ground pork item and one pork cut. For some, this might mean introducing a different lean point or ready-to-cook format; for others, it could involve a new pack size or source grind. The goal is to align product offerings with shopper behavior and preferences, ensuring that each addition addresses a clear gap in the current assortment.