Forget the “meat and potatoes” model. For Gen Z and Millennial consumers, the question isn’t “What meat are we eating for dinner?” It’s “What cuisine are we having tonight?”
Whether it’s Mexican, Asian or Italian, this shift from “center-of-the-plate” to “pork-as-an-ingredient” is at the heart of National Pork Board’s (NPB) latest business intelligence.
“Consumers are multi-dimensional,” says Sarah Showalter, director of consumer and business insights at NPB. “Our goal is to provide a 360-degree view—not just understanding what they bought in the past but anticipating what they’ll crave in the future.”
The Protein Obsession
The demand for protein is growing and the way it’s consumed is evolving. According to the Numerator Protein Trends Report, 74% of millennials pay close attention to their protein intake, yet many feel they aren’t meeting their goals.
Crucially, 55% of these protein-aware consumers prefer sourcing that protein from “whole foods” like meat and dairy rather than powders or supplements, Showalter adds.
“We have a massive opportunity to show how heart-healthy cuts like pork loin and chops deliver 22 to 26 grams of protein,” Showalter says. “We’re meeting them where they are—on their phones and through social media—to make sure pork is the solution they reach for.”
The “Cuisine-First” Generation
Morgan Wonderly, an NPB member and lecturer at California Polytechnic State University–San Luis Obispo, sees this cultural shift every day on campus.
“Our students come from everywhere. Pork is central to their cultures—Filipino, Korean, Latino, Hawaiian,” Wonderly says. “Pork isn’t defined by one culture; it’s the versatile protein that fits them all.”
Flavor and nostalgia drive the love for many of these dishes, she adds.
“So how do we replicate those feelings in a college student’s world or in an on-the-go world?” Wonderly asks. “There are so many ways: carnitas or al pastor from a taco truck on campus, pork dumplings and rice takeout, or even making spaghetti with Italian sausage at home.”
Solving the “Hangry” Crisis
Convenience for these younger generations is defined by speed and “odd hours.” They are 49% more likely to use delivery apps, and they view the kitchen differently than their parents. In fact, there are now more air fryers in U.S. households than coffee makers—a major opportunity for quick-prep pork.
But convenience also extends outside the home. Wonderly, who coaches the livestock judging team at Cal Poly, often finds herself traveling with eight “starving” college students.
“If we’re in a hurry and I don’t want anyone getting ‘hangry,’ we skip the drive-thru and hit the gas station,” Wonderly says. “My go-to is a pork snack stick, cheese pack and a diet soda. My students do the same. Pork has a major opportunity to dominate the snack category with quick, high-protein options that require zero guesswork.”
The Bottom Line for Producers
The industry’s “Taste What Pork Can Do” campaign is built on this real-time data. Wonderly says investment in business intelligence is critical.
“We can be the most efficient pig farmers in the world,” Wonderly says. “We can have perfect health. We can have 12 piglets born alive on every sow and have a beautiful barn plow and produce tons of pigs. But if we don’t resonate with these younger consumers, we lose.”
Pork needs to be relatable, simple and affordable to ensure long-term demand, she adds. As the pork industry leans into these trends, Showalter believes there’s a great opportunity to innovate.
“We know that these younger consumers are not going to grow up to be their parents,” Showalter says. “They’re not going to grow up to look like Boomers and Gen X. We need to meet them where they are and show up differently to be relevant to them.”
