Consumers may be feeling squeezed by inflation and higher living costs, but pork industry leaders say one trend continues to work in the industry’s favor: Americans want more protein.
That demand story was front and center during a panel discussion at World Pork Expo, where industry leaders pointed to strong domestic consumption trends, resilient exports and growing opportunities among younger consumers.
“Protein is having a moment,” says David Newman, chief executive officer of the National Pork Board. “This isn’t about competing for a slice of the pie. The pie is getting bigger.”
While economic uncertainty continues to pressure household budgets, Newman says pork remains well-positioned as an affordable, nutrient-dense protein.
“I do think right now is a great time if we look at where we’re at today and potentially where we are going in the future as it relates to pork demand,” Newman says.
Consumer Budgets Remain a Concern
The optimism surrounding protein demand comes even as consumers face growing financial pressure.
Lee Schulz, chief economist with Ever.Ag, says higher living costs continue to weigh on purchasing decisions.
“The elephant in the room is income,” Schulz says. “We know that consumers are certainly being impacted by higher gasoline prices, but it’s not just gasoline. Cost of living has been much higher. And so that has been really a drag on demand.”
Even so, pork leaders believe the industry’s value proposition remains attractive as consumers look for affordable meal options.
Newman says the summer grilling season provides an opportunity to connect with consumers, but demand-building efforts extend well beyond backyard barbecues.
“This is a great opportunity season for pork,” Newman says. “When we think about how we position pork, whether that is with retailers or food service, it’s about the opportunities right now.”
The National Pork Board has developed promotional campaigns designed to carry demand momentum through the summer and into the fall, focusing on both retail and restaurant opportunities.
“What opportunities are there in the restaurant space? What opportunities are there in retail space to still feed you and your family?” Newman says.
Exports Continue to Power Demand
While domestic demand often receives the most attention, exports remain a critical piece of the pork demand equation. U.S. Meat Export Federation (USMEF) just released its latest look at pork exports, and it shows the record pace continues.
According to the latest data from USDA and theUSMEF, U.S. pork exports maintained strong momentum in April, and totaled 257,212 metric tons, up 8% from a year ago, while export value climbed 6% to $718.1 million.
The gains were driven by broad-based demand across both Asian and Western Hemisphere markets, including Mexico, Japan, the Dominican Republic, Central America and the Philippines. Exports to China and Canada also posted significant year-over-year increases compared to the lower volumes seen a year earlier.
According to Erin Borror, vice president of economic analysis for the U.S. Meat Export Federation, export demand has been broadly supportive throughout 2026.
“It’s been pretty broad-based here so far this year,” Borror says.
Latin America continues to lead growth, with Mexico remaining the most important international market for U.S. pork.
For perspective, Borror notes that Mexico currently contributes about $21 per head in value to U.S. pork production, compared to roughly $7 per head from China.
“There is a big difference there,” Borror says.
Mexico remains especially important because of its appetite for products that have fewer domestic outlets.
“Mexico is taking roughly half of our hams. That fresh bone-in ham market is absolutely essential,” she adds.
China also remains a valuable customer despite geopolitical tensions and tariff challenges.
“China is still critical for the U.S. pork industry. They’re still taking those stomachs, heads and feet items even today, even with high tariffs, " Borror says.
Together, Mexico and China account for the majority of U.S. pork variety meat exports, helping maximize carcass value.
Winning the Next Generation of Consumers
While current demand remains encouraging, Newman says the industry’s long-term success depends on attracting younger consumers.
“It’s about focusing on the younger consumer and it’s really about the future consumer of pork,” Newman says.
Millennials and Generation Z continue to reshape food consumption trends, influencing everything from flavors and preparation methods to portion sizes and convenience.
“We know flavor is critically important in the pork business,” Newman says. “But also how these audiences prepare food, even thinking about portion-size cuts. The opportunities that are there are very, very good for the future.”
The industry’s “Taste What Pork Can Do” campaign is designed to connect with those younger audiences by emphasizing flavor, versatility and convenience.
Newman says the goal is not only to support today’s demand but also to build future demand for producers.
“This is about future-proofing not only where we’re at for our producers,” Newman says. “But we’re also thinking about once this product is put into the hands of the consumer, it’s really up to them.”
Demand Remains the Key
Even with concerns about consumer finances, industry leaders remain encouraged by the broader protein consumption trend.
Exports continue to perform well. Domestic demand remains resilient. And younger consumers are increasingly prioritizing protein in their diets.
For pork producers navigating market volatility, those demand signals remain an important foundation.
As Newman sees it, the opportunity is larger than simply competing against other proteins.
“Protein is having a moment,” he says. “The pie is getting bigger.”
For the pork industry, the challenge now is making sure pork captures its share of that growing demand.
