DENVER — Pork is the most widely consumed meat in the world, according to a report from CoBank’s Knowledge Exchange, yet US per capita consumption has remained flat for more than 50 years at 50 lbs on average. Looking to gain ground in the United States, the National Pork Board’s new consumer marketing program, “Taste What Pork Can Do,” highlights the possibilities of utilizing pork for at-home meals through a wide variety of recipes and convenient cooking techniques.

“If the US consumer is to truly reimagine pork, some fairly significant changes may be required over time,” said Brian Earnest, lead animal protein economist with CoBank. “Recalibrating the genetic hog makeup and showcasing different cuts at retail and through foodservice could be in order. Utilizing pork in a new way could help find the pork equivalent of a beef T-bone or rib-eye for a richly flavored, premium-priced offering.” 

Annual US pork consumption currently trails that of beef and chicken, which exceeds 60 lbs and 100 lbs, respectively, CoBank reported.

Pork producers rely heavily on global demand, with nearly one-quarter of all US pork sold to international buyers in 2024. The top five destinations for US pork include Mexico, China, Japan, South Korea and Canada.

However, as China trims US goods and trade flows begin to shift, the US pork industry could take a hit, making the National Pork Board’s new campaign targeting domestic consumers all the more timely.

Taste is one of the top drivers influencing consumer meat purchases, as evidenced by sales of the most popular pork product — bacon — CoBank said.

A refreshed approach to hog genetics that focuses on fat content, flavor and consumer preferences over production efficiencies may be necessary to meaningfully grow domestic demand, the report noted.

Bacon has been the most popular pork item in the United States for the past decade, with strong demand supporting higher pricing. Sausage items and pizza toppings like pepperoni have also gained demand. Values for pork trim used in sausage making have risen accordingly. Historically, averaging less than $40 per cwt, pork trim for sausage climbed to more than $80 per cwt for the first time in 2022.

Cooking techniques can also make a difference when it comes to taste. As opposed to cooking chicken breasts and burgers, US consumers frequently find it difficult to cook the “perfect” pork chop.

Pork loins and hams offer great value but often lack the convenience consumers are seeking in smaller cuts, CoBank said.

To meet consumers’ needs, new pork variations that offer both convenience and enhanced flavor may be key.

“With supplies ample and wallets tight, pork has never been in a better position to grow its market share with US consumers,” Earnest said. “Pork is on a new path, and it’s an exciting time for the industry.”