Consumer tracking organized by the Pork Checkoff has found that multicultural consumers are selecting pork products more frequently than the average consumer within the checkoff's target market.
The results of the research, released earlier this month, found that Asian Americans and African Americans report a significantly higher belief in pork's creativity and inspiration in the kitchen. The checkoff says this metric is a testament to the Be Inspired campaign.
"Pork is a dietary mainstay to multicultural consumers," says José de Jesús, the checkoff's director of multicultural marketing. "The results of this latest study provide an excellent opportunity for continued growth within the fresh pork category."
The checkoff saw a 5.6% increase in consumer expenditures last year in fresh pork, de Jesús noted.
To increase pork consumption among ethnic customers, the Checkoff said it will introduce several new, culturally relevant marketing programs in 2014. The Checkoff will also conduct additional research this spring with these groups to gain valuable insights into their eating habits and cultural differences towards pork.
"We want to better understand their attitudes and perceptions regarding pork so that we can deliver messages that are culturally appropriate to these groups," de Jesús said.
To assist with strategy creation, the Pork Checkoff selected República as its national multicultural marketing agency of record. República was selected following a competitive review and will help the Pork Checkoff execute its multicultural outreach with a focus on creating awareness of fresh pork and its benefits with diverse consumers, the checkoff said.
The nationally fielded tracking study is conducted by the Pork Checkoff twice each calendar year and most recently in November 2013. Respondents are representative of the U.S. population for gender, age, ethnicity and income.