A recent consumer tracking study conducted by the Pork Checkoff shows that multicultural consumers are enjoying fresh pork more frequently than the average consumer within the Checkoff's target market.
According to the latest research, Hispanic, Asian American and African American consumers report a significantly higher belief in pork's creativity and inspiration in the kitchen, demonstrating that the Pork. Be inspired® campaign resonates with ethnic consumers.
"Pork is a dietary mainstay to multicultural consumers," says José de Jesús, director of multicultural marketing for the Pork Checkoff. "The results of this latest study provide an excellent opportunity for continued growth within the fresh pork category - where we saw a 5.6 percent increase in consumer expenditures last year."
To increase pork consumption among ethnic customers, the Checkoff will introduce several new, culturally relevant marketing programs in the year ahead. 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 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.