Pork consumption in the US: A flavour or welfare issue?
Pork consumption in the USA has changed dramatically over the last 3 decades. The US swine industry has seen a dramatic decrease in the overall amount of pork consumed by individuals with drastic variation of pork consumed by generation. Health and welfare expert Dr Monique Pairis-Garcia discusses reasons and possible solutions.
In the US, boomers (individuals born roughly between 1946-1964) have been the primary consumer of pork and have maintained consistent purchases and consumption of pork products in the past.
In 2017, 17.4 lbs (7.9 kg) of pork were consumed per capita while in 2022, only 16.6 lbs (7.5 kg) of pork were consumed per capita. This is believed to be driven by 2 factors:
- Decrease in boomer populations;
- Millennials (individuals born between 1981-1996) and Gen Z (individuals born between about 1997-2012) generations are not buying fresh pork at the same rate as older generations.
Ranking taste and flavour of fresh pork
When surveyed by the National Pork Board, millennials and Gen Z rank the taste and flavour of fresh pork below most other proteins and 46% of millennials consider pork to be an indulgent choice. So, what role does welfare play in younger generations spending less money and consuming less pork?
Researchers from Cornell University in Ithaca, NY, USA answered this very question. Using legislation surrounding the use and design of gestation crates on farms, this study asked how implementing such an animal welfare specific law would impact both the industry and the consumer.
From the industry standpoint, the study evaluated how implementing the law impacted gross income and supply, while from a consumer standpoint, the study evaluated how this law influenced the consumer’s perceived value of pork products in relation to animal welfare and meat quality.
From a consumer perspective, consumers value pork products much more in accordance with animal welfare beliefs than with product quality
From the industry perspective, this type of animal welfare law typically reduces gross income and supply initially, but gross income recovers while supply remains reduced.
From a consumer perspective, consumers value pork products much more in accordance with animal welfare beliefs than with product quality.
Motivated to purchase pork
In turn, consumers are more motivated to purchase pork products based on animal welfare beliefs than in quality of the product. This is an important finding as it demonstrates, from this study population, that animal welfare information or management may be the most effective tool for increasing the quantity and price point for pork products.
Animal welfare continues to maintain centre stage in the consumer’s mind and it is important that we recognise this value and identify effective, realistic and sustainable ways to move pig welfare on-farm in a positive direction both for the animal and for those who consume pork products.
