More U.S. consumers have favorable opinions of pork in recent years thanks, in part, to the producer-funded Pork. The Other White Meat advertising and promotion campaign.
The survey found that the 87% of Americans who have seen or heard about pork through the industry's Pork. The Other White Meat advertising, public relations, retail and foodservice efforts are much more likely to think favorably about pork in all areas, from taste to nutritional value. Eighty percent of consumers aware of the campaign also reported they would most likely be eating pork within the next month, compared to 60% of consumers unaware of the pork campaign.
Fifty-six percent of consumers surveyed this year have a favorable opinion of pork, up from 47% in 1993. Among consumers who are aware of the checkoff-funded Pork. The Other White Meat campaign, favorable opinions were almost 60%. Consumer attitudes and usage of pork, beef and chicken were measured using a Meat Attitude and Usage Tracker Survey.
"The Pork. The Other White Meat campaign was a bold move by the U.S. pork industry when it was launched in 1987," said Steve Schmeichel, a producer from Hurley, SD, and chair of the producer-driven Demand Enhancement Committee. "These survey results reinforce why pork producers continue to use Pork. The Other White Meat as the cornerstone for our marketing and advertising programs."
In 1999, $20.9 million., 57% of the national pork checkoff dollars, were invested in domestic demand enhancement programs. USDA is forecasting U.S. pork consumption for 1999 at 53.9 pounds per person, 1.3 pounds higher than last year and the highest per capita consumption since 1981.
Pork's overall consumer favorable rating of 56% is up from 54% taken in May 1998. The survey also found that beef's favorable rating increased from 64 to 67% this year while chicken remained unchanged at 84%.
"Results of this survey will help the U.S. pork industry target future communications efforts and narrow that gap by emphasizing pork's key area of appeal to consumer: being a lean, white meat that is something different from their usual routine," said Schmeichel.
The Meat Attitude and Usage Tracker telephone survey, funded by the pork checkoff, surveyed 1,000 consumers between the ages of 25 and 70.