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The U.S. National Pork Board published an Insight to Action report titled, "Time to Tango: Latinos are pork's future" detailing why marketing pork to Latinos should be of concern to the pork industry and provides several suggestions and opportunities for the pork processing and retail industries. In 2020,Latinos in the U.S. will represent more than $1.7 trillion in buying power which is growing at twice the rate of non-Hispanics. Traditionally, Latinos consume significant amounts of fresh meat, especially pork, which is essential to maintaining the cultural roots of special dishes and celebrations.
The grocery store meat case is missing a huge opportunity to cater to the largest (and growing) majority in the United States but marketing to Latinos requires thinking differently – both at the processing plant and at retail.
Cuts used in traditional dishes like chicharrón and Kan Kan pork chops — a cut that includes the loin, rib meat, belly and skin — are primarily available only in Hispanic specialty or bodega stores. If they can’t find the pork cuts their traditional dishes call for in mainstream supermarkets, they may choose other proteins, or seek out specialty shops. Nearly half (49%) of Hispanics do not choose mainstream retailers as their go-to store, and instead opt for specialty stores, ethnic markets and bodegas.
Specialty stores offer more than just special cuts — they offer a familiar atmosphere and personal service, customers may be able to order in Spanish and ask for suggestions from staff that know traditional cuts and flavors. One opportunity for mainstream stores would be to provide in-culture meat staff or proper training for current staff. Stores should be able to customize the fresh meat case by making it a full-service area. They should leverage store sets and/or banners as opportunities for micro-marketing pork to individual Hispanic communities.
To win back these consumers, retailers must gain an understanding of the Hispanic consumer and what they want to see in the meat department. Ensuring an appealing pork display is key, as is consistently featuring a wider variety of cuts Hispanics crave.
October, 2019/ The National Pork Board/ USA. https://www.pork.org
