A digital-first generation is changing the way meat is purchased, evaluated, and valued — and the pork industry will need more than tradition and price competitiveness to keep pace.
A Generational Shift in Buying Power
Today’s younger consumers — from late Millennials to Gen Z — are the first group raised in a world where every food choice is influenced by technology, instant information, and social validation. They aren’t just buying protein; they’re filtering it through values, budget, transparency, and convenience.
They expect cleaner labels, smaller portions, higher quality, and affordable pricing — all at the same time. They want recipes, reheating confidence, QR codes, and proof of value before they commit to repeat buying.
This is a major departure from the “buy what you know” mindset that guided meat case purchasing for most of the last century.