DES MOINES, Iowa — A growing number of Americans are choosing pork as a preferred meat with their meals, according to a recent survey conducted by the pork checkoff in Des Moines.

“People are becoming more passionate about their consumption of pork,” said David Struthers, Iowa Pork Producers Assoc. president-elect and a Collins area hog farmer. “These studies confirm that consumers are eating more pork in recipes and as a menu item because of its value, flavor and versatility.”

Results of a consumer tracking study conducted in June show more U.S. consumers rate their enjoyment of pork higher than in previous studies. In addition, consumer-buying habits measured by the USDA also show more are buying pork.

Consumers taking part in the checkoff study were asked to rate pork cuts on a 10-point scale, resulting in a demonstrated increase in the volume of consumers who rank pork as an 8 or higher. 

The tracking study indicates the size of the pork checkoff’s consumer target market has grown to 45 percent of U.S. households, up from 36 percent in June 2013. In 2010, the consumer target was just 27 percent. Growth in the target size is attributed to people rating pork cuts higher, as well as their confidence in cooking meat.

The study also found a majority of all fresh pork eaten – 86 percent at home and 77 percent away from home – is consumed by those in the checkoff’s target market. The total percentage of pork eaten by the consumers grew significantly since its Pork Be Inspired campaign was introduced in 2011.

“The industry is beginning to see the impact of new marketing campaigns,” Struthers said. “We’re making a distinct difference in the marketplace and in how American consumers view and buy pork.”

The tracking study results are further reinforced by the pork checkoff’s key measure of domestic marketing, which is real per capita consumer pork expenditures. Using USDA data, consumer pork expenditures measure the volume (in pounds) and value of pork sold in the United States. Data through May 2014 showed year-to-date per capita pork expenditures grew by 7.5 percent.

The consumer tracking study also asked pork eaters: “Other than price, what most influences your meat-purchasing decisions?” The top three drivers of purchases are quality (63 percent), followed by appearance (50 percent) and convenience (32 percent).

The nationally-fielded tracking study is conducted by the pork checkoff in June and November each calendar year.

According to the USDA Foreign Agricultural Service, pork is the world’s most widely eaten meat, representing 37 percent of all meat consumed. Moreover, an estimated 81 percent of the population consumes pork in-home at least once in an average, two-week period.

Retail scanner data from July 1, 2013-June 30, 2014, stated the top five most popular pork cuts sold are boneless New York chops, back ribs, bone-in chops, spareribs and boneless tenderloin. In sales, boneless New York chops accounted for more than $847 million, back ribs more than $612 million, bone-in chops more than $404 million, spareribs more than $387 million and boneless tenderloin more than $369 million.

“If you eat, you have a connection to a farmer every day,” said Jamie Schmidt, Iowa Pork Producers Assoc. president and a Garner area hog farmer.