The Culture Celebrator is one of seven consumer segments identified in an in-depth consumer segmentation study completed by the National Pork Board. Sarah Showalter, manager of business and consumer insights at NPB, talks about the Culture Celebrator segment.

“Our Culture Celebrators are the smallest of seven segments, but we have identified that they are an opportunity for emerging growth. We know that this group cherishes the taste of home. They love recipes that last for generations to come, and they love making traditional family favorites. And not surprisingly, this group is also very multicultural, so it skews very heavily to both Hispanic and Asian consumers.”

This consumer segment has a significant affinity for pork.

“Given this group is more tied to our multicultural consumers, we have platforms for Hispanic and African American consumers. For Hispanics, we have Ponle Pork that was activated in-market, and then, for African Americans, we have Don’t Miss the Flavor, and we’re really leaning into those younger consumers and those consumer cohorts to help them show the possibilities for pork but also pass those traditions from their culture to future generations to come.”

NPB is using the consumer segmentation study as a tool to address long-term growth in pork consumption.

“We’re utilizing the seven segments to really understand how we can activate consumers for what’s important to them and how pork can fit into their life, either more of what they’re doing today or help them understand the possibilities of pork and of things they may not even be aware of. So, particularly for Culture Celebrators, we’re really trying to help them continue to see the value of pork in those traditional dishes in their culture, and we really want to help them pass those traditions on to future generations to come for the long-term health of pork in the category.”

Visit porkcheckoff.org to learn about all the consumer segments and take a quiz to learn which segment best suits your lifestyle.