Innovation Opportunities Through Consumer Segmentation
Webinar 4 of 5
In this session, we examine the innovation opportunity through the lens of NPB Consumer Connect segmentation — where Food Analytics’ proprietary behavioral methodology intersects with NPB’s attitudinal segmentation to deliver actionable, real‑world insight.
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Consumer Connect Segmentation
This session focuses on linking what consumers say with what they actually do, creating a clearer picture of how attitudes, behaviors and consumption patterns come together to drive pork choice.
1. Characterizing the Seven NPB Consumer Segments
Participants will gain a detailed understanding of each segment, including:
- Culinary Adventurers
- Mindful Choicemakers
- Culture Celebrators
- Tasty Value Seekers
- Confident Meat Eaters
- Simple Feeders
- Meat Minimizers
For each segment, we will uncover:
- Who they are and how they live
- Where and with whom they eat meals
- Top fresh and processed pork cuts
- Channels of pork purchase and frequency of consumption
- Top dishes and products
- Where they cook, which utensils they use, and sources of recipes and inspiration
- Culinary Capital Index insights
2. Mapping U.S. Culinary Capital by Segment
We will map where culinary influence and opportunity live across the U.S., with a deeper look at Gen Z and Millennials.
3. Pork Innovation Alignment
The session concludes by connecting segments to innovation adoption — highlighting how insights translate into clear innovation, product and growth opportunities for pork.
Presenters
Kiersten Hafer, NPB, Facilitator/Presenter
Sarah Showalter, NPB, Presenter
Dr. Richard Delerins
Arunima Kumar
Lorie Kim
