Research Highlights from “An Evaluation of the Importance

to Consumers of Selected Niche Pork Attributes.”

R Parker & Associates, Inc. / Ashcraft Research, May 2005

The market-share potentials for niche pork shown are achieved with pricing 40% above conventional pork.

Combining various niche pork attributes results in products with greater market-share opportunity.

The following bar graphs show the niche pork attribute combinations with the highest market-share potential.

Consumers indicate a willingness to pay a premium for niche pork.

The study shows potential market share of conventional pork and niche pork with various combinations of attributes valued by consumers.

Niche pork that is pasture-raised without antibiotics, growth promotants, and animal by-products

Market share of conventional vs. niche pork combination

Consumers indicate a willingness to pay a premium for niche pork.

25.0 %75.0 %

22.5 %77.5 %

20.5 %79.5 %

Niche pork that is certified Berkshire and raised without antibiotics, growth promotants, and animal by-products

Market share of conventional vs. niche pork combination

Niche pork that is raised without antibiotics, growth promotants, andanimal by-products

Market share of conventional vs. niche pork combination

conventional pork niche pork combination as described at a 40% premium

46% of consumers are “much more” or “somewhat more” likely to buy pork if it is locally grown

69% to 74% of consumers said they would “definitely”or “probably” buy locally grown meat in the future

Consumers also demonstrate a preference for locally grown pork.

Based on the research...

Percentage of consumers “definitely” or “probably” planningto buy various niche meat products in the future

Consumers indicate strong interest inniche meat products.

For further information contact:

Larry Cizek515-223-2639LCizek@pork.org

or go to nichepork.org