New independent research has shown that the historically boring and uninspiring view of pork is being replaced with a more positive reputation following a successful marketing strategy by QMS.

All of the consumers surveyed agreed that pork was ‘easy to cook’, with 97% agreeing it ‘is really versatile for cooking with’. 93% of those questioned agreed with the statement ‘pork is good for you’.

Laurent Vernet, Head of Marketing for red meat promotion body Quality Meat Scotland, said: “These new figures are a substantial success story for the industry, and represent a massive turn around in recent years.

“Research has shown a 15 percent rise in health as the main reason for choosing a meal, and if even some of these customers are aware of the health benefits of eating fresh pork it could be a great support to the hard pressed pig industry.”

The ‘Get some Specially Selected Pork on that fork’ campaign, which ran for six weeks throughout March and April, was focused on pork’s healthy and versatile nature and as a product for families to enjoy.

Figures show that during the time of the campaign, the percentage of Scots eating fresh pork was up 6% year on year. Further, the Scottish market for fresh pork has growing faster than elsewhere in Britain. Annual expenditure is up over 9% to more than £53.1 million with volume up 10% year on year to more than 11,400 tonnes.

Laurent Vernet, said: “The interesting news for the industry is that new consumers are being attracted to the category, particularly in the ‘dream demographic’ young families with children, which has seen growth of more than 20 percent.

“The strongest levels of growth have come from people under 28, which has seen growth of more than 34% year on year.

“Our strategy is to invest in the consumers of tomorrow to ensure we increase consumption both now and in the future, but we always keep in mind that we can't alienate the existing consumer base, as they are key to continued growth in the short term”

The months ahead will see QMS preparing a summer campaign for the Specially Selected Pork brand. Building on the successful elements of recent campaigns, we will be ensuring the messages of health and versatility hit our target audience again and again.