British pork reimagined: Data-led marketing for a changing consumer

Liam Byrne, AHDB’s Domestic and International Marketing Director, shares his insights on our marketing activity and explains how we are helping to shift consumer perceptions of pork.

In today’s changing food landscape, British pork is undergoing a timely and well-deserved reappraisal. As consumer tastes evolve and people become increasingly health-conscious and time-poor, pork is being reimagined not simply as a traditional staple but as a modern, versatile and accessible protein.

Through AHDB’s work and the ongoing support of levy payers, a clear and confident shift is under way – a strategic reinvention of how pork is positioned and perceived.

Promoting British pork

At the centre of this movement is our recent campaign: This is British pork. But not as you know it. The message is bold yet simple – British pork isn’t only about sausages and Sunday roasts (much-loved classics though they are!). It’s also lean, nutritious, quick to cook and perfectly suited to busy, modern households.

This isn’t change for the sake of it. It’s an insight-led response to consumer data, grounded in evidence and designed to grow demand in a way that reflects how people live, shop and eat today.

The campaign, developed in close collaboration with industry and retail partners, is broad, ambitious and fresh. A new TV advert launched across Netflix, Sky, Channel 4, ITVX, YouTube and social media platforms.

Featured recipes – such as hoisin pork meatballs, air-fried loin steaks with vegetables and Spanish pork with butter beans – are quick to prepare, cost under £1.50 per portion and showcase lean, high-quality cuts like 5% fat pork mince, loin steaks and medallions.

Retailers backed the campaign with in-store promotions and QR codes linking directly to a library of affordable pork recipes. This joined-up approach ensures visibility throughout the customer journey – from advert to aisle to dinner table – reinforcing pork’s appeal as a healthy, value-for-money choice that fits into everyday routines.

Crucially, this isn’t just about driving short-term sales. It’s about shifting perceptions and reframing expectations.

Our consumer insight data shows health-conscious, budget-aware audiences are open to pork but need reminders of its relevance. When seen through a modern lens, pork doesn’t compete with trend-led imports or plant-based alternatives. It offers something different: great taste, high protein and real-world convenience.

Investing in education

The campaign is also supported by longer-term education work.

Our 2025 education strategy aims to build food knowledge among school-aged children, equipping the next generation to become informed and confident consumers.

Through school partnerships, hands-on learning and practical cooking experiences, we are embedding an understanding of British pork as a high-quality, responsible and nutritious choice from a young age.

Production and the global market

On the production side, 2025 brings cautious optimism. UK pig meat production is forecast to rise by 3.3% year-on-year, thanks to increased slaughter numbers and slightly heavier carcase weights. Encouragingly, the English female breeding herd grew by 2.6% between June and December 2024, supporting a projected UK herd size of 337,000 by mid-2025.

Naturally, challenges remain. Uncertainty around policy, volatile costs and global market pressures continue to affect the sector’s stability. However, despite these headwinds, the domestic price premium for British pork is close to a historical high – a strong indication of continued consumer trust and demand when the product’s story is told clearly and effectively.

Our commitment to delivering tangible value for levy payers is central to all this work. Our pork strategy is built on four key pillars: data and insight, farm performance, marketing and exports.

These aren’t isolated efforts – they form a joined-up programme aimed at strengthening the market, building reputation and supporting a sustainable UK pork industry.

Promoting British pork both at home and abroad is vital to growing volume and value. Whether through consumer campaigns, export development or educational outreach, AHDB’s work is designed to ensure pork remains a central part of the UK’s food culture – not just in tradition but in relevance for today’s way of life.

British pork is ready for its next chapter, and we are helping remind consumers of what the industry already knows: pork is nutritious, adaptable and proudly home grown.