Pork is a source of nutrients essential for the human body but still it is regarded by consumers as a non-healthy product. The main objective of the study was to analyse consumption patterns concerning pork products and to define alternative target markets in bigger Hungarian towns. In the course of the research, 494 people, representative of the base population, were questioned. According to the results obtained, the consumers’ opinion and the already formed image are less favourable regarding pork than poultry in almost all respects. Respondents regarded pork as an out-of-date, slightly boring and aging product. The applied cluster analysis identified five different consumer segments. Among them, rational young consumers represent the primary target group, which can be reached by efficient communication. The most important task of a collective marketing strategy is to alter the unfavourable image of pork.