This study uses pork consumption frequency and variety to identify and profile European pork consumer segments. Data (n=1931) were collected in January 2008 in Belgium, Denmark, Germany and Poland. "Non-pork eaters" are profiled as predominantly younger (30 kg/m²) males. The segment "High variety, Medium frequency" (50.1%) includes families and other non-single households, with a profile that matches the overall sample. Their pork consumption is balanced over a wide range of pork cuts and pork meat products. Each segment entails specific challenges for the industry and the public health sector.