Pig production is thriving in Uganda and the demand for pork is increasing, therefore offering potential for increased income from pig production and marketing. The consumers’ preferences determine and potentially drive this demand but are largely unknown in the context of Uganda. As part of a multi-disciplinary assessment of smallholder pig value chains we investigated these preferences in one of the four thematic subgroups with 292 smallholder pig farmers. In addition, 79 consumers in Kampala, the main pork market outlet in Uganda, were included. Using participatory methods and considering that pig keepers are also consumers, we describe drivers for and taboos around eating pork, the role of pork in peoples’ diets compared to other livestock-derived foods, important attributes when buying pork, the risk of pig feeds competing with human food as well as knowledge, attitudes and practices around pig zoonoses.