It's time to halt fall in lamb sales
With depressed demand for lamb contributing to the current low prices for sheep producers, it was encouraging to see lamb voted as the tastiest red meat available by consumers in a recent survey, writes Clive Brown.
The results are included in a report produced by my colleagues in our trade marketing team, looking at how people perceive lamb and identifying what is preventing them from buying more of it.
The research showed that while lamb scores highly for taste, a lack of innovation in the sector is putting consumers off. Presenting shoppers with the right products to suit their needs could be what's required to stimulate demand.
Lamb has a premium positioning, which is justified by its appealing and distinctive taste, which means consumers are prepared to pay more for lamb than other proteins. It is seen as more natural – and locally sourced – than other meats. However, lamb suffers from a perceived lack of value for money and, as such, must be seen to deliver on quality and consistency.
The report, 'Lamb, it's the taste – naturally' also highlights standout cuts from the consumer research trials. Two cuts performed particularly well, with distinct consumer appeal and potential to add real value to the market. The lamb canon was perceived as being quick to cook and good quality. The lamb three-bone rack impressed consumers too.
Following the publication of the report, we are devising marketing and promotional programmes to put behind lamb in the coming months.
Our research shows that only 15 per cent of licensed premises in England feature lamb on their menus. This area represents a considerable opportunity and one AHDB Beef & Lamb will be doing our best to take advantage of.
We're also involved in a 7.7 million-euro European Union-wide programme to encourage more people to cook with lamb.
Visit www.tastyeasylamb.co.uk for recipes and information on lamb cuts.
* Clive Brown is AHDB Beef & Lamb head of regional development
