Video - The lamb shopper profile

Monday, 10 June 2024

Lamb has seen volume growth in the last twelve weeks - who is increasing their lamb consumption?

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There were 3 key results:

  • Lamb is important to consumers around Easter, with increased demand for roasting joints in part due to the greater volumes on promotion.
  • Older shoppers tend to purchase more lamb although recently we have seen increased demand from middle aged consumers.
  • Greater lamb volumes around Easter are unlikely to be maintained throughout 2024 due to the cost-of-living crisis. Out-of-home volumes are also predicted to struggle versus 2023.

For more information see latest demand on our lamb retail dashboard and AHDB's 2024 lamb outlook prediction

Image of staff member Tom Price

Tom Price

Retail and Consumer Insight Analyst

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