Video - The lamb shopper profile

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

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

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