AHDB Beef and Lamb report identifies steps to help reverse decline in lamb consumption

AHDB Beef and Lamb report identifies steps to help reverse decline in lamb consumption

AHDB Beef and Lamb has released its latest consumer research report on British lamb just days after the Government blocked the organisation’s planned lamb and beef promotional campaign.

Lamb It's the Taste - Naturally

AHDB Beef and Lamb’s report, Lamb It’s the Taste – Naturally, was commissioned to establish how the lamb category is currently perceived by consumers.

With British sheep producers facing difficult market conditions current concerns centre around whether the Government will prevent levy payers being allowed to control how levy monies are spent; low sales of British lamb and the need for Government sign off of future marketing and promotional campaigns.

The report, Lamb It’s the Taste – Naturally, was commissioned to establish how the lamb category is currently perceived by consumers and to identify the barriers to purchase and consumption.

Mike Whittemore, head of trade marketing for AHDB Beef & Lamb, said: “Our research confirmed that lamb is regarded by consumers as the tastiest of red meats. We believe that presenting shoppers with the right products to suit their needs could stimulate demand and reverse the recent decline in consumption.”

The report also highlighted how the lamb cannon and lamb 3-bone rack were the standout cuts in consumer research trials.

“We believe these two cuts have huge potential; getting them onto supermarket shelves is one important step, but so, too, is getting the quality and consistency of the product right,” Whittemore said. “We have used modern butchery techniques to produce these – and other lamb cuts in our range – with the objective of enhancing consumer confidence in the protein and encouraging repeat purchase.”

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