Lamb sales bouncing back

Lamb sales bouncing back

After a sustained period of gloom lamb is bouncing back in popularity among British consumers with volume sales on the up.

Latest figures* revealed that in the 12-week period to September 2nd, volume sales of lamb rose by 14% to 15,656 tonnes year-on-year, with £131 million being spent on the product, up 6% year-on-year. In the four-week period to September 2nd alone, volume sales were up 2% at 4,753 tonnes.

The 12-week year-on-year increase has come amid a fall in the average retail price of lamb for the same period of 7% to £8.35 p/kg.

Mike Whittemore, EBLEX head of trade marketing, said: “Volume lamb sales have been doing well since April, driven largely by greater supply. While we have seen a fall in the retail price, the popularity of the product when widely available demonstrates that consumers do see lamb as a versatile meat which represents value for money.”

Lamb has been the focus of a recent marketing push by EBLEX with its Five Star Lamb Tour, aimed at getting it back on the menu in foodservice establishments. It is also running a three-year Discover Lamb campaign, promoting new lamb cuts to highlight the product’s versatility.

*Source – Kantar Worldpanel/AHDB.

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