Shoppers are splashing out on promoted prime quality PGI Welsh Lamb cuts, according to the latest independent data available to Hybu Cig Cymru-Meat Promotion Wales (HCC).
Photo credit: HCC.
Detailed analysis of HCC’s successful late season 2015 PGI Welsh Lamb marketing campaign shows spend way up on prime products like legs and chops that were heavily promoted during the HCC campaign.
“I’m particularly delighted that HCC’s work was most effective with our quality, high value Welsh Lamb cuts,” said Laura Pickup, HCC’s market development manager. “The analytics say spend on premium Welsh Lamb chops soared by 45.6% year on year at a time when spend on other home produced lamb chops fell by 4.8%.
“Welsh Lamb roasting joints also showed a sizeable 31% increase, against spend on other home produced joints with lesser increases of 11.8%.
“Comparatively, expenditure on New Zealand roasting joints fell 35% and 18% on their lamb chops in the same period.”
The campaigns, which ran between July and November, reached three times more target consumers, increased brand awareness and paved the way in a difficult climate to earn a substantial increase in both multiple retail sales and shelf share.
“In the campaign period, Welsh Lamb increased its share of the market by nearly ten per cent on 2014 equivalents, while competitors like New Zealand lamb saw its share of sales fall by nearly 20% year on year,” said Pickup
“In the major supermarkets, year on year spending on all lamb was generally down by nearly two per cent but branded PGI Welsh Lamb sales increased by 5.6% and, in addition, Welsh Lamb’s shelf space performance was particularly pleasing – taking a further 10% of shelf space against our global and domestic competitors.
“It’s reassuring to have independent confirmation that HCC’s activity helped to protect our market share by engaging strongly with consumers and pointing them towards our premium products, great taste and quality.”