Lamb marketing: Lamb makes a resurgence among consumers as sales soar

It is positive to see that sales of lamb have been markedly improved recently, this could give insights into how direct-sale producers can plan their lamb marketing. Lamb is making a resurgence among consumers, with sales of roasting joints soaring during the last two festive periods.

Most proteins saw roasting joints or whole cut volumes decline on the heights of 2020 but lamb was the exception, up 0.9 per cent and 3.3 per cent on Christmas 2020 and 2019 respectively, latest data from Kantar has shown.

Despite grocery price inflation reaching 3.5 per cent in December 2021, adding an average of £15 to shoppers’ monthly bills, consumers spent £662.5 million on lamb in 2021, a 12.6 per cent increase compared to 2019. The average price of lamb also rose, up 4.6 per cent year-on-year.

And while the overall volume of lamb sold at GB retailers last year was 3 per cent down on 2020 at 63,350 tonnes, the meat’s popularity among shoppers remained above pre-pandemic levels, with the volume of lamb bought in 2021 exceeding that of 2019 by 2.4 per cent.

Hybu Cig Cymru data analyst Glesni Phillips said lamb was substantially more popular now than pre-pandemic. She said: “Although sales are slightly below the 2020 peak in terms of volume, spending on lamb has continued to grow across most types of cuts and products.”

Ms Phillips said there had been some upward movement in the retail price and this may have driven demand for ‘more economic products’ such as mince, where sales are up more than 20 per cent as against 2019.

Both beef and pork roasting joints were unable to match the heights of Christmas 2020, but pork saw retail volumes up 11 per cent compared to 2019. Total beef was also in growth compared to 2019 from everyday cuts such as mince and burgers.

AHDB retail insight manager, Grace Randall, said red meat performed well in retail during 2021 when compared to a pre-lockdown Christmas. Ms Randall said: “The latest data shows that many consumers switched some of their spend to the eating out market, such as restaurants and pubs, which had an impact on the levels of meat bought from their local supermarkets or butchers.”

Grocery price inflation also reached 3.5 per cent in December 2021, adding an average £15 to shoppers’ monthly grocery bills.

If you are planning a lamb marketing strategy to promote your lamb diversification then we would recommend seeking support from marketing advisors, you can Check out our farm marketing strategy guide here, or you can book a consultation with us here.

Article taken from Farmer’s guardian