Increase in Lamb Consumption Driven by Youngsters

October 27, 2006 - According to the latest TNS Worldpanel data, the last two years have seen fresh lamb grow by both volume and value, accounting for a value growth of additional sales. Recently published TNS Usage data reveals the popularity of lamb is steadily increasing among younger consumers, which is likely to account for a significant proportion of this growth.

The figures track consumption amongst different age groups over a four year period and show that while consumption of total lamb cuts and dishes has remained fairly constant among most age groups, a steady increase in consumption of lamb among 17-34 year old housewives has been seen.

This age group accounted for 17.6 percent of lamb meal occasions in the six months to end May 2006, compared with 11.5 percent in the six months to end November 2002. All other cuts (other than stewing and breast) increased in popularity among this age group, but in particular, consumption of lamb mince soared, with a 13.6 percent increase over the four year period.

Retail project manager for the English Beef and Lamb Executive, Chris Leeman, commented, "These figures are very encouraging. A few years ago, lamb was generally more popular among older consumers, but these figures suggest that the tide is turning and that the younger generation is becoming more confident cooking with different cuts of lamb."
Reprinted from meatinfo.co.uk, United Kingdom

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