Sales show consumers’ increased love of lamb

SALES of fresh and frozen lamb have grown strongly in the last three months, the Agriculture and Horticulture Development Board (AHDB) has revealed.

According to Kantar data for the 12 weeks to August 11, sales grew by 8.1% in volume, compared to the same period last year.

This year’s gloomier summer has helped boost sales of roasting cuts, which were shunned by consumers during last year’s heatwave, AHDB added, and historically have helped the lamb category.

Additionally, the volume of lamb purchased per buyer increased by five per cent year on year, with the average UK household buying 1.5kg of lamb in the last quarter.

AHDB Beef and Lamb strategy director, Will Jackson, said: “The increased retail sales results will be welcome news to sheep producers.

“As temperatures are cooling, there’s potential that more British shoppers will turn to hearty lamb

dishes to warm themselves into the autumn.”

The latest figures come on the back of this year’s Love Lamb Week, which took place from September 1-7.

Using the tag line ‘Lamb hits you in the chops’, the industry campaign was celebrating its fifth year and aims to stem the decline in lamb sales, and boost consumer attitudes towards the meat across target audiences.

Kick starting the second phase of AHDB’s £1.4 million lamb marketing campaign, Love Lamb Week has grown to be supported by the likes of the National Farmers’ Union (NFU), National Sheep Association (NSA) and Red Tractor Assurance.

Mr Jackson added: “And, although Love Lamb Week has drawn to a close, the September phase of our lamb marketing campaign will continue to support lamb sales in our country.”

Launching Love Lamb Week, NFU livestock board chairman, Richard Findlay, said: “Love Lamb Week is a fantastic opportunity for farmers to promote the high-quality lamb we produce. The British sheep industry has a great story to tell.”