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 2, volume sales of lamb rose by 14 per cent to 15,656 tonnes year-on-year, with £131 million being spent on the product, up six per cent year-on-year. In the four-week period to September 2 alone, volume sales were up two per cent 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 seven per cent to £8.35 per kilo.
Mike Whittemore, the English Beef and Lamb Executive 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 marketing push by Eblex with its Five Star Lamb Tour, aimed at getting it back on the menu in food-service establishments. It is also running a three-year Discover Lamb campaign, promoting new lamb cuts to highlight versatility.