Innovation key to boosting performance of “tasty” lamb
AHDB
| AHDB Beef and Lamb
Consumers see lamb as the tastiest red meat available but only innovation in the sector is going to reinvigorate demand, new research suggests.
The work was commissioned by AHDB Beef Lamb to support its ongoing trade marketing work, pushing innovation and new cut development in the sector to add value to the carcase.
The resulting report, Lamb – It’s the Taste, Naturally, gives a clear view of how the lamb category is currently perceived by consumers and helps identify the barriers to purchase and consumption.
Mike Whittemore, head of trade marketing for AHDB Beef Lamb, said: “Our research confirmed that lamb is regarded by consumers as the tastiest of red meats. We believe that presenting shoppers with the right products to suit their needs could stimulate demand and reverse the steady decline in consumption.”
Lamb has a premium positioning, justified by its highly appealing and distinctive taste, which means consumers are prepared to pay more for it. It is seen as more natural – and locally sourced – than other meats. Lamb suffers from a perceived lack of value for money though, and, as such, it must be seen to deliver on quality and consistency.
The report also highlights that the lamb cannon and the lamb three-bone rack have particular potential to add value to the market after testing well.
Mike added: “We believe these two cuts have huge potential; getting them onto supermarket shelves is one important step, but so, too, is getting the quality and consistency of the product right. We have used modern butchery techniques to produce these – and other lamb cuts in our range – with the objective of enhancing consumer confidence in the protein and encouraging repeat purchase.”
AHDB Beef Lamb’s Quality Standard Mark (QSM) Scheme plays an important role in differentiating quality lamb. The scheme’s tough standards combine guarantees of provenance and assurance with a consistently enhanced eating quality.
The report is published as the lamb sector continues to struggle with farmgate prices below previous years, demand in decline and other factors, like the strength of Sterling against the Euro, affect sheep meat exports.
