Consumers’ Love of Lamb Boosts Lockdown Sales

New data has revealed sales of lamb have enjoyed a recent surge in the UK, up almost 20 per cent on the same period of 2019 to reach £139.6m.

The figures, compiled by Kantar Worldpanel over the 12-week period ending 12 July, also highlighted a spike in sales of both lamb chops and steaks, with value up 25 per cent on the previous year, with the sales of premium cuts accounting for 30 per cent of lamb sold.  

The rise in sales is partly driven by new shoppers choosing to cook with lamb at home during lockdown, represented by a 14 per cent increase in the total number of consumers buying fresh lamb over the three-month period, and follows a push by red meat industry body Quality Meat Scotland (QMS) and national partners to promote lamb as a versatile, quick and easy ingredient to cook with midweek.

The Kantar Worldpanel data also revealed that British shoppers are turning to local butchers now more than ever, revealing a 46 per cent year-on-year rise in sales over the 12-week period. This is in line with new research carried out by Censuswide on behalf of QMS which highlighted the growth in Scots’ love of local produce during lockdown, with over three quarters (79%) of respondents agreeing that it is important to continue to support local suppliers as restrictions ease.

Lesley Cameron, Director of Marketing and Communications at Quality Meat Scotland, which promotes Scotch Lamb PGI, said: “The sales figures for the lockdown period are extremely encouraging, and highlight that an increasing number of shoppers are choosing to cook with lamb – many of them new to the category.

“Over the past few months we’ve focused our efforts on helping people who might not have much experience cooking lamb by providing easy to follow recipes and tips through partnerships with chefs, TV and radio advertisements and PR activity to reach as big an audience as possible.

“With the closure of the on-trade during lockdown, we amped up activity to help support the livelihoods of the people within the red meat supply chain, so this is a really positive result and one that will be welcome news to the industry as we move forward.”

Quality Meat Scotland’s recent ‘Make It Scotch Lamb’ campaign included an integrated mix of PR, TV and radio advertising and digital activity, as well as influencer partnerships with some of Scotland’s most trusted content creators. The activity generated over 35 million impressions, introducing households across the country to fresh new recipes and ways to prepare different cuts of lamb.

Love Lamb Week, which runs between 1-7 September, will continue to spread the word of lamb’s delicious flavour, environmental credentials and how it can be enjoyed as part of a balanced diet.

For Scotch Lamb PGI recipe videos and inspiration visit www.scotchkitchen.com or follow Scotch Kitchen on Facebook, Instagram or Twitter.