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Three tips for taking advantage of lamb’s extraordinary growth
January 10, 2022
2 Min Read
Photograph courtesy of Meat and Livestock of Australia
Sponsored by Meat & Livestock Australia
The ongoing boom in meat sales has cultivated many success stories, but perhaps none are shining brighter than lamb. In fact, lamb sales dollars outgrew the meat case by 98%[1]— nearly double the rate of the overall category. After nearly two years of pandemic-influenced buying habits and trial of new cuts and varieties, long-term consumer demand for lamb appears to be locking in.
For retailers, this makes for a “can’t miss” opportunity to improve the productivity of the meat case.
How to get a leg up with lamb
Lamb appeals to high-value, big-basket shoppers with upside potential. It starts with quality and flavor, and a good eating experience that leads to return purchase. Attributes like pasture-raised, antibiotic-free and no-added-hormones have broad appeal, and move the needle even more for these shoppers.
Three easy steps for growing sales with lamb:
Bring it forward. Many meat sections lag behind consumer demand for higher quality, sustainable offerings like pasture-raised lamb. Step one is to add assortment and make it easy to find.
Focus on the fundamentals. Activate the built-in drivers for lamb sales by emphasizing taste, variety, and sustainability.
Sell with story. Showcase recipes in-store and online that help maximize the appeal to today’s “protein” shopper. Lamb’s appeal is rooted in its value as an “upgrade” on everyday meat in flavor, restaurant-grade quality and variety.
Pasture-raised lamb from Australia brings all these advantages to the meat case, with the added value of consistent supply and volume, plus a seriously strong sustainability story. Aussie lamb producers are already climate-neutral and stepping up to do even more as part of the climate solution.
[1] IRI, Integrated Fresh, MULO, 52 Weeks Ending 10/03/2021
