Increase in lamb consumption driven by youngsters
Published:  26 October, 2006

According to the latest TNS data the last two years have seen fresh lamb has grow by both volume and value.

According to the latest TNS data* the last two years have seen fresh lamb has grow by both volume (+4.3%) and value (+2.2%), accounting for a value growth of an additional £10.2 million in sales*. While recently published TNS Usage data** reveals the popularity of lamb is steadily increasing amongst younger consumers, which is likely to account for a significant proportion of this growth.

The figures track consumption amongst different age groups over a four year period and show that while consumption of total lamb cuts and dishes has remained fairly constant amongst most age groups, a steady increase in consumption of lamb amongst 17-34 year old housewives has been seen.

17 - 34 year olds accounted for 17.6% of lamb meal occasions in the six months to end of May 2006, compared with 11.5% in the six months to the end of November 2002. All other cuts (other than stewing and breast) increased in popularity amongst this age group, but in particular consumption of lamb mince soared, with a 13.6% increase over the four year period.

Retail project manager for the English Beef and Lamb Executive (EBLEX), Chris Leeman, commented: "These figures are very encouraging. A few years ago, lamb was generally more popular amongst older consumers, but these figures suggest that the tide is turning and that the younger generation is becoming more confident cooking with different cuts of lamb."

* TNS Worldpanel, 52 w/e 10 September 2006

**TNS Usage is the UK's largest continuous monitor of food and drink consumption.

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