A survey looking at consumer insights to understand their knowledge, perceptions and how often they eat lamb shows lamb purchases continue to be dominated by a segment of heavy lamb users.
“It’s critical that lamb checkoff programs are built upon consumer intelligence. As we move into our long-term planning process, this study will be very important,” said Gwen Kitzan, American Lamb Board (ALB) chair.
The Lamb Consumer Survey, conducted by Midan Marketing LLC for ALB, shows consumers purchase lamb because it brings up images of special occasions, it’s a reminder of cultural food roots and has a unique flavor that they use to diversify their meals.
The survey divides consumers into heavy, moderate and light purchasers of lamb for at-home consumption in the last 12 months.
Heavy purchasers—defined as those who buy lamb once a week or more—account for 26 percent of respondents. Heavy lamb purchasers skew toward being male, college-educated millennials with families, living in urban areas and making more than $100,000 per year.
Moderate purchasers—eating lamb approximately twice a month to once every three months—make up 51 percent of respondents. Moderate purchasers are a diverse age and income group of college graduates who live in suburban or rural areas.
Light purchasers—defined as people who buy lamb to cook at home a couple of times a year or less and those who only purchase lamb at restaurants—constituted 23 percent of respondents. Light purchasers are mostly female, Generation X and baby boomers, college educated and living in the suburbs.
The survey identifies two key consumer groups as the largest purchasers of lamb: “Protein Progressives” and “Family-First Food Lovers.” Midan Marketing defines Protein Progressives as people who eat a variety of proteins, are more likely to be adventurous in the kitchen and are less price sensitive. Family-First Food Lovers lean toward “foods with (health) claims if they fit within their budgets.” Both groups like to cook meals at home and are willing to try new but simple recipes.
Heavy lamb purchasers are most likely to be Protein Progressives, while moderate lamb purchasers are more likely to be Family-First Food Lovers.
Heavy purchasers are most likely to purchase lamb online or in supercenters and are more likely to buy a cut other than a loin chop. Loin chops are the most common cut of lamb prepared at home, at 49 percent, with moderate to light consumers most likely purchasing the cut. However, about one-third of consumers also prepared other cuts, such as leg roast, ground lamb, stew/kebab meat and shoulder chops.
Price remains the largest barrier for lamb purchases by moderate and light purchasers. Light purchasers are also looking for greater availability at grocery stores and more easy-to-follow recipes. Moderate purchasers are seeking to understand lamb cuts better and want more cooking guidance. Approximately one-fourth of these consumers purchase due to habit, impulse or having a specific recipe that calls for lamb. Most lamb consumers are turning to social media for recipes and inspiration, with light purchasers generally using more traditional media sites and heavy purchasers using online cooking shows in addition to social media.
The majority of respondents associate lamb with flavor, high quality, tenderness and freshness.
More than 75 percent of lamb consumers agree they eat meat when it is part of an ethnic meal and because they cannot imagine giving up the taste of meat. Heavy users also tend to buy meat that is raised organically and without additives or antibiotics. Among other attitudes, respondents think that meat is healthy, home-cooked meals are better and exploring new meat products and recipes is fun.
More than half of consumers surveyed are aware of the source of their lamb, and 42 percent prefer to buy American lamb. However, a third of respondents are not concerned about the country of origin, and about one-quarter buy lamb from Australia and New Zealand regularly.
About two in three lamb consumers plan to purchase lamb for their household in the next six months—this time frame also coincides with large fall/winter holidays.
As possible solutions to increase lamb consumption, the survey suggests that consumers have access to lamb all year-round in supermarkets and access to easy recipes. Lamb should be more available at restaurants and at fast-casual establishments where price points tend to be more attainable for light to moderate users.
Midan Marketing sees moderate purchasers, or Family-First Food Lovers, as a key marketing opportunity. They are the largest group of lamb eaters and only eat lamb around once a month, and Midan Marketing sees it as an opportunity to increase purchases by once or twice a month.
To entice light purchasers, consider offering promotions and everyday meal solutions to showcase lamb is more than just for special occasions, Midan Marketing says. In addition to using social media channels to reach consumers, use ranchers to promote lamb’s positive farming practices and environmental impact.
The survey was conducted Aug. 25-30 with adults 18-76 years old who share responsibility for grocery shopping and food preparation and have eaten lamb in the past 12 months, either at home or in a restaurant. — Charles Wallace, WLJ editor
