A recent survey conducted by the American Lamb Board, which assessed consumer knowledge and preferences of domestic and imported lamb, noted a slight increase in lamb consumption.

The data collected from the lamb usage and attitude study will assist industry stakeholders in making strong, strategic decisions about how to market U.S. lamb.

The online study was conducted during 2018 among 2,084 U.S. adults aged 18 to 74. The American Lamb Board has three target audiences: infrequent lamb users (those who eat lamb less than four times per year and/or only in restaurants), thoughtful eaters (those who are concerned about where their food comes from and how it’s grown) and millennials (those who were born between 1980 and 2000, and who are also interested in food and where it comes from).

“This study revealed positive trends for lamb in the U.S.,” says Jim Percival, ALB board chairman and a sheep producer from Xenia, Ohio. “Among the general population, 24% reported eating lamb in the last year, up from 20% in 2011 and 21% in 2006. This is significant progress.”

Percival notes the survey recorded a positive consumer trendline, with 35% of people who eat lamb saying they like everything about it, compared to just 19% in 2011. For those who eat lamb, the most important attributes are flavor, unique taste and tenderness,” says Percival.

Sixty-eight percent said they have a strong desire to purchase American-raised lamb, Percival adds, noting that consumers say they perceive U.S. lamb as being fresher and safer. Plus, they prefer to purchase lamb raised by U.S. producers.

Survey participants said they pay attention to country of origin and indicated a preference for lamb produced in the U.S.

While consumer interest and enjoyment in lamb is growing, respondents said price and availability are the leading barriers to purchasing lamb in the meat case. The study also showed that learning more about preparing lamb, along with increased availability, could increase lamb usage. Respondents desired to hear about locally raised products, as well as animal care and assurances the lamb is antibiotic-free and hormone-free.

Minnesota lamb
Jeremy Geske, secretary for Minnesota Lamb and Wool Producers, says lamb consumption in Minnesota appears to be stable, yet is possibly increasing in some regional ethnic markets.

Prices for farmers — around $1.30 per pound — are down from what they were most of the year, he says. However, that is typical for this time of year (mid-August), when fair lambs start going to market.

There are more than 2,100 lamb and wool producers in Minnesota who collectively market more than 110,000 lambs per year.

For more information on the study and American lamb, visit lambresourcecenter.com.

To learn more about Minnesota Lamb and Wool Producers, visit mlwp.org.

Information from the American Lamb Board was used in this report.