Sheep Industry News December 2021

CONSUMER RESEARCH

EXISTING LAMB CONSUMERS DRIVE SALES GROWTH (ǪXyJ !„ßX(ׁّ ׉ Insight Survey

POSITIVE PERCEPTIONS OF LAMB

Flavor | Quality | Tenderness | Freshness 75% of lamb consumers eat meat because it tastes good

52% are aware of the source of their lamb 42% ȯȲƵǏƵȲ ɈȌ Ʀɐɯ ǿƵȲǞƧƊȁ mƊǿƦ LAMB PURCHASERS

ATE LAMB IN THE PAST 12 MONTHS

51% twice a month to ȌȁƧƵ ƵɨƵȲɯ ׃ ǿȌȁɈǘȺ

26% once a week or more

23% Ɗ ƧȌɐȯǶƵ ɈǞǿƵȺ Ɗ ɯƵƊȲ ȌȲ Ɗ ȺǞȁǐǶƵ ȺȯƵƧǞƊǶ ȯɐȲƧǘƊȺƵ

2/3 ȌǏ ǶƊǿƦ ƧȌȁȺɐǿƵȲȺ ȯǶƊȁ ɈȌ ȯɐȲƧǘƊȺƵ ǶƊǿƦ Ǟȁ ɈǘƵ ȁƵɮɈ 6 months

HEAVY LAMB PURCHASERS+

■ c ȌǶǶƵǐƵٌ ƵƮɐƧƊɈƵƮ Millennials with families

LAMB PURCHASERS* SAY:

■ ǶǞɨƵ Ǟȁ ɐȲƦƊȁ ƊȲƵƊȺ ■ ǞȁƧȌǿƵ ڛ ׀׀׀ة׀׀ׁٽ ȯƵȲ ɯƵƊȲ

■ ɩƊȁɈ ɈȌ ƦƵɈɈƵȲ ɐȁƮƵȲȺɈƊȁƮ ǶƊǿƦ ƧɐɈȺ ■ ɩƊȁɈ ǿȌȲƵ ƧȌȌDzǞȁǐ ǐɐǞƮƊȁƧƵ ■ ȺȌƧǞƊǶ ǿƵƮǞƊ ǞȺ Ɗ ȯȌȯɐǶƊȲ ȺȌɐȲƧƵ ǏȌȲ ȁƵɩ ȲƵƧǞȯƵȺ

ÀǘƵ ٶ mƊǿƦ !ȌȁȺɐǿƵȲ ²ɐȲɨƵɯ ٶ ɩƊȺ ƧȌȁƮɐƧɈƵƮ ȌȁǶǞȁƵ ɐǐɐȺɈ ׂٌׅ ة׀׃ ׂ ׀ׁׂ خ ÀǘƵ ȺɐȲɨƵɯ ǞȁƧǶɐƮƵȺ ƊǶǶ ǶƊǿƦ ȯɐȲƧǘƊȺƵȺ ة ƮȌǿƵȺɈǞƧ ƊȁƮ ǞǿȯȌȲɈƵƮ خ ªƵȺȯȌȁƮƵȁɈȺ ɩƵȲƵ ǏȲȌǿ Ɗ ȁƊɈǞȌȁƊǶǶɯ ȲƵȯȲƵȺƵȁɈƊɈǞɨƵ ȺƊǿȯǶƵ ȌǏ ׁ ׈ ɈȌ ׇ ׆ ɯƵƊȲٌ ȌǶƮȺ ة ȯȲǞǿƊȲǞǶɯ ȲƵȺȯȌȁȺǞƦǶƵ ǏȌȲ ǐȲȌƧƵȲɯ ȺǘȌȯȯǞȁǐ ƊȁƮ ǏȌȌƮ ȯȲƵȯƊȲƊɈǞȌȁ ة ƊȁƮ ǘƊɨƵ ƵƊɈƵȁ ǶƊǿƦ Ǟȁ ɈǘƵ ȯƊȺɈ ׁׂ ǿȌȁɈǘȺ ة ƵǞɈǘƵȲ ƊɈ ǘȌǿƵ ȌȲ Ǟȁ Ɗ ȲƵȺɈƊɐȲƊȁɈ خ IȌȲ Ɗ ƧȌȯɯ ȌǏ ɈǘƵ ǏɐǶǶ ȲƵȯȌȲɈ ƧȌȁɈƊƧɈ ªƊƵ ƊɈ m خ ؤ (Ƶ˛ȁƵƮ ƊȺ ɈǘȌȺƵ ɩǘȌ ƵƊɈ ǶƊǿƦ ɈɩǞƧƵ Ɗ ǿȌȁɈǘ ɈȌ ȌȁƧƵ ƵɨƵȲɯ ɈǘȲƵƵ ǿȌȁɈǘȺ ڕ (Ƶ˛ȁƵƮ ƊȺ ɈǘȌȺƵ ɩǘȌ ȯɐȲƧǘƊȺƵ ǶƊǿƦ ȌȁƧƵ Ɗ ɩƵƵDz ȌȲ ǿȌȲƵ

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