By Jennifer Whitlock
Field Editor
A recent survey conducted by American Lamb Board (ALB) helps the group better understand U.S. consumers’ purchasing habits, perceptions, knowledge and use of lamb.
The Lamb Consumer Survey, conducted on behalf of ALB by Midan Marketing, LLC, revealed most consumers of lamb are “heavy” purchasers who buy the meat for cultural reasons, special occasions and for its unique flavor.
“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,” Gwen Kitzan, ALB chair, said.
In the study, consumers were divided into three categories of light, moderate or heavy purchasers of lamb for at-home consumption in the past 12 months.
Light purchasers, or people who buy lamb to cook at home only twice a year or less and those who only purchase lamb at restaurants, comprised 23% of respondents. They were mostly female, suburban and college-educated. They fell mainly into Generation X and baby boomer age groups.
Moderate purchasers, those who eat lamb about twice a month to once every three months, made up 51% of those surveyed. This group is diverse in age and income and span rural to suburban areas.
People who buy lamb to eat at home once a week or more, defined as heavy purchasers, made up 26% of respondents. Heavy lamb purchasers were mainly urban, male, college-educated millennials with families and making more than $100,000 a year.
Light purchasers tend to choose lamb only for special occasions, which underscores consumer association of lamb with cultural heritage and celebration dinners.
Heavy and moderate purchasers make lamb part of routine meals, with heavy purchasers most likely to buy lamb online via grocery store pickup and delivery.
Two key consumer groups identified by the survey were called the “Protein Progressives” and “Family-First Food Lovers.”
Protein Progressives tend to consume a variety of proteins and enjoy diverse or adventurous flavors, and they’re less concerned with price. Family-First Food Lovers care more about foods with health claims that fit within their family budget.
Both groups enjoy cooking at home and trying new, but not too complex, recipes.
Nearly half of all respondents, or 42%, said they prefer to buy U.S.-raised lamb. More than half said they were aware of the source of the lamb they buy.
Respondents were from a nationally representative sample of people 18- to 76 years old who at least share responsibility for grocery shopping and food preparation and have eaten lamb in the past 12 months either at home or in a restaurant.
The survey was conducted online Aug. 25-30.
More details from the study are available here.