Key to choosing American Lamb

Summary of Consumer Research Findings
January 2007

Americans are missing out on a wonderful culinary experience based on lack of knowledge and awareness. A new research study based on discussions with 500 primary shoppers in a telephone survey concluded that if Americans new more about the mild, buttery taste and versatility of lamb they’d enjoy the easy to prepare, nutritious meat in their home kitchens.

The American Lamb Board commissioned the study of men and women between the ages of 21-54 years of age to better understand what the current purchase barriers are and what are the most compelling education messages. A summary of the findings follows.

American Lamb not yet an everyday household item

• 13% (one in eight) of respondents have prepared lamb within the past three months and 21% (one in five) had prepared lamb within the past year.
• 20% (one in five) reported that they ate lamb, but did not prepare lamb in their home.
• 35% reported that they never ate lamb. Nearly 1/3 of those who have never eaten lamb indicated that they have nerve had a chance to try it.

Who’s eating lamb and how we’re eating it

• Those who eat lamb are more likely to live in the Northeast or West part of the U.S. Respondents from the West indicate that they are eating more lamb than last year.
• More men than women prefer lamb. In fact, of those surveyed, women are more likely to have never eaten lamb.
• Lamb is primarily served for dinner, for special occasions and on weekends and is prepared by women and prepared in the oven.

Consumers ponder the benefits of American lamb

• Respondents agreed strongly that lamb raised in America is fresher than imported lamb. That is, they prefer American lamb to lamb that would be shipped from 10,000 miles away or more (New Zealand.)
• Respondents also agreed that lamb fits in well to a healthy lifestyle.
• Respondents are most familiar with leg of lamb and rib lamb chops and indicate that they purchase lamb from their local grocery store.
• Respondents reported that lamb can be difficult to prepare and, for that reason, do not prepare lamb at home.

The American Lamb Board will use detailed findings of the survey to guide consumer communications that will break barriers to consumption. The ALB has identified the need for consumers to feel empowered about selecting and preparing American lamb for home enjoyment and will be concentrating on enticing yet educational outreach.