Summary
of 2006 Consumer Research Findings
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. |
