Research
Who are your customers? What customer
demographic already purchases American Lamb?
What are customers' perceptions of American
Lamb? These are the most important questions
you should ask yourself when planning for
success. When you learn the answers to these
questions, you will understand why you
should have more American Lamb in your meat
case, and you will understand how to sell
more American Lamb.
A new American Lamb Attitude & Usage Study,
commissioned by the American Lamb Board,
interviewed a national random sample of
consumers, asking about their current lamb
eating habits, their perceptions of American
Lamb and much more. Discover what the
conclusions come out of this study, and
learn how you can apply these findings to
your meat department and give your customers
what they're really looking for. For a
detailed review of this study,
click
here.
A report titled "Household Level Lamb
Consumption Patterns" sheds some light on
who is currently purchasing lamb from retail
locations. Here are some highlights from
this report:
* »People from the following types of
households currently purchase the most lamb:
o »Smaller households (particularly 2-member
households)
o »Higher income households
o »Black households (for lower price cuts)
o »White households (for higher price cuts)
* »The food preparer in households
purchasing the most lamb tends to be:
o »Older (40-65)
o »Not employed outside the home
o »Educated (at least some college
education)
To view the "Household Level Lamb
Consumption Patterns" report,
click here.
The "American Lamb Tracking Study" digs
deeper into customers' perceptions and
awareness of American Lamb. A survey of
customers who fit the above profile
concluded:
* »Customers perceive American Lamb to be
superior to imported lamb in:
o »Quality
o »Taste
o »Healthfulness
o »Appropriateness for special occasions
* »Customers eat lamb in the home as well as
in restaurants
* »Customers' top-of-mind lamb awareness
significantly trails beef, chicken and pork
* »Customers' advertising lamb awareness
significantly trails beef, chicken and pork
To view the complete "American Lamb Tracking
Study,"
click here.
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