Lamb roast sales and exports on the rise in 2024
The Agriculture and Horticulture Development Board (AHDB) has predicted that traditional roast lamb sales in 2024 will increase on the year through Easter, Ramadan and Eid-al-Fitr, as HCC predicts boost in Welsh sheep exports.
The trade body reported that in 2023, British shoppers bought 80,000 tonnes of lamb from supermarkets according to AHDB/Kantar data, and said that the market was worth £852 million, up 4% year-on-year. AHDB anticipates that for 2024, retailers will continue to “strongly promote” lamb through the coming holidays, and expects to see increased demand from shoppers as a result.
According to Kantar research analysed by AHDB, lamb roasting joints saw a 25.5% increase in volume sales in 2023 compared to 2022 (Kantar, 2 w/e 9 April 2023). Of this, leg roasting joints accounted for almost 93% of all lamb roasting joints sold last Easter, and 62% of all lamb sold for the period.
AHDB said that Easter marketing both online and instore for many retailers featured imagery of Easter lunch with roasting joints front and centre. Lamb also saw a 17.3% YoY rise in volumes over Christmas, which all came from fresh lamb, specifically roasting joints (Kantar, 2 w/e 24 December 2023) – AHDB said that perhaps lamb popularity may continue to increase across all special occasions.
However, during non-event periods, AHDB predicted that as food inflation continues to impact shopper behaviour, many will continue to switch to cheaper proteins, such as chicken and pork, and will save cuts like lamb legs for holiday occasions. In 2024, AHDB expect overall lamb volume sales in retail and foodservice to be down 2%.
Grace Randall, AHDB retail insight manager, said: “The lamb trade has seen incredible strength lately, with AHDB’s deadweight sheep SQQ currently sitting at 722p/kg for the week ending 2nd March. The price is now sitting 217p above figures seen for the same week last year. The export market continues to support, along with key demand events including Ramadan, an early Easter and Eid Al-Fitr landing early April.