Christmas Lamb Sales Jump as Turkey Loses Ground
Lamb Sales Surge Over Christmas as Turkey Declines, AHDB Reports
UK shoppers shifted their festive meat choices over Christmas 2025. Lamb volumes went up 17.2% while turkey sales fell. This is according to new consumer insight from the Agriculture and Horticulture Development Board (AHDB).
The standout performer was lamb leg roasting joints, which saw a 24.7% increase in purchases. This was driven by strong promotional activity and demand for premium yet versatile centre-of-plate options. AHDB said the results underline lamb’s growing appeal as an alternative festive roast.
The report also highlights the rising importance of convenience and value-led ranges. While overall beef volumes declined, beef roasting joints increased by 8.6%. In addition, convenience products performed strongly across all major meat categories.
AHDB concluded that retailers and producers able to balance premium cuts with convenient formats are best positioned to capture consumer demand. This advantage will increase as shopping habits continue to evolve.
Source: AHDB | 13 January 2026
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