In European countries such as the UK, France and Spain, sheepmeat is heavily consumed over the Easter period. However, in the Muslim world, consumption peaks during the religious festivals of Eid A1-Fitr and Eid A1-Adha. Sheepmeat encompasses a range of products – prime lamb, mutton (often interchangeable with goatmeat), high quality loin cuts and lower value secondary cuts for manufacturing products or hot pots – each of which holds a unique position depending on market and consumer segment.
Developing markets such as China and those in the Middle East tend to have a stronger affinity with sheepmeat through cultural or religious customs, but price remains a major barrier for many consumers. Lamb and mutton have reputations as superior meats (MLA Global Tracker 2020) within many of these developing markets, which presents a substantial opportunity to build on these perceptions. These regions are forecast to record the highest growth in population, urbanisation and household incomes.
In many developed countries such as the US, Japan and Korea, lamb is a niche product, not readily available or commonly consumed (except in certain demographic segments), with many consumers unfamiliar with how to prepare and cook the product. However, due to the size and wealth of their populations, they still represent strong potential growth opportunities for imported Australian sheepmeat, particularly in foodservice.
In contrast, the position of Iamb in Australia is different from most developed countries, with strong awareness and preference arising from a history of consumption. A key challenge in Australia is keeping lamb relevant in homes and restaurants as demographics and consumer preferences evolve. Considering the product diversity of Australian sheepmeat, understanding the consumer in each market and what drives their purchasing decisions is essential to targeted growth. MLA conducts a global consumer survey annually across major export markets to do just this.
| Australia | Freshness | Value | Natural | Safety |
|---|---|---|---|---|
| China | Safety | Natural | Origin | Nutritional |
| UAE | Halal | Safety | Environment | Natural |
| Malaysia | Halal | Safety | Natural | Freshness |
| Qatar | Halal | Safety | Freshness | Value |
| Japan | Safety | Freshness | Value | Natural |
| US | Freshness | Safety | Natural | Value |
Perceptions of sheepmeat and other proteins vary significantly around the world, but there is consistency regarding consumers seeking products that are fresh, safe and enjoyed by the whole family. The development stage of the country does impact the importance of attributes, with developing countries typically focusing more on safety and freshness, and developed nations emphasising quality and differentiation.
Broad consumer trends evident around the world in foodservice and retail channels and affecting sheepmeat consumption are shifting towards:
- fresher and less processed offerings
- customised meals
- messaging relating to provenance and health e.g. grassfed’, ‘free from antibiotics’, ‘natural