In European countries such as the UK, France and Spain, sheepmeat is heavily consumed over the Easter period. However, in the Muslim communities, consumption peaks during the religious festivals of Eid Al-Fitr and Eid Al-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 hold a unique position depending on the market and consumer segment.
Developing markets, such as China and 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. 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). Many consumers are 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.
With strong awareness and preference arising from a history of consumption, lamb’s position in Australia differs from most developed countries. 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.
Key motivators to purchase sheepmeat
| 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 affect the importance of attributes, with developing countries typically focusing more on safety and freshness, and developed nations emphasising quality and points of difference.
Broad consumer trends, evident around the world in foodservice and retail channels, include shifts towards:
• fresher and less processed offerings
• customised meals
• messaging relating to provenance and health e.g. ‘grassfed’, ‘free from’, ‘natural’
• more international cuisine
Source : Meat & Livestock Australia