By Debbie James

Hybu Cig Cymru says it will target advertising at families and younger consumers in the run-up to Christmas as new data shows that increasing numbers from these groups are adding it to their baskets, resulting in a 10 per cent increase in sales.

New data from market analyst Kantar Worldpanel shows that in the 12 weeks to October 4, British shoppers spent 15.5 per cent more on lamb compared with the same period last year.

There was also more lamb consumed – an increase of 11 per cent on last year.

Lamb sales had rebounded strongly after a disappointing Easter when Covid-19 lockdown restrictions impacted on family gatherings.

Total spending on lamb in Britain is now up 7.9 per cent on the year to date.

Although lamb is still most popular among older consumers, this year has seen younger shoppers trying it.

There has been a strong year-on-year increase in terms of the volume of lamb purchased in households with children and shoppers aged under 45.

HCC’s data analyst Glesni Phillips said that after instability in the markets earlier in the year, lamb’s popularity has been a notable feature of the British retail market.

“We’re pleased that the data shows increasing numbers of families and younger consumers trying lamb. We’ll continue to target marketing at this group in the run-up to Christmas,’’ she said.

Retailers have invested in increased promotion of lamb in-store to help support the sheep sector.

HCC has also worked with social media influencers and famous chefs, including BBC TV’s MasterChef judge John Torode, to offer recipe ideas that encourage people to try out new ideas at home.