D.NEW.2023 - New lamb occasions FY23
| Project start date: | 01 July 2022 |
| Project end date: | 30 June 2023 |
| Publication date: | 01 March 2024 |
| Project status: | Completed |
| Livestock species: | Sheep, Lamb |
| Relevant regions: | National |
Summary
The majority of heavy lamb consumers are of an older generation and have fewer proteins in their repertoire. Light consumers of Lamb are more diverse, urban and educated – and also eat less Lamb. Over time, the current base of heavy Lamb consumers is being replaced by this cohort who don’t share the same historical bond or experience with the protein.
Objectives
Increase Lamb’s HH pen and consumption frequency amongst light buyers.
More information
| Project manager: | Derek Lau |
| Contact email: | reports@mla.com.au |
