Australian Lamb is a cuisine that’s catching on!

• A wider variety of available cuts is fueling creativity in a younger generation attracted to lamb’s convenience, nutritional value, and ethical production standards.
• The trend toward international cuisine in the foodservice industry is influencing informal applications of lamb and experimental recipes.
• Once consumers try lamb, they generally tend to like it!

Research indicates that the biggest hurdle for lamb to overcome in the U.S. is awareness. Some might say, “I don’t think of lamb as an option; I’m not sure what it will taste like,” and “I’m not confident in preparing and cooking lamb.” When they do try lamb, however, they actually like it!

Playing different roles for different generations

Traditionally, lamb consumption has centered around special occasions and holidays. This places an emphasis on larger cuts like racks and leg roasts and is especially popular within Baby Boomer families. Lamb is also a popular choice for romantic occasions like Valentine’s Day and anniversaries like Mother’s Day, where chops might prevail.

Improvements in the range of cuts and more convenient packaging, combined with the influence of international cuisines and high profile cooking shows, is changing lamb’s persona. It is now making inroads into experimental cooking associated with the rise of Mexican, South East Asian and Middle Eastern food as well as everyday applications such as burgers, wraps and grilling, synonymous with the informal Generation X lifestyle.

These younger consumers are more widely traveled than their parents and have embraced the diversity of lamb.  They are looking for international foods that deliver on their needs for convenience, well-being and ethical production standards as well as their spirit of adventure, enjoyment and recognition from family and friends.

Tracking trends back to innovative chefs

Many of the emerging trends in lamb consumption can be tracked to the foodservice industry where an explosion of mesa or tapas style dishes, wines by the glass and boutique beers have encouraged consumers to mix and match.  Smaller portion sizes encourage diners to try new meat cuts and cuisine styles, especially in a group environment. As a result, lamb is increasingly finding its way onto more and more menus driven by the demands of discerning patrons.

Making friends with the special powers of lamb

Consumers are discovering lamb’s ability to make a regular meal special.  Compared to non-lamb consumers, lamb consumers are more adventurous and outgoing and place a higher value on friends, food and quality products!