Discerning shoppers are helping PGI Welsh Lamb buck overall lamb sales in a turbulent global marketplace as they splash out more on promoted prime quality cuts, according to the latest independent data available to Hybu Cig Cymru-Meat Promotion Wales.
Detailed analysis of its late season 2015 marketing campaign shows the overall spend was way up on prime products like legs and chops - both heavily promoted during the campaign.
“We are particularly delighted that HCC’s work was most effective with our quality, high value Welsh Lamb cuts,” according to Laura Pickup, HCC’s market development manager.
“The analytics show spend on premium Welsh Lamb chops soared by 45.6 per cent year-on-year at a time when on other home produced lamb chops it fell by 4.8 per cent.
“Welsh Lamb roasting joints also showed a sizeable 31 per cent increase, against other home produced joints, which showed lower increases of 11.8 per cent.
“Comparatively, expenditure on New Zealand roasting joints fell 35 per cent and 18 per cent on its lamb chops in the same period.”
The campaigns, which ran between July and November, also reached three times more target consumers, increased brand awareness and paved the way in a difficult climate to earn a substantial increase in both multiple retail sales and shelf share.
“In the campaign period, Welsh Lamb increased its share of the market by nearly 10 per cent on 2014 equivalents, while competitors like New Zealand lamb saw its share of sales fall by nearly 20 per cent year-on-year,” added Mrs. Pickup.
“In the major supermarkets, year-on-year spending on all lamb was generally down by nearly 2 per cent but branded PGI Welsh Lamb sales increased by 5.6 per cent and, in addition, Welsh Lamb’s shelf space performance was particularly pleasing - taking a further 10 per cent of shelf space against our global and domestic competitors.”