Supermarket Perimeter - October 2022 - 39

INCREASINGLY, AMERICANS ARE LOOKING FOR WAYS TO
DIVERSIFY THEIR HOME COOKING REPERTOIRES. Protein is at the
center of that decision-making process, and lamb is one of the proteins
that more and more adventurous consumers are turning to.
Lamb exports to the US from Australia, by far the biggest lamb exporter
to the US, have grown by 13% over 2021, despite severe logistics and
labor challenges impacting the supply chain, said Doug McNicholl,
regional manager - North America for Meat & Livestock Australia.
Homebound cooks during the pandemic deserve much of the credit.
" Lamb's popularity increased during the Covid-19 lockdown period as
consumers experimented with different proteins to break the monotony
of lockdowns, " McNicholl said. " This created the opportunity for lamb
suppliers to retain consumers interest beyond the initial trial period. "
Taking a longer term view, McNicholl added that lamb is popular
among ethnically diverse and affluent consumers, a population
expected to reach 50-60 million in the US by 2030. And because there's
a very limited supply of domestically grown lamb, imports play a huge
role in meeting demand.
From January to May 2022, Australia shipped 35,000 tons of sheep
meat to the United States, 87% of which was lamb. Lamb represents
a disproportionately lucrative market for Australian shippers. Despite
making up just 19% of exports by volume, US exports accounted for 28%
of total value.
Between the second
quarter of 2021 and
the second quarter
of 2022, dollar sales
of lamb increased
15.7% and volume
sales increased 9.3%.
(Source: - Meat & LIvestock Australia)
Australia accounted
for 77% of market share
of mutton, goat and lamb
imports to the US from
January through April.
Between the second
quarter of 2021 and the
second quarter of 2022,
dollar sales of lamb
increased 15.7% and volume
sales increased 9.3%.
Peak consumption
occurs during Easter and
Christmas, but MLA is making it a priority to grow consumption outside
of these peak times. Fortunately, the industry has several trends working
in its favor to help meet that goal.
" Once more niche, lamb has become a mainstream protein, driven by
a growing consumer desire for health and wellness, exploration, and the
growing popularity of ethnic cuisine, " McNicholl said. " Australian lamb is
lean and mild tasting, inspiring people to cook in new and exciting ways
that elevate any occasion. "
The Australian industry has seen an uptick in demand for
lamb burgers, nachos, and tacos as well as the traditional holiday
preparations.
Beyond that, McNicholl added, the importance of variety in the wake
of COVID-19 can't be understated. Forty-two percent of consumers
report buying different types of protein, which provides a good
opportunity for lamb to be on more and more American dining tables.
As tastes and the need for greater variety continue to evolve,
Australian lamb is poised to meet the demand for quality, flavor and
consistency, with an extensive range of cuts and product lines, all
raised and processed to some of the strictest standards on earth,
McNicholl said.
" It's free-range and naturally fed on our abundant grasslands, so it's
mild tasting and naturally lean and tender - a pure product of its pure
environment. "
Shoppers are attracted to the quality, naturalness, and health
attributes of lamb. But, as with most foods, it all comes back to taste.
Merchandising: best practices
The keys to merchandising lamb at retail, McNicholl said, is to make
sure it's easy to find and easy to cook.
" Ensuring high visibility is important, as is calling out the health and
wellness attributes of lamb - an area where Australian lamb suppliers
can help. "
Highlighting recipes instore can help drive familiarity and shopper
confidence in purchase. And seasonal marketing is always a good play
for grocers to refresh their product mix and stay relevant with shoppers.
Even during inflationary times, premium products like lamb have their
place, McNicholl said.
" People are bargain hunting, but they're still occasionally buying
premium products as affordable splurges. Lamb can play a big role
for grocers here by offering up variety and specialness that other
proteins can't. "
Highlighting Australian lamb in store to help " elevate the everyday, "
he said, has been a proven winner when marketing the meat case.
In addition to funding and marketing its generic category brand
for all Australian suppliers, True Aussie, MLA co-invests with
commercial brand owners to scale and inform their efforts in-market,
McNicholl said.
With True Aussie Lamb, the organization offers a range of services,
including category brand marketing, developing educated ambassadors
of Aussie Lamb among food industry professionals and other influential
professions, targeted key account management and supply chain
activities including trade shows, point of-sale and instore promotions,
menu promotions and joint marketing activities with brand owners.
" We also collect and report marketing insights to Australian
producers through our website, e-news, and forums so they have the
latest information to make the best possible marketing decisions. "
One example of those insights: MLA's Voice of the Shopper Research
found that the shopping journey for most proteins starts before the
consumer ever enters the store. More than 80% of shoppers use
shopping lists and almost half of those are digital. As a result, MLA
works with Australian lamb suppliers and their retail partners to get
lamb on shopping lists early using shoppable recipes and embedding
Aussie lamb into digital shopping list app networks.
Caring for animals, the environment and people every day is central
to the Australian lamb industry's mission and marketing messaging.
" Because so much of our livestock are raised on natural grasslands,
care for the land is critical to our success around the globe, " McNicholl
said. " That care extends from the paddock to the plate, in how
generations of producers seek to continuously improve and lessen their
impact on the planet. "
The Australian red meat industry has set a target to be carbon
neutral by 2030, and the beef and sheep Industries have established
supermarketperimeter.com
OCTOBER 2022 - 39

Supermarket Perimeter - October 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - October 2022

Supermarket Perimeter - October 2022 - Intro
Supermarket Perimeter - October 2022 - FCa
Supermarket Perimeter - October 2022 - FCb
Supermarket Perimeter - October 2022 - 1
Supermarket Perimeter - October 2022 - 2
Supermarket Perimeter - October 2022 - 3
Supermarket Perimeter - October 2022 - 4
Supermarket Perimeter - October 2022 - 5
Supermarket Perimeter - October 2022 - 6
Supermarket Perimeter - October 2022 - 7
Supermarket Perimeter - October 2022 - 8
Supermarket Perimeter - October 2022 - 9
Supermarket Perimeter - October 2022 - 10
Supermarket Perimeter - October 2022 - 11
Supermarket Perimeter - October 2022 - 12
Supermarket Perimeter - October 2022 - 13
Supermarket Perimeter - October 2022 - 14
Supermarket Perimeter - October 2022 - 15
Supermarket Perimeter - October 2022 - 16
Supermarket Perimeter - October 2022 - 17
Supermarket Perimeter - October 2022 - 18
Supermarket Perimeter - October 2022 - 19
Supermarket Perimeter - October 2022 - 20
Supermarket Perimeter - October 2022 - 21
Supermarket Perimeter - October 2022 - 22
Supermarket Perimeter - October 2022 - 23
Supermarket Perimeter - October 2022 - 24
Supermarket Perimeter - October 2022 - 25
Supermarket Perimeter - October 2022 - 26
Supermarket Perimeter - October 2022 - 27
Supermarket Perimeter - October 2022 - 28
Supermarket Perimeter - October 2022 - 29
Supermarket Perimeter - October 2022 - 30
Supermarket Perimeter - October 2022 - 31
Supermarket Perimeter - October 2022 - 32
Supermarket Perimeter - October 2022 - 33
Supermarket Perimeter - October 2022 - 34
Supermarket Perimeter - October 2022 - 35
Supermarket Perimeter - October 2022 - 36
Supermarket Perimeter - October 2022 - 37
Supermarket Perimeter - October 2022 - 38
Supermarket Perimeter - October 2022 - 39
Supermarket Perimeter - October 2022 - 40
Supermarket Perimeter - October 2022 - 41
Supermarket Perimeter - October 2022 - 42
Supermarket Perimeter - October 2022 - 43
Supermarket Perimeter - October 2022 - 44
Supermarket Perimeter - October 2022 - 45
Supermarket Perimeter - October 2022 - 46
Supermarket Perimeter - October 2022 - 47
Supermarket Perimeter - October 2022 - 48
Supermarket Perimeter - October 2022 - 49
Supermarket Perimeter - October 2022 - 50
Supermarket Perimeter - October 2022 - 51
Supermarket Perimeter - October 2022 - 52
Supermarket Perimeter - October 2022 - 53
Supermarket Perimeter - October 2022 - 54
Supermarket Perimeter - October 2022 - 55
Supermarket Perimeter - October 2022 - 56
Supermarket Perimeter - October 2022 - 57
Supermarket Perimeter - October 2022 - 58
Supermarket Perimeter - October 2022 - 59
Supermarket Perimeter - October 2022 - 60
Supermarket Perimeter - October 2022 - 61
Supermarket Perimeter - October 2022 - 62
Supermarket Perimeter - October 2022 - 63
Supermarket Perimeter - October 2022 - 64
Supermarket Perimeter - October 2022 - 65
Supermarket Perimeter - October 2022 - 66
Supermarket Perimeter - October 2022 - 67
Supermarket Perimeter - October 2022 - 68
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-february-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-january-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-december-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2022
https://digital.supermarketperimeter.com/sosland/sp/-supermarket-perimeter-august-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-february-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-january-2022
https://digital.supermarketperimeter.com/sosland/sp/-supermarket-perimeter-december-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-august-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2021
https://digital.supermarketperimeter.com/sosland/sp/2021_02_01
https://digital.supermarketperimeter.com/sosland/sp/2021_01_01
https://digital.supermarketperimeter.com/sosland/sp/2020_12_01
https://digital.supermarketperimeter.com/sosland/sp/2020_11_01
https://digital.supermarketperimeter.com/sosland/sp/2020_10_01
https://digital.supermarketperimeter.com/sosland/sp/2020_09_01
https://digital.supermarketperimeter.com/sosland/sp/2020_08_01
https://digital.supermarketperimeter.com/sosland/sp/2020_07_01
https://digital.supermarketperimeter.com/sosland/sp/2020_06_01
https://digital.supermarketperimeter.com/sosland/sp/2020_05_01
https://digital.supermarketperimeter.com/sosland/sp/2020_04_01
https://digital.supermarketperimeter.com/sosland/sp/2020_03_01
https://digital.supermarketperimeter.com/sosland/sp/2020_02_01
https://digital.supermarketperimeter.com/sosland/sp/2020_01_01
https://digital.supermarketperimeter.com/sosland/sp/2019_12_01
https://digital.supermarketperimeter.com/sosland/sp/2019_11_01
https://digital.supermarketperimeter.com/sosland/sp/2019_10_01
https://digital.supermarketperimeter.com/sosland/sp/2019_09_01
https://digital.supermarketperimeter.com/sosland/sp/2019_08_01
https://digital.supermarketperimeter.com/sosland/sp/2019_07_01
https://digital.supermarketperimeter.com/sosland/sp/2019_06_01
https://digital.supermarketperimeter.com/sosland/sp/2019_05_01
https://digital.supermarketperimeter.com/sosland/sp/2019_04_01
https://digital.supermarketperimeter.com/sosland/sp/2019_03_01
https://digital.supermarketperimeter.com/sosland/sp/2019_02_01
https://digital.supermarketperimeter.com/sosland/sp/2019_01_01
https://www.nxtbookmedia.com