Discerning foodie 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 (HCC).
Detailed analysis of HCC’s successful late season 2015 PGI Welsh Lamb marketing campaign shows spend way up on prime products like legs and chops that were heavily promoted during the HCC campaign.
“I’m particularly delighted that HCC’s work was most effective with our quality, high value Welsh Lamb cuts,” said Laura Pickup, HCC’s Market Development Manager. “The analytics say spend on premium Welsh Lamb chops soared by 45.6 per cent year on year at a time when spend on other home produced lamb chops fell by 4.8 per cent.
“Welsh Lamb roasting joints also showed a sizeable 31 per cent increase, against spend on other home produced joints with lesser increases of 11.8 per cent.
“Comparatively, expenditure on New Zealand roasting joints fell 35 per cent and 18 per cent on their lamb chops in the same period.”
The campaigns, which ran between July and November, 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 ten 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,” said Mrs. Pickup
“In the major supermarkets, year on year spending on all lamb was generally down by nearly two 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 ten per cent of shelf space against our global and domestic competitors.
“It’s reassuring to have independent confirmation that HCC’s activity helped to protect our market share by engaging strongly with consumers and pointing them towards our premium products, great taste and quality.”