Survey of attitudes for millennial lamb consumers

Abstract Text: As the interest in experiencing different foods increases amongst the millennial population, lamb consumption may be becoming more prominent. Our objective was to determine the attitudes of millennial consumers of lamb products by conducting an online survey. Participants were selected within the millennial population (ages 18 – 34) and residing in the U.S. Participants (n=3,292) reported consumption of the following protein sources either away from or at home: 99.4% chicken, 97.3% beef, 90.9% pork, 93.0% fish, 77.9% lamb, 96.9% eggs, and 35.5% soy-based products. 15.0% of participants eat lamb frequently (at least once every two weeks), 24.1% eat lamb once a year, 30.0% eat lamb once every 6 months, 31.0% eat lamb once every 3 months. Participants reported eating lamb most frequently in the winter (December – February) at 35.0%, and 22.0% consume the most lamb in the month of December. When asked where consumers consume the most lamb, 66.0% responded away from home, and 23.0% responded at home. On a 5-point scale, 90.0% selected their experience consuming lamb has been “excellent” or “good”, and 92.0% answered being satisfied with the eating quality of lamb at least 3 out 5 times. Only 34.0% of the consumers reported growing up eating lamb, and 94.0% selected having a positive first experience consuming lamb. Consumers declared choosing lamb over other protein sources 63.0% of the time due to flavor. When asked what origin of lamb consumers preferred, 78.0% selected no preference and only 11.0% selected American lamb. Consumers were prompted to distinguish between lamb and mutton, and 56.0% were “uncertain, they never tried both”; whereas, 33.0% selected that there are distinct differences. If lamb flavor were to be improved, 34.0% of the participants would definitely and 48.0% might consume more lamb. If lamb tenderness were to be improved, 35.0% of the participants would definitely and 46.0% might consume more lamb. If eating quality of lamb were to be more consistent, 39.0% of the participants would definitely and 42.0% might consume more lamb. If lamb were to be implemented into the fast food industry, 36.0% of the participants would definitely and 32.0% might consume more lamb. While 56.0% of the participants selected they had never looked to buy lamb at their local grocery store, 44.0% selected lamb is hard to find or that it was hit or miss.  These data can be used to increase consumption amongst the millennial population.

Keywords: Lamb