Downward trends in EU sheepmeat consumption and production are not a new occurrence. Difficulties have existed for over two decades, during which time various initiatives have been taken to try to bring about change for the sector.

The largest initiative, an information and promotional campaign for European lamb, is getting set to increase its intensity in 2016.

The campaign – Lamb, tasty, easy, fun – is described by Bord Bia’s Declan Fennell as targeting the younger demographic of consumers.

“Sustaining and growing consumption is a universal challenge for everyone in the EU. In France, 76% of lamb consumers are 50 years or older. The situation is not much different in Ireland, with 80% of lamb sales derived from the over-45-years category of shoppers,” he said.

This trend is a worrying aspect and, according to Declan, is leading to more industry figures changing their stance in terms of promotional campaigns and also political decisions.

“We’ve regularly made the assumption that as consumers enter their late 30s and early 40s, they naturally progress into the lamb category.

“This was based on the foundation that they had a positive experience from enjoying the Sunday roast at family meal time.

“Research undertaken by Bord Bia in the Irish market in 2014 informed us that younger consumers lack exposure to lamb. We need to rectify this and position lamb in their line of vision, while also focusing on providing consumers with knowledge on how to prepare and cook different sheepmeat products.”

Declan explains that there are some positives, with lamb regarded as a high-value product.

“Lamb is often regarded as a relatively expensive meat compared with other proteins. At an average price per kilo of €10.47, it is almost twice the price of a poultry offering. Nevertheless, one in every two Irish consumers rank lamb as the preferred choice of meat.”

European lamb campaign

Achieving consumption stability and growth is not an easy feat, but is one the campaign for European lamb is hoping to make inroads on.

The campaign is a collaboration across three organisations – Bord Bia, Interbev (France) and AHDB (UK). It is targeted at six markets – the three traditional markets of France, Ireland and the UK and three emerging or new markets in Belgium, Denmark and Germany.

There is €6.45m of promotional spend available between 2015 and 2017. Granting of this sum stems from a landmark decision in 2013 where the EU sheepmeat sector was recognised as being in a crisis and, as such, a decision was taken to grant European Union co-financing funding for information and promotion programmes for sheepmeat of European origin.

Declan explains that while a significant focus is on increasing sheepmeat consumption, the campaign is also working on highlighting sheep sectors for the important role they play in the socioeconomic upkeep and activity of rural villages and towns across the EU and for their positive impact on the environment.

“Sheep farming makes an even greater contribution to the management of the landscape in a sustainable manner. Without sheep grazing on these terrains, the landscape in many areas would fall into a state of neglect,” said Declan.

“With 90% of the EU breeding flock based in less-favourable areas, any aspect that threatens the future viability of sheep enterprises also poses a risk over environmental sustainability.”

A final element of the promotional campaign, as highlighted above, is promoting the European sheep sector and encouraging consumers to purchase sheepmeat produced in the EU.

At present, the EU is approximately 87% self-sufficient, with in the region of 150,000t of sheepmeat imported annually. This message will also be a focal point in promotional activity taking place over the coming two years.

Much of the content will be targeted at social media platforms to interact with consumers in the 20 to 45 years age bracket. More info at www.lambtastyeasyfun.eu.

The promotional campaigns are taking place independent of the EU sheep reflection group, which is another initiative led by Commissioner for Agriculture Phil Hogan to tackle industry-wide EU sheep sector issues.