Ethnic marketing of lamb and mutton Part I. Ethnic market background SUSAN SCHOENIAN Sheep & Goat Specialist University of Maryland Extension [email protected]
First presentation in a 4-part webinar series on the ethnic marketing of lamb and mutton.
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1. Ethnic marketing of lamb and mutton Part I. Ethnic market
backgroundSUSAN SCHOENIAN Sheep & Goat Specialist University of
Maryland Extension [email protected]
2. Lamb Demand Per capita consumption of lamb is very low, less
than 1 lb. per person; however, consumption is much higher among
people of certain ethnic and religious groups.Population trends and
immigration patterns favor an increase in the demand for lamb,
mutton, and goat.Imports comprise anywhere from to of the domestic
lamb market; however, ethnic consumers usually prefer a fresh
product.Lamb is the preferred meat for the three major religions:
Christian, Muslim, and Jewish; demand usually increases in advance
of major holidays. 3. Comparison of lamb markets Traditional
(commodity)Non-traditional, including ethnic Higher volume Little
variability in type of lamb sold: mostly large lambs finished in
feedlots. Price volatility; market sets prices. Long-term decline
in production. Continuing loss of infrastructure. Must change to
survive (Hale Report). Lower volume Demand outstrips supply Markets
have room to grow due to favorable demographics. Less price
sensitivity and volatility because producers often negotiate
prices. More competitive with imported product. More consumer
feedback Variable demand for type of lamb. Can meet demand with
different breeds and types and different production systems and
feeding programs. 4. What is an ethnic market? An ethnic market is
a group of consumers that share a common cultural background: race,
color, national origin, religion, or language. There is no single
ethnic market for lamb and mutton. The ethnic market is composed of
many different market segments, with consumers in each group having
different buying preferences. 5. Two largest demand sectors for
lamb MUSLIMSource: http://www.allied-media.com/AMHISPANIC 6. Two
largest demand sectors for lamb Hispanic Hispanics are the fastest
growing minority group. The Latin wave is bigger than the baby
boomer generation. Hispanic buying power has increased 76% since
1990. Hispanic families are larger. Hispanics are more likely to
cook at home and from scratch. Hispanics spend more money on food
than the average American.Muslim There are as many as 8 million
Muslims in U.S. The annual growth rate (6%) is larger than U.S.
population growth (
