Latest figures collected by Kantar Worldpanel reveals that sales of lamb dropped by almost 10% in 2017.
The figures look at sales of lamb in the 52 weeks ending 13 December 2017.
It found that sales of lamb dropped by 9.8% on year to 67.9m kilograms, with overall spend also decreasing by 5%.
Almost every variety of lamb saw a decline in popularity, with only mince showing an increase, at 3.8%, along with ‘lamb other’.
The two largest categories of lamb fell drastically, with sales of leg roasting joints down 12.5%, and lamb chops down by 8.5%.
AHDB red meat lead analyst Duncan Wyatt said:
“Lamb has been under pressure for a long time and it would be silly not to be concerned by these figures,”
“It’s now down to the industry to innovate and attract younger buyers to lamb as the current demographic is an ageing one”.
He also added that they expect demand to fall once again across 2018.
“Our outlook for 2018 allows for domestic demand to fall perhaps 2% or so in 2018 compared to 2017”.
To many, the results of the study do not come as a shock.
The demand for meat-free and vegan products has grown exponentially in the UK over the past few years.
Sales of plant-based milk have increased by 30%, and supermarkets are now catering to vegan demand with fully vegan aisles.