In the past year, lamb sales have risen by 6% despite rising prices, driven by a shift in consumer focus towards quality, ease of cooking, health benefits, and British sourcing. This trend has benefited lamb, which has a higher price point, and has attracted younger and less affluent consumers. Added value products have seen a significant increase in sales, aligning with consumer preferences for convenience and trying new dishes. Retailer support through promotions has also contributed to the growth in less traditional lamb cuts like burgers and marinades. To continue this growth into 2025 and beyond, the lamb industry needs to continue addressing consumer needs in areas like health, convenience, and value.