There are many new opportunities awaiting Welsh Lamb in the international and domestic Muslim marketplaces, an industry expert told Welsh agricultural representatives at the recent Hybu Cig Cymru - Meat Promotion Wales (HCC) annual conference at Builth Wells.
“Looking at the United Kingdom alone, there are 3.9m Muslims and our research suggests that 80 per cent of them will eat lamb at least once a week,” said Dr Awal Fuseini, Halal Sector Senior Manager at the Agriculture and Horticulture Development Board (AHDB).
“That compares to just six per cent of once-a-week purchases from the general UK public and, while consumption of lamb is generally going down in the wider public, in the Muslim community it is going up - so you can see the door is open to increasing lamb sales.”
He identified prime Muslim markets - from the European countries, mainly France, the USA, the UAE and Kingdom of Saudi Arabia: “Besides being underexploited to date by exported British produce, these marketplaces are all growing in size.”
He said the Middle East market needed to be taken “really seriously. It’s a premium market. They pay more for the very best meat than other countries – in some cases up to three times as much.”
Dr Fuseini felt immediate opportunities were available in the domestic market. “That’s because in the UK processors have the opportunity to maximise profits because the Muslim customer is interested in product from all parts of the carcase,” he said. In addition, he identified a number of Muslim religious festivals that were important to the UK market.
He said it was often a source of surprise that the major route to the consumer was currently independent outlets and not multiple retailers. “If you look at where Halal lamb is sold, the majority of it is through corner shops or independent butchers.”
Supply was not an issue because around 70 per cent of the UK supply of lamb met Halal specifications but to more closely meet shopper needs more could be done to highlight the assurances that come with the food, he said. “The supply chain must make sure that the assurances surrounding the supply meet all of the Muslim community’s expectations and, especially where the younger consumer is purchasing, that it meets the environmental credentials they hold dear.”
Dr Fuseini said that he felt the biggest single opportunity would be the Saudi marketplace. “It’s the biggest prospective market because of the region’s tourism and the wealth in the society. Welsh Lamb is well received; it is in a five-star hotel there already and passes the highest quality thresholds,” he said.
