Market analysts used to frighten lamb suppliers decades ago by saying their older consumers were dying out, as demographic evidence showed demand dangerously skewed towards older consumers. MLC economist Maria Heane, in Meat Demand Trends, points to figures showing a new generation of older shoppers has become keen on the commodity. In line with MLC policy she does exhort the industry to be aware of younger consumers' different tastes. And it is true that retail sales of the traditional red carcase meat cuts have dropped heavily. But in noting that "lamb is the most frequently purchased among higher income groups", Heaney implies the sheepmeat market is protected by a tendency of the prosperous to shift towards it as they grow older. {{M/E MEAT }}