Lamb is becoming increasingly popular in Northern Ireland, according to TNS data.
Researchers have found that volume purchases have risen by 17% year-on-year to 3,407 tonnes with expenditure on lamb up by 34% to £18.8m.
Frequency of purchase has increased by 28%. On average, households in the province buy lamb every 28 days, compared with every 55 days in Scotland.
The survey identified the typical consumer of lamb as more mature than those of other meats, such as beef, which remains the market leader.
A TV ad campaign for lamb
combined with high quality product is suggested as the reasons for growth.
Phelim O’Neill, marketing manager with the Livestock and Meat Commission in Northern Ireland, said: “This demonstrates the consumer’s faith in the quality of our product.”