Lamb has always held a special place in Australian food culture. However, there’s major shift underway in how Australians buy and cook lamb, and it spells opportunity for butchers.
Younger shoppers, in particular, are looking for easy solutions. They want smaller cuts, shorter cook times and global flavours that they already know and love from takeaways and eating out. Value-add options such as Greek-style skewers, Middle Eastern-style kofta, Indian spice rubs and tagine dishes are all growing in popularity with this demographic. These ready-to-cook formats are also popular with older consumers and smaller households, because they are easy and reliable, and the portion size is manageable.
So what can you do right now?
- Keep it simple – offer a small, rotating range of ready-to-cook lamb options. Think two or three marinated cuts that change each week and suit different cook times or cooking methods.
- Think in meals, not cuts – Pair lamb skewers with a small tub of tzatziki. Match spiced lamb ribs with slaw. Offer butterflied shoulders with a sachet of dukkah or a heating guide.
- Use flavour as your hook – Global flavours are hugely popular, especially those with a bit of zing or heat. Use them to bring in new customers or re-engage regulars.
- Price for portions – Singles and small households want convenience and control. Offering smaller trays or meal-sized serves gives them confidence they won’t waste anything.
- Promote what makes you different – Butchers still see customers spend more on red meat than supermarkets do because people trust the product. Call out provenance, preparation methods and serving suggestions to elevate your offering above the supermarket experience.
A short history of lamb in Australian cuisine
Lamb’s place in Australian cuisine has deep roots, but it’s in the last 10 to 20 years that we have seen the biggest change:
- 1788 – Sheep arrive with the First Fleet, prized for wool more than meat.
- 1800s – Australia becomes a world-leading wool producer and lamb becomes abundant.
- 1950s-70s – European migration adds variety to how lamb is cooked and served.
- 1990s-2000s – The Sunday roast is still dominant, but BBQ lamb grows in popularity.
- 2010s-now – A surge in global flavours, foodie culture and home cooking confidence fuels a wave of lamb innovation: marinated, precooked, portioned and packed with flavour.
The bottom line?
Lamb is changing. The cuts are getting smaller, the flavours bolder and the format more convenient. Customers want to succeed in the kitchen without stress. As an independent butcher, you have the skills and creativity to sell more lamb by offering options that fit with how your customers cook, eat and entertain today.