While Muslims make up 6.5 per cent of England and Wales, they drive a remarkable 30 per cent of lamb sales by volume.
The 2024 report delves into the shifting dynamics of the halal sector, shaped by challenges like the Covid pandemic and the cost-of-living crisis. For years, lamb consumption has been in steady decline across the UK, largely due to its higher price compared to alternatives like chicken. Yet for halal consumers, lamb is non-negotiable.
This is part of a much larger trend: back in 2016, the Muslim community spent £4.64 billion on halal food and beverages. Catering to the growing appetite for halal beef and lamb opens the door to new revenue streams and a loyal customer base. Understanding what matters to halal consumers, from quality to affordability, is key to making meaningful connections with this market.