Australian Lamb Becomes US Favorite Amid Protein Demand Wave

Lamb is emerging as a favored luxury item in the United States, with Australian exports to the US reaching record highs in recent years and maintaining stability despite price fluctuations and tariff uncertainties. Agricultural analyst Brett Stuart described the current global demand for lamb and beef as "phenomenal."

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Lamb is having a moment. It's kind of a new wave of demand. It's a new luxury item similar to Wagyu beef.

"Lamb is having a moment," Stuart said, noting a "new wave of demand" that positions lamb as a luxury item akin to Wagyu beef. He highlighted that while the drivers of these shifting consumer trends are complex, demand for lamb is robust both in America and globally. This surge is partly fueled by a widespread pursuit of protein across different age groups.

Stuart explained that "protein is the new buzz word," with younger generations consuming protein powders and older individuals, influenced by weight-loss drugs like GLP1, focusing on high-quality protein diets. "So we're in a spot where every generational group in America is chasing high-quality protein at the same time," he observed.

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There's a huge wave chasing protein. Protein is the new buzz word. You look at these gen Z, these young guys, they're pouring protein powder on everything they eat right now. Even the elderly ... and the GLP1 drugs, the weight loss drugs, a lot of those diets are designed around small amounts of high-quality protein. So we're in a spot where every generational group in America is chasing high-quality protein at the same time.

Australia, a major global lamb producer, exports about 70 percent of its lamb, primarily to China and the United States. While Americans consume only about half a kilogram of lamb per person annually, compared to 40 kilograms of chicken, there are concerted efforts to boost its profile. Chef Jess Pryles is actively working to overcome consumer hesitations, stating that "anytime I can get an American to try lamb, I always hear the same response, which is, 'Oh, I thought I wasn't going to like it. This is delicious.'" She is seeing Australian lamb gain traction, particularly in regions like Texas and among multicultural communities, often introduced through familiar preparations like smoking and barbecue.

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That's what I'm hoping to change. In my experience, anytime I can get an American to try lamb, I always hear the same response, which is, 'Oh, I thought I wasn't going to like it. This is delicious.' They have that barrier up, which is slowly eroding.