Recent research conducted by the Agriculture and Horticulture Development Board (AHDB) has evaluated the attitudes and shopping habits of halal meat consumers. This initiative aims to enhance understanding of product preferences, shopping behaviors, and the significance of Muslim festivals, while identifying key opportunities within the halal meat sector.
Remarkably, although Muslims constitute approximately 6.5% of the UK population, they are responsible for 30% of lamb sales by volume. Furthermore, about 80% of halal consumers prioritize lamb in their weekly diets. In comparison, 64% claim to consume mutton weekly, contrasted with a mere 6% of the general UK population engaging with lamb.
Shining a Spotlight
Awal Fuseini, senior halal sector manager at AHDB and a 2025 Nuffield Scholar, emphasized, “AHDB is shining a spotlight on the development of the UK’s halal meat sector. We believe it presents many opportunities for farmers and processors to diversify their livestock production to cater for the growing demand for halal beef and lamb in the UK.”
“Halal meat consumers are a very important component of domestic demand. For the industry, the report is about trying to obtain a detailed picture of their behavior to help both us and our levy payers identify what’s important to halal consumers, allowing us to better meet their needs.”
In 2016, Muslims in the UK were estimated to have spent £4.64 billion on halal food and beverages. By 2023, AHDB and NIQ projected that £823 million was spent on halal meat alone.
High Prices
Overall, lamb consumption in the UK has steadily declined over the past 20 years, primarily due to relatively high prices compared to other proteins, such as chicken. Nevertheless, for the Muslim community, lamb remains a staple protein source.
Vanessa Adamson, AHDB’s retail and consumer insight manager, noted, “We have not carried out detailed work on the halal sector since the pre-Covid period, and a lot has changed in the intervening years due to influences like Covid and the cost-of-living crisis.”
“The report is aimed at farmers, processors, and retailers—essentially all those in the supply chain who could benefit from learning more about the growing halal market. We hope our research can help drive sales in the sector.”
Meanwhile, exports of Welsh lamb and other sheep meats have grown again, while beef exports continue to recover. Welsh lamb has consistently witnessed year-on-year increases, with both volumes and values showing double-digit percentage growth last year.
