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Customized report service – Market Overview – Canadian lamb and sheep meat and related product trends

Note: This report includes forecasting data that is based on baseline historical data.

Market snapshot

In 2019, Canada's top five international markets for trade of lamb or sheep-related products including meat, live sheep, sheep or lamb skins and wool were the United States (US), China, Egypt, the United Arab Emirates (UAE), Saint Pierre & Miquelon, and the Czech Republic. Canadian exports of lamb/sheep products to the world totalled Can$5.4 million in 2019. Wool represented 43.7% (Can$2.3 million) of the total export market share in Canada, followed by sheep and lamb meat exports at 29.5% (Can$1.6 million), sheep and lamb skins at 8.5% (Can$455,058), and live sheep stood at 18.3% (Can$982,300).

The Canadian lamb meat and related food products is one of the smallest meat markets in terms of retail sales, yet remains a niche consumer market. In 2019, the lamb industry reached retail sales of US$733.3 million with volume sales of 23.4 million kilograms within Canada. Lamb represented a sales value market share of 4.0% of the overall retail Canadian meat (US$18.4 billion) sector (including lamb, beef, chicken, pork, turkey and other similar meat categories), which is equivalent to a retail volume share of 1.6%. This lamb segment category has been increasing at a compound annual growth rate (CAGR) of 5.2% from 2015 to 2019 and is expected to continue to expand by a CAGR of 3.0% between 2019 and 2023.

Lamb within the foodservice industry in Canada contributed to a value of US$33.0 million (4.2 million kilograms), which consists of lamb varieties such as sausages (24.9%), burgers & grills (9.2%), prepared lamb overall (8.3%), meatballs (3.6%), and other lamb preparations (54.1%). The highest market share for foodservice profit operators of lamb products was mainly distributed within the restaurant services, while institutional non-profit operators mainly distributed lamb products within the educational services in 2019.

The pet food category has been a rising sector, and has introduced 58 new pet food products (average: 11.6 launches/year) to the Canadian market that contain lamb meat ingredients between the period of January 2016 and December 2020. Meanwhile, there were 82 new lamb-related products (16.4/year) and 72 new dairy, cheese/feta containing sheep milk and/or made from sheep's casing food products (14.4/year) launched during the same period. Within the 82 new lamb-related products, 30 of these launched products consisted of new blended spices, seasonings, sauces or sweet spreads that claimed to enhance the flavour or were recommended that their product was ideal when added in lamb dishes.

Production

In 2019, Canadian farmers produced 827,800 sheep, representing approximately a growth of 1.7% since 2017. According to the Food and Agriculture Organization (FAO) of the United Nations, the amount of sheep produced has been increasing at a CAGR of 0.1% between 2015 and 2019. Pork has been growing the most by a CAGR of 2.2%, while cattle (−0.3%), horses (−0.1%), turkeys (0.0%), and mules (0.0%) have either remained the same or have reported a decline over the same period.

Livestock production in Canada (2015-2019)
Selected livestock ('000 head) 2015 2016 2017 2018 2019 CAGR* % 2015-2019
Chickens 167,587.0 169,869.0 170,120.0 170,759.0 171,398.0 0.6
Pigs[1] 13,180.0 13,630.0 13,935.0 14,170.0 14,399.3 2.2
Cattle[1] 11,640.0 11,610.0 11,535.0 11,565.0 11,500.0 −0.3
Turkeys 5,701.0 5,699.0 5,687.0 5,693.0 5,699.0 0.0
Ducks 1,452.0 1,483.0 1,499.0 1,514.0 1,528.0 1.3
Sheep[1] 824.3 815.1 813.9 829.4 827.8 0.1
Horses 400.1 398.7 397.9 398.3 398.7 −0.1
Goats 30.0 30.1 30.1 30.1 30.1 0.1
Mules 4.0 4.0 4.0 4.0 4.0 0.0

Source: FAOSTAT Agricultural Production, 2020

*CAGR: Compound Annual Growth Rate

1: Official data - pigs, cattle, sheep

Canadian trade of sheep/lamb products

In 2019, Canada partnered with fifteen markets worldwide for the trade of lamb or sheep related products, including live sheep, meat, sheep or lamb skins and wool. Canada's top five international markets were the US, China, Egypt, the UAE, and the Czech Republic. Canadian exports of lamb/sheep products to the world totalled Can$5.4 million in 2019. Other smaller markets were France, Mexico, Argentina, Germany, and Spain, which made up the remaining 0.09% of lamb/sheep related exports. Canada did not trade with Vietnam, the United Kingdom, nor Belgium in 2019, as they did to a small amount in 2018.

Data on 2020 (January to November): Canada's exports of all lamb/sheep related products (including live sheep) to the world were valued at Can$4.5 million in 2020 compared to the same period in 2019 (Can$4.7 million), representing a decline in growth of −6.0%. The top 10 markets in 2019, reported a total export decline of −16.3% with growth only in the US (44.5%) and Saint Pierre & Miquelon (171.1%) markets in 2020. To offset some of the export losses, Canada diversified its supply of lamb/sheep products to new markets including Gambia (Can$382,716), Hong Kong (Can$54,523), and Uruguay (Can$39,580) in 2020 (January to November).

Canadas top markets for lamb/sheep products - live sheep, meat, skins and wool, 2019-2020 measured in Can$ dollars
Country 2019 (full year) Market share (%) in 2019 2020 (January-November) % Growth difference (2020/19, January-November)
Total lamb/sheep products - live sheep, meat, skins and wool 5,362,257 100.0 4,464,096 −6.0
1. United States 2,784,265 51.9 3,428,789 44.5
2. China 1,233,803 23.0 181,554 −85.2
3. Egypt 462,823 8.6 36,836 −92.0
4. United Arab Emirates 391,837 7.3 119,083 −66.9
5. Czech Republic 254,669 4.7 36,126 −65.7
6. Philippines 87,620 1.6 55,522 −36.6
7. Japan 66,959 1.2 24,164 −63.7
8. Saint Pierre & Miquelon 34,467 0.6 93,449 171.1
9. Netherlands 31,007 0.6 3,920 −87.4
10. Chile 9,730 0.2 0 −100.0
Subtotal lamb/sheep products - top 10 5,357,180 99.9 3,979,443 −16.3
Source: CATSNET, Statistics Canada data, 2020

Canada exported Can$1.6 million (196.5 metric tonnes) of meat that consists of sheep cuts, lamb carcasses and frozen edible offal, including sheep offal in 2019. This value represents a decline of −33.1% from 2018 (Can$2.4 million). The majority of the sheep/lamb meat was exported to the US (62.0%), followed by the UAE (24.8%), and Saint Pierre & Miquelon (2.2%) in 2019. The top export commodities were fresh sheep cuts (bone in), frozen edible offal of sheep/goats/asses/mules or hinnies (HS:020690), both mainly going to the US, and fresh or chilled lamb carcasses mainly exported to the UAE.

In 2018, fresh or chilled edible offal of sheep/goats/asses/mules or hinnies (HS:020410) was amongst the top 3 export commodities with no Canadian exports being traded in 2019 and instead, exports of frozen edible offal has taken its place. As well, total exports to the US has decreased from 79.9% in 2018 to 62.0% in 2019, while exports to the UAE have increased from 12.9% to 24.8%, respectively.

Data on 2020 (January to November): Canada's exports of lamb/sheep meat products to the world were valued at Can$2.3 million in 2020 compared to the same period in 2019 (Can$1.4 million), representing an increased growth of 60.6%. Amongst Canada's top 3 export markets over this period, the US showed a growth of 71.2%, the UAE (−66.9%), and Saint Pierre & Miquelon (+171.1%). Japan, China, and Cuba were new markets in 2020.

Canada's exports to the world of lamb and sheep meat, 2019 measured values in Can$ dollars and volume (kilograms)
Export description Volume (kg) Value (Can$) Top export markets and value share %
1 2 3
Total meat exports to the world - lamb and sheep 196,480 1,582,779 United States: 62.0 United Arab Emirates*: 24.8 Saint Pierre & Miquelon: 2.2
020422 - Sheep cuts, bone in, fresh or chilled 37,762 794,984 United States: 100.0
020410 - Lamb carcasses and half carcasses, fresh or chilled 72,883 498,623 United Arab Emirates: 78.6 United States: 13.0 Saint Pierre & Miquelon: 5.1
020690 - Sheep, goats, asses, mules or hinnies edible offal, frozen 83,488 264,906 United States: 41.6 Philippines: 33.1 Japan: 25.3
020443 - Sheep cuts, boneless, frozen 1,104 15,003 United States: 75.1 France: 24.9
020430 - Lamb carcasses and half carcasses, frozen 1,137 8,398 Saint Pierre & Miquelon: 100.0
020423 - Sheep cuts, boneless, fresh or chilled 106 865 Saint Pierre & Miquelon: 100.0
020442* - Sheep cuts, bone in, frozen 0 0 Trinidad and Tobago*: 100.0
020680* - Sheep, goats, asses, mules or hinnies edible offal, fresh or chilled 0 0 United States*: 92.8 Malaysia*: 7.2

Source: CATSNET, Statistics Canada data, 2020

*HS codes (020442, 020680): 2018 positioning

In 2019, Canada exported over double the amount of live sheep than the number in 2018 (solely to the US), which represented a value and quantity of Can$982,300 and 11,862 live sheep, respectively. Canada exported Can$455,058 (73.4 metric tonnes) of sheep/lamb skins in 2019.

In 2019, the largest importer of Canadian sheep/lamb skins was the US by 76.8%, followed by China (22.9%) and Mexico (0.09%). All of the pickled and raw sheep/lamb skins, without wool (sometimes preserved or further prepared) were exported to the United States (HS:410221, 410229). While, 67.6% of raw, with wool on, nowhere else specified (n.e.s) (HS:410210) was exported to China at a value of Can$104,178 (22,770 skins). Other smaller export markets for raw sheep/lamb skins (with wool on), n.e.s. (HS:410210) were Mexico, and Argentina.

Data on 2020 (January to November): Canada's exports of live sheep to the world were valued at Can$845,028 (number: 9,608) in 2020 compared to the same period in 2019 (Can$810,202 or 9,734 sheep), representing an increased growth in value of 4.3%. All exports of live sheep were to the US in 2020. Canada's exports of sheep/lamb skins to the world were valued at Can$250,012 in 2020 compared to the same period in 2019 (Can$389,658), representing a decline in growth of −35.8%. Amongst Canada's top 3 export markets (2020/19, January to November), the US showed a decline of −37.1%, China (−34.1%), and Mexico (+107.3%). Egypt, Denmark, Belgium, and Italy were new export markets of sheep/lamb skins (to a small extent) with a 100% small loss in markets such as Argentina, Spain, and France in 2020.

Canada's exports to the world of live sheep and sheep/lamb skins, 2019 measured values in Can$ dollars and quantity (number)
Export description Quantity (number) Value (Can$) Top export markets and value share %
1 2 3
010410 - Sheep, live 11,862 982,300 United States: 100.0 Saint Pierre & Miquelon*: 0.03%
Total exports to world - sheep/lamb skins 73,435 455,058 United States: 76.8 China: 22.9 Mexico: 0.09
410221 - Sheep/lamb skins, pickled, without wool on 40,103 292,624 United States: 100.0 China*: 11.1
410210 - Sheep/lamb skins, raw, with wool on, n.e.s.[1] 33,330 154,139 China: 67.6 United States: 31.5 Mexico: 0.3
410229 - Sheep/lamb skins, raw, without wool (preserved or further prepared), n.e.s.[1] 2 8,295 United States: 100.0 China*: 100.0

Source: CATSNET, Statistics Canada data, 2020

*Export market: Positioning in 2018

1: nowhere else specified

In 2019, Canada exported a total of Can$2.3 million (968.1 metric tonnes) of wool products, representing a decrease of −27.7% during the same period in 2018 (Can$3.2 million or 1.3 thousand tonnes). Canada's main market was China exporting Can$1.1 million (526.9 metric tonnes) of greasy shorn wool (HS:510111), which represented a loss of Can$1.4 million (54.9%) in Canada's top export wool category since 2018. The US export market share within four out of the five wool categories accounted for 20.1%, while Egypt followed close behind for its imports of Canadian greasy shorn wool, not carded or combed at 19.8%.

In 2019, Canadian exports of carbonized wool, not carded or combed (HS:510130) was introduced into the market (whereby exports from 2015-2018 were at zero and/or never were reported prior), totaling a value of Can$9,730 (1.4 metric tonnes). Additionally, it appears that the price of degreased shorn wool, not carded, combed or carbonized (HS:510121) has been lowered in 2019, as 239 kg brought in only Can$739, when 225 kg brought in more for less at a value of Can$4,410 in 2018.

Data on 2020 (January to November): Canada's exports of wool to the world were valued at Can$1.1 million in 2020 compared to the same period in 2019 (Can$2.1 million), representing a decline of −48.7%. Amongst Canada's top 3 export markets of wool over this period, the China showed a decline of −97.2%, the US (+124.8%), and Egypt (−92.3%). Uruguay was a new market, while Chile was no longer a trading partner in 2020.

Canada's exports to the world of wool, 2019 measured values in Can$ dollars and volume (kilograms)
Export description Volume (kg) Value (Can$) Top export markets and value share %
1 2 3
Total exports to the world - wool 968,115 2,342,120 China: 48.2 United States: 20.1 Egypt: 19.8
510111* - Greasy shorn wool, not carded or combed 880,721 2,065,250 China: 54.7 Egypt: 22.4 United States: 10.6
510129* - Degreased wool, other than shorn wool, not carded, combed or carbonized 52,383 239,711 United States: 100.0
510320 - Waste (other than noils), of wool or of fine animal hair, other than garnetted stock 33,382 26,690 Netherlands: 54.2 United States: 45.8 United Kingdom*: 24.7
510130[a] - Carbonized wool, not carded or combed 1,390 9,730 Chile: 100.0
510121[a] - Degreased shorn wool, not carded, combed or carbonized 239 739 United States: 100.0

Source: CATSNET, Statistics Canada data, 2020

*HS 5101: excludes yarn, fabric

a: Export market: Positioning in 2018

Sector overview - meat in Canada

The Canadian meat sector based on retail sales (including lamb, beef, chicken, pork, turkey and other similar meat categories) is expected to grow from US$18.4 billion in 2019 to US$20.4 billion in 2023. Beef, chicken, and pork had the highest market share in the meat sector. Lamb represented a retail sales value market share of 4.0% of the overall Canadian meat sector in 2019.

In volume terms, the meat sector is expected to grow from 1,484.1 million kilograms in 2019 to 1,505.0 million kilograms by 2023, registering a 9-year (2015-2023) CAGR of 1.1% in Canada. The Canadian meat sector is forecast to register an overall retail value growth of 2.0%, which represents a volume decline of −0.4% between the 2020 to 2023 period. In comparison to the United States, the overall growth in terms of value within Canada will grow faster, whereby the US holds a significant value (88.7%) and volume (92.3%) share of the total North American meat market in 2019 and the American market is expected to grow by a value of 1.5% and a volume of 0.5% between 2020 and 2023.

In terms of retail sales in Canada, purchasing fresh meat from over the counter was the largest category, followed by chilled raw packaged and processed meat, and frozen meat. Furthermore, frozen meat is expected to be the fastest growing category in both volume and value terms with respective CAGRs of 0.8% and 3.4%. Meanwhile in volume terms all other meat categories from fresh to chilled whole cuts or processed/packaged, and ambient meat product types are expected to be negatively impacted with CAGRs from −0.05% up to −1.0% between 2018-2023.

Per capita consumption of meat in Canada is higher than the global level (14.2 kg) standing at 39.5 kg in 2019, yet is lower when compared to the American regional level (53.8 kg) and is expected to decline to 38.4 kg by 2023. Per capita expenditure (PCE) of meat in Canada stood at US$489.80 in 2019, which was lower than the American regional average of US$560.46 and higher when compared to the global average (US$144.03). Whereby in 2019, Canadians spent the most on fresh meat over-the-counter at a PCE of US$202.85, respectively, followed by chilled raw packaged whole cuts or other processed meat (US$66.12 and US$116.21).

The top distribution channels in the Canadian meat sector were hypermarkets and supermarkets, accounting for a value share of 72.8% in 2018, followed by food and drinks specialists (20.6%) and convenience stores (4.0%). Key packing material used were rigid plastics by a 65% share.

Canadian retail sales of the meat sector, historical and forecast using fixed 2010 exchange rate, US$ millions
Category 2015 2019 CAGR* (%) 2015-2019 2020 2023 CAGR* (%) 2019-2023
Total meat 15,815.5 18,401.5 3.9 19,206.8 20,354.2 2.0
Beef 4,785.9 5,255.8 2.4 5,276.5 5,375.6 0.6
Chicken 4,261.7 5,218.1 5.2 5,633.4 6,103.4 2.7
Pork 3,436.5 3,906.2 3.3 4,054.1 4,277.5 1.8
Turkey 1,471.2 1,806.9 5.3 1,931.3 2,085.9 2.6
Other 1,262.5 1,481.2 4.1 1,544.5 1,674.0 2.7
Lamb 597.7 733.3 5.2 767.0 837.8 3.0

Source: GlobalData Intelligence Center: Consumer, 2021

*CAGR: Compound Annual Growth Rate

Retail market in the lamb industry

In 2019, the lamb industry reached retail sales of US$733.3 million with volume sales of 23.4 million kilograms within Canada. Retail sales of meat from lamb remained stable when compared to 2018, which represented a value market share of 4.0% and a volume share of 1.6% of the overall Canadian meat sector in 2019. The total value of lamb meat has been increasing at a CAGR of 5.2% from 2015 to 2019 and is expected to continue to expand by a CAGR of 3.0% between 2020 and 2023.

Fresh lamb from over-the-counter is the largest category with US$359.6 million in retail off-trade sales in 2019. Frozen processed lamb products have historically shown the most growth by a CAGR of 7.6% between the 2015-2019 period after the category 'other shelf-stable' lamb (not including canned) that grew by 9.9% and is expected to grow the fastest (perhaps as the cheapest alternative option) at a CAGR of 5.1% from 2019-2023.

Canadian retail sales of the meat sector - lamb, historical and forecast using fixed 2010 exchange rate, US$ millions
Category 2015 2019 CAGR* % 2015-2019 2020 2023 CAGR* % 2020-2023
Fresh lamb - counter 296.0 359.6 5.0 364.1 399.1 3.1
Chilled raw packaged lamb - whole cuts 111.8 132.7 4.4 139.2 153.3 3.3
Chilled raw packaged lamb - processed 63.7 82.0 6.5 91.1 97.7 2.4
Coated portions - lamb 26.7 33.6 5.9 37.0 39.4 2.1
Burgers and grills - lamb 23.1 30.5 7.1 33.9 36.4 2.4
Sausages - lamb 11.8 15.2 6.7 17.1 18.7 3.0
Meatballs - lamb 2.2 2.7 5.8 3.0 3.2 1.9
Cooked lamb - packaged 64.1 79.7 5.6 85.2 92.5 2.8
Frozen lamb 43.8 58.0 7.3 65.6 72.5 3.4
Processed lamb 32.4 43.4 7.6 49.2 54.5 3.5
Whole cuts of lamb 11.4 14.6 6.3 16.5 18.0 3.0
Cooked lamb - counter 10.9 12.8 4.1 13.0 13.5 1.4
Shelf-stable lamb 7.3 8.5 3.9 8.7 9.1 1.7
Canned lamb 6.4 7.3 3.0 7.2 7.4 1.0
Other shelf-stable (ambient) lamb .9 1.3 9.9 1.5 1.7 5.1
Total meat - lamb 597.7 733.3 5.2 767.0 837.8 3.0

Source: GlobalData Intelligence Center: Consumer, 2021

*CAGR: Compound Annual Growth Rate

Canadian retail sales of the meat sector - lamb, historical and forecast volume sales (million kilograms)
Category 2015 2019 *CAGR % 2015-2019 2020 2023 CAGR* % 2020-2023
Fresh lamb - counter 11.3 11.8 1.0 11.5 11.2 −0.9
Chilled raw packaged lamb - processed 3.5 3.9 2.5 4.2 4.2 −0.4
Coated portions - lamb 1.4 1.5 2.1 1.6 1.6 −0.5
Burgers and grills - lamb 1.2 1.4 3.0 1.5 1.5 −0.3
Sausages - lamb 0.83 0.92 2.7 1.00 0.99 −0.3
Meatballs - lamb 0.10 0.11 2.0 0.12 0.12 −0.6
Chilled raw packaged lamb - whole cuts 3.6 3.8 1.0 3.8 3.8 −0.4
Cooked lamb - packaged 1.8 1.9 1.0 2.0 1.9 −1.5
Frozen lamb 1.0 1.1 2.7 1.3 1.3 0.8
Processed lamb 0.72 0.81 2.7 0.89 0.91 0.8
Whole cuts of lamb 0.31 0.34 2.7 0.38 0.39 0.8
Cooked lamb - counter 0.48 0.50 0.9 0.50 0.49 −0.6
Shelf-stable lamb 0.36 0.38 1.4 0.38 0.37 −0.7
Canned lamb 0.32 0.32 0.2 0.31 0.29 −1.5
Other shelf-stable (ambient) lamb 0.04 0.06 8.8 0.07 0.07 3.0
Total meat - lamb 22.2 23.4 1.3 23.7 23.2 −0.7

Source: GlobalData Intelligence Center: Consumer, 2021

*CAGR: Compound Annual Growth Rate

Foodservice distribution of lamb (on-trade)

Lamb within the foodservice industry in Canada contributed to an on-trade value of US$33.0 million (4.2 million kilograms) in 2019, which consists of lamb varieties such as sausages (24.9%), burgers and grills (9.2%), prepared lamb overall (8.3%), meatballs (3.6%), and other lamb preparations (54.1%). Foodservice profit operators selling lamb products represented 87.6% of the market share distributed mainly in the restaurant services, while institutional non-profit operators held the remaining market share of 12.4% distributed mainly in education services institutions in 2019.

As sampled from GlobalData Menu Intelligence, there are as many as 739 restaurants within 31 cities and a total of 4,808 menu items containing lamb as an ingredient throughout Canada. The most popular cities with the most amount of restaurants serving lamb include Toronto (230), Montreal (101), Vancouver (97), Ottawa (64), and Calgary (59). The majority of servings came from full-service restaurants (FSRs) by a share of 57.2% with an increased number of FSRs going from 279 in 2018 to 423 in 2019. Approximately, 39.9% of servings came from quick service and fast food restaurants (QSRs) with an increased number of QSRs going from 187 in 2018 to 295 in 2019. The 3rd largest restaurant type serving lamb was bars (1.5%), which often served Mediterranean cuisine dishes (18.2%).Top cuisine types serving lamb from within both FSRs and QSRs were Indian, American, Italian, Chinese, and Greek cuisine. Main dish or lamb ingredient types included meat mains, curry, kebabs, meal deals and combinations, sharing platters and tapas, and sandwiches and wraps. Lastly, the majority of menu items (2,580) had a price range between (US$10.01-15.00), while 1,436 items fell between (US$5.01-10.00), and 361 items fell between (US$15.01-20.00) price range.

Foodservice distribution channels - Canadian lamb sector by outlet type, 2019 measured values (US$ millions) and volume (million kilograms) - using fixed 2010 exchange rate
Distribution channel type Operator Buying Price volume Sales value Market share % in 2019
Foodservice (profit operators) 3.7 28.9 87.6
Restaurant 2.9 22.7 78.4
Accommodation 0.4 3.1 9.3
Leisure 0.2 1.2 4.3
Workplace 0.09 0.68 2.4
Retail foodservice providers 0.07 0.57 2.0
Travel 0.04 0.33 1.1
Mobile operator 0.03 0.26 0.9
Pub, club and bar 0.01 0.09 0.3
Institutional (cost operators) 0.52 4.1 12.4
Education 0.33 2.6 64.0
Healthcare 0.10 0.79 19.2
Military and civil defence 0.04 0.33 8.1
Welfare and services 0.04 0.30 7.3
Complementary services 0.01 0.06 1.4
Total foodservice - lamb 4.2 33.0 100.0

Source: GlobalData Intelligence Center - Consumer, 2021

Competitive landscape in the meat and lamb sectors

In 2019, leading brands in the meat sector included Maple Leaf (11.8%) value share, Schneiders (5.0%) Lilydale (2.7%), Marcangelo (2.6%), and Tyson meats (2.5%). Private labels held a 3.9% market value share at US$883.5 million in 2019 within the overall meat sector.

As reported in GlobalData between the 2016-2019 period, sales of fresh, and packaged chilled raw whole cuts or cooked lamb categories were driven by 'other' companies that did not fall under the branded (or trademark) category. Private labels remained at 2.0% of the market share within the chilled raw packaged lamb (whole cuts) category in 2019.

Retail sales of private versus other company labels for lamb products in Canada, historical using fixed 2010 exchange rate, US$ millions and market share (%)
Category and company label 2016 2017 2018 2019 Market share % in 2019
Fresh lamb - counter
Others 402.0 414.4 439.9 463.3 62.9
Total - Chilled raw packaged lamb, whole cuts 151.9 156.7 163.6 171.0 23.2
Others 138.6 143.2 149.8 156.6 21.2
Private label 13.3 13.6 13.9 14.5 2.0
Cooked lamb - packaged
Others 86.1 89.5 95.5 102.7 13.9
Total - lamb 640.1 660.7 699.0 737.0 100.0
Source: GlobalData Intelligence Center - Consumer, 2021

Product launch and trend analysis of lamb and sheep milk

Lamb meat and pet food products

Mintel indicates that there were 83 new lamb meat, sauces, seasonings and sweet spread products and 58 pet food products launched (including new variety/range extension, packaging, formulation or relaunched) in Canada between the period of January 2016 and January 18th, 2021.

Number of lamb - meat and pet food products launched in Canada, (January 2016 to January 18, 2021) - total product item count (141)
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Description of above image
2016 2017 2018 2019 2020 2021 (January 1 to 18)
Meat - lamb (83) 14 14 19 18 17 1
Pet food - lamb (58) 20 16 9 6 7 0

Source: Mintel, 2021

According to Mintel, the top category containing lamb as an ingredient was found within pet food products. However, the number of new meat food products that contain lamb on the market follows closely behind the pet food category with top brands such as New Zealand Spring Lamb (7), Sungold Specialty Meats Lamb Tonight (5), Kirkland Signature (4), Agneau du Québec (4), and PC Free From (3). The fastest growing flavours added to lamb products include Juniper, Italian and allspice/Jamaican Pimentos. New ingredients added in these lamb meat products include yeast, veal, cardamom, spearmint, and maize protein.

Top lamb-related parent companies in 2020, include George Weston (3), Loblaws (3), The Lamb Company (3), Les Filles Fattoush (2), and Les Aliments Rose Hill Foods (2). The categories containing lamb meat and their corresponding top brand over the 5-year period includes pet food (KLN NutriSource), processed fish, meat and egg products (New Zealand Spring Lamb), meals and meal centers (Nirvana Pies), and baby food (Mother Hen).

Lamb-related blended spices, seasonings or sauce products

Mintel indicates that between January 2016 to January 18th 2021, there were 30 additional new blended spices, seasonings, sauces or sweet spread products launched that claimed to enhance the flavour or were recommended that their product was ideally used in lamb dishes. The two categories and its top brands advertised to add to its flavor or is served best with lamb include sauces and seasonings (Dion, McCormick Gourmet, Les Filles Fattoush) and a sweet Mint Jelly spread (Le Petit Chaperon Rouge).

Over the last five years, new lamb-related sauces consisted of several varieties of flavours and ingredients including a blue cheese herb mustard to coat leg of lamb before roasting (Mustard Tree from Stonewall Kitchen), a cranberry mustard to accompany lamb breast, and sweet chilli, curry sauces/marinades. New flavorful blends recommended to be rubbed onto lamb or to be added in lamb stews/dishes included spices such as dry mint, rosemary, juniper berry blend, curry, Italian seasoning, allspice, garlic salt/powder, cumin, oregano, cloves, nutmeg, mustard and cardamom seeds, onion powder and smoked paprika. There were also, cultural sauce flavours that were inspired from specific cuisine types such as India's original Tikka Masala sauce, Chimichurri Argentinian-inspired sauce, Old Delhi Nihari cooking sauce, two Indian and Caribbean curry sauce and marinades, Mediterranean seasonings, and an Aleppo Dakka spice blend used in Syrian Aleppian dishes.

Brands of lamb or related products- meat and pet food launched in Canada, (Jan. 2016 - 2021) displaying number of products by category
Category Top brands launched (product item count) Number of products in category
Pet food KLN NutriSource (3), Nutrience Grain Free SubZero (2), Western Family (1), PC President's Choice Nutrition First (2), Dick Van Patten's Natural Balance Delectable Delights/Wild Pursuit/Original Ultra (4), Milk-Bone Farmer's Medley (2), Weruva (2), Crave (2), FirstMate (1), Halo Purely For Pets Spot's Stew (1), Iams Proactive Health (1), Dog for Dog Dogsfood (1), Holistic Blend My Healthy Pet (1), Good Natured (1), Blue Blue Stew's (1), Compliments (1), Gourmet Satisfaction (1), Halo (1), Instinct (1), Castor and Pollux Natural Petworks Pristine Grain Free (1), Lick Your Chops (1), Hill's Prescription Diet (1), Blue Earth Essentials (1), Cesar (1) 58
Processed fish, meat and egg products New Zealand Spring Lamb (7), Sungold Specialty Meats/Lamb Tonight (8), Agneau du Québec (4), Kirkland Signature (4), PC Free From (3), Western Family (2), PC Plaisirs Gastronomiques (2), Etnico Foods (2), La Fernandière (2), Paradis Végétarien (2), IGA Extra (1), Lalumière Bonanza (1), Alimentation Dynamic (1), Cochonnailles (1) 47
Sauces and seasonings* Dion (11), McCormick Gourmet (3), Les Filles Fattoush (2), Rose Hill (2), Marché Adonis (2), Aroy-D (1), Pommery (1), Kohinoor (1), Altius Spice House Collection Méditerranée (1), The Spice Tailor (1), PC President's Choice (1) 29
Meals and meal centers Nirvana Pies (1), Spice It Up Foods (1), MeccaMeals (1), Nirvana Pockets (1), Vijs (1) 5
Sweet spreads* Le Petit Chaperon Rouge - Mint Jelly best served with lamb, terrine or cheese (1) 1
Baby food Mother Hen - Strained Lamb Purée (1) 1
Total sample size 141

Source: Mintel, 2021

*Blended spices, seasonings, sauces or sweet spreads: Product claims can be used within lamb dishes

Sheep milk, cheese/feta or sheep's casing food products

According to Mintel, there were 79 new sheep milk, cheese/feta, sheep sorrel, and/or sheep's casing food products launched (including new variety/range extension, packaging, formulation or relaunched) in Canada between the period of January 2016 and January 18th, 2021. There were 76 products or 96.2% that contained sheep's milk, which consisted of 35 dairy products: 33 products specifically from the soft/hard/semi-hard or curd and Quark cheese categories (3-4 mixed cheeses, Parmesan/Parmigiano Reggiano, Pecorino, Romano, Mozarella, Ricotta, Feta and cheddar cheese blends), and 2 yogurt products. In addition, there were pesto or Vodka/cheese pasta or meat sauces (9), seasoned bread crumbs (3), cheese-filled pastry bites/pastry snacks (2), hummus savory spreads (2), pizza/lasagna/flatbread products (11), Cod fillets/chicken parmesan/meatloaf/meatballs/Atlantic Salmon products (5), ravioli/tortelloni/

tortellini/Girasoli (9) that contained pasteurized sheep milk and/or sheep milk cheese blends. Lastly, there was one Kabanosy smoked sausage product that was contained in natural sheep casing and there were two Flora products (Turmeric and Cinnamon Flavoured Apple Cider Vinegar Wellness Shot and an Elderberry Apple Cider Vinegar wellness drink) made with sheep sorrel.

Number of sheep-related food products launched in Canada, (January 2016 to January 18, 2021) - total product item count (79)
Description of this image follows.
Description of above image
2016 2017 2018 2019 2020 2021 (January 1 to 18)
Sheep-related food products (79) 15 13 12 13 21 5

Source: Mintel, 2021

Over the 5-year period, the top category produced from sheep-related ingredients was found within the dairy category for its sheep milk. According to Mintel, new brands related to sheep milk ingredients include 'Lalumière Bonanza' Spanish/ Moliterno Pecorino/ Romana Lupa hard cheeses (4), 'PC Black Label' hard ripened Manchego/Iberica Reserva and Tapas de Queso fine cheeses (3), and 'Krinos Foods' Greek Town' firm ripened/Greek Feta cheeses (4). The new ingredients often found in these sheep-related products were wine vinegar, buffalo milk, balsamic vinegar sauce, grape must, buffalo mozzarella, and lime juice.

Top parent companies in 2020, mostly for the introduction of new cheese products made with sheep milk (15 out of 21), were Biobio (2), Lactalis Forlasa (2), Pastificio Rana (2), Lalumière (2), and Fromagerie Nouvelle France (2). The seven sub-categories over the 5-year period containing sheep milk within cheese/feta or sheep casing food products, along with their corresponding top brand includes dairy (Lalumière), meals and meal centers/sauces and seasonings/side dishes/processed fish, meat and egg products (Western Family), snacks (Pilaros), and savory spreads category (Royal Gourmet Foods).

Brands of sheep-related dairy/meat food product launches in Canada, (January 2016 to January 18, 2021) displaying number of products by category
Category Top brands launched (product item count) Number of products in category
Dairy Lalumière Bonanza (4), PC Black Label (3), Krinos Foods (4), Biobio (2), Don Bernardo (2), Roussas (2), Fromagerie Nouvell France (2), Dodoni (2), Kirkland Signature (1), PC Splendido (1), Saputo (1), Gran Capitan (1), Maese Miguel (1), PC (1), Quality Sheep Milk (1), Divanis (1), Best Baa Dairy (1), Quesos Rocinante (1), Duero (1), L'Ancêtre (1), Garcia Baquero (1) 35
Meals and meal centers Western Family (3), PC President's Choice (3), Roman (2), Simply West Coast (1), Dr. Oetker Momenti Made For Me! (1), Panache (1), PC President's Choice Loads Of (1) 12
Sauces and seasonings Western Family (1), Kirkland Signature (1), PC Splendido (1), Cucina Antica (1), Allessia (1), Monte Bene (1), Milano (1), Le Grand Power of Plants (1), Campagna (1), 4C Gluten Free (1), Martelli (1), Longo's Curato (1) 12
Side dishes Western Family (3), Giovanni Rana (2), Olivieri Artisan Gigante (1), Duso's (1), Olivieri (1) 8
Processed fish, meat and egg products Western Family (1), PC President's Choice (1), PC President's Choice Easy Cook! (1), Piller's (1), Curieux Bégin Produits Fins (1), Gourmet Bay (1) 6
Snacks Pilaros (2) 2
Savory spreads Royal Gourmet Foods (2) 2
Total sample size 77
Source: Mintel, 2021

Product examples

Sous Vide Cooked Lamb Shanks with Gravy
Source: Mintel, 2021
Company Save-on-Foods
Brand Western Family
Sub-category Processed fish, meat and egg products
Country Manufactured in Canada, not imported
Related claims No additives/preservatives, gluten free, low/no/reduced allergen
Store name Save-On-Foods supermarket, Burnaby, Ontario
Launch type New variety/range extension
Date published January 2021
Price in Canadian dollars $12.99

The fully cooked, ready-to-serve product is free from gluten and added preservatives, and can be prepared in 25 minutes. It is made in Canada from domestic and imported ingredients.

Lamb Chops with Provencal Herbs
Source: Mintel, 2021
Company Alimentation Dynamic
Brand Alimentation Dynamic
Sub-category Processed fish, meat and egg products
Country Market – Canada
Store name Sobeys supermarket, Toronto, Ontario
Launch type New product
Date published December 2020
Price in Canadian dollars $10.98

Alimentation Dynamic Lamb Chops with Provencal Herbs is now available. The product retails in a 502 gram pack.

Australian Lamb Skewers
Source: Mintel, 2021
Company Loblaws
Brand PC Free From
Sub-category Processed fish, meat and egg products
Market Manufactured in Canada, not imported
Related claims Halal
Store name Provigo supermarket, Montreal East
Launch type New variety/range extension
Date published October 2020
Price in Canadian dollars $24.99

This traditional Italian-style appetizer is halal certified and is made with tender meat raised without antibiotics. It retails in a 480 gram pack, containing 24 skewers.

Reserva Machego Cheese
Source: Mintel, 2021
Company Jan K. Overweel
Brand Duero
Sub-category Dairy/hard and semi-hard cheese
Country Manufactured in Spain, market Canada
Related ingredients Pasteurized sheep's milk
Store name Bonanza supermarket, Montreal-Saint Leonard
Launch type New product
Date published January 2021
Price in Canadian dollars $18.95

Duero Reserva Manchego Cheese is described as smooth and mellow with a gentle sweetness. This product said to have been aged for three years, contains 25% of milk fat and 36% of moisture, and retails in a 782 gram pack.

4-Cheese Pasta Sauce
Source: Mintel, 2021
Company Longo Brothers Fruit Markets
Brand Longo's Curato
Sub-category Sauces and seasonings/pasta sauces
Country Manufactured in Italy, market Canada
Related ingredients PDO Pecorino Romano cheese (sheep's milk, rennet, salt)
Store name Longos supermarket, Brampton, Ontario
Launch type New product
Date published January 2021
Price in Canadian dollars $6.99

The product is free from added sugar, and retails in a 650 millilitre pack.

Pico de Gallo Crusted Atlantic Cod
Source: Mintel, 2021
Company Loblaws
Brand PC President's Choice Easy Cook!
Sub-category Processed fish, meat and egg products
Market Manufactured in United Kingdom, market Canada
Related ingredients Manchego style crumbs (sheep's milk hard ripened cheese)
Store name Fortinos supermarket, Brampton, Ontario
Launch type New variety/range extension
Date published January 2021
Price in Canadian dollars $8.99

This product comprises of sustainably sourced, wild, skin-on, boneless cod fillets crusted with a combination of semi-dried tomato, sourdough and sharp Manchego cheese. The uncooked, mildly spiced product is prepared in a ready-to-cook tray, and contains no artificial flavours or synthetic colours. It retails in a 320 gram pack with two servings.

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Prepared by: Erin-Ann Chauvin, Senior Market Analyst

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