South Korea is Australia’s third biggest lamb market by value

Demand is surging for Australian lamb as a new country emerges as the nation’s third biggest market.

South Korea is now Australia’s third biggest lamb market by value as demand surges in that country.

While there has not been a dramatic increase in the number of Korean consumers adding lamb to their shopping trolley, its use is growing in restaurants.

Meat and Livestock Australia released its analysis of the Korean red meat market this week and country manager Charlie Ko said growing consumer interest in enjoyment and “trying something different” had been one of the major drivers for the growth in sheepmeat demand.

“Korea, for example, is one of the fastest-growing high value markets for Australian lamb exports and is now Australia’s third largest, by value, after the US and China,” Mr Ko said.

“Lamb is not a traditional part of the Korean diet, but has been growing in popularity in recent years.

There has been a surge of consumption of lamb in restaurants, making that country Australia's third biggest export destination by value.

“Korean consumers typically consume lamb in restaurants rather than at home, largely due to the lack of familiarity with the meat and lack of cooking knowledge.”

The market analysis showed Korea was a fast-paced market, and trends in consumption were embraced quickly.

“Korea’s lamb market is still new and relatively small but gaining traction as many consumers are keen to try new and different cuisines,” Mr Ko said.

“TV reality shows and social media have played an important role in introducing lamb consumption culture to Korea as they seek novel content to excite the audience.”

But the report said there were key measures that need to be taken to ensure the rising lamb demand was not a flash in the pan.

Lamb is making big gains in Korea in restaurants but the push is on to get more cooked and eaten at home.

“Consumer education, including growing cooking confidence and awareness of the nutritional benefits of lamb, remains crucial to growing consumption,” Mr Ko said.

“In addition, convenient ...offerings that require minimal preparation are also key to enticing Korean consumers to incorporate lamb into their in-home meat consumption repertoire.”

The United States remains Australia’s biggest lamb customer taking 72,964 tonnes in 2021/2021 at a value of $1.16 billion.

China came in second with 53,089 tonnes valued at $555 million while Korea’s take of 16,721 tonnes was valued at $199 million.