The UK sheepmeat market is evolving as the population and consumption habits change – and there are considerable export opportunities too, according to AHDB Beef and Lamb board member and major player in the market, Euro Quality Lambs' director, Rizvan Khalid.

“Demand for sheepmeat from the Muslim population is growing as that sector of the UK population grows and becomes increasingly affluent and discerning,” he told The Scottish Farmer.

“In the UK, Muslims represent about 5% of the population, but they are estimated to consume in the region of 20% all sheepmeat eaten in the UK.

“According to the 2011 census, this population is predominantly south Asian in heritage, with about 48% of them being under 25 and 88% being under 50. Much of the younger portion of the British Muslim population is now third generation and these consumers want greater product quality, increased product variety as well as convenience and assurance,” explained Mr Khalid.

“This generation has higher levels of disposable income than their parents and eat out significantly more often than their parents’ and grandparents’ generations ever did. The British Muslim protein plate is about 60% poultry and 35% sheepmeat, with little beef and no pork in the diet.

“As sheep farmers will be well aware, demand for Halal mutton fundamentally underpins the cull ewe trade in the UK and indeed much of the EU.”

Further afield, Mr Khalid says European Muslim populations are growing and represent a good export opportunity for UK producers. “The French Muslim population is in the region of 6m, representing about 10% of the entire French population, while a similar number of Muslims now live in Germany, with a Dutch Muslim population of about 1m and Spanish Muslims numbering nearly 2m with a further 2m visiting the country annually as tourists.

“With a large portion of UK sheepmeat production being exported, this growing EU Muslim population clearly represents a significant export opportunity for UK producers,” he added.

The Halal market is not without its challenges, he accepted, and there are a number of issues which have to be managed. “As with any specialist market it is vital to maximise trust for consumers, that means eliminating cross-contamination risks and guaranteeing that sheepmeat sold as Halal is slaughtered as Halal.

“There is a widespread belief that Halal slaughter has to be done without pre-stunning. This is inaccurate. The central requirement of Halal slaughter is that the animal must be alive at the point of slaughter and the Tasmiyya ‘In the name of God, God is Great’ must be said before every animal is slaughtered. So long as that is done the animal is deemed as Halal.

“So, under Halal slaughter animals can be stunned pre-slaughter, but that stunning must not kill the animal or adversely affect the blood flow or cause more pain to the animal.

“As a result, only electric head-only stunning of lambs complies with Halal slaughter. About 80% of all UK Halal slaughter is pre-stunned, but the proportion killed without stunning is increasing due to a lack of confidence in Halal-stun assurance,” pointed out Mr Khalid.

This contrasts with New Zealand, where more than 95% of New Zealand lamb is pre-stunned Halal slaughtered. “New Zealand abattoirs have been able to physically demonstrate to customers and Halal auditors the recoverability of lambs following electric head-only stunning. Allowing UK abattoirs to do the same would give greater confidence among the Muslim population and allow maximum market penetration for UK Halal sheepmeat,” he added.

When it comes to meeting market requirements, Mr Khalid said the Halal market in the EU requires both lambs and older sheep, particularly cull sheep. “Ultimately, this sector of the sheepmeat market is much like any other, there is a wide spread of consumer tastes and preferences and it is important to have product available to suit them all.

The Muslim calendar also has a massive influence in sheepmeat consumption, he pointed out, with most families stocking up heavily ahead of Ramadan and again mid-way through. “As the focus is on charity, reflection and worship, bulk stocking of food and easily prepared meals are key," he said.

“Meat is bought for the large gatherings of family and friends, particularly at weekends and the end of Ramadan. This changing demand dynamic has a significant impact on the sheepmeat market each year and having finished stock available to suit demand is important.”

A second major festival is Qurbani, a Muslim thanks giving day which this year took place on August 21, 10 days earlier than in 2017. This takes place two lunar months and 10 days after the end of Ramadan.

“From an industry perspective there are two major peaks in demand associated with this festival. The first is an increased demand for normal Halal meat for the celebratory meal on Eid-al-Adha (Qurbani day), with this meat bought before Eid-al-Adha.

“The second is the demand for Qurbani Assured animals and their resulting meat for individual consumers. These must only be slaughtered on Eid-al-Adha itself from sunset prayers onwards (and up to three days after), with enthusiastic customers waiting to collect their meat as soon as practically possible. Large numbers of animals are procured in advance for both these requirements.”

Crucially, Qurbani Assured animals must be at least six months old at the time of slaughter and animals must also be fit and healthy at slaughter, with no visible lameness, defects or illness.

“This market is increasingly important, with a current demand estimate of between 50,000 and 100,000 lambs from the UK, France and Germany. But it has the potential to grow to 300,000 in future. With increased demand for normal Halal meat the overall market is many times this amount during this period,” he added.

As the date of Qurbani moves 10-11 days earlier each year, it will become more difficult to meet demand with new season lambs and breeding and management decisions may need to be tailored to better meet the needs of this market.

“In future, I can see Qurbani Assurance schemes and declarations being critical for trade, with producers and auctioneers working together to market lambs as being eligible for this festival.

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Rizvan Khalid will be a speaker at the iTexel Conference at the North Lakes Hotel, Penrith, on Saturday, November 17, 2018. For more details on the iTexel Conference see www.texel.uk