Sales of lamb have fallen by 25% over the last fifteen years as less families enjoy a Sunday roast, citing a lack of time and inclination to spend two hours cooking.

The majority of lamb bought is enjoyed by the over-55s, with the under 35s accounting for just 12% of the market. Shoppers in London account for 25% of the £845 million of lamb sold with only 6% bought in Scotland and the Borders.