Loin sections (m. Longissimus lumborum) were collected at slaughter from forty-eight lamb carcasses to evaluate consumer-liking scores of six types of typical New Zealand commercial lamb and to understand the possible underlying reasons for those ratings. A consumer panel (n = 160) evaluated tenderness, juiciness, flavor liking, and overall liking of the different types of lamb loins. Consumer scores differed among the types of lamb meat for all the evaluated attributes (p < 0.05). Further segmentation based on overall liking scores showed two consumer clusters with distinct ratings. Correlation and external preference map analyses indicated that one consumer cluster (n = 75) liked lamb types that had lower total lipid content, a lower proportion of branched-chain fatty acids, oleic and heptadecanoic acids; and a higher proportion of polyunsaturated fatty acids and volatile compounds (green and fruity descriptors). Consumer liking of the other segment (n = 85) was less influenced by fatty acids and volatiles, except hexanoic, heptanoic and octanoic acids (rancid, fatty, and sweaty descriptors). Thus, the fatty acid profile and the volatile compounds derived from their oxidation upon cooking seem to be a stronger driver of consumer liking of lamb for some consumers than others.

The effects of the rearing system (artificially vs. naturally milk-fed) and the slaughter age (3-weeks milk-fed vs. 3-months pasture-fed) on consumer liking of East-Friesian-cross dairy lamb Longissimus lumborum muscle and its association with lipid content and composition were evaluated. The artificially reared lambs were removed from their dams at 2–3 days of age and reared with cow milk. Intramuscular fat content (2.8%) was similar between treatments. Only 3 of the 25 fatty acids evaluated were influenced by the rearing system and 15 by the slaughter age. The rearing system had a minor impact (p < 0.10), but the slaughter age had a major (p < 0.01) impact on consumer liking. All consumers preferred on average meat from 3-weeks-old lambs. However, based on overall liking scores, Cluster-1 (60% of consumers) preferred meat from 3-weeks-old lambs driven by all sensory attributes but mostly tenderness, whereas Cluster-2 preferred meat from 3-months-old lambs driven by flavor only, indicating a preference for stronger flavor from older lambs finished on pasture. Meat fatty acid profile and consumer liking were not influenced by the rearing system but by lamb slaughter age, showing a niche product opportunity for the 3-weeks milk-fed lambs.

This study assessed if Chinese consumer attitudes towards a range of lamb attributes (such as origin, food safety, appearance, taste, price), and their opinions of New Zealand lamb (9- and 7-point Likert scales, respectively), had changed since the outbreak COVID-19. The same survey was carried out in Shanghai and Beijing pre (December 2018) and post COVID-19 (November 2020), ~9 months after China’s initial outbreak, with 500 and 523 consumers, respectively. From December 2018 to November 2020, there was an increase in the proportion of Chinese consumers purchasing red meat online or from a butcher, and cooking their lamb well-done. In contrast, there were minimal differences in Chinese consumer ratings between December 2018 and November 2020 for different lamb attributes and opinions of New Zealand lamb. Cluster analysis revealed that many consumers (140 in December 2018/376 in November 2020) used only a small portion of the high end of the scale when rating lamb attributes, resulting in little differences between the attributes. This study suggests COVID-19 has enhanced some food safety related behaviors but had little effect on Chinese opinions and preferences for New Zealand lamb attributes. It also highlights that survey design should be carefully considered when collecting responses from Chinese consumers.

This study investigated differences between general New Zealand consumers and ethnic Chinese consumers living in New Zealand regarding the importance of lamb attributes at the point of purchase and opinions of New Zealand lamb. A central location test survey was undertaken with 156 New Zealand consumers living in Dunedin, New Zealand, and 159 Chinese consumers living in Auckland, New Zealand. In terms of importance at the point of purchase, Chinese consumers rated a number of attributes as more important than New Zealand consumers by a difference of >1.0 on a 9-point Likert scale for importance: animal origin, feeding, age, presence of hormones/residues, traceability, food safety, place of purchase, brand/quality label, and label information (p < 0.05). New Zealand consumers rated the price of other meats and animal welfare as more important than Chinese consumers (p < 0.05); however, the differences in scores were <1.0. In terms of opinions, Chinese consumers also considered New Zealand lamb to be better value for money, more additive-free, and more likely to make people feel good (p < 0.05), by scores >1.0 on a 7-point Likert scale for agreement. New Zealand consumers considered New Zealand lamb more traditional and boring (p < 0.05); however, the differences in scores were <1.0.