As solar grazing expands across the United States, it is creating new opportunities to increase domestic lamb production at a time when consumer demand for lamb is growing. Although more than 70% of lamb consumed in the U.S. is still imported, shifting consumer preferences and rising interest in lamb are opening space for U.S. raised products to gain market share. Solar sites, which provide additional grazing acreage, are emerging as an important pathway for meeting this demand while supporting agricultural viability alongside renewable energy development.

To better understand these market dynamics, Camren Maierle and Megan Wortman from the American Lamb Board (ALB) shared recent research on lamb consumers and marketplace trends. Their findings shed light on who today’s lamb consumers are, what attributes they value in lamb products, and how demand is evolving. The discussion also explored how domestic lamb production, including lamb raised through solar grazing, fits into the broader market and where future growth opportunities may lie.

What Market Trends Are Driving the Lamb Industry?
The U.S. lamb market has seen strong recent momentum, with 2024 marking a record sales year and roughly 12% growth in volume. Early 2025 continued the trend with one of the strongest Easter sales periods on record. Domestic lamb is performing particularly well, gaining market share as tariffs and rising prices narrow the gap between imported and American-produced lamb.

Who Is Driving Lamb Consumption Growth?
Younger consumers are leading the expansion. Gen Z and millennials are significantly more likely to purchase lamb than older generations, with many consumers incorporating it into their diets regularly. Frequent buyers tend to be urban, higher-income households, with strong demand among African-American and Hispanic consumers.

What Factors Influence Consumer Purchasing Decisions?
Flavor remains lamb’s greatest strength with consumers, while price and product availability are the most common barriers to more frequent purchases. Surveys also show a strong preference for American-produced lamb, with many consumers willing to pay a premium for domestic origin. Storytelling around production practices may help further strengthen demand.

How Does Solar Grazing Fit Into Lamb Industry Growth?
Solar grazing creates new opportunities for producers to enter the sheep industry without significant land ownership costs. Vegetation management contracts can provide steady revenue that supports flock expansion, allowing producers to gradually increase lamb supply while maintaining grazing services.

What Opportunities Exist for Solar Graziers?
Solar graziers can help support the growth of American lamb by promoting domestic production, maintaining consistent product quality, and sharing their production story with consumers. Broader trends—such as growing interest in high-protein diets—also create opportunities to position lamb as a valuable part of the modern protein market.