British lamb is losing out to an influx of cheaper New Zealand imports in the battle on supermarket shelves.
Those imports have combined with several other factors to create a "perfect storm" that has pushed domestic lamb prices down by some 16-20 per cent on the year.
At a time when there is a larger than usual carry-over of prime hoggs, the strength of the pound, and the economic situation on the continent are hindering exports.
In addition to a glut of hoggs on the domestic market, farmers in some regions of the UK who chose to lamb earlier have been assisted by dry weather that has allowed them to sell new season lamb sooner.
Stuart Ashworth, head of economic services at Quality Meat Scotland (QMS), said: "New season lambs are slightly more abundant than this time last year. The concern for producers is that prices are starting the season at around 206p per kg live weight - a price reduction on a par with that of prime hoggs.
"With the 2015 lamb crop generally expected to be larger than last year and Sterling remaining strong, the outlook remains uncertain."
Market round-up
United Auctions sold 900 store heifers at Stirling on Wednesday to a top of 295p per kg and an average of 227.7p (-0.7p on the week), while 875 store, beef-bred bullocks peaked at 303.4p and levelled at 239.3p (+4.1p). Ninety-nine store, B&W bullocks sold to 180.5p and averaged 175.8p (+8.2p).
In the rough ring 127 cows averaged 128.5p.
The Cumberland and Dumfriesshire Farmers Mart sold 27 prime heifers in Dumfries on Wednesday to a top of 224.5p and an average of 192.1p.
There were 91 OTM cattle presented in the rough ring when beef cows averaged 130.8p and dairy cows levelled at 106.2p.
The firm also sold 250 prime hoggs to a top of £90.50 per head and 200p per kg to average 176.3p (+3.3p), while 41 prime lambs peaked at £99 and 215.3p to level at 205.3p (-3.1p).
The 147 cast sheep forward saw heavy ewes sell to £120 for Texels and average £92.31 (+£12.02), while light ewes peaked at £104.50 for Lleyns and levelled at £72.61 (+£14.09).
Messrs Craig Wilson Ltd sold 402 prime hoggs in Newton Stewart on Wednesday to a top of £90 and 197p to average 176.9p (+6.7p), while 45 prime lambs peaked at £93 and 204.7p to level at 197.4p (+2.4p).
A small show of 55 cast sheep were dearer on the week with ewes selling to £106 for TexelXs and £87.50 for Blackfaces.
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