Beef + Lamb New Zealand marketing managers say an expected increase in lamb numbers this year will increase the pressure on meat exporters trying to sell lamb in European markets.
UK market manager John Mabb says it's a struggle to keep up sales of lamb when consumers are being squeezed hard by greatly increased energy, fuel and other living costs.
Nick Beeby, who oversees the German market for Beef + Lamb NZ, says it's a similar story there, despite the fact that Germany is in a stronger economic position than many other European countries, right now.
However, lamb is still the highest-priced red meat on sale.
''Sales of lamb are about 10.2% below where they were last year,'' he said.