This report is an analysis of the ACNielsen HomeScanTM data for lamb purchases stratified or sliced by several demographic characteristics of the purchasing households, including: (1) household size; (2) household income; (3) age of the household food preparer; (4) employment status of the household food preparer; (5) education level of the household food preparer; (6) household race; and (7) region where the household is located. The results provide data on market penetration (the percentage of households who buy lamb) viewed from a number of demographic perspectives and provide guidance for allocation of lamb advertising dollars.