The patterns of food consumption in general and those of meat, in particular, are constantly changing. These changes are due not only to socioeconomic and cultural trends that affect the whole society but also to the specific lifestyles of consumer groups. Due to the importance of consumer lifestyle, the objectives of this study were (i) to identify the profiles of lamb meat consumers according to their orientation toward convenience, as defined by their eating and cooking habits; (ii) to characterize these profiles according to their socioeconomic characteristics and their preferences
regarding the intrinsic and extrinsic quality signals of lamb meat; and (iii) to analyze the willingness to pay for lamb confit. In this study, four types of consumers have been differentiated according to their lifestyles related to lamb consumption. These groups, due to their characteristics, could be called
“Gourmet”, “Disinterested”, “Conservative”, and “Basic”. The Gourmet group has characteristics
that make it especially interesting to market a product such as lamb confit. However, this group is
unaware of this product. Therefore, a possible strategy to expand the commercialization of light lamb
and the confit product would be guided marketing to this niche market.