UK red meat supplier Pilgrim’s Europe has highlighted an opportunity for retailers to “diversify their offerings” as demand for lamb increases.
Pilgrim’s Europe highlighted that growth in the lamb roasting segment remained strong, primarily driven by leg joints, which were up 5.2% in volume sales year-on-year.
Lamb consumption rebounded last year, as seen in data from Kantar, after a dip in 2023 – due to 70-year record high temperatures, which saw consumers turn towards outdoor barbecues. Typical late March/early April UK weather returned, and the category grew by 6.1% in value and 14.2% in volume over the Easter period.
According to data from Kantar, value sales of lamb joints increased 8.8%, and volume sales surged by 19.2%, as the traditional roast reigned supreme – driven also by significant consumer switching from fish and beef alternatives.
Pilgrim’s said that this shift presents retailers with an “opportunity to diversify their offerings”, promoting alternative lamb cuts and recipes that cater to outdoor dining and barbecues, helping lamb maintain its prominent position in seasonal celebrations.
Jason Winstanley, head of research and insight at Pilgrim’s Europe, said: “With Easter falling later this year, we anticipate warmer weather, potentially shifting consumer preferences to a spread across traditional roasting joints alongside lighter, summery recipes and alternative cuts. This presents a clear opportunity for retailers to optimise their offering across joint sizes and cuts, ensuring comprehensive consumer choice for all celebrations.
“Our 100% British sourcing commitment supports domestic agriculture while meeting consumer demand for provenance. The hard work of our teams and investment in cutting-edge technology means we are always ready to meet seasonal demand spikes.”
