Red meat supplier Pilgrim’s Europe has found that 54% of households are planning a roast dinner across the Easter weekend, with demand for roasting joints expected to see a “renewed focus”.
Pilgrim’s attributed this to unsettled weather and ongoing cost pressures, and said that almost three-quarters of the planned roast dinners would take place on Easter Sunday. This was said to reflect a shift towards more traditional, indoor occasions, following recent years when warmer weather and later Easter timing supported more outdoor and al fresco dining.
The predicted focus on roasting joints is set to build on last year’s performance, when sales increased by 2.9% across the Easter period, despite a decline in the number of purchasing households.
While Pilgrim’s expects lamb and beef to continue to dominate sales, with beef prices rising more sharply than other proteins in recent months, shoppers are expected to switch into more affordable options such as lamb, chicken and pork.
Promotions are also set to play a key role in purchasing decisions, said Pilgrim’s, particularly as shoppers look to balance cost with occasion. In 2025, 44% of roasting joints were sold on promotion (Worldpanel, 2 w/e 20th April 2025), which the producer said underlined the importance of strong offers in driving demand during the Easter trading period.
At the same time, there remains “significant opportunity” to influence undecided shoppers, with around one in six yet to decide whether they will host a special Easter meal (Pilgrim’s Europe/Toluna survey of 484 respondents, March 2026). This was said to give retailers an opportunity to drive conversion through clear value messaging, strong merchandising and well-executed meal solutions.
According to Pilgrim’s Europe, while value will be front of mind for many, there is still scope for shoppers to trade up. Premium own label continues to outperform, delivering 15% value growth and 10% volume growth in the latest four weeks (Worldpanel, 4 w/e 22nd February 2026), as consumers look to elevate meals for Easter.
“With the weather looking unsettled and budgets still under pressure, shoppers are likely to keep things simple.”
Jason Winstanley, Pilgrim’s Europe
Jason Winstanley, head of research and insight at Pilgrim’s Europe, said: “Easter is one of those occasions where many people look forward to enjoying a special meal with family and friends and this year we expect that to lean much more towards traditional roasts at home.
“With the weather looking unsettled and budgets still under pressure, shoppers are likely to keep things simple but still make it feel like an occasion. That means looking for good value but also trading up where it matters most for the main meal.
“For retailers, the opportunity is in making those choices easy – whether that’s clear value options, strong promotions or a range that covers everything from everyday joints through to something a bit more premium for Easter Sunday.”
