Easter roasts are set for a comeback this year as weather and value drive shoppers
Pilgrim’s Europe has revealed a return to more traditional Easter dining, as unsettled weather and ongoing cost pressures drive consumers towards at-home celebrations.
New consumer research shows that 54% of households are planning a roast dinner across the Easter weekend, with almost three-quarters of these taking place on Easter Sunday. This reflects a shift towards more traditional, indoor occasions, following recent years where warmer weather and later Easter timing supported more outdoor and al fresco dining.
This renewed focus on the traditional roast is expected to drive demand for roasting joints, building on performance seen last year, when sales increased by 2.9% across the period, despite a decline in the number of purchasing households.
While lamb and beef dominated last Easter, accounting for 44% and 30% of sales respectively, 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, particularly as shoppers look to balance cost with occasion. In 2025, 44% of roasting joints were sold on promotion, underlining 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. This gives retailers an opportunity to drive conversion through clear value messaging, strong merchandising and well-executed meal solutions.
Jason Winstanley, head of research & 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.”
