The cost of living crisis and bad weather have led to more consumers planning to eat at home over Easter, according to Pilgrim’s Europe.
Research compiled by the meat sector giant showed 54% of households are planning a roast dinner over the Easter weekend, with nearly three-quarters on Easter Sunday.
The renewed focus on the “traditional roast” is expected to drive demand for roasting joints over the period, building on 2025’s sales uplift of 2.9% [Worldpanel by Numerator 3 w/e 20 April 2025].
Pilgrim’s said protein choice was also likely to shift due to the higher price of beef, which previously accounted for 30% of sales. The company said consumers would be opting for more affordable alternatives, such as lamb, chicken and pork.
Pilgrim’s stressed there was “still scope for shoppers to trade up”, with premium own-label lines delivering 15% value and 10% volume growth in the past month [Worldpanel 4 w/e 22 Februrary 2026].
It comes after research from The Grocer found lamb joints were on average 8% more expensive than they were at the same point ahead of Easter 2025 [Assosia 52 w/e 19 March 2026], with ongoing tight supply still a major factor within the category.
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“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,” said Pilgrim’s Europe head of research & insight Jason Winstanley. “That means looking for good value but also trading up where it matters most for the main meal.”
Pilgrim’s said promotions were to play a key role, with consumers looking to balance cost with occasion. In 2025, 44% of roasting joints were sold on promotion.
It also said there remained significant opportunity to influence undecided shoppers, with around one in six undecided on whether they will host a special Easter meal.
Winstanley added: “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.”
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