More Easter meals at home as weather and cost of living bite, Pilgrim’s says
Published on The Grocer
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 complied 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 & pork.
Published on The Grocer, 2nd April 2026.
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