Pilgrim’s Europe, one of Europe’s largest food companies and major supplier of British lamb, said it is scaling up its lamb production to meet anticipated Easter demand.
British lamb remains the preferred centrepiece for the dinner table at Easter due to its high-quality and versatility – prized for its roasting characteristics, delivering superior flavour and texture profiles.
Holding the largest value share of the lamb category all-year-round (49.9%), demand for lamb joints is expected to rocket, typically accounting for almost two-thirds (64%) of lamb volumes over the twelve-week period, going by the Kantar figures for 2024.
Growth in the roasting segment remains strong, primarily driven by leg joints, which are up 5.2 per cent in volume sales year-on-year.
Lamb consumption rebounded last year, 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 per cent in value and 14.2 per cent in volume over the Easter period.
Value sales of lamb joints increased 8.8 per cent, and volume sales surged by 19.2 per cent, as the traditional roast reigned supreme – driven also by significant consumer switching from fish and beef alternatives.
With Easter falling in late April this year, the likelihood of warmer spring weather may lead British consumers to prefer lighter, summery lamb dishes rather than traditional roasts, Pilgrim’s Europe noted, with the shift presenting retailers with an opportunity to diversify their offerings, promoting alternative lamb cuts and recipes that cater to outdoor dining and barbecues.
“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,” Jason Winstanley, head of research & insight at Pilgrim’s Europe, said.
“This presents a clear opportunity for retailers to optimise their offering across joint sizes and cuts, ensuring comprehensive consumer choice for all celebrations.”
Operating the UK's largest lamb processing operation, Pilgrim's Europe sources exclusively from British producers, maintaining supply partnerships with 1500 farmers nationwide, with Welsh producers forming the primary supply base.
"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,” Winstanley added.
