This year, over half (54 per cent) of households are planning a roast dinner across the Easter weekend, according to the latest figures from FMCG company Pilgrim’s Europe.

The research shows a shift towards more indoor dining occasions compared to recent years where warmer weather supported more outdoor dining.

This rise in traditional roasts over the weekend is set to increase demand for roasting joints, building on a strong performance from last year, where sales increased by 2.9 per cent during the period.

This year shoppers are expected to buy more affordable protein options, including lamb, chicken and pork, which is a change from last year, where lamb and beef accounted for 44 per cent and 30 per cent, respectively.

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Jason Winstanley, head of research & insight at Pilgrim’s Europe, said: “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.”

The data also found that promotions are set to play a key role in the purchasing decision, with 44 per cent of roasting joints sold on promotion last year.

Premium private label continues to be in high demand, which delivered 15 per cent value growth and 10 per cent volume growth over the past four weeks as consumers choose more high-quality options for meals for Easter.