Pilgrim’s Europe Increases Lamb Production Ahead of Easter Surge
Pilgrim’s Europe is boosting lamb production to meet rising Easter demand, with a focus on both traditional roasts and lighter, alternative cuts to suit shifting consumer preferences.
As Easter approaches, Pilgrim’s Europe is ramping up lamb production in response to a projected surge in seasonal demand. The company, which operates the UK’s largest lamb processing operation, anticipates a strong year for lamb consumption—particularly as Easter falls later in the calendar.
With over 1,500 UK farmers in its supply chain, including a significant number in Wales, Pilgrim’s Europe remains a major force in British lamb. The company holds the largest market share in the lamb category year-round and is well-positioned to respond to increased demand around key periods like Easter.
Shifting Consumer Preferences
While traditional roast lamb remains a staple on Easter tables, Pilgrim’s expects a shift in consumer preferences this year. Warmer spring weather could encourage consumers to explore lighter, more versatile lamb dishes. Cuts suited for quicker cooking or outdoor dining may see greater interest, presenting an opportunity for retailers to diversify their product offerings.
Jason Winstanley, Head of Research at Pilgrim’s Europe, highlighted this evolving trend:
“This could potentially shift consumer preferences to a spread across traditional roasting joints alongside lighter, summery recipes and alternative cuts. This presents a clear opportunity for retailers to optimise their offering across joint sizes and cuts, ensuring comprehensive consumer choice for all celebrations.”
Market Rebound After 2023 Dip
Following a dip in 2023, where record-breaking heat saw consumers turning away from traditional roasts in favour of barbecues, lamb consumption has rebounded. In 2024, with more typical spring weather conditions, the lamb category saw notable growth—up over 6% in value and more than 14% in volume over the Easter period.
This resurgence suggests that, while weather remains a key variable, British consumers are returning to lamb as a seasonal favourite. Leg joints, in particular, have seen over 5% growth in volume sales year-on-year.
As Easter draws near, Pilgrim’s Europe is prepared to meet growing demand with a balance of traditional favourites and new, adaptable cuts—offering both retailers and consumers a broader range of options for seasonal meals.