Strong Easter demand for lamb while retailers slash prices

Demand for red meat is expected to increase over the Easter weekend with more than half (54%) of households planning a roast dinner, according to consumer research by Pilgrim’s Europe.

The meat processor says lamb and beef accounted for 44% and 30% of sales respectively last Easter, and is anticipating strong sales again this year.

However, some cost-conscious consumers are expected to switch to cheaper proteins or promotional offers.

Research showed that 44% of roasting joints were sold on promotion during the Easter trading period in 2025.

See also: Lamb trade breaks £8/kg barrier driven by strong demand

Jason Winstanley, head of research and insight at Pilgrim’s Europe, said: “Easter is one of those occasions where many people look forward to enjoying a special meal with family and friends, and this year, we expect that to lean much more towards traditional roasts at home.

“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.”

Retailers compete on price

The five largest supermarket chains are all competing on price, selling lamb at retail for below current farmgate prices.

Deadweight lambs averaged £8.67/kg in the week ending 28 March at GB abattoirs, with prices rallying in recent weeks.

After accounting for promotions through loyalty cards and schemes, Tesco is selling legs of lamb at £7/kg, Sainsbury’s at £7.85/kg, Asda at £7/kg, Aldi at £5.95/kg, and Morrisons at £5.97/kg.

Several of these supermarkets are also importing lamb to meet demand, predominantly from New Zealand.

Michael Priestley, policy manager at the National Sheep Association, said: “While such low pricing is not sustainable, such prices, which appear to be Easter discounts, may help keep lamb in the minds of British consumers.

“With about 30% of sheepmeat going to domestic halal markets and 35% exported, much of it also halal, it’s important to have new consumers with different tastes giving lamb a try.

“The challenge with Easter discounting is lamb becomes a one-off, like Christmas turkey.”

He added: “If the choice is British lamb over imported product, remember that British lamb to British shoppers not only comes with the nutritional benefits, but helps produce the countryside and iconic landscapes. The sheep flock continues to contract and there is no good reason for it to do so.”

NFU Livestock Board chairman David Barton said: “Rising lamb prices have been driven primarily by strong demand from the public outstripping supply, here in the UK and globally.”

Mr Barton added that British lamb had a fantastic reputation for quality and high welfare standards and was a product the public loved.