Meat processor Pilgrim’s scales up lamb production for Easter

Pilgrim’s Europe has confirmed it will be ramping up production at its sites in order to meet retail demand for lamb in the run-up to Easter on 20 April.

The major meat processor works with more than 1,500 British farm businesses to source its supplies and says demand for lamb is “set to soar”.

It anticipates that with Easter falling later this year, consumers may turn to lighter lamb dishes rather than traditional roasts, which could encourage retailers to promote different cuts.

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Figures from retail insight firm Kantar Worldpanel show that volumes of leg joints sold were up by 5.2% on the year for the 52 weeks ending 23 February 2025, and further growth is forecast in the coming weeks.

Lamb sales have rebounded in recent years and last easter lamb overall was up by 6.1% in value and 14.2% in volume.

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

“This presents a clear opportunity for retailers to optimise their offering across joint sizes and cuts, ensuring comprehensive consumer choice for all celebrations.”

He added: “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.”