AHDB analysis has revealed that, compared to the strict restrictions of last year, 2021’s Easter festivities were a winner for all red meat categories.
Growth was seen in roasting volume sales across beef (45 per cent), lamb (42 per cent) and pork (25 per cent), while whole chicken sales declined for the first time in years.
Pork roasting joints gained considerably on 2019 figures, seeing a 36 per cent increase in volume sales.
Butchers shops also felt the benefits of a more sociable Easter, with shopper numbers hitting a five-year high. Sales of roasting joints and whole birds were up by 15 per cent on 2020, and 20 per cent on 2019.
AHDB’s retail insight analyst Grace Randall said: “Easter is a key celebration for all roasting joints, particularly lamb, with 15 per cent of annual sales coming from the Easter period alone. Last year, many didn’t celebrate Easter or turned to chicken due to lockdown restrictions, but this year we have certainly seen a significant return to lamb.
“The rules of only mixing outside brought a new opportunity to Easter this year by the way of BBQ’s, which we could see continuing into next year – weather dependant of course. Google searches for ‘BBQ’ boomed the weekend before Easter and volume sales of sausages, burgers, grills and steaks all grew from 2019 levels. This is certainly one to watch.”
The full Easter 2021 retail performance report can be found here.