Chicken is closing in on lamb as the most popular meat for the Easter lunch.
New research by IGD reveals that 34 per cent of shoppers are now expected to plump for chicken, just behind lamb on 38 per cent.
The switch comes in the context of 85 per cent of British shoppers saying they are taking steps to pursue a healthier diet, and poultry is regarded as well placed to capitalise on shoppers looking for healthier, protein-rich food, both in and out of home.
“Health is clearly on the minds of shoppers as they approach Easter this year, and this is coming through in a number of ways,” said IGD senior shopper insight manager Michael Freedman. “We know from our wider research that shoppers see cooking from scratch as a dominant theme of living a healthier lifestyle, which is the most popular choice for how shoppers will be preparing their meals this weekend. We have also found that health motivations can encourage a move to meat-free options or choosing chicken as a healthy meat option.”
The findings chime with research carried out this month by ice cream supplier Kelly’s of Cornwall, which revealed that chicken is now the number-one favourite meat for Sunday roasts. Some 28 per cent of consumers said they favoured it, ahead of beef on 25 per cent, lamb on 18 per cent and pork on eight per cent.
Chicken was particularly popular with younger consumers and millennials in the survey, with 36 per cent of 16-29 year-olds naming it as their first choice.