While chocolate will be on most people’s mind this Easter weekend, the IGD reveals that this year almost as many shoppers are planning to cook fish as a main dish (12%) as chicken (13%).
Lamb remains the national preference (20%) with beef (8%) and pork (6%) also on the menu.
IGD research also reports that shoppers are moving on from the conventional Easter Sunday lunch with 26% opting for weekend-long celebrations that extend beyond cooking one big meal, and a fifth admitting to having not yet made plans.
While 43% said they are treating the holiday as just a long weekend, 22% of shoppers are planning to have a meal at home with their family or household on Easter Sunday.
Vanessa Henry, Shopper Insight Manager at IGD, said: “Shoppers are now viewing the holiday as a four-day event that brings with it multiple opportunities for meals and entertaining, one key part of which is experimenting with alternative main meal options such as fish and chicken.”
“Retailers should see this as an opportunity to drive a broader range of different meal occasions instead of just the traditional one celebratory meal.”
While over half of shoppers (58%) say they don’t celebrate Easter like they did when they were children, one celebration that appears to have stood the test of time is the traditional Easter egg, with over half (51%) of shoppers planning to mark the event with chocolate treats.