Happy shoppers to boost Easter food purchases: IGD

Nearly a half (43%) of shoppers planned to prepare a special family meal over the Easter break, up by 5% on the previous year, revealed the latest IGD ShopperVista research.

Chicken will be the top choice this Easter – preferred by 41% of those surveyed –​ followed by lamb, beef, turkey and fish.

Joanne Denney-Finch, chief executive, IGD, said more positive news about the economy had left shoppers feeling more optimistic.

“More of us are planning a special meal for our family and friends over Easter,” ​said Denney-Finch. “Nearly a quarter of shoppers​ [23%] said they will eat out at restaurants – up from a fifth last year. British businesses will hope this improving ‘feel good’ factor gains momentum.​”

Preference for British food​

The survey also revealed a preference for British food. “Shoppers also told us they’d like to see more local and British products in-store as well as food sampling when buying their Easter groceries,”​ she added.

The research included 1,000 shoppers surveyed by IGD ShopperVista between March 21–23.

Meanwhile, sales at upmarket retailer Waitrose for the week ending April 5 revealed shoppers had begun stocking up on sweet treats to mark the end of Lent or to give as Easter gifts. “Sales of our chocolate Easter ranges were up by 49% compared to the equivalent Easter build up week last year,”​ said personnel director Helen Hyde.

Shoppers had also bought 41% more barbecue meat and 32% more salads, with food to eat while on the go rose by 52%.

The nation’s favourite Easter roasts​

•             41% chicken

•             30% lamb

•             27% beef

•             19% turkey

•             17% fish

Sources: IGD